Countdown to Christmas

How late is too late for direct response advertising?

There’s a shopping conundrum appearing in the run up to Christmas these days. It feels like Christmas shopping starts earlier every year, with Black Friday cementing November firmly in the consumer spend calendar.  Yet it also appears the cut-off for shopping finishes later and later.

Do consumers have less time to shop, relying more on internet shopping, available 24/7? Is next day delivery the expected norm, encouraging us to buy later? And is November’s Black Friday actually for our own shopping, as we discovered in Black Friday sales – trick or treat?, leaving December for buying gifts?

Time to re-think our strategy. We used to advise clients to wind down their advertising at the end of November with responses falling significantly in December; now the reverse is true with results remaining buoyant in the approach to Christmas.  December has become a key month for clients, and often the most cost-effective for those selling off the page.

We can regularly secure particularly competitive rates throughout December, so taking full advantage of the festive bargains this year. By extending both our timings and budgets, knowing the response rates will reward us and our clients, we’re looking to finish the year on a high.

Let us help you celebrate a bumper year end too. Contact Lesley Bowman on 01225 758222 or lesley@aja.co.uk.