Connecting with Consumers During Hanukkah

hanukkah advertising

Just in time for Hanukkah and 8 nights of latkes and sufganiyot, Morning Brew, one of our favorite daily newsletters, shared an article: Holiday Season: Have You Ever Seen a Hanukkah Ad?

They pointed out the lack of Hanukkah-specific messaging in an advertising wonderland of red and green and shared a point from a February 2020 Forbes article that states, “61% of Americans find diversity in advertising important, and 38% of consumers are more likely to trust brands that do well with showing diversity in their ads.”

The takeaway here is: acknowledging Hanukkah in holiday advertising is twofold. First, you forge a connection with those who celebrate. Second, you build goodwill with consumers of all beliefs who appreciate inclusivity and diversity in advertising.

So, we’re going to help advertisers out with a peek into what might resonate with those consumers who celebrate Hanukkah.

57% Anticipate Celebrating the Holidays with Immediate Family Only

Relevance is more important than ever. This year, advertisers were wise to take into account socially distanced gatherings while abandoning the raucous holiday party. We saw this in the Etsy holiday spots that we covered earlier this week. This tone is no different for Hanukkah than it is for Christmas — 57% of those celebrating Hanukkah anticipate only coming together with immediate family while 24% will expand slightly to immediate and extended.

Meanwhile, nearly 80% indicate family time is the best part of their day — how can that factor into your creative? Think about the heartwarming, family-oriented messaging you already use in your Christmas-centric advertising. This is the season of togetherness and celebration, regardless of which holiday as at the center of your marketing.

Promote Your Luxurious, Fun Products This Season

Consumers who celebrate Hanukkah often prefer products that are sustainable, luxurious, and fun –– which is perfect for the lighthearted, whimsical messaging around holiday shopping, right? They’re also 35% more likely than the average American to say independently owned is a key shopping factor, 32% more likely to say reputation is a key shopping factor, and 15% more likely to say brand is a primary purchase driver.

They’re 9% more likely to buy items on Cyber Monday so consider adding in Hanukkah messaging to your sales next year.

Additionally, they’re 8% more likely than the average American to say the cost of shipping influences whether to buy in store or online so don’t skimp on those holiday free shipping offers.

Build Trust and Loyalty with All Consumers through Messages of Inclusion

And, remember, at the end of the season, including advertising and creative that acknowledges Hanukkah and other holidays that are celebrated this time of year, including Diwali and Kwanzaa, will do more than connect with those consumers who specifically celebrate these holidays. The message of inclusion will warm your brand to all consumers who value inclusion and diversity — and that’s a win year-round.

https://insights.resonate.com/holiday-shopping-2020-preview

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