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How Experienced Marketers Are Approaching Holiday Planning

Article - 10 Min. Read -

To navigate holiday marketing in the wake of so much volatility, marketers must find ways to keep their plans agile. See how leading teams are approaching the year ahead.

Various sized triangular shapes that look like trees, or arrows representing agility in business.

2020 was a whirlwind. From supply chain shortages, store closures and other disruptions to the need for large scale shifts in messaging strategies, it’s safe to say most marketers earned expert certification in the art of pivoting.

Now, as things begin to approach the “next normal,” many businesses are looking to ramp up their holiday marketing efforts. With so much change and so much still uncertain, how can marketing professionals even begin to plan for the season ahead?

USPS interviewed ten marketing and media-planning decision-makers at major retailers and manufacturers to learn about their planning experiences and get insights into how they expect to approach this year and beyond.[1] One thing is certain; it still won’t be business as usual—agility remains the name of the game.

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Footnotes
  1. [1]“Marketing Plans for Retailers for the 2021 Holiday Season,” Interviews with 10 marketing and media-planning decision-makers, GLG Strategic Solutions and USPS Delivers, February/March 2021.
  2. [2]Ibid.
  3. [3]Ibid.
  4. [4]Ibid.
  5. [5]Ibid.
  6. [6]Ibid.
  7. [7]QR Code is a registered trademark of Denso Wave Inc.

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