14th December 2023

The festive season is not only a time of joy and celebration but also a crucial period for businesses to capitalise on increased consumer spending. As we approach 2024, the role of promotional marketing in this season gains heightened importance, becoming a key driver in shaping consumer preferences, enhancing sales, and fostering lasting brand loyalty. In this article, Emma Kirk interviews industry expert, Catherine Shuttleworth, who delves into the importance of promotional marketing during the festive season and explores how it is poised to be a game-changer in the business landscape of 2024.

The Extended Embrace of Black Friday

Evolving from a single-day event to encompass the entire month of November, Catherine begins by acknowledging the undeniable influence of Black Friday. Highlighting that when surveyed 55% of younger shoppers said they were planning to spend on Black Friday, making it a vital part of the seasonal calendar.

“I think it’s true that all of us are looking for ways to make our Christmas spending stretch this year, so we will be looking for discounts where we possibly can and choosing our retailers be it online or in-store, based on what discounts are available.”

Catherine Shuttleworth, Savvy Marketing Founder.

Personalisation and The Pursuit of Value Takes Centre Stage

Catherine identifies a key trend—consumers are increasingly seeking personalised offers. Leveraging customer data, brands are tailoring promotions to individual preferences, creating a unique experience for each shopper. Time-limited offers add an element of urgency, enticing consumers with the promise of deeper discounts. As consumers aim to stretch their Christmas spending, the pursuit of discounts becomes a driving force in choosing where to shop. Whether online or in physical stores, consumers are drawn to retailers offering the most attractive deals. This, Catherine notes, will be the overarching theme defining this Christmas and extending into the upcoming year.

Sports and Promotions: A Winning Combination

Looking ahead to 2024, Catherine predicts a surge in promotional activities related to major sporting events. Football, in particular, is expected to take centre stage, with both official and unofficial partners participating in creative promotions around the 2024 UEFA EURO competition. The excitement extends to other sports like cricket and women’s sports, promising a year filled with engaging promotional activities.

Unpacking the Future with On-Pack Promotions

Catherine identifies a significant opportunity for “on-pack promotions” in 2024. With loyalty cards dominating consumer attention, brands are exploring ways to utilise their own media, specifically, on-pack promotions—to connect directly with consumers and foster brand loyalty. This strategy allows brands to step beyond the confines set by retail media.

Here at The IPM we see an exciting and innovative mix of on-pack promotion campaigns from our members and across the industry. Campaigns incorporating not just offers but also the likes of prize promotions are having great impacts for brands in retaining and attracting new customers.

Data-Driven Decision Making

Savvy Marketing speaks with a thousand shoppers monthly revealing crucial insights into consumer preferences. These shoppers favour deals providing clear, tangible value, like year-long free utilities or trial subscriptions to services like Spotify. This emphases that consumers are making purchasing decisions based not only on price but also on the overall benefits and value offered by a brand.

As we wrap up our conversation with Catherine Shuttleworth, it’s evident that the promotional marketing landscape is evolving towards a more personalised, value-driven future. From the extended influence of Black Friday to the anticipation of event-related promotions and the strategic use of on-pack promotions, 2024 promises exciting developments for marketers. Stay tuned for more insights into the ever-evolving world of promotional marketing.

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