Overwhelmingly, young adults were much more likely than other shoppers to say that holiday television ads sent them to specific stores (27.3% vs. 17.1%).
“Many of this season's television ads were created with young adults in mind,” said Phil Rist, Vice President of Strategy at BIGresearch.
“By injecting a bit of humor or a contemporary look to holiday ads, retailers will bring more young adults into their stores this season.”
Though shoppers remember their favorite television commercials, they admit that other advertising can be more effective in helping them determine where they will shop for holiday gifts.
More than one-third of shoppers said that coupons (35.2%) influenced their decision about where to shop. Consumers also said they are persuaded by newspaper inserts (30.4%) and word of mouth (22.7%).
National Retail Federation
marketing@alchempro.com
