Spectrum has been monitoring holiday content consumption which can be used as a signal of intent.
Based on Spectrum’s findings during last year’s shopping season, holiday content will increase over the next two months:
1. The week before Thanksgiving, the most popular articles being consumed were around ideas for personalized & custom presents.
2. The week of Black Friday/Cyber Monday, people were searching for the best deals & reading about gift guides for various recipients like kids, family members, or friends who love to travel.
3. During the first few weeks of December, people were reading about Secret Santa gifts most often.
4. The biggest spike in content occurred the week before Christmas as last-minute shoppers were searching for the best gifts & holiday sales.
Use these content consumption trends to guide your holiday advertising strategy this season. Email firstname.lastname@example.org to connect with your audiences at the right moments across the open web & social platforms.