Datonics Data - Summer Travel

Summer is a popular time for vacations with many seeking long weekends and weeks away. By using our unique content, advertisers can broaden their horizons and engage more travelers as they plan their trips and look for interesting, relaxing and adventurous activities and destinations for their summer fun.

For example, our range of family vacation segments can attract big audiences from kid-friendly excursions in theme parks to family tours with activities tailored to all ages and interests:

• Travel > Family Vacations 

• Travel > Family Vacations > Theme Parks

• Travel > Family Vacations > Theme Parks > Disney Theme Parks

• Travel > Family Vacations > Amusement Parks High Spend 

Build campaigns using our captivating segments:

• Travel > Adventure Seekers

• Travel > Camping 

• Travel > National Parks

• Travel > Tourist Attractions Seekers

Cover campaign by using our segment suitable for each individual:

• Travel > Budget Travelers

There are also options to request a custom-built audience for a truly distinctive outcome:

• Lifestyle > Summer Traveler (Custom)

• Lifestyle > Summer Outdoor Enthusiasts (Custom)

Datonics Data - Earth Day

Brands & Agencies: Help your clients build their campaigns by using our main green segments. These audiences will surely engage more people in protecting our planet's invaluable resources:

• Lifestyle > Environment Conscious

• Premium > Lifestyle > Shopping Behavior > Smart Greens

• Green Products

Show everybody how to embrace the green mindset and unlock a world of endless possibilities.

Let us share our green awareness segments, to increase the potential of the green mindset: 

• Premium > Lifestyle > Green Awareness

• Premium > Lifestyle > Green Awareness > Think and Act Green

• Premium > Lifestyle > Green Awareness > Likely to Think Green

• Premium > Lifestyle > Green Awareness > Have Potential to Think Green

Who is reducing carbon emissions and paving the way for a cleaner and greener future? People who drive an electric vehicle. With each mile traveled, you are not just moving forward, you are driving positive change for our planet. And of course, we have some suitable segments for this kind of campaign.

• Automotive > Electric, Hybrid, Green

• Automotive > Electric, Hybrid, Green > Owners

Join the green revolution this Earth Day and let's paint the world with sustainable actions!

Datonics CEO Michael Benedek Joins Ad Council Analytics Committee

Datonics CEO Michael Benedek has joined the Ad Council’s Analytics Committee, which provides feedback and strategic guidance to The Ad Council on measuring performance of incoming campaigns. Members of the Analytics Committee review and advise on the KPIs and related measurement strategies, which are utilized to track and demonstrate performance of new campaigns. The overall purpose is to ensure The Ad Council can measure impact which is meaningful; aligns with the objective of the communications; and can effectively be tied back to the campaign.

Other member companies of the Ad Council Analytics Committee include Morning Consult, Wells Fargo, Ampersand, Quantcast and more.

“A strategic data-driven approach is more important than ever to ensure campaigns are optimized and meeting objectives. I am honored to be part of the Ad Council’s Analytics Committee and help to make the most impact possible towards the various important causes the group supports,” said Michael Benedek.

Michael Benedek joined the Ad Council’s Leadership Council in October 2023.

For more than 80 years, the Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change around the most pressing issues in America. Since the non-profit’s founding, the organization and its partners in advertising, media, marketing and tech have been behind some of the country’s most iconic social impact campaigns – Smokey Bear, A Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the Paper Ceiling and many more. With a current focus on mental health, gun safety, the opioid epidemic, skill-based hiring and other critical issues, the Ad Council’s national campaigns encompass advertising and media content, ground game and community efforts, trusted messenger and influencer engagement, and employer programs, among other innovative strategies to move the needle on the most important issues of the day.

Datonics Research: Automotive Brands

In this Datonics Research series, we explore the top automotive brands and their focus areas, ties to sports and culture and other brand data.

General Motors: General Motors (GM), a leading automotive manufacturer, employs a comprehensive marketing strategy encompassing strong brand positioning, diverse product portfolio, and a focus on innovation. GM's branding targets specific market segments through its range of brands like Chevrolet, GMC, Buick, and Cadillac. Emphasizing digital marketing and integrated communication, GM engages consumers through targeted advertising, sponsorships, and effective customer relationship management. These tactics, alongside continuous adaptation and research-driven innovation, particularly in electric vehicles, solidify GM's position in the competitive automotive market.

-       Chevrolet, has had a long-standing partnership with Major League Baseball. Chevrolet has been the official vehicle sponsor of MLB and has featured prominently in MLB-related advertising campaigns. This partnership includes Chevrolet's sponsorship of the MLB All-Star Game and various MLB teams. Chevrolet has a rich history in NASCAR (National Association for Stock Car Auto Racing). Chevrolet vehicles, especially the Chevy Camaro and Silverado, have been used by NASCAR teams and have been featured in NASCAR-related marketing efforts.

-       Cadillac, one of GM's luxury brands, has been associated with the Oscars, one of the most prestigious events in the entertainment industry. Cadillac has often featured in high-profile advertising campaigns during the Academy Awards broadcasts.

Toyota Motor Corp: Toyota Motor Corporation, a Japanese automotive manufacturer, is renowned for its efficient manufacturing processes and high-quality, reliable vehicles. The company's philosophy emphasizes continuous improvement and respect for people, principles central to its global success. Toyota is a leader in hybrid technology, exemplified by its flagship Prius model. The brand focuses on sustainability and innovation, consistently pushing boundaries in automotive technology, including advancements in hydrogen fuel cells and electric vehicles. Toyota's global presence and strong brand image reflect its commitment to producing vehicles that meet diverse consumer needs, maintaining its status as a key player in the global automotive industry.

-       Toyota has had a significant partnership with the NBA in the United States. This partnership includes the "Toyota Halftime Report," which provides in-game analysis and highlights during NBA broadcasts. Toyota has also sponsored various NBA teams and events, connecting with basketball fans and sports enthusiasts.

-       Toyota is a worldwide sponsor of the Olympic and Paralympic Games. This collaboration extends to multiple Olympic Games and includes providing a fleet of vehicles for transportation and support during the events. Toyota's involvement highlights its global reach and commitment to mobility.

-       Toyota has been a leader in hybrid and electric vehicle technology. The company often collaborates with environmental organizations and initiatives such as the World Wildlife Fund (WWF), National Environmental Education Foundation (NEEF) and the Environmental Defense Fund (EDF) to name only a few, in order to promote its hybrid models, such as the Toyota Prius. These partnerships underscore Toyota's commitment to sustainability and reducing its environmental footprint.

-       Toyota has supported youth programs, education, and STEM (Science, Technology, Engineering, and Mathematics) initiatives. They have partnered with groups such as the Boys and Girls Clubs of America, FIRST Robotics Competition, National Society of Black Engineers (NSBE), and SkillsUSA alongside many other youth development groups. These collaborations aim to inspire and educate young people, often focusing on innovation and technology.

Ford Motor Company: Ford Motor Company, a storied American automaker, is known for its significant contributions to the automotive industry. Today, Ford continues to focus on innovation, particularly in electric vehicles and autonomous driving technologies. The company is also adapting to changing consumer preferences by investing in SUVs and trucks while streamlining its sedan lineup. Ford's commitment to sustainability and advanced technology demonstrates its dedication to staying at the forefront of automotive trends, ensuring its relevance and competitive edge in the global market.

-       Ford has a history of partnering their advertising with organizations such as the NFL to reach out to both rural and urban consumers, especially men aged 18-45 interested in sports.

-       Ford has celebrated its rich automotive history by collaborating with museums, historical organizations, and car clubs. These partnerships have often resulted in exhibitions and events showcasing Ford's classic cars and heritage.

-       In 2023 Ford has signed a 6 year partnership with google to accelerate Ford’s research under and development (Through a group called “Team Upshift” alongside the implementation of android into future Ford and Lincoln Vehicles.

Stellantis - FCA: Stellantis, formed from the merger of Fiat Chrysler Automobiles (FCA) and PSA Group in 2021 and is currently one of the world's largest automakers. The company boasts a diverse portfolio of iconic brands, including Jeep, Ram, Peugeot, and Fiat. Stellantis focuses on strategic growth in global markets, innovation in electric vehicles, and expanding its digital and technological capabilities. The merger has allowed them a far broader reach, increased resources for research and development, and enhanced competitiveness.

-       Stellantis brands, such as Jeep, Dodge, and Ram, have been involved in sponsorships and partnerships with various professional sports leagues and teams. For example, Jeep has had associations with the National Basketball Association (NBA), and Ram has been involved in partnerships with professional football teams.

-       Stellantis has a presence in NASCAR racing, with brands like Dodge having participated in NASCAR competitions in the past. While the extent of involvement may vary, motorsport sponsorships and advertising remain an important part of Stellantis's strategy.

