Lotame Releases Numbers Showing Variations In Sale Of Data Segments During Holidays
Lotame Releases Numbers Showing Variations In Sale Of Data Segments During Holidays
Lotame released numbers this month showing variations in the sale of data segments during the holidays. The company said segment sales for Hanukkah and Kwanzaa fell year-over-year (YoY) in 2020, despite the sale of more data related to Christmas, Thanksgiving, Black Friday, and Cyber Monday.
Christmas, Kwanzaa and Hanukkah segments were defined by those who have declared an interest in Christmas, Kwanzaa or Hanukkah or demonstrated an interest in parties or celebrations, food such as snacks, appetizers and desserts related to Christmas, Kwanzaa or Hanukkah. The data was defined in a similar way for all the other holidays.
Brian O’Connor, general manager of Lotame Data Exchange, said concerns around supply chains added pressure for marketers this this year as they face a competitive season.
“Looking at last year’s sales data, we saw that the purchase of holiday segments generally increased during the pandemic as ecommerce dominated the retail space, and advertisers wanted to spend their money wisely, targeting those who are more likely to convert,” he said. “We anticipate that trend continuing for this year.”
We are now in the midst of the 2021 holiday season, with marketers and publishers in full swing running holiday ad campaigns.
While the global pandemic caused much uncertainty during last year’s holiday season, the ecommerce boom set a new pace for 2021 online sales.
To examine how the pandemic impacted the holidays last year and to make inferences for this year, Lotame analyzed YOY change in purchase intent data of its holiday data segments, from 2019 to 2020.
Data segment sales increased for Black Friday and Cyber Monday. Lotame saw a 33% increase YoY in Q4 2020 for Black Friday and Cyber Monday data segments compared with the prior year.
Christmas segments in 2020 exceeded 2019 numbers, as many people were stuck at home and doing their shopping online. The most successful holiday segment in Q4 2020 was Christmas, with a 173% sales increase from Q4 2019.
(23)
