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  • Writer's pictureLiz Hayes

Branded Buzz: 2021 Holiday shopping stats

In this week's Branded Buzz, we hear from Bob Smolik, director of research & category insights for Tribune Publishing Company, who explains why retailers need to be reaching holiday shoppers now, especially if they want to stay ahead of their competition.

"Every year about 40% of consumers begin their holiday shopping before Halloween. This year we're hearing more about the increase in shipping fees, inventory still being sold out. Consumers are concerned that they're gonna be able to get what they want in time for gifting, so people are shopping earlier than ever before," Smolik said.

Local media outlets can help brands share their holiday messaging through content marketing, and reach key audiences early. Consumers who shop early, Smolik says, spend more money than those who wait until Cyber Monday deals and are less price sensitive. Now is the time to present content marketing solutions to your local retail clients!

Need help? Give us a shout and we'll go over some solutions! Want to see The Branded Buzz in your inbox each week? Sign up here! Need more help or want access to our turnkey lifestyle series, Branded Badge Certificate training or one-on-one support? Contact us at


The Branded Content Project is designed through a strategic partnership between the Local Media Association, the Local Media Consortium, and the Facebook Journalism Project to help facilitate additional growth, engagement, and revenue success for more publishers of all shapes and sizes.

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