-       Stellantis brands may participate in cultural events and festivals, often aligning with their brand image and values. Stellantis has been known to partner with events such as Le Festical de Cannes (Cannes Film Festival), Mardi Gras festivals, Boudeaux Fete le Vin (Wine Festival), and numerous international auto shows. Such partnerships can promote cultural awareness and community engagement alongside raising brand awareness on the global stage.

Hyundai Kia Auto Group: Hyundai Motor Company, a South Korean automotive manufacturer, is known for its rapid growth and innovation in the global market. Key to advertisers and data analysts is Hyundai's focus on affordable quality, technological advancement, and expanding into eco-friendly vehicles, including hybrids and electric models. Hyundai's marketing strategies often emphasize customer value, reliability, and modern design, appealing to a broad consumer base. Their commitment to research and development in future mobility, like autonomous technology, positions Hyundai as a forward-thinking and adaptable brand in the automotive industry.

-       Hyundai has had a significant partnership with the NFL in the United States. This includes being the official automotive sponsor of the NFL and Super Bowl. Hyundai's involvement in NFL-related advertising and promotions helps the brand connect with a wide audience of sports enthusiasts.

-       Hyundai has been a long-time sponsor of the FIFA World Cup, one of the world's most-watched sporting events. This global partnership includes vehicle displays at World Cup matches, extensive advertising campaigns, and promotion of Hyundai's vehicles on a global stage.

-       Hyundai is known for its high-profile Super Bowl commercials, often featuring celebrities and memorable storytelling. These advertisements during the Super Bowl, one of the most-watched television events in the United States, help Hyundai create a strong presence in the automotive advertising landscape.

-       Hyundai has occasionally advertised during the Academy Awards broadcast, capitalizing on the event's massive viewership to promote its vehicles and innovations in the automotive industry.

Honda Motor Company: Honda Motor Company, a major Japanese automaker, is recognized for its strong focus on innovation, particularly in developing efficient and reliable vehicles. Key for advertising firms and data analysts, Honda has a reputation for high-quality engineering and advanced technologies, including hybrid and electric vehicles. The brand emphasizes reliability, safety, and value for money, appealing to a wide consumer demographic. Honda's commitment to sustainability and pioneering in areas like fuel-cell technology also positions it as a leader in eco-friendly automotive solutions, making it a valuable brand for data-driven market analysis and targeted advertising strategies.

-       Honda has had a significant partnership with the NHL in the United States and Canada. This includes being the official automotive sponsor of the NHL. Honda's involvement in NHL-related advertising and promotions helps the brand connect with a wide audience of sports enthusiasts.

-       Honda has a strong presence in motorsport, particularly in the IndyCar Series. Honda-powered cars compete in IndyCar races, and the brand often highlights its racing heritage and technology through advertising campaigns related to IndyCar.

-       Honda has created the "Honda Stage" platform, which partners with various music artists and events to showcase emerging and established talent. Honda Stage events often include exclusive performances, interviews, and behind-the-scenes content, connecting the brand with music enthusiasts.

Nissan Motor Co: Nissan Motor Co., a prominent Japanese automaker, is renowned for its innovative approach, especially in crafting electric and autonomous vehicles. Nissan stands out for its pioneering work in electric vehicle technology, exemplified by the Nissan Leaf, one of the world's best-selling electric cars. The brand is synonymous with cutting-edge technology, performance, and affordability, attracting a diverse consumer base. Nissan's strides in intelligent mobility and driver assistance technologies, along with its global presence, make it a key player in the automotive industry.

-       Nissan has leveraged its ownership of Eleven Arts Animation Studio to host the Anime Expo car showcase in Los Angeles. This event featured custom vehicle designs based on popular manga series like Gundam Wing and My Hero Academia, targeting young adults interested in anime and related cultural elements.

-       Nissan collaborates with organizations like Habitat for Humanity, contributing to constructing affordable homes using their NV Passenger Vans. They also engage in environmental sustainability efforts, such as recycling programs for end-of-life batteries. These initiatives showcase Nissan’s commitment to social responsibility and environmental sustainability.

-       Nissan has partnered with celebrities and influential figures such as basketball player Giannis Antetokounmpo and chef Gordon Ramsay. These partnerships help the brand connect with diverse fan bases and showcase Nissan vehicles as integral to various lifestyles.

Subaru Corporation: Subaru Corporation, a distinguished Japanese automaker, is well-regarded for its focus on safety and all-wheel drive technology. Key for advertising firms and data analysts, Subaru is notable for its commitment to reliability and advanced safety features, showcased in its popular models like the Outback and Forester. The brand's unique selling proposition lies in its symmetrical all-wheel drive system and Boxer engines, appealing to customers seeking durability and performance in diverse driving conditions. Subaru's emphasis on safety, demonstrated through its EyeSight driver assist technology, positions it as a leader in automotive safety innovations. This focus on safety and reliability, coupled with a loyal customer base and a reputation for building vehicles that excel in rugged and outdoor settings makes the company appealing to those valuing outdoor lifestyles and vehicle dependability.

-       Subaru Share the Love Event: This is Subaru's largest annual employee volunteer event. For every new Subaru vehicle purchased or leased, the company donates $250 to the purchaser's choice of charities. Local retailers also participate by selecting local charities to support. This event has resulted in significant donations to various national and hometown charities since its inception in 2008.

-       Subaru is actively involved with several Charitable and Environmental organizations such as: Operations Warp, Meals on Wheels America, The National Park Foundation, The Leukemia & Lymphoma Society, Make-A-Wish, and many more in order to highlight their dedication to supporting those in need.

Telsa: Tesla, an American electric vehicle and clean energy company, is acclaimed for its revolutionary approach to automotive technology and sustainable energy solutions. Tesla's key focus is on developing high-performance electric vehicles and renewable energy products, such as solar panels and energy storage systems. The brand has become synonymous with innovation in electric vehicle technology, autonomous driving capabilities, and cutting-edge battery technology. Tesla's market strategy is centered around eco-friendliness, futuristic design, and advanced technology, making it highly appealing to a consumer base interested in sustainability and innovation. The company's direct-to-consumer sales model and significant online presence further enhance its appeal. Tesla's commitment to redefining transportation and energy use positions it as a trailblazer in the transition towards renewable energy and sustainable mobility, appealing to those prioritizing both environmental sustainability and technological advancement.

-       Tesla's most significant 'advertising' comes from its CEO, Elon Musk. His social media presence and public persona generate significant media coverage and public interest in Tesla. Musk's tweets and public statements often create buzz around Tesla, effectively serving as promotional material for the brand.

-       Unlike many traditional automakers, Tesla has not been known for extensive advertising collaborations. However, they have engaged in some influencer partnerships. For example, in 2020, Tesla collaborated with Viya, a popular Chinese influencer, to stream Tesla's latest model, which attracted an audience of 4 million viewers. This indicates Tesla's strategic use of influencers to gain visibility, especially in markets where it's looking to grow its presence.

-       Tesla's product launches are events in themselves, generating anticipation and excitement. They often employ a secretive approach with teaser images and cryptic messages, creating a buzz that keeps Tesla in the limelight.

Volkswagen Group: Volkswagen Group, a prominent German automotive conglomerate, is renowned for its extensive range of vehicles and global market presence. Volkswagen's focus is on combining quality with affordability, technological innovation, and a strong push towards eco-friendly vehicles, including electric and hybrid models under its ambitious "ELECTRIC FOR ALL" strategy. The Group's brands, like Volkswagen, Audi, Porsche, and others, offer a diverse product portfolio, from luxury to economy vehicles, appealing to a wide consumer demographic. Volkswagen's marketing strategies often highlight efficiency, sophisticated design, and a commitment to sustainability. Their investment in research and development in areas like electric mobility and autonomous driving technology positions Volkswagen as a dynamic and adaptable player in the automotive industry.

-       In 2023 Volkswagen partnered with Marvel Studios for their movie "Ant-Man and The Wasp: Quantumania." This collaboration is a significant step in aligning the Volkswagen brand with popular culture and reaching a broad, diverse audience, particularly fans of Marvel movies and superhero genres.

-       Beginning in 2018 Volkswagen announced a strategic partnership with Microsoft to develop the 'Volkswagen Automotive Cloud', a platform for connected car services. This partnership is pivotal for Volkswagen’s digital transformation and aligns with the company’s focus on technological advancement and innovation.

-       Volkswagen actively engages in supporting culture and the arts. This includes partnerships with various cultural institutions and initiatives, such as the Architecture Biennale, where they focus on sustainability issues, and the "Flashes of Memory. Photography in the Holocaust" exhibition at the Museum of Photography in Berlin. These collaborations demonstrate Volkswagen’s commitment to cultural education and social responsibility.

-       The Volkswagen Group Art4All initiative supports cultural partners in making art accessible to a broad public. Volkswagen also fosters young talent through programs like the Volkswagen Group Fellows, supporting young professionals in fields related to art and culture.

