Marketers are touting value more this holiday season with fixed prices and ongoing sales as inflation continues to make shopping more difficult for consumers this year.
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“We’ve seen more advertisers addressing inflation in their ads in Q4, but it remains to be seen if that will continue into Q1 or is just a holiday message,” said Stacey Stewart, U.S. chief marketplace officer at UM, adding that it’s mostly affected messaging. “Inflation is a key topic these days — how to address it as a business and with customers — but other than keeping dollars flexible by using channels with historically better cancellation terms, we haven’t seen it impact where we are spending.”
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