Promotional Strategy

‘Tis the season for retailers to get wrapped up in holiday planning, but not everyone is looking ahead to December. Some are gearing up for consumer promotions around Día De Muertos (Nov. 1) or Singles' Day (Nov. 11), and savvy retailers should take notice. While the big occasions tend to deliver the same returns year…

Nearly a quarter of Americans have started saving for the holidays already. At the same time, inflation concerns are real. Gartner reported that over 40 percent of consumers believe companies are hiking prices to increase profits, and 65 percent will likely pull back spending in one area they’ve traditionally purchased in. However, brands can still…

Nike reported last week a 44 percent increase in inventory compared to the prior year period, driven by an increase in inventories from ongoing supply chain volatility. As a result, the sportswear brand plans to ramp up discounting and promotions to clear out some of its $9.7 billion in footwear and apparel before the holidays. On…

Today’s consumer is far more informed, far more discerning, and has far more choices than just 20 years ago. The rise of e-commerce, social media, and digital marketplaces lowered the barriers to entry for new, innovative and nimble direct-to-consumer (D-to-C) brands, which has made the competitive landscape increasingly crowded. With the ability to now buy…

Prime Day 2022 is fading from the rearview mirror — the numbers are in and the trades have spoken. Yet, I find myself reflecting on some key learnings from this year that, as a marketer, I feel are important to share with brands looking to maximize their Prime Day presence and keep visibility high for…

With supply chain issues stressing physical inventory and inflation running high, consumers are turning to gift cards to fill the gap and stretch their spending power. According to a recent consumer survey from Fiserv, 58 percent of consumers said gift card promotions are motivating them to buy more gift cards during this inflation period. This…

Now is the time for brands to gear up for Amazon Prime Day 2022. While the dates have yet to be announced, preparations are well under way for the massive online shopping event. In 2021, consumers purchased $11.2 billion worth of goods on Amazon.com during Prime Day, up 7.7 percent from $10.4 billion in 2020.…

While only a few months ago U.S. retailers were scrambling to fill their shelves due to supply chain delays, many are now facing inventory surpluses and having to discount unsold goods, according to a Reuters report. Average retail inventories have been rising quickly, too. The Reuters article cited research from Citi that found 11 of…

When we think about big revenue-generating opportunities on the calendar, we typically focus on November and December, particularly Black Friday. But sales on Black Friday last year — both in-store and online — dropped below pre-pandemic levels. Heading in the opposite direction is May, which is quickly becoming one of the most important revenue-generating moments of the…

Consumers and retailers are facing an unprecedented challenge with rising inflation rates. February saw an inflation rate of 7.9 percent, an entire seven percentage points higher than the same month last year — and the surge is showing no sign of slowing down as we enter the spring season. Goods are more expensive, and the…