BMW Group: BMW Group, a leading German luxury vehicle, motorcycle, and engine manufacturing company, is renowned for its emphasis on premium quality, innovation, and performance. BMW stands out for its strong brand identity, high-performance luxury cars, and advanced technology, including developments in electric and autonomous vehicles. The company's marketing strategies often focus on luxury, driving experience, and engineering excellence, appealing to an upscale consumer base. BMW's commitment to sustainability and future mobility, demonstrated through its electric i Series, positions it as a forward-thinking player in the luxury automotive sector. This focus on premium quality and technological advancement makes BMW Group a significant brand for data-driven market analysis and targeted advertising strategies in the luxury vehicle market.

-       BMW has effectively utilized emotional branding in their marketing campaigns, with a notable example being their sponsorship of major sporting events such as Formula 1 racing. This association with high-performance sports like Formula 1 aligns with BMW’s brand identity of speed, precision, and cutting-edge technology, reinforcing the thrill of high-performance driving associated with BMW vehicles.

-       BMW’s marketing strategy heavily emphasizes iconic design and aesthetics. The company’s commitment to modernist forms, minimal ornamentation, and attention to detail in design and tactile experience contributes significantly to its brand identity, making BMW vehicles not just modes of transportation, but symbols of elegance and sophistication.

-       BMW Group has invested in advertising across digital, print, and national TV, with a focus on premium ad units and a wide reach across different media properties. Their strategy includes launching and advertising new products, while also emphasizing partnerships with various media providers.

Mazda: Mazda, a Japanese automotive manufacturer, is known for its focus on driving pleasure, innovative design, and efficient technology. Important for advertisers and data analysts, Mazda distinguishes itself with its unique SKYACTIV technology, emphasizing fuel efficiency and engine performance, and its KODO design philosophy that blends aesthetics with functionality. Mazda's marketing often highlights the joy of driving, reliability, and distinct design, appealing to customers who value both performance and style. Their commitment to technological advancement, particularly in improving internal combustion engines and exploring electric vehicles, positions Mazda as a dynamic brand in the automotive industry.

-       Mazda has a significant involvement in motorsports, which is evident through their partnership with the International Motor Sports Association (IMSA). This collaboration aligns with Mazda's focus on performance and technological advancement, as seen in their comprehensive auto racing development ladder system, culminating in their Mazda Prototype team competing at the top level of IMSA sports car racing.

-       Mazda has expanded its strategic partnership with ‘Secondmind’, a company specializing in artificial intelligence (AI). This collaboration focuses on using AI to drive innovations in vehicle design and development, addressing the increasing complexity in automotive engineering. The partnership aims to enhance systems engineering and validation processes, ultimately leading to more efficient and innovative vehicle designs.

-       Mazda has also established a partnership with Toyota, mainly focusing on the joint development of electric vehicles and other advanced technologies. This collaboration involves technological advancements and resource sharing, aiming to propel both companies forward in the electric vehicle market.

Datonics Day of Service 2024

In honor of Martin Luther King Jr Day, Datonics team members around the world participated in a Day of Service, which has become a tradition at the company.  Team members volunteered with a number of organizations both in the U.S. and in Israel. The Israeli team visited the civilian hamal (operations room) at Tel Aviv, where they prepared supplies for Israeli soldiers. The staff were very lovely and the team had a wonderful time there.

In the States, members of the Datonics team volunteered at the UJA Federation of New York preparing Blizzard Boxes for multiple food pantries. In one of the facilities, CEO Michael Benedek and his son worked in partnership with @riseforhunger, which was involved with a setup of a facility that is focused on creating and distributing food packages of rice, soy and dried vegetables for people in need.  

Datonics is committed to various charitable causes. The company recently joined the Ad Council, an exemplary group of media, marketing and tech executives committed to using their power for good, their talents for good, and their products for good. The organization and its partners in advertising, media, marketing and tech have been behind some of the country’s most iconic social impact campaigns – Smokey Bear, A Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the Paper Ceiling and many more.

Datonics Research - The Holidays

Christmas- in December 2022, eighty-five percent of Americans report celebrating Christmas. While the overall percentage of Americans celebrating Christmas remains high, fewer today (71%) than a decade ago (82%) say it is a strongly or somewhat religious holiday for them. The role of religion in Christmas celebrations appear to be declining. Today, 46% of Americans say they celebrate Christmas as primarily a religious (rather than cultural) holiday, down from 51% who said this in 2017. In 2021, total holiday retail sales were projected to have reached new highs of almost 850 billion U.S. dollars. Right after Christmas comes New Year's Eve. New Year's Eve is a major social holiday for many people in the United States. Many people hold parties at home or attend special celebrations to celebrate the upcoming New Year. In many cities, large-scale public events are held. These often attract thousands of people.

Families- People mostly expect to be with their kids and partners (69%), their parents (36%), and other family members (35%). Therefore, those users will look for fun traditional activities which are decorating a Christmas tree, making a gingerbread house, watching a Christmas movie, decorating their home and yard, and exchanging gifts. Some parents might look for a Santa costume especially if they have young children. In addition, in 2020, holiday retail sales of $936.3 billion, with U.S. households spending an average of $826 during the season. Therefore, Marketing can operate through department store chains like Target, Walmart, Costco, and others. 

Community and Charity Event Planners- November and December make up what is commonly called the giving season for the nonprofit community. Near the holidays, people feel encouraged to give more generously than during the rest of the year. These users might look for a private or a public place to throw the charity events, they could also look for catering/food services, surround sound systems, or live music. Furthermore, charity event planners might organize champions that can collect donations from new people and find new volunteers.

College Students- A 2020 College survey of 950 undergraduates found that a majority (56%) of those who will buy Christmas presents this year expect to spend more than $100, while almost one-quarter (23%) expected to spend more than $200. Among those who are Christmas shopping, a majority will buy gifts for their parents (67%) and/or siblings (59%). Almost half will buy gifts for a friend, while nearly one-quarter (23%) plan to shop for themselves. Fewer students will shop for a grandparent (15%), and 3% will buy presents for their own children. Male students are more likely than female students to do all their shopping online (60% vs. 52%). These users in this age range will be most interested in the new year's celebration and will look for parties in their area Marketing can be mostly on social media such as Facebook and Instagram and could include commercials for traditional or unique presents and for new year’s festivities. 

Seniors-  More than 58 million adults are 65 and older live in the United States today (17.3% of the nation’s population). As of 2020 The states with the largest elderly age group were Maine (21.8%), Florida (21.3%), and West Virginia (20.9%). However, the states with the smallest elderly age group are Utah (11.7%), Alaska (13.1%), and Texas (13.2%). These users would like to get into the holiday spirit; therefore, they will make an effort to celebrate these holidays with their families. Gifts are a big part of Christmas so they will also search for presents and gifts for their beloveds. Marketing can operate through toy stores and should include simple language and a very centered advertisement of the most common and trendy gadgets and toys. It is also important to use multi-channel marketing (like a catalog). 

Supermarkets Consumers- Consequently within the last few years, many consumers expected to spend more on groceries during the Christmas season in order to fuel the family gatherings and holiday parties they were unable to enjoy last year because of the pandemic. In the 4th edition of the large scale North-American survey, 94% of all respondents listed in-store shopping among their preferred methods of purchasing groceries. 60% of consumers reported having used alternative shopping methods with curbside pickup proving to be the most popular. Based on behavioral research, marketing can be done by advertising for older consumers earlier than younger consumers. For young adults, effective advertising can be mostly online and on social media, in order to promote new products and brands. Supermarket consumers will be interested in coupons and big box chain stores.

Big Sale Days- Black Friday is on the day after Thanksgiving. It is one of the busiest shopping days in the USA, and many stores have special offers and lower their prices. During this day many shoppers buy Christmas presents, clothes, electronics, toys, etc. The Monday after, known as Cyber Monday, is hailed as a marketing effort for online retailers, their equivalent to Black Friday. Near these big sale events, many chain stores will come out with new clothes collections, toy models, or new gadgets. Marketing can be in multi-channel marketing, online for the younger audience, and by catalog or billboard.

Jewish Community- Hanukkah- Considering that Jews comprise only about 1.8% of the population, Hanukkah’s presence in America’s public square is remarkable. The ratio of Americans who celebrate Hanukkah compared to those who celebrate Christmas is 1 to 14. 68% of American Jews think Hanukkah is one of the three most important Jewish holidays. Most American Jews celebrate Hanukkah with a family dinner or the lighting of a menorah. Consumer goods and advertising companies saw a great opportunity in marketing Hanukkah as a Jewish alternative to Christmas, manufacturing new ritual objects, promoting special holiday foods, and encouraging parents to shower their children with gifts. 

