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End-Of-Year Push

End-Of-Year Push

With several months away, holiday spending is already going strong. Smart home improvement providers are ramping up advertising now and promoting quality and value to carry sales through Black Friday.

Spending is set to increase from last year. Holiday consumers are buying now rather than later. They don’t want to pay more nor risk not being able to get what they want. Homeowners are signing up for home remodels to lock in costs in hopes to avoid inflation and rising interest rates. Everyone is feeling the crunch of the price increases from lumber to gasoline.

According to a new Roku and Harris Poll, more than half of holiday shopping has already begun. Last year spending went up and this year it will go even higher. Holiday spending is predicted to increase by 6% over last year.

Holiday consumers will be searching for deals. According to global consulting firm AlixPartners 2022 US Retail Holiday-Outlook Survey, 39% of consumers plan to buy at least half of their purchases on sale. Sales are forecasted to increase. Consumers are looking for affordability and value. It’s a perfect time to advertise your home improvement business. Plan your marketing across media that targets your ideal consumer.

Consumers suffer from digital fatigue and welcome print. Last year direct mail increased but not at the same over saturating rate as digital. Consumers still feel good about direct mail. In a recent survey, 72% of the people who feel positive about direct mail, said it was because there was a good deal on a product or service. They found the mailing relevant while 28% did not.

73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want.

The more time people are spending at home the more effective direct mail has become.  42.2% of direct mail recipients either read or scan the mail they get and up to 90% of direct mail gets opened, compared to only 20-30% of emails (Data & Marketing Association).

October, tis the season to advertise. This is the perfect opportunity to gain customers. Make sure you are advertising early to increase sales for the end of the year and well into 2024.

Sources: Roku and Harris PoolAlixPartners 2022 U.S. Retail Holiday Outlook SurveyGallup and Data & Marketing Association