Seasons are no longer finite. This statement rings true in today’s ever-evolving marketing landscape, where traditional promotional cycles and holiday celebrations seem to be shifting earlier and earlier each year. The reasons behind this change are multifaceted, with marketers and agency executives looking to capture consumer attention as soon as possible to stay ahead of the competition.
The concept of seasonality has taken on a new meaning, with holidays like Black Friday and Cyber Monday no longer confined to specific dates on the calendar. Instead, marketers are pushing their messaging and promotions earlier in an effort to reach consumers who are increasingly shopping and vetting their purchases well in advance. This shift has led to a stretched-out seasonality, where traditional boundaries between seasons are blurred.
Nora Cortez, director of media planning at Rain the Growth Agency, notes that advertisers are in a race to market their seasonal messaging and holiday deals ahead of the competition. This push for a „first mover“ advantage has led to campaigns being launched earlier than ever before, with the goal of driving awareness, traffic, and impressions.
But does this shift in seasonality mean that seasons no longer matter? According to marketers and agency execs, the answer is no. While the timing and nature of seasonality may have changed, it still plays a crucial role in targeting and understanding consumer behavior. Margaux Logan, SVP and head of marketplaces at Publicis Groupe, emphasizes the importance of adapting marketing strategies to align with shifting consumer needs and sales cycles.
Consumers themselves are also playing a role in the changing landscape of seasonality. Social media platforms like TikTok and Pinterest are influencing shopping habits, with consumers seeking out deals and inspiration earlier than ever before. Camila Caldas, a strategist at Mother Los Angeles, notes that consumers are becoming more budget-conscious and are starting their shopping journeys well in advance of traditional seasonal timelines.
In response to these shifts, brands are listening to customers more than ever and adjusting their product lines and promotions accordingly. Sarah Engel, President of January Digital, highlights the importance of understanding consumer needs and adjusting marketing strategies to meet those needs.
Even tourism boards are adapting to the changing seasonality, with a more evergreen approach to marketing efforts. Kerry Moore, media director at Colle McVoy, notes that while creative still speaks to traditional seasons, there is a recognition of the elongated timelines and windows in which consumers are thinking about travel.
Overall, the concept of seasonality is evolving in the marketing world, with marketers and brands adapting to meet the changing needs and behaviors of consumers. While the traditional guardrails of seasons may have shifted, the importance of understanding consumer behavior and targeting effectively remains paramount in today’s dynamic marketing landscape.