Travelers- Winter travel in the United States offers a variety of destinations and experiences. Domestically, options range from skiing in Colorado and Utah's snow-covered mountains to enjoying the festive ambiance of New York and Chicago. For those seeking warmer weather, Florida, California, and Hawaii are popular for their sunny beaches. Internationally, American travelers often choose beach destinations like the Caribbean and Mexico, or cultural experiences in European cities with their Christmas markets. Adventure-seekers might head to places like Iceland for the Northern Lights or Canada for winter sports. Advertisers should be willing to promote travel bundles and discounts to cater to both the more adventurous travelers and the more family oriented ones.

Datonics Research - Winter Travel

Winter travel in the United States encompasses a diverse range of destinations and experiences, both domestically and internationally. Domestically, travelers are given abundant choice when it comes to destinations. Travelers can flock to snow-covered mountains for skiing and snowboarding, particularly in states like Colorado and Utah. To major cities such as New York and Chicago, who despite their chilly weather, attract visitors with their festive holiday atmosphere, shopping, and cultural events. Or, on the warmer side, states like Florida, California and Hawaii which remain popular for their sunny beaches and outdoor activities.

Internationally, American travelers tend to seek warmer climates or unique winter experiences. Destinations like the Caribbean and Mexico are perennial favorites for their beaches and resorts, offering an escape from the cold. Meanwhile, European cities, with their Christmas markets and historic winter charm, draw those looking for a cultural holiday experience. Additionally, adventure travel to places like Iceland for Northern Lights viewing or to Canada for winter sports is also popular among U.S. travelers during the winter months.  

Behavioral Audience: 

The winter holidays of 2023 are set to see a significant number of Americans traveling either domestically or internationally. A study by Forbes found that “The vast majority of U.S. households will be traveling in the next few months: 15% of survey respondents indicate they will take one trip between October and December 2023, while another 38% plan to take two trips in the same time frame” (s). Additionally, it was found that during winter 2023 more travelers will be flying (74%) rather than driving (72%) to their destinations with 57% of individuals who are flying doing so both domestically and internationally. Statistics published by the United Nations World Tourism Organization (UNWTO) show that overall, in 2023 travel has reached 90% of pre-pandemic levels with 22% more international tourists in the third quarter of 2023 compared to the same period in 2022 with trends set to continue through the end of the year. 

• Family-focused Travelers: These individuals prioritize family-friendly destinations and activities. Their travel decisions are heavily influenced by the needs and interests of children, and they seek destinations offering a mix of entertainment, education, and relaxation suitable for all ages.

• Luxury and Comfort Travelers: Focused on relaxation and indulgence, these travelers are drawn to high-end accommodations and services. They prioritize comfort and luxury, often seeking all-inclusive resorts, spa retreats, or exclusive tours.

• Social Travelers: This audience travels primarily to socialize, whether it's visiting friends and family or meeting new people. They prefer destinations that are popular and offer a variety of socializing opportunities, from nightlife to group tours.

• Adventure and Sports Enthusiasts: Winter sports enthusiasts, nature lovers, and adventure seekers fall into this category. They look for destinations that offer skiing, snowboarding, hiking, or other outdoor activities. They prefer locations with natural beauty and adventure opportunities.

• Budget-Conscious Travelers: Price is a key factor for this group. They look for affordable travel options, including budget accommodations, off-peak travel times, and destinations that offer good value for money. They are willing to compromise on luxury for cost-effectiveness.  

Market Analysis:

Travel Volume: The market analysis for winter travel in 2023 indicates a significant travel volume among Americans. According to AAA and the Deloitte Holiday Travel survey, approximately 115.2 million travelers are expected during the year-end holiday period, a figure that reflects a considerable increase over previous years. 

Travel Destinations:

• Domestic: Popular domestic destinations continue to include warm weather spots like Florida and tourist hotspots such as New York and Las Vegas. These locations draw travelers seeking either sunny escapes or vibrant urban holiday experiences.

• International: Internationally, there is a noticeable increase in travel to destinations in the Caribbean, Mexico, South America, and Asia, reflecting a growing interest in both tropical getaways and culturally rich travel experiences. Destinations such as Las Galeras in the Dominican Republic, Fasmendhoo in the Maldives, and Hong Kong are emerging as trendy international travel spots.

• Spending Trends: Studies have shown that there Americans have shown a significant willingness to invest in their travel experiences, despite various economic factors. According to PwC's 2023 Holiday Outlook, consumers plan to increase their spending by 7% this year, allocating an average of $1,530 for gifts, travel, and entertainment. This includes a robust 12% increase in travel-related spending over the 2022 holiday season. Tripadvisor's Winter Travel Index further supports this trend, showing that 93% of Americans plan to spend the same or more on travel than the previous year, highlighting the importance of travel despite economic concerns.

• Travel Frequency: In 2023, the frequency of winter travel among Americans shows a marked increase, reflecting a strong desire to travel more frequently than in previous years. According to a survey by Vacasa about 47% of Americans are planning to travel during the winter season, with 64% of these travelers intending to travel more frequently than they did in the previous winter. The data indicates that, on average, Americans are planning to take five trips throughout this winter season. This trend of increased travel frequency can be attributed to a combination of pent-up demand for travel experiences and a general easing of health-related travel concerns.

Demographic Differences: 

• The market analysis for winter travel in 2023 shows distinct demographic trends among American travelers. The Deloitte holiday travel survey highlights a broad increase in travel intent across all age and income groups, indicating a general eagerness for travel experiences. Notably, baby boomers, who had shown more hesitancy in traveling since 2020, are returning in significant numbers, accounting for about a third of the traveling public. This resurgence signifies a shift in the demographic makeup of travelers, with older generations now participating more actively in travel.

• Gen Z, although representing a smaller share due to many still being under 18, is leading changes in travel trends, particularly towards social media and social consciousness in travel. NerdWallet’s report also sheds light on the generational differences in payment methods for travel, with Gen Z being least likely to use credit cards for travel expenses, in contrast to higher usage among millennials, Gen X, and baby boomers.  

Recommendations for Businesses:

1. Family-Friendly Packages: Develop all-inclusive family vacation packages that cater to the needs of families with children. Partner with popular theme parks, water parks, and family-friendly resorts to offer exclusive deals and promotions. Highlight child-friendly amenities, such as kids' clubs, playgrounds, and supervised activities.

2. Romantic Getaways: Create tailored packages for couples seeking romantic experiences. Collaborate with luxury resorts, boutique hotels, and wineries to offer intimate settings and special experiences like couple's massages, private dining, and scenic tours. Use targeted social media ads to reach engaged couples looking for honeymoon destinations.

3. Adventure Travel Deals: Utilize captivating visuals and storytelling in your marketing efforts to attract adventure seekers. Showcase thrilling experiences like hiking, rafting, and wildlife encounters in exotic locations. Collaborate with adventure travel influencers to reach a wider audience and build credibility.

4. Solo Traveler Packages: Design solo-friendly travel options that emphasize safety, community-building, and cultural immersion. Offer group tours with like-minded travelers or promote destinations known for being solo-friendly and welcoming to solo explorers.

5. Luxury Experiences: Tailor exclusive and high-end travel packages for luxury travelers. Partner with luxury hotels, private tour operators, and premium travel services to offer personalized itineraries, VIP experiences, and access to exclusive events or locations.

6. Youthful and Budget-Friendly Offers: Create budget-friendly travel packages specifically designed for young travelers and recent graduates. Promote party destinations and adventurous experiences that appeal to their sense of adventure. Leverage popular social media platforms like TikTok and Instagram to reach and engage with this audience.

7. Flexible Booking Options: Offer flexible booking and cancellation policies to accommodate uncertainties related to travel during the post-pandemic era. This will appeal to all audience segments as it provides reassurance and encourages early bookings.

 To effectively target and engage with your desired audience in the dynamic travel market, it's crucial to maintain an ongoing and thorough analysis of market trends and consumer behaviors. This proactive approach involves regularly updating your knowledge base with the latest industry insights, which allows you to fine-tune your marketing and operational strategies to align with evolving consumer preferences and market conditions. By staying abreast of these changes and adapting your tactics accordingly, you position your business to better connect with your target audience, enhancing both reach and engagement. This continual adaptation not only helps in anticipating customer needs but also in identifying new opportunities and staying ahead of competitors in the ever-changing travel industry landscape.

Datonics Research - Giving Tuesday

Giving Tuesday, often stylized as #GivingTuesday, is a global movement that encourages people to donate money, time, goods, or their voice to support important causes. It takes place on the Tuesday after Thanksgiving in the United States, following the widely recognized shopping events of Cyber 5 with standout days including Black Friday and Cyber Monday.

The idea is to create an international day of charitable giving at the start of the holiday season. Launched in 2012, Giving Tuesday harnesses the power of social media and the generosity of people around the world to bring about real change in their communities. It also provides a platform for charities and non-profit organizations to raise funds and awareness for their causes.

