Winter Days Get Cold
and Short, but Not Our
Mobile Holiday Report!
YouAppi conducted a survey of 209 mobile app owners and digital marketers from around the world, and 524 consumers in the United States who use their mobile device for shopping. Our findings reveal holiday campaigns on mobile are starting earlier than ever!
Good Cheer Is Now SUPER Near
A rise in the number of companies starting their holiday campaigns now, as compared to 2017 (21% in 2017 vs. 30% in 2018).
When did your company start planning and preparation
for this year’s holiday activities?
Businesses are
beginning preparation
even earlier
in 2018
WE’LL START LATER THIS SUMMER (AUG/SEPT)
WE’LL START LATER THIS FALL (OCT/NOV)
WE’RE STARTING NOW (JUNE/JULY)
WE STARTED IN THE SPRING (MARCH–MAY)
WE STARTED THE BEGINNING OF THE YEAR (LATE JAN/FEB)
WE STARTED AS SOON AS LAST YEAR’S HOLIDAY SEASON ENDED
WE WERE PLANNING BEFORE LAST YEAR’S HOLIDAY SEASON ENDED
The Christmas Countdown Clock Gets Longer
More businesses are pushing holiday-related themes before October, and more are planning to start over the Black Friday shopping holiday period versus waiting until December: (before October: 16% in 2017 vs. 23% in 2018; Black Friday vs. December: 15% and 17% in 2017 and 11% in 2018).
When does your company plan to push
holiday-related items to consumers?
Companies
planning to push
holiday programs
even earlier
in 2018
Consumers Are Ready to Unwrap Your Early Access
Consumers are ready for the holidays too! 47% wanted holiday themes between now and November in 2017; 55% in 2018. Only 38% want to wait until Thanksgiving in 2018, where 46% did in 2017.
When are you ready to start seeing holiday
themes in your mobile apps?
Consumers
ready for holiday
themes earlier
than in 2017
Don’t Spook Consumers Too Early
However, companies still need to be cautious and roll their campaigns out slowly prior to Halloween. While 38% are rolling out holiday specials before Halloween, only 21% of consumers are ready for them.
When does your company plan to push
holiday-related items to consumers?
BUSINESS
Businesses are
still far ahead of consumers
in their holiday roll-outs
When are you ready to start seeing
holiday themes in your mobile apps?
CONSUMER
Power up Your Customer Engagement, Data, and a Partridge in a Pear Tree
Efforts to hone in on a successful mobile marketing campaign continue to increase year over year (YoY). In 2017, those numbers were 62%; in 2018 they are 66%. This speaks to an ongoing YoY rise as businesses continue to put more resources toward mobile. What’s more, 60% of businesses in 2018 see it as a great time for customer engagement — also a rise from 54% who said the same in 2017.
What opportunities do you see in mobile
activities for the holidays?
BUSINESS
Customer
engagement and
data up; productivity
from schedule
pressure down
Marketers Are Embracing More Creative Tips, Tricks, and Merry Gifs This Season
87% of marketers are choosing to do something new this year for the holidays, a noticeable jump from last year, where only 74% planned to introduce something new.
What opportunities do you see in mobile
activities for the holidays?
BUSINESS
Notable spike in
new creative ideas

87% doing something
this year, up from 74%