Insight - Marketing and Research Newsletter

Fall 2015

Insight, Marketing and Research Newsletter from the Pennsylvania Newspaper Association

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continued on Page 2 I N S I G H T Marketing and Research Newsletter A S S O C I A T I O N P E N N S Y L V A N I A Volume 9, Issue 1 Fall 2015 JollyHoliday These tips will help advertisers make the most of the holiday season It seems that holiday shopping begins earlier and earlier each year. Whether anxious shoppers are trying to snag some bargains, or avoid the last-minute crowds, retailers must be well prepared for "the most wonderful time of the year." Recent surveys found that, • 25% of shoppers start their holiday shopping before Halloween. • 85% of shoppers typically shop on Black Friday. • 48% of shoppers do the majority of their holiday shopping on or before Cyber Monday. November and December are high-stakes months for retailers, representing one-fifth of annual sales. More than 23 percent of annual ad dollars are also spent during the holiday season. Research shows that when it comes to holiday shopping, • More than half of consumers are open to buying from a new retailer. • Fridays and Saturdays are the top days, overall, for in-store holiday shopping. • 65% of consumers plan to complete up to 75% of their in-store holiday shopping at a local small business. • 56% of shoppers believe advertising is important to their in-store purchase decisions. • 53% of shoppers prefer to research products in-store. • 52% of consumers prefer to purchase from local retailers, since profits stay in the community. • 46% of shoppers who use loyalty programs consider them to be important in their decision to purchase. Reaching enthusiastic shoppers couldn't be easier for retailers who are looking to By Jane Hungarter Director of Marketing, PNA Make This Your Best 4th Quarter Ever PAGE 5 News Media Connects with Millennials PAGE 6 The Secret to "Booming" Newspaper Advertising PAGE 7 85% of shoppers typically shop on Black Friday.

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