The Supply Chain Will Have a Big Impact on Brands This Holiday Season

Posted on:

October 4, 2021

At Compass Marketing, our account managers assist brands in evaluating which products will do well throughout the holiday season, starting with supply chain stressors. Part of our platinum account management includes communicating with retailers and manufacturers to ensure success for our clients.

Q4 brings major shopping holidays, including Black Friday, Cyber Monday, and then the four weeks of holiday shopping in December. The time between November 1 and December 31 is known as the holiday season. As referenced in our previous blog posts on Black Friday and Cyber Monday, Black Friday 2020 saw $9 billion in consumer spending¹ and Cyber Monday experienced $10.8 billion in sales². In total, the holiday season in 2020 saw $789.4 billion of consumer spending, up 8.3% from 2019³. Consumer spending during the holiday season presents a massive opportunity for brands, both online and in brick-and-mortar stores.

Retailers in 2019 and 2020 faced many challenges due to the pandemic. On top of COVID restrictions, retailers in 2021 are facing supply chain disruptions. The Washington Post reported in early September 2021 that there will be “widespread shortages”⁴ and “less selection for a number of popular holiday gifts”⁴. These supply chain challenges could encourage consumers to shop earlier or make more in-store purchases than in the last two years.

More than any other year, brands need to be prepared for the entire eight weeks of the holiday season to avoid losing sales. At Compass Marketing, our account managers assist brands in evaluating which products will do well throughout the holiday season, starting with supply chain stressors. Part of our platinum account management includes communicating with retailers and manufacturers to ensure success for our clients. We understand that a winning holiday season strategy includes an omnichannel approach and engaging promotions, but we also understand that brands succeed when the fundamentals are accounted for. The supply chain disruptions will have the largest impact on brands during the holiday season in 2021.

More than any other year, brands need to be prepared for the entire eight weeks of the holiday season to avoid losing sales.

How can we help you? Compass Marketing doesn’t take a standard approach with our clients. We become familiar with our client’s portfolio, their category, and their business goals. From there, we leverage data and our expert knowledge to develop tailored and innovative strategies for our clients. We help our clients capture sales and repeat consumers by building trusting relationships and becoming experts in their business. Our account managers work diligently to ensure our clients can meet their goals over the holiday season.

REFERENCES

¹Thomas, L. (2020, November 28). Black Friday 2020 online shopping surges 22% to record $9 billion, Adobe says. CNBC. https://www.cnbc.com/2020/11/28/black-friday-2020-online-shopping-surges-22percent-to-record-9-billion-adobe-says.html

²Nunez, A. (2020, December 2). Cyber Monday broke US shopping records, grabbing $10.84 billion in sales. Business Insider. https://www.businessinsider.com/cyber-monday-results-shatter-us-online-shopping-records-2020-12

³Shearman, J. C. (2021, January 15). NRF says 2020 holiday sales grew 8.3 percent despite pandemic. NRF. https://nrf.com/media-center/press-releases/nrf-says-2020-holiday-sales-grew-83-percent-despite-pandemic

⁴Bhattarai, A. (2021, September 1). How the delta variant stole Christmas: Empty shelves, long waits — and yes, higher prices. Washington Post. https://www.washingtonpost.com/business/2021/09/01/holiday-shipping-delays-inflation/

Contributors

John Adams

John is a senior account executive and client business manager at Compass Marketing.

KIMBERLY REACH

Kimberly is a copywriter at Compass Marketing. She helps brands build relationships with consumers across platforms with authentic copy and strategic recommendations.

KEELEY SMITH

Keeley is a graphic designer at Compass Marketing. She helps brands tell their stories through persuasive and engaging design.

WE ARE HERE TO HELP

Compass Marketing can help you discover opportunities for your brand. Our account managers and eCommerce experts use a holistic approach based on data and insights to help guide brands to success. If you would like to learn more, please reach out to info@compassmarketinginc.net! We are always happy to help and would love to learn more about you and your brand.

ABOUT COMPASS MARKETING

We are dedicated to making brands more valuable by combining the very best in insights and experiences with unmatched human interaction. Our team of sales, marketing, and digital experts is dedicated to growing our clients’ market share and building brand equity. We combine art and science—pairing the personal expertise of our team with proprietary technology—to help brands grow quickly and efficiently. As an Amazon Ads partner, we can help brands realize significant growth on one of the world’s largest eCommerce retailers.

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POST TAGS: #COMPASSMARKETING, #HOLIDAY2021, AMAZONADVERTISING

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