Nexxen reveals consumer trends in Q4 retail industry playbook
Advertising platform Nexxen has identified three important consumer retail trends in its Retail Industry Playbook covering Q4 2024.
According to Nexxen’s playbook, consumers become more interested in online retail brands in the latter half of October, before Black Friday and Christmas start to dominate the retail sector.
Meanwhile, supermarkets and grocery brands are significant players in the Australian linear TV advertising space, with the top linear advertisers, based on household reach, being, in order, Woolworths, ALDI, Coles, Lite n’ Easy, IGA and Hello Fresh.
Nexxen also found that brands in this sector are “early morning and evening” advertisers, choosing to strategically promote their services to “early-routine viewers” and to viewers during their relaxation time.
Credit: Nexxen (Click to enlarge)
The third trend the advertising platform found is that Black Friday-interested consumers are lovers of beauty, fashion and travel topics. In fact, the playbook identified that interest in the fashion buying category rose to its 2024 peak after September.
“Brands and advertisers can drive results across key retail periods such as Black Friday by aligning campaigns with peak shopping periods and optimising schedules for maximum impact,” said Nexxen’s director analytics and platforms solutions, APAC, Jay Kim.
“By using audience insights and competitor analysis brands can craft tailored campaigns to capture attention.”
Nexxen published its playbook a day after e-commerce platform, Shopify, unveiled data it had collected throughout the 2024 Black Friday-Cyber Monday weekend, showing that Australians are still very much interested in bargains and shopping.
“Against the odds, there’s no doubt that this BFCM weekend proved to be a major success for retailers,” Shaun Broughton, managing director JAPAC at Shopify, had said of the results.
“Our data revealed a record-breaking holiday as our retailers hit $11.5 billion sales globally–up 24% from last year.
“While the cost-of-living continues to influence consumer shopping behaviour, the number of Australians purchasing from merchants grew 14% and average cart size grew 23%–suggesting many are becoming more strategic with their spending as they seize value-driven deals.”
The full 2024 Nexxen Retail Industry Playbook can be found here.
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