These Are The Top 3 Trends Predicted for the 2022 Holiday Shopping Season

These Are The Top 3 Trends Predicted for the 2022 Holiday Shopping Season

Holiday shopping is just around the corner and the data shows that consumers will be spending and shopping even earlier this year! Here’s what brands and advertisers need to know when it comes to their holiday advertising and digital marketing campaigns for 2022.

$1.3 trillion

eMarketer predicts 2022 holiday retail sales to increase 3.3% to $1.262 trillion (eMarketer). 

4%

Only 4% of U.S. holiday shoppers did not use digital channels for their shopping in 2021 (Think With Google)

61%

61% of consumers joined a loyalty program to receive discounts during the 2021 holiday season (Deloitte)

1. More Spending & Growth Predicted this Holiday Season

Call it post-pandemic energy, excitement, relief – whatever it is, consumers spent big last year and that trend is predicted to continue. Total retail spending grew 16.1% in 2021 – the fastest growth rate in more than 20 years, according to eMarketer; Deloitte reported a similar statistic citing that 2021 total holiday retail sales increased 8.5%, the largest annual increase in 17 years. eMarketer predicts consumer holiday spending will grow 3.3% in 2022 to $1.262 trillion.

Retail and Holiday Spending & Prediction Data:

  • US retail sales grew by 16.1% to $1.221 trillion in the 2021 holiday season, the fastest growth rate in more than 20 years (eMarketer, February 2022)
  • Total holiday retail sales in 2021 increased 8.5%, the largest annual increase in 17 years (Deloitte, 2022)
  • eMarketer predicts 2022 holiday retail sales to increase 3.3% to $1.262 trillion (eMarketer, February 2022). 
  • Apparel and accessories ecommerce sales surged 22.5% to $45.35 billion to make it the No. 1 category in terms of both growth and dollar figure (eMarketer, February 2022)

Advertisers: Holiday spend is going to be big. Now is the time to scale

Budget higher spend and scale across the web, ad formats (Responsive Native, High Impact, Banner Display, and Video) and devices (desktop, tablet and mobile) to reach more interested consumers. Bidtellect’s platform is integrated with 25+ of the industry’s leading SSPs and exchanges, giving buyers access to 98%+ of the internet-connected US, and 100s of thousands of publishers and global supply. Better yet, all inventory available through Bidtellect’s platform can be filtered towards quality to ensure viewability, brand safety, supply path optimization, and to combat fraud.

santa holding a credit card for holiday shopping online christmas shopping advertising

2. eCommerce Continues to Dominate Holiday Shopping & Sales

Great news digital advertisers: ecommerce shopping growth has been holding steady post-pandemic. Nearly all shoppers will buy something online this holiday season – Google reported that only 4% of U.S. holiday shoppers did not use digital channels for their shopping in 2021, and eMarketer predicts nearly 16% growth in ecommerce sales this year, compared to 0.9% growth in brick and mortar sales.

We recommend shifting focus to Cyber Monday, which was the heaviest online spending day in 2021 (no surprise) and is predicted to be the No. 1 spending day of the season this year, too, rising 12.0% to $12.22 billion according to eMarketer. That said, Black Friday will be the second biggest, rising 9.8% to $9.91 billion. 

eCommerce Holiday Spending Data:

  • Holiday eCommerce sales will climb 15.5% to $235.86 billion in 2022 (eMarketer)
  • Only 4% of U.S. holiday shoppers did not use digital channels for their shopping in 2021 (Think With Google)
  • 2021 ecommerce sales increased 11% compared with 2020 and 64.1% compared with 2019 (Deloitte)
  • Cyber Monday will be the No. 1 spending day of the season —rising 12.0% to $12.22 billion (eMarketer)
  • Black Friday will be the second biggest online spending day, rising 9.8% to $9.91 billion (eMarketer)
  • Thanksgiving will again grow the fastest at 14.1% to reach $5.90 billion (eMarketer)

Advertisers: Use context to reach more relevant audiences and industry decision-makers where they are consuming holiday content

Contextual targeting seamlessly integrates your ads into relevant content users are already consuming – like holiday gift inspiration, holiday deals to take advantage of, or holiday shopping sites – and provides higher engagement and greater cost efficiencies, especially in combination with Bidtellect’s context-driven optimization engine. 

Utilize Bidtellect’s proprietary audiences, which use natural language processing technology and the context of the page to build custom audiences that show an explicit interest in the category of your choosing.

elves shopping holiday shopping advertising

3. Holiday Shoppers Will Start Early Thanks to Loyalty Programs & Stock Concerns

In 2021, holiday shoppers started shopping sooner – and this was thanks to brand loyalty programs combined with fears of missing out on a key wish list item. Not only that, 50% wished they had started shopping earlier, according to Google. Loyalty programs trigger earlier shopping thanks to exclusive discounts and gift inspiration – Deloitte reported that as many as 81% shopped specific brands because they were a member and 61% joined a program just for a discount. 

