Target tops consumers’ list for best holiday ads
View complete survey results in the Retail Insight Center, including consumers' ranking of favorite holiday TV commercials and online promotions, and learn how different types of media influenced holiday shoppers.
As we turn the corner on the most wonderful time of the year, it’s a perfect time to take a look back at some cornerstones for retail marketing during the holiday season. This year, consumers seemed to enjoy holiday commercials that had the right mix of fun and emotional spirit of the season.
According to NRF’s annual survey conducted by Prosper Insights & Analytics, Target was selected by consumers for their favorite holiday TV commercials, slightly besting Walmart — 25 percent and 24 percent, respectively. My personal favorite was Target’s Alice in Marshmallow land with its creative and colorful way to blend imagination and product. Take a look at that spot and others on Target’s holiday YouTube playlist.
Walmart took a slightly different approach. Its Holiday Hub on YouTube was full of videos with money-saving tips and other holiday commercials. The one spot that caught my eye was the brand’s partnership with Coca-Cola, which delivered the warmth and the spirit of giving during the season in “Earn It.” I know it earned my adoration and a few tears.
The survey found that nearly one-third (28 percent) thought Amazon had the best email or online promotions. Shoppers said that Best Buy also stood out with email/digital promotions this holiday season behind Amazon, Walmart and Target.
Some other retailers had notable work that deserves to be mentioned. Apple hit a homerun with “The Song” by connecting technology and humanity in this moving spot.
What ads struck a chord with you this season? Leave a comment and let us know.