We compiled these trends from over 100 brands, comparing year-over-year data for the date range October 1, 2024 to October 31, 2024.
October 2024: Balancing Caution with Holiday Optimism
In October, consumer engagement remained steady, showing resilience in the face of economic pressures. While inflation and high borrowing costs led some shoppers to be more selective, increased store and site traffic indicated ongoing interest as consumers prepared for the holiday season.
Apparel brands experienced increased engagement but saw modest conversions, as value-conscious consumers hesitated on purchases. Home goods, however, showed strength, with rising orders and demand despite the broader economic uncertainties. Outdoor and specialty retailers continued to struggle, with a declining number of orders reflecting cautious spending patterns.
These trends emphasize the need for direct-to-consumer (DTC) brands to balance strategic discounting with unique customer experiences, a critical strategy to stand out in an increasingly competitive holiday market.
October 2024 Marketing Trends
Trend #1: 2024 Holiday Season: Is Time on Your Side?
With just 26 days between Thanksgiving and Christmas this year, marketers need to prepare to make the most of a shorter season. By leveraging consumer spending trends and generational shopping habits, they can make strategic decisions to maximize holiday sales.
The National Retail Federation expects almost half (45%) of holiday shoppers to start browsing and purchasing items before November. However, most consumers (62%) plan to finish their shopping in December. In prior years, Millennial and Gen X spending peaked around Thanksgiving week, while Baby Boomers and the Silent Generation had steadier spending throughout the season. Spending among Gen Z increased in the weeks following Thanksgiving.
Tailoring Strategies by Generation
To maximize sales within a condensed holiday season, it’s crucial to adapt marketing tactics to each generation’s unique behaviors:
- Millennials and Gen X respond well to early promotions around Thanksgiving, aligning with their higher spending tendencies.
- Gen Z is driven by discount hunting and last-minute deals, especially when promoted on social media.
- Baby Boomers and the Silent Generation still prefer traditional shopping methods and reliable in-store experiences.
By aligning marketing strategies with generational spending habits, retailers can capitalize on each group’s shopping momentum, even in a shortened season.
Trend #2: Holiday Pop-Ups Shift Focus: Brands Prioritize Experiences Amid Rising Costs
Brands are taking a more cautious approach to holiday pop-ups, focusing on cost-efficiency and customer experience. Since the pandemic, pop-ups have shifted from purely sales-driven events to immersive brand experiences. However, with consumer budgets tightening—67% of shoppers say they’re looking for holiday deals, according to Deloitte—many brands are reallocating funds toward digital ads and traditional channels like catalogs. BofA Securities projects a 3-4% increase in holiday spending this year, yet consumers are prioritizing discounts and established brands over new experiences.
Retail space demand is also complicating pop-up feasibility, as landlords are less likely to offer short-term lease deals amid high occupancy rates, with vacancy rates hovering around 4% in prime urban areas (Cushman & Wakefield). Brands like Target and Spirit Halloween that proceed with pop-ups are focusing on highly memorable, interactive experiences, adding photo ops, exclusive merchandise, and Augmented Reality (AR) elements to stand out.
For those still investing in physical pop-ups, the focus is on delivering unique experiences that drive consumer engagement and brand loyalty. The National Retail Federation reports that nearly 70% of consumers now plan to do more holiday shopping online, challenging physical pop-ups to differentiate by offering limited-time, immersive elements. This strategy leverages social media as consumers often share these experiences, increasing brand reach without extra ad spend.
Trend #3: How Retailers Harness Weather Data to Boost Sales and Stay Ahead
Retailers across industries are increasingly using weather analytics to optimize operations. By analyzing weather data, they can better manage inventory, localize advertising, and time discounts for seasonal items. For instance, some retailers adjusted sunscreen prices earlier this year due to forecasts of a wetter autumn. This strategic use of weather insights helps improve sales and streamline inventory.
As companies recognize weather’s impact on consumer behavior, weather-based retail strategies are gaining traction. According to the National Retail Federation, weather affects around $1 trillion in global retail sales each year, or about 3.4% of total sales. Leveraging weather analytics enables retailers to anticipate demand changes, enhance supply chains, and align marketing efforts with weather patterns, ultimately boosting profitability and customer satisfaction.
Advances in technology, including cloud computing, have facilitated the adoption of weather analytics. Providers like Planalytics and Meteonomiqs offer tools that allow retailers to implement dynamic pricing, refine inventory management, and run targeted promotions based on real-time conditions. As climate change drives variability in weather patterns, using weather data strategically is becoming essential for retailers looking to stay competitive in today’s market.
Trend #4: Cool or Creepy? Where Consumers Draw the Line with Personalization
According to a recent study of 21,700 consumers conducted by Marigold, it’s all about choice. If consumers give a brand the data, most are okay with brands using it, especially if the consumer gets something out of it. For example, I’ll tell you my birthday if I get an email or SMS offer.
