New Data Indicates the Future plc’s Audience Intends to Spend $169 Billion this Holiday Season
12 October 2021 - 11:00PM
A majority of Americans (54%) plan to do most or all of their Black
Friday shopping online this year, and 40% signalled an intention to
make the holidays bigger and better than ever this year according
to a September survey from Future plc, the global platform for
specialist media. The survey, which explored the holiday shopping
attitudes of more than two thousand Americans, also indicated that
consumers again have accumulated savings during the past year that
the publisher’s audience would have more than $169 billion to spend
online.
“The holidays will be especially poignant for consumers this
year after our long pandemic ordeal, and retailers are counting on
a major sales lift stemming from enhanced relief money and
accumulated savings,” said Jason Webby, Chief Revenue Officer,
North America, at Future. “We expect retailers and advertisers to
enjoy a robust holiday sales season.”
Among other findings from the survey:
- A large majority of consumers (69%) have accumulated some
savings this year, and 61% expect to spend some or all of their
savings on holiday shopping.
- 36% of consumers either agreed or strongly agreed that “Black
Friday shopping will be my main way of sourcing gifts for the
holiday season,” while another 25% neither agreed nor
disagreed.
- 53% of shoppers indicated that they would do 60% or more of
their shopping online this year.
- Future’s US audience is expected to spend $95b and $74.5b on
Christmas and Black Friday respectively.
“It’s well established that shopping activity moved heavily
online during the pandemic, and this data suggests that the trend
isn’t going anywhere,” Jason Webby, North America CRO said. “As
consumers begin to plan their purchasing decisions, it is
imperative for advertisers to get ahead by starting their planning
now and engaging with their audiences.”
About FutureConnectors. Creators. Experience
Makers.
Future is a global multi-platform media company and leading
digital publisher, with scalable brands and diversified revenue
streams. Every month, it connects over 300 million people worldwide
with their passions, through expert content, world-class events and
cutting-edge proprietary technology. Every year Future attracts
millions of consumers to its brands’ websites, magazines, events
and social spaces. Its factual production company Barcroft Studios
specialises in producing amazing content, enjoyed and shared by
millions of people worldwide.
Its market-leading portfolio of over 240+ brands spans
technology, games, TV and entertainment, women’s lifestyle, real
life, music, creative and photography, sports, home interest and
B2B sectors. Brands include Techradar, Gamesradar+, Country Life,
woman&home, Marie Claire UK, Classic Rock, Guitar Player,
FourFourTwo, TV Times, Homebuilding & Renovating, Decanter,
Digital Camera, Guitarist, How It Works, Total Film, What Hi-Fi?
and Music Week.
Media Contacts
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