Donation Statistics:

• U.S. donors gave $3.1 Billion to nonprofits on Giving Tuesday 2022.

• Over $1 Billion was donated online.

• On average, Giving Tuesday donation volume has grown by 65% each year.

• A record 35 million adults participated in Giving Tuesday 2022

• Giving Tuesday had participants in a record 85 countries during 2022.

• In 2022, 36% of participants in the U.S. gave money, 20% donated goods, and 18% volunteered.

• 82% of organizations used Giving Tuesday to try something new. For example, new tech or strategies to reach new supporters.

• 84% of those aware of Giving Tuesday report that the movement inspired them to give more.

Datonics:

Datonics is proud to support multiple charitable organizations ranging from The Ukrainian Employment Relief Program, aiding refugees fleeing from the conflict in Ukraine, to Team Daya, building primary schools in remote regions of the world, to nonprofit organizations such as Futures & Options, NORML, One Tree Planted, Girls Who Code, Center for Employment Opportunities, and the Nature Conservancy.

Datonics also recently joined the Ad Council and our CEO Michael Benedek became part of the group’s Leadership Council. The Ad Council is an industry group dedicated to inspiring action and accelerating change around the most pressing issues in America. Since the non-profit’s founding, the organization and its partners in advertising, media, marketing and tech have been behind some of the country’s most iconic social impact campaigns – Smokey Bear, A Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the Paper Ceiling and many more.

At Datonics, we believe that corporate involvement in social causes goes beyond mere philanthropy; it's an integral part of building a sustainable and equitable future.

As Giving Tuesday continues to grow, we remain dedicated to exploring new avenues and strategies to maximize our impact and inspire others in the corporate world to join this remarkable movement of giving and change.

Recommendations for Businesses:

Giving Tuesday represents a significant opportunity for businesses to engage with and contribute to their communities, demonstrating corporate social responsibility and building a positive brand image. The remarkable growth and widespread participation in this movement, as evidenced by the substantial donation statistics, highlight the increasing importance and impact of Giving Tuesday. For businesses, participating in Giving Tuesday is not just a charitable gesture; it aligns with strategic business interests. Engaging in this day of giving can boost employee morale, enhance brand loyalty among consumers, and create meaningful partnerships with non-profit organizations.

The spirit of innovation and experimentation that many organizations embrace on Giving Tuesday—using new technologies and strategies—also offers a platform for businesses to innovate in their philanthropic efforts. By participating in Giving Tuesday, businesses can showcase their commitment to social causes, foster a culture of giving, and potentially attract a more socially conscious customer base. Ultimately, Giving Tuesday is more than a day of philanthropy; it's a beacon of hope and a testament to the collective power of generosity, making it an essential part of any business's social impact strategy.

Datonics Research - 2023 Black Friday and Cyber 5 Market Analysis

Black Friday: Black Friday is an annual shopping event that takes place on the Friday following Thanksgiving Day in the United States, which falls on the fourth Thursday of November. It marks the beginning of the holiday shopping season and is known for its deep discounts and promotions offered by retailers both in-store and online.

Cyber 5: Cyber 5 refers to a five-day period of online shopping deals and discounts that starts on Thanksgiving Day and continues through the following Monday, known as Cyber Monday. During Cyber 5, consumers can find significant discounts on a wide range of products from various online retailers, with Cyber Monday being the focal point of the event.

Black Friday and Cyber 5 are important and popular with consumers because they offer significant discounts and deals on a wide range of products, making it an ideal time to save money on holiday shopping. 

Behavioral Audience:

The Black Friday and Cyber 5 market in 2023 is set to experience significant activity, building on the trends of 2022. Last year, over 155 million Americans participated in Black Friday, generating a record-breaking $9.12 billion in online sales alone, a 2.3% increase from 2021. The overlap in consumer groups, from those seeking discounts advertised through social media and online platforms, is substantial. For 2023, Black Friday and Cyber 5 are expected to be the largest ever, with predictions of each Cyber 5 shopping day exceeding $5 billion in sales and Black Friday and Cyber Monday topping $10 billion.

Here are some buyer personas:

• Deal Hunter: This shopper is always on the lookout for the best deals and discounts. They are well-prepared, often researching sales in advance and subscribing to newsletters from their favorite retailers. They are likely to start shopping early, even on Thanksgiving Day, and continue throughout the weekend. They focus on getting the most value for their money and might buy in bulk if the deal is right.

• Holiday Shopper: This shopper is focused on buying gifts for the holiday season. They are looking for a variety of items for friends and family and are more open to suggestions and impulse buys. They are likely to shop both online and in-store, looking for gifts across various categories like toys, clothing, and personal care items.

• Tech Enthusiast: Interested in the latest gadgets and technology, this shopper is well-informed about tech trends and new releases. They wait for these events to purchase high-ticket items like laptops, smartphones, and gaming consoles. They might also be interested in emerging tech like smart home devices.

• Practical Shopper: This persona is all about practicality and necessity. They shop for items they need rather than want. They are likely to focus on household items, appliances, and everyday essentials. They might also look for deals on groceries and personal care products.

• Last Minute Shopper: Typically procrastinates and ends up shopping at the last minute. They are less likely to plan and more likely to make spontaneous decisions. They are active mainly towards the end of the Cyber 5 period, often catching the tail-end deals or making quick decisions based on what’s still available.

• Organizations/Businesses: This persona represents organizations or businesses looking to purchase items in bulk. They might be small businesses, schools, or other entities seeking to capitalize on bulk discounts for office supplies, electronics, or other relevant products. Bulk buyers are strategic and planned. They have a clear list of items needed and focus on retailers offering the best bulk purchase deals. Their primary interest lies in office technology, furniture, and supplies. They might also look for corporate gifts during this period.

 Market Analysis:

Millennials/Gen X Online shoppers: Historically, 67% of millennials and 56% of Gen Xers prefer shopping online to shopping in stores. This could of course be contributed to Covid-19, which saw many shoppers change their habits from shopping in stores to shopping online. However increased advertising through social media also contributed to this trend.

• Men are significantly more likely to make mobile purchases (22% to 18%). Men are also more likely to make impulse purchases for larger items such as electronics, whereas Women are more likely to impulse buy smaller items like makeup or shoes.

• Parents are nearly 25% more likely to shop online at Walmart than opt for the brick-and-mortar experience compared to households without children.

• Gen X is most likely to spend $1,000 or more on holiday shopping

• Amazon accounted for 17.7% of all revenue on Black Friday 2021.

• Millennial top brands: Sony, Google, Adidas, Target, Samsung, Amazon, Walmart, Nike, Apple.

• Gen X top brands: Nike, Walmart, Xbox, Samsung, Ford, Disney, Jeep, Netflix, Amazon, Apple.

• Families/Parents with Children: Toy sales were up 285% on Black Friday compared to the average October day. Salesforce reported “toys and learning sales were the third highest performing vertical globally, up 10% year over year.” Families with children are a large target demographic that can be advertised anything from toys to clothing to video games.

• Shoppers with children aged 18 and under are 20% more likely to scour for Black Friday deals 2-3 weeks out.

• Most Popular items: Nintendo Switch, AirPods Pro, Apple iPad,

• Most Popular Toy Brands 2022: Lego, Bandai Namco, Fisher-Price, Barbie, Nerf, Dragon Ball, Hasbro, Hot Wheels, Pop!, My Little Pony.

• Most Popular Children’s Clothing Brands 2023: Cat & Jack, Wonder Nation, Primary, Carter’s, Janie and Jack, Jumping Beans, Old Navy, Zara, Crewcuts, H&M.

The Black Friday and Cyber 5 events in 2023 are projected to set new records, continuing the trend of increasing online sales and diverse consumer participation. The distinct shopper personas identified, ranging from deal hunters to tech enthusiasts, demonstrate the varied interests and shopping habits that businesses need to cater to. With a notable preference for online shopping among Millennials and Gen X, and specific trends observed in different consumer segments, there's a clear shift towards digital platforms and personalized marketing strategies.

Recommended Marketing Tactics:

1.      Targeted Marketing: Develop marketing campaigns tailored to different consumer personas. Use data analytics to understand the preferences and shopping patterns of each group.

2.      Enhance Online Presence: Invest in optimizing websites and mobile apps, ensuring they can handle increased traffic and provide a seamless shopping experience.

3.      Personalized Deals: Offer personalized deals and discounts based on consumer preferences and past purchase history, especially for tech-savvy and deal-hunting shoppers.

4.      Social Media Engagement: Increase engagement on social media platforms to reach Millennials and Gen X consumers. Utilize influencers and targeted ads to drive traffic.

5.      Bulk Deals for Businesses: Offer special deals for bulk purchases to attract organizations and businesses looking for office supplies and corporate gifts.

