Effectively Reach Holiday Shopping Decision-Makers

By Jane Hungarter

Director of Marketing

As you put the finishing touches on your holiday advertising plans, be sure to include media options that reach the all-important decision-makers.

Women make up to 83% of the purchasing decisions in households across the U.S., according to Forbes, and moms are a critical consumer group to consider. About half of Black Friday shoppers will be women, and 60% of them will be between the ages of 25-54.

Recent studies found that consumers are anxious to start their holiday shopping and spending:

  • 25% of holiday shoppers are planning to increase holiday spending this year compared to last year.
  • 45% of consumers plan to resume traditional Black Friday shopping.
  • 42% of consumers will take advantage of specific sales such as Black Friday and Cyber Monday.

To ensure your advertising message is not only reaching, but resonating with, holiday shopping decision-makers, consider the percentage of women ages 25-54 who responded to an ad in the past year from the advertising they saw on the following media options.

  1. Ads on a social media network – 69.1%
  2. Mobile smartphone app or text message – 68.8%
  3. Streaming television advertising – 68.2%
  4. Emailed ad or newsletter – 65.1%
  5. Internet banner ad – 62.6%
  6. Advertising circulars – 62.5%
  7. Radio – 61.4%
  8. Newspaper advertising – 58.5%
  9. Outdoor ad/sign/billboard – 57.2%
  10. Mention on an audio podcast – 50.6%

Launching a multimedia approach when targeting holiday shopping decision-makers is always a sound strategy, and MANSI Media can facilitate your media planning and placing across a variety of platforms. Contact us today to learn more.


Sources: AudienceSCAN®, Vericast 2023 Retail Trendwatch, Nfinite Holiday Shopper Report, News/Media Alliance.