Holiday spending, thanks to the huge numbers of gift cards exchanged, is still underway even though it is January. Performics notes that gift card spending this season is expected to be $27.8 billion and that many shoppers will be redeeming gift cards in the first couple of weeks post Christmas.
Last year, 72% of shoppers spent more than their gift card's value–an attractive target for marketers.
Other stats of interest to retailers, according to Performics, which cites Google retail figures:
- Last year, the 13 days between December 26th and January 15th saw higher online sales than Black Friday.
- In January 2011, total retail sales rose 5.5% over December 2010 and 12% over January 2010.
Despite this pent up spending still waiting to be unleashed marketers have shifted their focus to the next season—resolutions to live better and perform better at work.
The Party's Over
California Sports Company K-Swiss, for example, has launched "The Party's Over" ad campaign featuring trainer Jillian Michaels. In partnership with Lady Foot Locker, the campaign will highlight the new Blade-Max Technology series of performance footwear through TV spots, Facebook, and in-store displays nationwide beginning January 2, 2012.
In the 30-second spot airing on select NBC-owned and affiliate stations, Bravo and E!, the Company said Jillian Michaels is shown wearing a 1950s-inspired cocktail dress and heels as she says goodbye to her last party guest. After the door closes, Jillian announced "the party's over," throws away her sweets and changes into her K-Swiss Blade-Max shoes and signature fitness apparel.
Michaels also offers workout tips via exclusive web videos hosted on K-Swiss and Lady Foot Locker Facebook pages.
