Feeling festive with MMG


Christmas presents


The summer holidays are officially over. We’ve still got sand in our hair from that one sunny weekend two months ago, our blood stream is 50% ice cream and we’re almost looking forward to digging out our winter woollies. As the sun sets on summer, it can only mean one thing; it’s nearly Christmas!

Christmas is big for retail across all sectors, particularly now that Black Friday and Cyber Monday have joined the fun from across the pond. In fact, it’s thanks to Black Friday that our Christmas spending now starts earlier than ever, with nearly half of all festive shopping taking place in November or earlier. And, even before we get to the festive season, there’s Halloween to consider. Another celebration we’ve picked up from our state-side friends, over half of Brits spent on Halloween last year. Halloween is certainly growing, with retail sales seeing a 25% increase since 2005. Perhaps in future spooky season will become the big retail event that kicks off the Christmas period?

But for now, Black Friday acts as an unofficial marker for the final holiday countdown, with 20% of us admitting to buying the majority of our Christmas gifts over the Black Friday weekend. For many, however, Black Friday also acts as a good excuse to treat ourselves; particularly those who are male or under 25. So, with an average spend of £234 per head, what are people looking for on Black Friday? Electricals, clothing and stocking fillers take the top three spots, with toys and beauty coming in next. Perhaps that’s an indication that Black Friday deals aren’t always about finding the perfect Christmas gift; electricals and clothing are typically personal purchases. But when it does come to Christmas gifts, chocolate still rules.

We know people are willing to spend during the Christmas period; the UK is the highest spending market in Europe with an average spend of £567 per head. But how can you encourage them to spend their hard earned cash with your retailers?


Digital out of home (DOOH) is quickly becoming the go-to for outdoor advertising. Last year, digital accounted for more than half of total OOH revenue for the first time, with Q4 seeing significant growth for digital formats (15.8%). Whether it’s finding the perfect pumpkin for Halloween parties, spending hours on the high street searching out Black Friday bargains and flocking to big cities for a Christmas break, there are plenty of opportunities in Q4 to reach consumers with DOOH. But static DOOH isn’t always the answer. DOOH suffers from “urban clustering”, with the majority of DOOH sites located in large, urban cities and 37% of all DOOH impacts being seen by 15-34 year olds. But, when it comes to Christmas and Black Friday, it’s actually Generation X (38-58 year olds) who are the big spenders. On top of that, the highest Black Friday spends outside of London are in the North East (£279pp) and Yorkshire (£239pp). So how can you reach those consumers?

This is where mobile OOH comes in. Put simply, mobile OOH can reach places that traditional DOOH can’t and can help reach consumers that traditional DOOH can’t. For the big Q4 retail events, that could mean targeting high spenders in the North East coastal regions, or the Yorkshire countryside. Or, if the young urban market is what you’re aiming for, mobile OOH can accommodate last minute campaigns in big city destinations where prime DOOH space will have been booked up for months, especially in the lead up to Christmas.


Christmas isn’t just about retail, though. Christmas is just as much about events and experiences, and mobile OOH can be a great addition to any experience. Think mobile LED screens at Christmas light switch ons, pedicabs taking tourists from train stations to Christmas markets, or floor signs directing people to Santa’s Grotto.


Whichever way you look at it, Black Friday and Christmas hold big opportunities across the board. So as you’re pulling out your beanie hat, lighting the fire and thinking about excuses to avoid the in-laws this Christmas, think mobile out of home. Think MMG.

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