News • 04.09.2020

Labor Day ads up, consumers’ planned spend down

Half of consumers plan to purchase items for Labor Day

Numerator has launched a consumer sentiment survey to understand how people plan to celebrate, shop, and spend for Labor Day. Overall, almost two-thirds of consumers expect to celebrate and shop for Labor Day differently this year and 49% expect to spend less. Numerator polled 2,000 people with verified holiday purchases in 2019 to understand how consumer behavior could be expected to change in a time of social distancing, travel restrictions, job losses, and financial hardship.

An American flag and tools lying on a wooden table with blocks spelling Happy...
Source: PantherMedia / AndrewLozovyi

A consumer sentiment survey of 2,000 verified shoppers shows the following key findings among consumers who plan to celebrate Labor Day: 

  • 62% expect to celebrate Labor Day differently this year.
  • 65% expect to shop differently than in years past. 
  • Just over half (54%) of consumers plan to purchase items for Labor Day, but 1 in 3 (34%) aren't planning to make any Labor Day purchases this year.
  • Nearly half (49%) of consumers expect to spend less on the Labor Day holiday – with just 6% expecting to spend more this year. 

Of those who expect to spend less, top reasons were:

  • 66% celebrating on a smaller scale
  • 39% more budget conscious
  • 29% avoiding in-store shopping
  • 21% due to a change in job situation
  • 21% having already tapped into savings during the pandemic

Advertisements containing Labor Day messaging

While consumers are pulling back, total Labor Day ad count is up in 2020, although top ad spending categories account for less of the total. In an analysis of Labor Day ad count, the number of advertisements containing Labor Day messaging is up 33% from this time in 2019 (comparing the time frame up until 2 weeks prior to Labor Day each year). Of note, the Furniture category takes the lead in Labor Day ad count (from Retail in 2019), increasing its share of ad count to 39.7% as consumers continue home upgrades while staying at home.

Additional findings include: 

  • Furniture (39.7% of Labor Day ads, up from 34.9% in 2019)
  • Retail (27.9%, down from 35.8% in 2019)
  • Auto: Retail & Events (10.4%, down from 12.4% in 2019)
  • Household Needs: Bedding & Bath (5.1%, up from 3.3% in 2019)
  • Travel: Tourism (2.9% -- new to top 5 in 2020)

Brands actively using Labor Day messages in 2020 span more categories in 2020. Brands that may not typically have advertised for Labor Day (e.g. household brands) are advertising this year as people plan to spend Labor Day at home or in the area.

Source: Numerator

related articles:

popular articles:

Thumbnail-Photo: 4 tips on how to handle customer complaints
13.08.2020   #consulting #customer satisfaction

4 tips on how to handle customer complaints

How you can effectively respond to negative reviews and use them to be a benefit to your company

Most retailers don’t like customer complaints. Plus, they also mean extra work. Yet ignoring complaints is not a great long-term strategy because any bad customer experience can haunt your brand if it becomes public. That’s why retailers ...

Thumbnail-Photo: iXtenso newsletter – Never miss a story!
01.08.2020  

iXtenso newsletter – Never miss a story!

Always the latest retail news delivered directly to your inbox – every two weeks

Thumbnail-Photo: Come together: local retailers connect with local customers...
15.09.2020   #brick and mortar retail #customer relationship management

Come together: local retailers connect with local customers

The online platform Ladenfreun.de connects local retailers with potential customers. The common denominator: A product.

How can you bridge the gap and connect online retail to pedestrian zones? A Nuremberg startup wondered how this could be accomplished and came up with a solution: Ladenfreun.de. In this interview, founder Matthias Hueber talks about the idea behind ...

Thumbnail-Photo: Can social media campaigns drive long-term sales?...
13.10.2020   #marketing research #sales promotion

Can social media campaigns drive long-term sales?

Study challenges view of social media marketing as only short-term effective

Nepa announced the findings of a study using data from 1,660 retail campaigns in Sweden. The results show that campaigns on social media are – when done right – effective in driving long-term sales, challenging the prevailing perception ...

Thumbnail-Photo: On-premise ghost kitchens at Kroger
09.10.2020   #brick and mortar retail #food retail

On-premise ghost kitchens at Kroger

Retailer and ClusterTruck to provide customers with on-demand meal ordering

The Kroger Co. announced the launch of two on-premise kitchens, respectively at stores in Metro Indianapolis, IN and Metro Columbus, OH. Developed in partnership with ClusterTruck, a technology start-up that operates delivery-only restaurants, the ...

Thumbnail-Photo: Please give us shopping, events, and emotions!...
15.09.2020   #online trading #customer satisfaction

Please give us shopping, events, and emotions!

What should cities do to attract more visitors?

Online retail, coronavirus pandemic, monotony – city centers are fighting many battles these days. But although times might be tough for brick-and-mortar businesses, all is not lost when it comes to pedestrian zones.However, retailers should ...

Thumbnail-Photo: Spotlight on ... city centre
15.09.2020  

Spotlight on ... city centre

Learn more about the challenges that city centres are currently facing in our focus topic

What attracts customers to city centres these days? You can find possible answers to all aspects of city marketing with us. ...

Thumbnail-Photo: Merchants can build their own businesses by choosing the right daily...
10.08.2020   #e-commerce #online platform

Merchants can build their own businesses by choosing the right daily deal platforms

Bargaining and the three-way transaction that defines the daily deal market

Researchers from the University of Maryland and Harvard University analyzed the bargaining process between the daily deal platforms Groupon as well as LivingSocial and merchants to identify the trade-offs made by both parties during the transaction ...

Thumbnail-Photo: Sustainability is surviving COVID-19
27.07.2020   #sustainability #coronavirus

Sustainability is surviving COVID-19

Trends and consumer demographics for sustainable products and brands

The NYU Stern Center for Sustainable Business and IRI® published the results of new research examining consumer purchases of sustainability-marketed consumer packaged goods in the US and taking a closer look at the top 10 states in terms of per ...

Thumbnail-Photo: Inviting customers to learn new skills in virtual classes...
21.08.2020   #digital marketing #online marketing

Inviting customers to learn new skills in virtual classes

Whole Foods Market launches “Home Ec 365” with modernized lessons in #adulting

Whole Foods Market launched Home Ec 365, a digital curriculum designed to modernize the fundamentals of home economics. Through a series of virtual classes, each with a contemporary take on mastering everyday home tasks and need-to-know life skills, ...