ClickZ Gifting Newsletter - 11.21.2024

PLUS: Hellmann's Mayonnaise Wine? The Gag Gift Everyone’s Talking About

Author

Priscilla Soedarpo
November 21, 2024 • Estimated Reading Time: 6 minutes

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Perfect Picks 🎁

Foot Locker

Foot Locker's latest holiday campaign, "Step Into Your Gift" underscores its strategic focus on basketball and sneaker culture. This initiative, featuring NBA stars like Anthony Edwards and LaMelo Ball, alongside Grammy-nominated artist Coi Leray, aims to invigorate the holiday gifting season. The campaign, informed by Gen Z insights, is designed to evoke nostalgia and celebrate individuality, aligning with Foot Locker's commitment to customer-centric experiences. This approach reflects the retailer's broader strategy to deepen its connection with sneaker culture, as outlined in its "Lace Up" plan, which targets a market share increase and sales growth to $9.5 billion by 2026.

The campaign's launch follows Foot Locker's previous initiative, "The Heart of Sneakers" which established a global platform for its marketing and community engagement efforts. By leveraging partnerships with major brands like Nike and Jordan, Foot Locker has expanded its presence in the basketball category, exemplified by the "Home Court" area in Manhattan's Herald Square. This space highlights the retailer's basketball sneaker offerings, reinforcing the sport's central role in sneaker culture.

Foot Locker's strategic moves are indicative of its commitment to innovation and market expansion. By integrating cultural insights and strategic partnerships, the retailer aims to enhance its brand presence and foster a deeper connection with its audience, ultimately driving growth and solidifying its position in the competitive retail landscape.

Self-gifting is a growing trend during the holiday season, with Gen Z leading the charge. Brands are leveraging this by creating campaigns that encourage personal rewards, using strategies like discounts, loyalty points, and themed messaging. These tactics boost sales, enhance customer loyalty, and make shopping more enjoyable.

Gift cards and apparel lead holiday 2024 shopping trends, with 58% choosing gift cards. Retail sales are expected to rise 3-3.5%, driven by early shopping and promotions. Despite inflation concerns, 37% plan to spend more. Consumers balance in-store and online shopping, reflecting a resilient market.

Crocs

Crocs has launched its Cozzzy Slippers in a festive buffalo check print, perfect for holiday gifting. These slippers, popular on TikTok, feature a faux-shearling lining and adjustable strap. Available for $49.99, they offer comfort and style, making them a sought-after gift for the 2024 holiday season.

Hellmann’s

Hellmann's introduces Mayonnaise Blanc, a unique gag gift for holiday gatherings. The bottle, resembling wine, contains a jar of mayonnaise, perfect for creating holiday dishes. This playful product is not available for purchase but can be won online, promising to make you the best gift-giver this season.

Performance Pulse 📈

B2B marketing can benefit from humor, making brands memorable and relatable. By gradually incorporating humor, understanding your audience, and staying current with trends, you can enhance engagement and brand recognition. A strategic, outcome-based approach ensures humor aligns with brand values, fostering creativity and deeper connections with decision-makers.

Brands are gearing up for a mobile-first holiday shopping season, with mobile purchases expected to drive 53% of online sales. Companies like Therabody and Barriere are optimizing their digital experiences, focusing on quick-pay options and streamlined checkout processes to capture the attention of multitasking consumers.

Advertisers and creators are enhancing performance on YouTube and Reddit by focusing on authenticity and trust. Reddit users value learning and diverse opinions, while YouTube offers creators new ad partnership tools. Brands can improve engagement by aligning content with user interests, leading to higher conversions and consumer trust.

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