Datonics CEO Michael Benedek Joins Ad Council

As a new member of the Ad Council’s Leadership Council, Benedek joins an exemplary group of media, marketing and tech executives committed to using their power for good, their talents for good, and their products for good. Leadership Council members leverage their companies’ reach and resources to activate campaigns and share key learnings, insights, and capabilities in support of the Ad Council’s work to address critical social issues.

Benedek’s appointment was highlighted at the recent Ad Council Board Meeting alongside others who recently became members of the Leadership Council and Board of Directors. The full roster of new appointees was announced via their press release.

The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change around the most pressing issues in America. Since the non-profit’s founding, the organization and its partners in advertising, media, marketing and tech have been behind some of the country’s most iconic social impact campaigns – Smokey Bear, A Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the Paper Ceiling and many more. With a current focus on mental health, gun safety, the opioid epidemic, skill-based hiring and other critical issues, the Ad Council’s national campaigns encompass advertising and media content, ground game and community efforts, trusted messenger and influencer engagement, and employer programs, among other innovative strategies to move the needle on the most important issues of the day.

Michael Benedek remarked:

I am truly honored and excited to be part of this organization and group of peers. I firmly believe in the power of doing good and giving back. This has been a big focus for us at Datonics, where we often make it a point to organize our team building initiatives around charitable activities. We have taken part in local food drives, have worked with local businesses to help through tough economic conditions and have directed our internship program to focus on inner city schools.

I have also been personally involved in Team Daya – an organization devoted to building primary schools in the most impoverished places across the globe. We have traveled to remote locations for school builds in Senegal and Guatemala and are planning our next trip to Nepal next year. 

I look forward to exploring other ways that Datonics can give back, including using our data to empower the campaigns of the Ad Council.

Datonics Research - Halloween

In the United States, Halloween holds significant economic importance, with anticipated annual spending expected to soar to a record-breaking figure exceeding 12 billion U.S. dollars in 2023. Consumers initiate their Halloween shopping well in advance. For example, when it comes to costumes, approximately one-quarter of surveyed shoppers intend to make their purchases between two and three weeks prior to the event, while fewer than 10 percent plan to start shopping just one to three days before Halloween. Be it costumes for adults, children, or even their pets, consumers allocate the most substantial portion of their Halloween budget to these outfits, with the projected expenditure on Halloween costumes forecasted to exceed a total of over four billion U.S. dollars in 2023.  

In 2023, over 70 percent of consumers in the United States expressed their intent to partake in Halloween festivities.  

Pumpkin Carving Tradition:

Notably, in 2023, the decreasing prices of individual pumpkins led to a surge in the intention to carve pumpkins for Halloween. A striking shift was observed, with over 154 million individuals in the U.S. planning to partake in pumpkin carving, marking an increase from the approximately 149 million participants the previous year. 

U.S. Pumpkin Production and Consumption:

In 2022, the United States witnessed a substantial pumpkin production, amounting to approximately 16.5 million centum weight (cwt), which represented a remarkable 25 percent increase compared to 2020. This upsurge in production was coupled with a rise in per capita pumpkin consumption, with the average American consuming around five and a half pounds of fresh pumpkin. 

Like previous years, the top ways consumers are planning to celebrate are handing out candy (68%), decorating their home or yard (53%) or dressing in costume (50%). However, in a return to pre-pandemic norms, more consumers also plan to throw or attend a party (32%) or take their children trick-or-treating (28%).
Halloween 2023 Consumer Sentiment Findings: 

-         Celebration Plans: For those planning to celebrate, popular activities include house decoration (58%), candy distribution (56%), trick-or-treating (37%), cooking or baking (27%), hosting or attending gatherings (25%), and public event attendance (23%).

-         Candy Dominance: Candy remains the most significant Halloween purchase, with 80% of celebrators intending to buy it. Key factors influencing candy purchases include price (65%) and special promotions (44%). 

-         Brand Preferences: When buying for themselves, shoppers tend to opt for name brands, with 27% choosing premium or high-end brands and 63% selecting mid-range or popular brands. Conversely, when purchasing for trick-or-treaters, 15% prefer premium brands, 58% opt for mid-range brands, and 31% go for value or store brands. 

-         Desire for Variety: Candy buyers are inclined to purchase variety packs (70%), followed by chocolates (53%) and gummy candies (29%), with only 22% planning to buy full-sized candy bars. 

-         Other Purchases: In addition to candy, Halloween celebrators plan to buy decorations (45%) and costumes (45%). Food (36%) and alcoholic beverages (17%) also make the shopping list. 

-         Preferred Shopping Channels: Over half of shoppers (56%) intend to shop in physical stores, such as Walmart and Target, while 44% plan to purchase items from grocery stores. Club stores like Costco and Sam's Club are the choice for 33% of shoppers, and 18% plan to buy from online retailers. 

Candy Share Findings: 

-         Candy Sales in October: October sees a significant surge in candy sales, accounting for 11.9% of annual candy sales, nearly on par with December (12%). Chocolate candies dominate, experiencing a 1.7x increase in sales compared to other months. 

-         Retailers' Candy Share: Walmart, Costco, and Target capture the highest share of October candy spending. Costco's candy share doubled in October 2022 compared to the rest of the year, while other wholesale retailers like Sam's Club and BJ's also saw substantial share growth. 

Market Research: 

-         Younger Generations: When it comes to Halloween celebrations and spending, younger generations play a pivotal role in the market. When surveyed about their anticipated Halloween expenditures in 2023, about one-third of Generation Z consumers expected to spend between one and 100 U.S. dollars. In contrast, a higher proportion of millennials foresaw spending over 100 U.S. dollars.

Among younger consumers, aged 25 to 44, there is a strong inclination to kickstart their Halloween shopping, with over 50% intending to shop in or before September," noted Phil Rist, Executive Vice President of Strategy at Prosper. He further highlighted the growing influence of social media as a source of costume ideas, particularly among those under 25, who are increasingly turning to platforms like TikTok, Pinterest, and Instagram for inspiration.

The primary channels of inspiration for Halloween costumes remain consistent, with online searches leading the way (37%), followed by in-store visits to retail or costume shops (28%), and input from friends and family (20%).

Discount stores continue to reign supreme as the preferred choice for purchasing Halloween items (40%), closely followed by specialty Halloween and costume shops (39%), as well as online retailers (32%). Notably, there is a noticeable uptick in consumer interest in shopping at specialty Halloween and costume stores this year, surpassing previous years.

Parents with Children (Family-Oriented): According to the National Retail Federation (NRF), parents with children under 18 years old are one of the largest Halloween spending groups. Spending: In 2022, this group planned to spend an average of approximately $100 per person on Halloween-related expenses, including costumes, decorations, and candy for their children.

Datonics Appoints Brian Lerner as VP, Customer Success

The Datonics team continues to expand this year with another key executive who joins our team with over a decade of industry success. We are thrilled to welcome Brian Lerner as our new VP, Customer Success. Brian is leading and building our customer support team and working with our sales team to grow our partnerships with demand partners. 

Brian Lerner is a seasoned adtech professional with expertise in building and executing strategic partnership and customer success programs. He spent the last six years at Gravy Analytics, where he built the customer success team. Prior to that he worked at Comscore where he managed the client-facing launch of Xmedia, a measurement and planning solution that allows users to create cross-media packages that combine properties from TV and digital platforms.   

Working with clients and data have always gone hand-in-hand for Brian, who believes that empowering clients to draw meaningful insights from data allows them to see the full value of the partnership and make the best decisions. Brian believes data can be a powerful tool for good and understands the importance of support and guidance since data can be overwhelming and highly nuanced. A key guiding principle of customer success must be ensuring that clients are informed and equipped to succeed.   

It isn't just for work either, data analysis and general nerdiness have always been part of Brian’s passion. He has been working on synthesizing data throughout his life to aid clients, and also to help local small business owners and friends get a better handle on their finances, optimize home renovations, and even create bespoke competitions around the TV show Top Chef.  

Brian is a huge fan of board games, fancy foods, and travel and looks forward to sharing those activities with his two young children once they are a bit older. He resides in Washington DC.  

Datonics Research - Sustainability Trends

Zero Emission Day:
Zero Emissions Day, observed annually on September 21st, is a global initiative advocating for a future free from air pollution that fuels climate change. On this day, people worldwide engage in activities to encourage clean air practices and work towards minimizing greenhouse gas and carbon emissions.