And using consumer purchase history? According to the vast majority of consumers (73%), it’s also okay. Approval ticks down slightly for shopping cart abandonment emails, but a majority 57% of consumers still say it’s cool.
Consumers say it gets creepy when it’s clear that the data wasn’t volunteered and was collected “under the radar.”
Here are a few examples:
When it’s too fast: Promotions offered within 2 minutes of visiting the website or app. (45% approval)
Location tracking: Emails that highlight a physical location you’ve visited. (35% approval)
Location tracking from an unknown brand: Ads that highlight a physical location you’ve visited from brands you don’t recognize (26% approval).
Source: 2025 Marigold Relationship Marketing Trends Report
Trend #5: Sustainability Marketing Budget is Small but Fast-Growing
According to a recent survey of 292 CMOs, the portion of marketing budget allocated to sustainability marketing or marketing climate-related issues is expected to grow dramatically in the next 5 years, increasing by 137%.
However, the portion of budget allocated to this initiative is still relatively small, and is expected to grow from todays 1.9% to around 4.5%.
Source: Deloitte CMO Survey; for more, you can read the full report here.
Jump to Section
Marketing KPIs: October 2024 Trends by Industry
Marketing KPIs: October 2024 Trends by Company Revenue
$100M+ | $15M-$100M | $0-$15M
Marketing KPIs: October 2024 Trends by Industry
Apparel Industry
- Sessions Increased +15.35%: Apparel and fashion brands saw a notable increase in sessions during October, driven by a mix of new product launches and pre-holiday browsing behavior.
- Orders Increased +3.98%: Despite a significant increase in traffic, the conversion to orders remains modest, suggesting that consumers are browsing more but may be hesitant to make purchases.
- Demand Decreased -0.89%: Demand has seen a slight dip compared to last year. A National Retail Federation (NRF) survey reflects a 1.2% decrease in consumer spending on apparel year-over-year, as shoppers are more focused on value-driven purchases.
Home Brands
- Sessions Decreased -1.65%: Sessions for home retailers in October 2024 fell slightly year-over-year, potentially due to the cooling housing market and ongoing economic uncertainty, impacting the demand for home furnishings.
- Orders Increased +10.97%: Despite lower sessions, orders saw a notable increase, indicating improved conversion rates, possibly driven by aggressive promotions and discounts as retailers aimed to clear inventory.
- Demand Increased +6.35%: Home brands are showing resilience despite inflationary pressures that have limited discretionary spending.
Outdoor Brands
- Sessions were Flat +0.16%: While consumer interest in outdoor products stayed relatively stable, brands struggled to convert this interest into meaningful engagement.
- Orders Decreased -9.10%: The drop in orders underscores the conversion issues facing outdoor brands, exacerbated by high inventory levels and steep discounting strategies.
- Demand Declined -12.57%: Overall demand for outdoor goods appears to have contracted. Experiences in the outdoor sector are capturing more consumer spending than apparel or gear.
Specialty Retailers
- Sessions were Down -1.04%: Specialty retailers experienced a slight decrease in sessions year-over-year for October.
- Orders Decreased -8.23%: October orders dropped significantly, indicating consumers are spending with caution amid economic uncertainty.
- Demand Decreased -7.70%: Overall demand in October saw a 7.7% drop, with luxury and non-essential items experiencing the steepest declines.
Marketing KPIs: October 2024 Trends by Company Revenue
Tier 1 Brands
- Sessions Increased +1.24%: The slight increase in sessions indicates consistent engagement levels for Tier 1 brands. This stability may reflect effective brand awareness but suggests limited momentum in attracting new visitors.
- Orders Decreased -2.24%: The decline in orders points to challenges in converting sessions to sales.
- Demand Declined -8.80%: The notable decline in demand likely reflects an increase in discounting strategies. This trend suggests that brands are relying heavily on promotions to stimulate sales.
Tier 2 Brands
- Sessions Increased +3.43%: Many Tier 2 brands saw a rise in session volumes, indicating a growing interest among customers.
- Orders Decreased -2.60%: Despite the increase in sessions, the decline in orders highlights challenges in converting interest to sales. This suggests a possible need for more targeted or compelling offers to drive purchase decisions.
- Demand Decreased -8.12%: Softening demand, especially within discretionary categories, is prompting brands to reassess pricing and promotional strategies. Many are shifting to emphasize value to maintain customer interest amid changing consumer priorities.
Tier 3 Brands
- Sessions Increased +8.08%: Tier 3 brands saw a surge in sessions compared to October 2023. There’s a growing trend toward supporting small, local, or sustainable brands.
- Orders Increased +0.71%: Minimal year-over-year increases in orders, despite an uptick in sessions. However, conversion rates have improved from last month.
- Demand Increased +0.90%: Some smaller brands are offering early promotions or unique discounts to attract new customers before larger brands roll out major holiday sales in November.