Loyalty Program Holiday Data:

  • 81% of consumers shopped specific brands during the 2021 holiday season because they were a member (Deloitte)
  • 61% of consumers joined a loyalty program to receive discounts during the 2021 holiday season (Deloitte)

Early Shopping Holiday Data:

  • As of June 2021, 31% of U.S. shoppers had already started their holiday shopping and 37% of shoppers who shopped last holiday season wished they had started earlier (Think With Google, March 2022)
  • In June 2021, stock issues were top of mind for holiday shoppers. Over 50% of U.S. shoppers surveyed saying they would start holiday shopping earlier to avoid an item being out of stock (Think With Google, March 2022)

Advertisers: Call out loyalty programs and discounts in your creative assets

Holiday shoppers are eager to maximize their loyalty program membership and join if it offers exclusive discounts. Bidtellect’s in-house creative agency, [b]+studio, consistently sees the highest engagement with creative assets that offer a discount or loyalty program in the headline. Creative expertise combined with optimization technology will ensure maximum engagement to best-performing creative assets in real time.

We hope these holiday 2022 advertising trend predictions and campaign tips set you up for success. 

Want to Learn More?

Reach out to learn how we can implement a cookieless, context-driven strategy for your brand today. 

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Cookieless? We Got This.

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Cookieless? We Got This.

Cookieless? We Got This.

The cookieless future may be (almost) present, but with the right alternative targeting and optimization technologies, brands and advertisers will have nothing to worry about. Reaching target audiences, decision-makers, and protecting brand safety is a breeze thanks to context solutions combined with audience and ID alternatives. Read more here.

The Background: Privacy and the Cookieless Movement

The Cookie Phase Out:

  • When GDPR (and subsequently CCPA) became enforceable, the number of third-party cookies used per webpage drastically declined, and the trend has continued.
  • Apple’s Safari internet browser blocks all third-party cookies. It’s used by an estimated 1 billion users worldwide.
  • By comparison, an estimated 3.4 billion internet users use Google Chrome as their main browser worldwide. Google Chrome is scheduled to phase out third-party cookies in late 2024.

Technology & Advertisers Are Still Behind:

  • 8 in 10 US marketers and publishers were still relying primarily on third-party cookies to determine the identity of their audiences as of 2021, according to eMarketer.
  • While many have shifted their strategies over the last year or so, multiple ad tech execs told eMarketer that “advertisers will be transacting on cookies until the day they can’t anymore.” 

The Power of Context: Performance for Native & Beyond

Get ahead of the cookie curve. Reach more relevant audiences and industry decision-makers where they are consuming content thanks to context. Contextual targeting seamlessly integrates your ads into relevant content users are already consuming, and provides higher engagement and greater cost efficiencies, especially in combination with Bidtellect’s context-driven optimization engine.

 

With Bidtellect, brands can discover, align with, and optimize against the content on any webpage thanks to smarter contextual tools that drive performance with unrivaled accuracy and scale.

  • Bidtellect began as a native specialist demand-side platform. With native ads, we needed to evaluate the contextual information on the page to create an ad that blended seamlessly into its environment.
  • Bidtellect then began maximizing context-first technology for its performance abilities.
  • Bidtellect has gone on to build the most sophisticated contextual solutions of any DSP while extending these successes to other channels and formats beyond native

Contextual Targeting

Bidtellect has consistently pushed our technology forward, and now utilizes a combined contextual approach within our platform: the industry’s best third-party contextual integrations plus our unique proprietary contextual targeting solutions and our context-driven optimization engine.

Benefits of Contextual Targeting:

  • Seamless integration into content users are already consuming
  • Higher engagement 
  • Greater cost efficiencies, especially combined with Bidtellect’s context-driven optimization engine
  • Scales across formats: Responsive Native, Display, Video Units, and High Impact Units

Bidtellect’s Contextual Targeting Tools:

  • First-to-market context demographics targeting
  • Category targeting 
  • Keyword targeting
  • Interest targeting
  • Inventory quality targeting
  • B2B targeting: Bidtellect + Bombora Partnership

Context-Driven Optimization

Bidtellect’s optimization engine maximizes performance, spend, and ROI for advertisers completely using context-driven technology. Contextual optimization is the foundation of Bidtellect’s bidding technology.

What the heck is AARDvark? Bidtellect’s Automatic Algorithmic Rate Determination tool utilizes multiple contextual signals (placement, type of ad, device, surrounding context, channel, viewability) and non-PII identifiers to identify where certain subsets of audiences frequent. Our algorithms then make intelligent decisions as to the value of those placements. This is layered with a refined approach utilizing natural language processing technology at the page URL level. 

Context Insights & Reporting

Bidtellect’s contextual offering comes full circle with best-in-class reporting down to the granular ad placement level and a full context-insights dashboard. Reporting is supplemented by expert advice and optimization recommendations by performance specialists who are well-versed in context technology and optimization techniques.

