Brits are ‘over’ Christmas adverts as early as 27 November, according to new research from Twilio.
The survey of 2,000 UK consumers found that festive fatigue is in part caused by the fact that almost half (48%) of people are regularly targeted with irrelevant gift ideas in the run-up to the Christmas period.
The research revealed that consumers want brands to personalise content according to who they are and what they’re buying.
In addition, nearly four in ten (38%) say they need more help finding relevant and creative gifts for their loved ones and over half (51%) hoping that brands can assist them with this.
Suggestions for helping gift buyers include specific recommendations for gift lists (which 18% of consumers say they would like), and high performing chatbots to help with gift buying (which 13% say they would like).
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Crucially, more than three quarters (79%) of consumers say a bad experience would make them shop elsewhere, while over half (59%) say they are left frustrated by targeted adverts that are not relevant after Christmas.
“With Christmas marketing often in full swing for weeks or even months before the big day, it’s no surprise that consumers are turning off before December even starts – especially if the ads they are being bombarded with are irrelevant,” said Twilio CX consultant Sam Richardson.
“That’s not to say Christmas is cancelled and there is still an opportunity for brands to reverse this festive fatigue by making their communications hyper-targeted and engaging.”
She added: “A standout customer experience over the coming weeks could help companies win repeat business and drive long-term revenues.”
“As this research shows, there’s a real scarcity of organisations that are going the extra mile and providing creative and relevant gift ideas, so there’s a big opportunity here for brands to meet this long term demand and build loyalty”.
He also implored advertisers to “go for quality over quantity” and “to be cognizant of customers needs” with many not celebrating Christmas and others feeling the pinch in the cost of living crisis.
