✉news BusinessRetail first seen 7 d ago, last 6 d ago, peak #16
Brands shift holiday focus away from owned channels
Original: Brands’ focus on owned channels wavers for the holiday season
Retailers and consumer brands are reportedly relying less on their own websites, apps and email lists this holiday season, according to industry reporting. Instead, marketing spend appears to be flowing toward third-party marketplaces, retail media and social platforms, where shoppers are increasingly starting their gift searches and where competition for attention is most intense.
Why now: The holiday shopping season is peak time for marketing budgets, so any shift in channel strategy draws attention from retailers and marketers.
Evidence
- Brands’ focus on owned channels wavers for the holiday season · Modern Retail
API: https://socialmediatrends-api.osmike.com/v1/trends/4958950