Behavioral Audience:
Zero Emission Day serves as a symbolic reminder of the critical need to transition towards a sustainable, low-carbon future. The concept is gaining traction globally, aligning with efforts to combat climate change and reduce greenhouse gas emissions.
In November 2021, about 90% of worldwide emissions were associated with approved net-zero emission targets, indicating substantial progress compared to January 2020, when countries responsible for approximately two-thirds of global emissions had yet to set net-zero targets.
In the US, there's an increasing focus on zero-emission technologies and sustainable practices, particularly in the context of the transportation sector.
Other initiatives fostering sustainability in the USA include: 

Electric Vehicles (EVs) and Clean Energy Adoption:

The USA has been witnessing a growing trend towards the adoption of electric vehicles (EVs) and a shift towards clean energy sources. Governments, companies, and individuals are increasingly investing in and promoting EVs to reduce the carbon footprint associated with traditional gasoline-powered vehicles.

Government Initiatives and Policies:

Federal, state, and local governments are implementing policies to incentivize sustainable practices and zero-emission technologies. These initiatives include tax credits for EV purchases, funding for renewable energy projects, and stricter emissions standards aimed at encouraging sustainable development.

Corporate Sustainability Commitments:

Many US companies are making substantial sustainability commitments, pledging to achieve carbon neutrality or net-zero emissions by specific target years. This includes setting targets to reduce emissions, invest in renewable energy, and incorporate sustainable practices across their operations and supply chains.

Circular Economy and Waste Reduction:

The US is witnessing an increased focus on the circular economy, promoting the efficient use of resources, recycling, and waste reduction. Companies and consumers are looking for ways to minimize waste and recycle materials to support a more sustainable and eco-friendly approach.

Consumer Awareness and Preferences:

Consumers are becoming more environmentally conscious and are actively seeking sustainable products and services. This shift in consumer behavior is driving businesses to adopt sustainable practices, offer eco-friendly products, and transparently communicate their sustainability efforts.

Innovations and Investments:

Investments in sustainable technologies and innovative solutions are on the rise. This includes advancements in renewable energy, energy storage, carbon capture, and sustainable agriculture, all contributing to the overall sustainability landscape in the USA.

Collaborations and Partnerships:

Collaboration among government, industry, academia, and non-profit organizations is gaining prominence. Partnerships are being formed to develop and promote sustainable technologies, policy frameworks, and educational campaigns to accelerate the transition to a sustainable society. 

The Consumer Insights Sustainable Consumption survey conducted in the United States in 2023 shows some 38 percent saying that they believe that they can  contribute to tackling environmental problems through their daily behavior. The trend among consumers in the United States towards purchasing sustainable products has gained momentum in the past five years, notably in 2022. During this year, a significant majority of consumers reported that their buying habits had become at least slightly more environmentally conscious compared to five years ago.

Market Research: 

• Age Group: Among the various age groups, Gen Z (individuals born between 1997 and 2012) is cataloged as the sustainability generation. Nowadays, some of the most discussed and relevant topics among Generation Z consumers appear to be sustainability and environmental issues, also thanks to the use of social media. This attitude could affect the way digital natives with these priorities approach everyday life, such as by making sustainability-first buying decisions. For example, they may choose a vegan lifestyle and diet, buy second-hand clothes to avoid excessive production, and support local businesses. Consequently, Bank of America (via CNBC) predicts that Gen Z will become “the most disruptive generation ever, making it an important target audience.  Gen Z is the generation that’s most worried about global warming (38% of the population in the U.S.). Moreover, Gen Z and millennials are most concerned about negatively impacting the world’s future (32% and 29%, respectively).

  According to Deloitte, Gen Z is adopting more sustainable behaviors than any other group: 50% reduced how much they buy, and 45% stopped purchasing certain brands because of sustainability or ethics concerns. This research suggests that the youngest generations feel more motivated to reduce the effects of climate change and pollution.

  The extent of youth engagement in environmental topics can be gauged by tracking the viewership of videos featuring the hashtags #EarthDay and #NatureLover. In October 2021, the platform tallied an impressive 2 billion video views associated with these hashtags in the preceding year.

According to a TikTok article, discussions related to climate issues amassed a staggering 20 billion views globally over just the past year.

Let's delve into specific hashtag statistics, based on TikTok's view counts at the time of this report:

• #ecofriendly: 3.5 billion views.

• #climatechange: 2.2 billion views.

• #vegan: 21 billion views.

• #secondhand: 1.6 billion views.

• #environmentalawareness: 18.4 million views.

• #pollution: 481.6 million views.

In a survey conducted from October 2021 to July 2022, respondents revealed that Gen Zers (or zoomers) cared about tracking their environmental impact. Around 62.7 percent stated they found this either very important or somewhat important.  

Sustainability trends and their target audiences vary based on factors like demographics, interests, and geographic location. Here's an overview of sustainability trends and the target audiences associated with them: 

Eco-Friendly Products and Zero Waste Living:

• Target Audience: Primarily young adults and millennials who are environmentally conscious, value sustainability, and seek to minimize their ecological footprint.

 Plant-Based and Vegan Lifestyles:

• Target Audience: Vegans, vegetarians, health-conscious individuals, health enthusiasts, and young and middle aged adults concerned about animal welfare and environmental impact.

 Circular Economy and Secondhand/Thrift Shopping:

• Target Audience: Environmentally conscious consumers seeking to reduce waste, save money, and contribute to a more sustainable and circular economy.

 Renewable Energy and Clean Technologies:

• Target Audience: Governments, businesses, investors, professionals (25-60) and individuals focused on reducing carbon emissions, combating climate change, and promoting sustainable energy solutions.

 Climate Action and Advocacy:

• Target Audience: Broad audience including activists, youth, policymakers, and concerned citizens pushing for climate policies, awareness, and actions to address climate change.

 Sustainable Fashion and Ethical Apparel:

• Target Audience: Fashion-forward millennials (29-43) and Gen Z (11-28) seeking ethical and stylish clothing, Fashion enthusiasts, conscious consumers, and those aiming to support fair labor practices and reduce the environmental impact of the fashion industry.

 Waste Reduction and Plastic-Free Living:

• Target Audience: Consumers seeking to reduce single-use plastic consumption, environmentally conscious individuals, and those looking for alternatives to traditional plastic products.

 Biodiversity and Nature Conservation:

• Target Audience: Conservationists, outdoor enthusiasts, nature lovers, and individuals passionate about preserving wildlife and natural habitats.

Community Sustainability and Local Initiatives:

• Target Audience: Local communities, small businesses, and individuals interested in supporting local economies, reducing transportation emissions, and fostering community resilience.

 Understanding these trends and their respective target audiences is crucial for effectively designing sustainability initiatives, marketing campaigns, and educational programs to promote a more sustainable future.

Datonics Research: Back-to-School

Back-to-school (BTS) shopping is a significant retail season in the United States, typically occurring in the middle to late summer before schools resume throughout the country. It involves purchasing a wide range of products such as school supplies, clothing, electronics, and more. 

Behavioral Audience:

The start of the school year marks a significant moment for consumer shopping in the US. As the CEO of the NRF remarked: “Our investigation for 2023 reveals that American shoppers are enthusiastic about kickstarting their back-to-school and college buying well in advance." Retailers have dedicated months to making certain their shelves are filled with the necessary products that families and students require for the academic year. The annual survey jointly conducted by the NRF reveals that there are anticipations of consumers setting new spending records for both back-to-school and back-to-college shopping in the current year. The survey released that back-to-school expenditures are projected to climb to an unprecedented $41.5 billion, a notable increase from the $36.9 billion spent the previous year and even surpassing the prior peak of $37.1 billion in 2021. Furthermore, back-to-college spending is predicted to surge to a substantial $94 billion, marking a substantial increase of about $20 billion compared to the record set in the previous year.

The expected spending rise is mostly due to greater interest in electronics. About 69% of back-to-school shoppers plan to buy electronics or computer-related items this year, up from 65% last year and the highest ever recorded. The total spending on electronics is projected to hit a record $15.2 billion. The top electronics on shoppers' lists are laptops (51%), tablets (36%), and calculators (29%), similar to previous years. Almost half (43%) of those spending more than last year are doing so because they need more new items, up from 32% the previous year. An additional third (32%) attribute their increased spending to needing big-ticket items like computers, phones, calculators, and dorm furnishings. The combined spending on these significant items and necessities like food contributes to over half of the total back-to-college spending increase this year. 

Across all back-to-school shoppers, the primary shopping destinations are online, department stores, and discount stores. "While consumers plan to spend more on school and college-related items this year, they are still focused on finding the best value and deals," noted Phil Rist, Executive Vice President of Strategy at Prosper. "Consumers are being budget-conscious by comparing prices, considering non-brand or store-brand items, and showing a greater preference for shopping at discount stores compared to last year." 

Back-to-school shopping is well underway, with 55% of consumers buying for the occasion having already begun by early July. This matches last year's pace and represents an increase from 2019's 44%, aligning with the trend of early shopping for major events.