ID Solutions: LiveRamp RampID

Bidtellect partnered with one of the largest companies in the space, LiveRamp to utilize their Universal IDs, RampID. Additionally, The Trade Desk’s TDID 2.0 is on our product roadmap for future adoption.  These not only prepare us for the cookieless future, but allow us to almost completely negate match rate when there is participation from DMP and SSP partners, as well as grow and expand our attribution and audience-targeting capability beyond Bidtellect’s own universe.

Recap: Bidtellect’s Contextual Tools Set You Up for Success in the Cookieless Future

Bidtellect’s contextual targeting and optimization capabilities plus ID solutions drive performance for advertisers without relying on traditional cookie-based advertising approaches.

  • Privacy-First
  • Native Context Expertise
  • Contextual Targeting
  • Context-Driven Optimization Tools
  • Not Cookie Dependent
  • Post-Cookie Identity Solutions

Read More: Back to Basics: Contextual Targeting vs. Optimization And Why It Matters Now

Want to Learn More?

Reach out to learn how we can implement a cookieless, context-driven strategy for your brand today. 

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This Week’s Newsletter: 2021 Wrap, Industry News & 2 New Videos

This Week’s Newsletter: 2021 Wrap, Industry News & 2 New Videos

We send a newsletter each week to cover industry news, including Bidtellect updates. Don’t miss out! Subscribe here!

Hello Bidtellectuals!

Happy New Year! Here’s to a bright 2022!

More Platform Videos? Yes Please!

We’re back with more Behind the Platform videos! Next up: Creative Bulk Upload. This is an easy way to save time on campaign planning.

Plus: What is Campaign Flighting?

Campaign Flighting can optimize campaign planning and improve your digital ad performance. Words flying past you? Land here: read our blog post or watch our latest Behind the Platform video to create campaign flights with ease.

That’s a Wrap 2021

15 Billion impressions served
3,642 Creative requests fulfilled
345+ Brand partners
25 New product releases
20+ Press releases, articles, & industry publications
16 New employees
03 Channels plus High impact units
1 Virtual all-hands
Countless hours of hard work, laughs, and learning to adapt to an evolving landscape.
…. that’s powering smarter advertising in 2021 with Bidtellect

 

 

Around the Industry:

  • Retail ecommerce will continue to boom in 2022! According to eMarketer, after almost 50% growth in ecommerce channel ad spending during 2020, advertisers increased those allocations by another 27.8% in 2021, and the same rate of growth is predicted for 2022. Not only that, the share of total retail sales that occur online has “jumped an unprecedented amount’ and will continue to grow. It is clear that businesses online are doing very well, so it is imperative for them to take charge of their growth by utilizing the resources available out there, from picking a supportive checking account (https://www.moneyunder30.com/best-business-checking-accounts) to building on their digital marketing strategies to reach a wider audience.
  • So keep making discovery content: eMarketer estimates that 92.6% of US internet users ages 14 and older will browse, research, or compare products digitally via any device at least once this year, making them digital shoppers.
  • Spotify has added clickable ads to their podcasts, reports Adweek. The new feature, called a Call to Action card, offers a visual, clickable accompaniment to audio ads. The cards then linger as an interstitial ad on the podcast page, the episode page and the now playing view when the episode is playing. The cards will live on those surfaces for seven days or until the campaign ends.
  • According to eMarketer, US Digital Ad spending is expected to rise 13.6% to nearly $240 billion in 2022.
  • Is this what Google was waiting for when it delayed the phase out of cookies on Chrome? The United States Patent and Trademark Office this week granted Google a patent that describes how its technology can attribute a click without using cookies, reported Mediapost.

Bidtellect Meditates!

Check your calendars: our guided meditation session started this week! Join your team members biweekly on Wednesdays from 3:30 – 3:45 pm EST via Zoom to get your ommm on.

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santa is watching you poster hoiday advertising

Post-COVID Trends You Need Now

The top trends in a post-covid economy include a new work normal, a looming cookieless future, ecommerce and native discovery. Read it now!

Read it Now:

Top 5 Trends for Digital Advertisers in a Post-COVID Economy (With Data!)

Thank You

Thanks to your donations, we raised nearly one thousand dollars for Feeding South Florida, benefitting those hungry in Palm Beach, Broward, Miami-Dade, and Monroe Counties.

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1. Change is good!

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2. The data needs

Bidtellect is a highly competitive demand side platform that runs online bid requests and auctions for digital advertising. With that, there is a lot of data that needs to be processed. Migrating to a new vendor would not be easy, and HPE Ezmerel would need to be up to the challenge of our data and performance needs.

3. Key advantages

The migration to HPE Ezmeral has allowed for real-time feedback. There are four key advantages that have been a direct outcome in this migration: more efficient date storage, higher performance, improved security, and an easy-to-access file system architecture.

Read more about our successful partnership with HPE Ezmerel for data and performance outcomes.

Bidtellect reports 4 data management and analytics benefits using HPE Ezmeral 

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