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: Virtual pop-up stores
29.06.2020   #virtual reality #pop-up store

Virtual pop-up stores

Here today, change Up tomorrow

They spring up like mushrooms, only to vanish again shortly thereafter – pop-up stores are trendy and now they also increasingly “pop up” online. We spoke with Mohamed Haouache, CEO and Founder of Storefront, about the magical ...

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: COVID-19: Study reveals impact on hourly workforce...
04.05.2020   #online trading #e-commerce

COVID-19: Study reveals impact on hourly workforce

78 percent are worried about making ends meet during the pandemic and 47 percent have less than $1,000 in savings

Bluecrew, the staffing technology platform connecting job seekers with W-2 protected hourly work, released new survey results which indicate hourly workers are bearing the brunt of unemployment and uncertainty in the face of the COVID-19-fueled ...

Thumbnail-Photo: Pandemic fuels wine sales at grocery & convenience stores...
18.05.2020   #coronavirus #food retail

Pandemic fuels wine sales at grocery & convenience stores

Latest shopping data shared by Catalina and Koupon

Having closely tracked the impact of COVID-19 on buying behavior in grocery and drug stores since mid-February, shopper intelligence leader Catalina has compared sales data with its partner Koupon, the leading promotion solution provider for small ...

Thumbnail-Photo: Take a deep breath ...and get back to work!
26.05.2020   #brick and mortar retail #personnel management

Take a deep breath ...and get back to work!

Retail employee break rooms and rest breaks in Germany

Working hard is important, but so is taking proper rest breaks! Whether we spend this time alone or with colleagues, by getting some sunlight and fresh air or by relaxing in designated rooms – we all need to take a break sometimes to relax and ...

Thumbnail-Photo: Retailers say credit insurance plan could increase liquidity during...
15.07.2020   #retail #coronavirus

Retailers say credit insurance plan could increase liquidity during pandemic downturn

Backstop for trade credit insurance

The National Retail Federation welcomed a report released this week calling for a federal backstop for trade credit insurance, saying the proposal could help provide liquidity badly needed by retailers as they recover from the recession brought on ...

Thumbnail-Photo: A return to core competencies: visual merchandising and customer service...
04.05.2020   #brick and mortar retail #services

A return to core competencies: visual merchandising and customer service

Showrooming with samples in brick-and-mortar retail

Brick-and-mortar stores are facing tremendous pressure: competition, pricing pressure, shifting consumer habits. Is setting up your own online store the answer? Unfortunately, it’s not that simple. ...

Thumbnail-Photo: WhatsApp Business: A direct line to customers...
29.05.2020   #customer satisfaction #customer relationship management

WhatsApp Business: A direct line to customers

About the installation, functions and advantages of the app

WhatsApp is a popular communication channel used by millions of people worldwide. Now small and medium-sized retailers or restaurants can use WhatsApp Business to quickly and easily engage and interact with their customers and build customer ...

Thumbnail-Photo: The importance of effective complaint management...
12.08.2020   #customer satisfaction #customer relationship management

The importance of effective complaint management

A strategic and cross-channel approach to handling negative customer experiences

Customers are more demanding than ever, while brand loyalty is declining. Even a couple of negative experiences can alienate consumers and erode loyalty. Shoppers increasingly share bad reviews and complaints on public communication channels for ...

Thumbnail-Photo: Job maker 4.0: e-commerce
27.05.2020   #online trading #e-commerce

Job maker 4.0: e-commerce

Retail training and continuing education programs are booming

Digitization in retail and e-commerce growth present fresh challenges for retail employees and the retail world. That’s why interest in the new "E-Commerce Merchant" dual vocational training course offered by Germany’s HDE ...

Supplier

POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen