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November 4, 2013
Will AdLand Have Happy Holidays?
 
‘Tis the season.
 
Between November and January include some of the biggest shopping days of the year. Consumers bust out their purses and wallets and look to buy goods and services for their loved ones.
 
And guess who gets to tell them what goods and services are available?
 
Will AdLand step up to the plate?
 
People are doubting.
 
An article in the Financial Times reported that AdLand observers expect only a slight growth during the holidays. In India, they expect only a 7% growth during the season, in comparison to the 40% growth they usually see.
 
Yikes!
 
But why the decline?
 
They claim that consumer durables are “more subdued” this season, and that e-commerce has really taken off; e-commerce outlets have advertising channels that are usually less expensive than the traditional media.
 
The question on your minds, dear readers, is if we will see this in the U.S. Right now industry experts still believe that ad spending will peak and only time will tell how brands and agencies will spend their resources.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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