As the holiday magic unfolds, savvy marketers are ready to connect with consumers like never before. Unity surveyed 4,094 U.S. adults aged 18+ to uncover insights that can help your brand land on the nice list. Ready to maximize your impact? Let’s dive in!
Be proactive and precise with your holiday advertising
With the holiday season quickly approaching, preparation and timing are crucial, and as our data shows – it’s never too early to think about your holiday advertising strategy, since holiday shopping for most is a year-long activity.
24% of shoppers plan to buy the majority of their holiday gifts during Black Friday and Cyber Monday, while 21% do their shopping throughout the year. Most notably, only 12% of respondents plan to do their shopping in December, highlighting the need for brands to engage consumers early.
When do you plan on buying the majority of your holiday gifts this year?
🎄 DEEP DIVE
Gen Z shoppers are most proactive, with 25% planning to buy their holiday gifts throughout the year and 21% starting their shopping even earlier—kicking off in October rather than waiting for Black Friday and Cyber Monday.
When it comes to holiday spending, consumers are ready to invest in gifts this year.
32% of Gen Z shoppers plan to spend between $101 and $250, while 31% will spend less than $100. As the generations get older, there’s an increased willingness to spend more: 35% of Millennials, 43% of Gen X, and 47% of Boomers plan to spend between $251 and $500+ on gifts, highlighting a strong commitment to holiday shopping across all age groups.
Overall, Millennials are planning to spend the most, albeit by a small margin.
In total, how much do you plan to spend on holiday gifts this year?
And here's how they plan to purchase these gifts: Across all generations, 48% of respondents intend to use their mobile devices for holiday purchases.
→ 50% of Gen Zs plan to use their mobile phones for shopping
→ 47% of Millennials plan to use their mobile phones for shopping
→ 48% of Gen X plan to use their mobile phones for shopping
→ 39% of Baby Boomers+ plan to use their mobile phones for shopping
TAKEAWAY:
As shoppers begin their holiday shopping earlier and increasingly rely on mobile devices, brands must start engaging audiences now. Tailor your holiday campaigns to align with these early shopping behaviors and leverage mobile to connect with consumers at the right time and place ahead of this festive season.
Leverage the power of mobile gaming this holiday season
The holiday season invites moments of togetherness and offers a chance to unwind at the end of the year, but it can also bring its share of stress. Mobile gaming can help offset any holiday stress - in fact, 44% of respondents identified mobile gaming as the ultimate stress reliever over the holidays, with Gen Z (47%) and Millennials (44%) leading the way. Additionally, about 35% of all respondents say they turn to mobile games to combat holiday boredom.
Which of the following statements do you associate with mobile gaming in the holiday season? (Check all that apply)
Turning to mobile games as a source of comfort and entertainment, audiences anticipate spending a considerable time gaming. 37% of Gen Z expect to increase their playtime during the holidays, while 29% of Millennials feel the same way. Don’t overlook Gen X and Baby Boomers+ though, as the holiday season won't deter them from enjoying their gaming experiences either.
Do you expect to spend more or less time playing mobile games during the holiday season?
A significant 33% of Gen Z, 44% of Millennials, 46% of Gen X, and 37% of Baby Boomers+ say they’ll play over 3 hours of mobile games per day during the holidays. This dedication to mobile gaming underscores its role as a key source of relief amidst the holiday hustle and bustle.
On average, how long do you play mobile games per day during the holidays?
🎄 DEEP DIVE
13% of respondents say they’ll likely play for 5 or more hours a day, of which 59+ year olds were the most likely to at 14%.
(That’s almost 30% of their entire day! - if they’re sleeping 8 hours~)
With so much time spent gaming, it’s no surprise that players are eager to embrace the holiday spirit through their favorite games. In fact, 23% of respondents say they are more likely to engage with holiday-themed in-game content, while 18% plan to spend more on in-game purchases this season.
TAKEAWAY:
The holiday season offers a prime opportunity for brands to connect with audiences, as 44% identify mobile gaming as a key stress reliever. With many players eager to engage with holiday-themed content and increase their gaming time, capitalize on this trend to drive both engagement and leave a strong impression.
Gamify your ad strategy for the holidays
Mobile ads play a significant role in shaping holiday shopping decisions, especially among younger audiences. 45% of Gen Z report that ads in mobile games influence their holiday gift purchases. As the audience ages, the influence of ads decreases, with 32% of Millennials, 27% of Gen X, and 16% of Baby Boomers+ saying they are influenced by ads.
During the holiday season, which ad categories are you most likely to engage with?(Check all that apply)
🎄 DEEP DIVE
Audiences are most likely to interact with ads for electronics (41%), followed by food and beverage (29%).
Rewarded video ads and playable ads are the most popular formats, with 38% indicating they would most likely engage with them. Offerwall ads come in close behind at 33%.
During the holiday season, what types of mobile ads are you most likely to engage with? (Check all that apply)
🎄 DEEP DIVE
Gen Zs show a preference for interactive ad formats, with 42% favoring playable ads and 40% preferring offerwall ads that provide rewards. In contrast, Gen X and Baby Boomers+ lean towards rewarded ads. To maximize engagement, brands should focus on delivering creative and interactive ad experiences.
TAKEAWAY:
The preference for engaging ad formats indicates that brands should invest in creative, gamified advertising strategies to effectively reach and resonate with audiences during the holidays. Leverage rewarded or interactive ad units to reach new audiences and ensure audiences are open to seeing your ads.
As the holiday season sparkles with cheer and connection, may your brand sleigh the competition and spread joy to audiences far and wide!
*Of those surveyed, 54% identified as female, 30% as male, 11% as gender fluid, nonbinary or genderqueer, and 5% preferred not to answer
