Marketing Forecast from Ad-ology

Despite renewed economic concerns, online retail spending is continuing to grow. According to Deloitte, nearly half (48%) of consumers surveyed said they will shop online for the holidays this year. This makes the Internet the No. 1 shopping destination, now tied with discount stores, for the first time since adding the channel to Deloitte’s annual study.

According to Mintel, the pet industry is expected to maintain a steady pace of growth, increasing by 33% over the next five years. Research shows that 76% of dog or cat owners consider their 4-legged companions to be part of the family. This closeness creates marketing and sales opportunities that go far beyond basics such as food to include apparel, toys, treats, vet care and grooming, just to name a few.

Eight to 24 year olds are ready to spend money in 2012 – two hundred eleven billion dollars, to be precise. According to the 2012 Harris Poll YouthPulse study, the purchasing power of today’s youth is something that should not be overshadowed by the spending power of adults. And while the purchasing power of today’s youth is strong, it is made even stronger when coupled with the influence these kids have on what parents buy.

Marketers who create highly sharable online content significantly boost their brand’s online presence and are more likely to increase sales, according to a new survey of social consumers. According to the data released recently, more than half of consumers (53%) say they interact with brands on Facebook, four in ten (42%) have written a product review online, and a third (33%) have written an online post about a product. Just having a social presence is no longer enough for brands.

Economists have been using the term bifurcated when they discuss the recovery lately. Yes, some consumers are spending more on some items. But other consumers are looking to save whenever possible. And this purchasing behavior extends to the teen market. Merchants should keep this trend in mind when they are developing ad campaigns.

According to The NPD Group, ‘appearance’ is an increasingly important purchase motivator in the tabletop industry, moving slightly ahead of ‘price’ as the top purchasing reason cited by consumers. Casual dinnerware and flatware continue to gain market share, thanks to the continued trend of entertaining at home. Tabletop purchasers prefer seeing and holding the products in person as part of the decision-making process.