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Sales Tip

Published on March 17th, 2022 | by Steve Nicklin


Sales Tip: OOH is Highly Relevant for Special Occasions Shopping

Steve Nicklin SVP Marketing and Analytics, OAAA


Last week’s webinar highlighting the latest OAAA and Harris Poll research focused on a number of key opportunities for OOH, including the upcoming retail seasons of Mother’s Day, Father’s Day, graduations and weddings.

OOH play a significant role in informing and influencing consumers during these important selling seasons. Key data points emphasizing OOH’s value are noted below and summarized in an Infographic available to OAAA members. A key takeaway for your retail clients: if they offer gift cards, that option will resonate with a large portion of consumers.

OOH Ads Useful for Mother’s Day, Father’s Day, Graduations, and Weddings Gift Giving

Consumers who find OOH ad messages useful when shopping for these special occasions:

  • 42% of adult consumers and 49% of adult men
  • 55% in cities of 1M+ population
  • 66% of Millennials in cities of 1M+ population and 62% of Millennial Men

Purchases by Younger Consumers, Urbanites Gift Most Likely to be Influenced by OOH Ads

Consumers who say OOH ads are likely to influence their purchase decisions for these occasions:

  • Mother’s Day
    • 61% Gen Z and 58% Millennials
    • 60% in cities of 1M+ population
  • Father’s Day
    • 54% in cities of 1M+ population
    • 46% Gen Z
  • Graduations
    • 50% in cities of 1M+ population
    • 49% Gen Z
  • Weddings
    • 58% in cities of 1M+ population
    • 51% Gen Z and 47% Millennials

Top Gift Choices for Spring/Summer Special Occasion Shopping 

  • Mother’s Day
    • 34% Flowers
    • 23% Gift Cards
    • 21% Chocolates/Sweets
  • Gift Cards are Top Choice for these Occasions:
    • 32% Graduations
    • 29% Weddings
    • 24% Father’s Day

Source: OAAA, The Harris Poll

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