Thanksgiving has become more than just a day for gratitude and family meals—it’s now a cornerstone of the holiday shopping season. With consumers gearing up for incredible deals and sellers competing for their attention, Thanksgiving 2024 is set to be another milestone in holiday retail. Here’s a closer look at the trends, top-performing categories, and expectations for this year.
Ad Performance Recap
Year-over-year (YoY) advertising trends highlight a growing focus on visibility:
- Ad Spend: Increased by 25.7% YoY, showcasing higher investments by sellers aiming to attract holiday shoppers.
- Cost-Per-Click (CPC): It grew by 9.5% yearly, indicating a more competitive environment as sellers vie for limited ad space.
- Return on Ad Spend (RoAS): This is slightly declined but is a reliable metric for measuring campaign efficiency.
These numbers reflect the heightened competition in holiday advertising, with sellers leveraging digital platforms to reach shoppers ready to splurge on Thanksgiving and beyond.
Top Categories to Watch in 2024
Thanksgiving shopping has consistent frontrunners in product demand:
- Electronics: Technology, from smart home devices to gaming consoles, remains a hot pick.
- Beauty and Personal Care: Luxurious skincare and beauty sets make ideal gifts and are increasingly popular during holiday sales.
- Home and Kitchen: Cookware, small appliances, and decor items see heightened demand due to holiday hosting needs.
- Apparel: Seasonal fashion and cold-weather accessories remain strong contenders for holiday spending.
These categories, driven by gift-giving trends and seasonal necessities, are expected to perform again this year.
Thanksgiving 2024 is expected to deliver early solid sales, with many consumers starting their holiday shopping weeks in advance. The emphasis on mobile shopping continues to grow, with apps and optimized websites facilitating seamless purchasing experiences. Sellers investing in omnichannel approaches and personalized marketing will stand out, ensuring a competitive edge in this crowded market. As shoppers seek the best deals, sellers who adjust their strategies to match consumer behavior and focus on high-demand categories may see better results this Thanksgiving.
