Thursday, August 14

🌟 Today’s Highlights:

• LinkedIn is letting brands sponsor user posts for LinkedIn events

• YouTube added creator promotion tools that don’t require Google Ads

• Here’s your solution to making the most of Reddit listening

• 📊 Stat of the Day: 64% of Gen Z consumers have cut spending in the past year due to higher living costs (Source: Ipsos and Bank of America)

• 💡 Today’s Insight: Traditional shopping holidays are being reinvented

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⚡️ Today’s Headlines ⚡️

🔗 LinkedIn added the ability to sponsor any member’s posts that link to a LinkedIn event. The element is a part of its new Thought Leader Event Ads that aims to highlight upcoming LinkedIn events by amplifying user-created posts.

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📺 YouTube added new Promote tools to boost videos & choose CTAs. The new tools work sans Google Ads allowing creators to have more control over boosting videos and running campaigns directly from YouTube Studio.

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💼 LinkedIn is expanding access to its AI-generated job summaries. The option for recruiters, which has been available in some regions already, helps prospective employers ensure the relevant key terms and skills are noted in your job ads.

💡 Today’s Insight 💡

Traditional shopping holidays are being reinvented

🗞 TL;DR - As consumers become more strategic about their spending, retailers are getting creative with ways to drive consistent traffic including creating new shopping moments throughout the year and stretching traditional holiday shopping periods into longer seasons. eMarketer dove deeper into how the holiday shopping calendar is evolving and what it means for eCommerce marketers – we’ve got the highlights below.

💡 Insight - Traditional holidays are expanding into seasons. Holidays are no longer just a single day of celebration, but instead a seasonal period of shopping that can span weeks or even months.

For example, we’re currently in the “Summerween” period with retailers like Target, Walmart, and Michaels introducing Halloween-themed merchandise as early as July. Consumers are already being sold pumpkin-flavored food & beverage items, as well as the concept of needing multiple Halloween costumes for different events.

Retailer-created events have reshaped the calendar. Amazon’s Prime Day led the charge as a manufactured event to push consumer spending absent of any traditional holiday. Prime Day, which started as a one-day event 10 years ago and now spans multiple days, has established July as a major shopping period. Other competitor brands have created their own summer sales events in response, like Target’s Circle Week or Macy’s Christmas in July.

The evolving holiday calendar creates both opportunities and challenges to reach consumers. Pros: extended shopping seasons and new events provide more opportunities to drive traffic and sales. Cons: consumers are increasingly conditioned to wait for sales, which potentially erodes full-price purchases.

Retailers need to consider how these holidays (traditional or manufactured) play into overall strategy and decide whether there’s real value in participating or if you’re just worried about missing out.

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