A not-so-golden quarter for retail? PMW launches ‘Playbook’ series for in-house marketers

From Christmas planning tips to ‘mystery boxes’, a new 7-part report combines exclusive consumer research and expert panels to help retail brand marketers navigate a frugal festive season.

Performance Marketing World has launched a new series looking into the trends and challenges facing in-house marketers across specific sectors.

Kicking off with the retail sector, the ‘Performance Marketing Playbook’ series delves deep into each vertical to help brand marketers and agencies optimise their spend and resources.

Often referred to as ‘the Golden Quarter’, Q4 is by far the most lucrative part of the year for the majority of retailers, taking in major shopping events from Singles Day, Black Friday, Christmas, and Boxing Day sales among others.

But with a winter of strikes, shortages, price rises and blackouts on the horizon, it's understandable that many retail brands are rethinking their marketing spend and messaging this year.

To ensure the report contains actionable, real world insights, PMW worked with LoopMe to commission exclusive research to quiz 8,500 consumers in three global regions on their shopping habits in the lead up to Christmas.

PMW also monitored real-time search trends with MediaVision to uncover major shifts in online behaviour since August 2020 and surveyed a panel of over 20 performance marketing experts, including brands and agencies.

This special report focuses on the UK, but also compares trends globally including the US and Singapore to identify similarities and differences in key markets. It also places three sub-sectors into the spotlight – beauty, food and fashion – to reveal macro trends and tactics to help performance marketers working with both small or large retail brands.

Going live today and published as a series over the coming weeks, the report covers:

  • An overview of the retail sector
  • Predicted customer behaviour and shopping peaks for Q4 2022
  • Media planning tips across major performance marketing channels
  • Best practice: a case study from H&M
  • In the spotlight: food, fashion and beauty within retail
  • New opportunities: from retail media to CTV
  • Global and regional trends
  • Summary: The Performance Marketing Matrix

View the full report here