Market Research: 

Parents & Guardians: When it comes to Back-to-school shopping, parents and guardians play a pivotal role in the market, securing essentials for their school-going children. This subgroup is mainly focused on acquiring key items like clothing, accessories, and fundamental school supplies such as books, pens, and backpacks. However, what's particularly notable is the significant growth in purchasing school-related electronics over the years. 

In the year 2023, a remarkable shift has been observed as nearly 70% of parents in the United States have expressed intentions to invest in computer-related items, showcasing a substantial 15% surge compared to their purchasing behavior a decade ago. 

Another compelling trend among parents is the increasing preference for preconfigured supply kits, which educational institutions offer to streamline the procurement process. These kits have gained favor due to their practicality, cost-effectiveness, and sometimes obligatory nature, making them an attractive option for many parents.

Parents' most notable spending category revolved around electronics and computer-related equipment in 2021. By 2023, the anticipated increase in average household spending for this subgroup was set to reach around $325 USD. While parents explored a variety of outlets for their back-to-school purchases, online platforms emerged as the leading destination for such items. Over half of the surveyed respondents expressed plans to conduct their shopping online. Department and discount stores shared the second-place spot in popularity as shopping venues for this subgroup. 

Moreover, it's worth highlighting that families with school-age children represent a noteworthy target audience for the Back-to-school shopping season. Specifically, families with children spanning from elementary to high school levels are anticipated to allocate an average of $890.07 on back-to-school items this year. This figure demonstrates an approximate $25 increase from the previous year's record of $864.35, establishing a new high in spending within this subgroup.

College Students: College students represent a significant target audience for Back-to-School shopping. Anticipated college student and family expenditures are set to reach an average of $1,366.95 per individual, marking an increase from the previous year's $1,199.43 and surpassing the previous record of $1,200.32 set in 2021. The surge is noteworthy as back-to-college spending has nearly doubled since 2019.

Businesses: The Back-to-School period holds critical significance for businesses, as they actively engage with various strategies to support and connect with key audiences. This engagement can encompass a range of activities that resonate with both students and families as they prepare for the new school year.

In alignment with this, the Back-to-School season witnesses a flurry of consumer activity:

• Back-to-School Deals: A significant 70% of consumers intend to shop at discount stores, marking a five-percentage-point increase from last year, establishing it as the favored retailer type for back-to-school shopping.

• Sale-Driven Purchases: Almost half (45%) of shoppers are seeking items on sale due to higher prices and inflation, while 38% plan to opt for more budget-friendly brands.

• Influence of Promotions: An overwhelming 91% of shoppers admit that promotions impact their back-to-school purchases, and 90% are considering the effects of inflation and rising prices.

• Budget Focus: About three-fourths (72%) of respondents are adhering to a strict budget this year.

• Timing of Purchases: The majority of back-to-school shoppers are aiming to make their purchases later in the season, with 44% of spending anticipated in August.

• Spending Priorities: Electronics will account for the most substantial portion of consumers' expected spending ($261). Notably, school supplies have experienced a significant increase in spending in recent years ($168, up from $137 in 2022). Other prominent spending categories include apparel ($233), furniture ($205), and sporting goods ($102).

Recommendations for Engaging with Specific Audiences: 

Parents & Guardians: 

• Enhance Online Shopping Experience: Recognizing the preference for online shopping among parents, retailers should invest in user-friendly online platforms. Streamlined navigation, clear product descriptions, and secure payment options can boost confidence in online purchases.

• Promote Electronics: Given the growing interest in school-related electronics, businesses should spotlight their electronic offerings. Special bundles, informative guides, and demonstrations can help parents make informed decisions.

• Tailored Supply Kits: Leveraging the trend of preconfigured supply kits, retailers can offer curated bundles that cater to specific grade levels. Clearly communicating the contents, cost savings, and convenience can attract parents seeking a hassle-free solution.

College Students:

• Digital Engagement: College students are tech-savvy, so businesses should focus on digital marketing strategies. Engaging social media campaigns, interactive online events, and student-specific discounts can resonate well with this demographic.

• Tech-Centric Products: Given the surge in electronics spending, businesses should highlight tech-centric products. Offering student discounts on laptops, software, and accessories can incentivize purchases.

• Partnerships with Campuses: Collaborating with college campuses for events, promotions, or exclusive offerings can help businesses directly reach students where they spend most of their time. 

Businesses: 

• Innovative Promotions: Building on the importance of promotions, businesses can offer creative deals that cater to diverse consumer needs. Limited-time offers, bundle discounts, and loyalty programs can attract attention and drive sales.

• Budget-Friendly Options: Recognizing the budget-conscious mindset, businesses should emphasize their range of budget-friendly products. Highlighting affordable quality items can resonate with shoppers looking for value.

• Early-Bird Campaigns: Given the timing preference for late-season purchases, businesses can introduce early-bird promotions to capture sales from the 44% planning to spend in August. This can create a sense of urgency and encourage earlier shopping.

Celebrating Diversity and Collaboration with Datonics' Israeli Team

In today's fast-paced and interconnected world, companies have come to realize the significance of diversity and its positive impact on innovation and growth. Embracing this philosophy, Datonics is proud of its team composed of individuals from diverse backgrounds and cultures, united in their pursuit of remarkable success. 

This summer, Datonics had the privilege of hosting three interns who brought an enriching infusion of international talent. Connor and Vadim, hailing from the United States, and Yana from Russia, added incredible value to the already diverse perspectives of Chana and Regine, representing Italy, and Shahar, Mor, and Shoval, who brought their expertise from Israel. 

A few weeks ago, Chana took the initiative to organize a special night out in Tel Aviv for the young Datonics team and the interns. This event served as an opportunity for everyone to bond, fostering a deeper sense of connection beyond the confines of virtual interactions. 

The American interns, Connor and Vadim, cherished their experience collaborating with a dynamic team, immersing themselves in Israeli culture. Connor expressed that his time at Datonics and in Israel exceeded all expectations, allowing him to explore the rich and deep cultural aspects of the country. He was grateful to the people at Datonics for providing him with such an opportunity. Similarly, Vadim described his time as unforgettable, broadening his horizons both professionally and personally. 

Yana, the third intern from Russia, shared her delight in being part of a professional and multicultural company driven by passion for work, stability, and development. 

Shoval, Mor and Shahar, representing Israel, thoroughly enjoyed the night together and appreciate the enrichment these diverse perspectives bring to Datonics and their own country. 

Shoval acknowledges that “diversity enriches his relationships, skills and work”, while Mor found joy in “meeting new people and learning from diverse work methods.” Shahar enthusiastically reflects on the night out saying it was “meaningful to bond with the interns and to meet the whole team in person, as well as to listen to everyone speaking different languages.” 

Regine describes the evening as “special and wonderful” emphasizing the immense contribution of people with different insights to Datonics' innovation and market advantage. 

Chana, who joined Datonics more than two years ago, reports that “witnessing Datonics growth and evolving perspective has been a moving experience.” She enjoys getting to know new people and understanding how they contribute to Datonics values and culture.  

At Datonics, the energy and passion of the young and diverse team drive the company's constant growth and unique culture.

Datonics Research - QSR, Fast and Casual Dining

QSR stands for Quick Service Restaurant, more commonly known as fast-food restaurants. These establishments are designed to provide food quickly and efficiently to customers. They typically have a limited menu, offer takeout and drive-thru options, and require customers to pay before receiving their food. Notable examples include McDonald’s, Burger King, and Taco Bell. Due to their ease and cost-effectiveness, these restaurants have become a significant part of the global food industry.

Behavioral Audience:

Pre-Pandemic

Before the pandemic, fast food restaurants operated on a more traditional business model focusing primarily on dine-in services, with some locations offering a drive-thru option. Delivery options were available but were often limited, with a smaller emphasis on partnerships with third-party apps or extensive use of mobile ordering systems. Menus were typically extensive and diverse to cater to a broad customer base. While digital technology was being integrated, it wasn’t as central to operations as it would later become. Traditional in-person ordering at the counter or through drive-thru windows was the norm.

Post Pandemic

The pandemic radically altered this landscape, pushing the fast-food industry towards substantial operational changes. A shift towards takeaway, drive-thru, and delivery services became evident as restrictions on in-person dining were implemented. Fast food chains increasingly partnered with third-party delivery apps like Uber Eats and DoorDash, and other mobile ordering systems became more widespread. Door Dash, for example, had an annual revenue of .85bn$ in 2019, which jumped to 2.88bn$ by the end of 2020. Similarly, due to restrictions, Drive-thru and curbside pickup became a major focus, even leading to the physical redesign of restaurant spaces.

Amid the pandemic, many QSRs found themselves facing shortages, both of ingredients and personnel. This has since led to widescale changes in the industry. Menus have become more streamlined, limiting what’s offered while still providing all the most popular items. This change is still felt today, even though supply chains have mostly recovered. Regarding personnel, many fast-food restaurants have installed touchscreen monitors that allow customers to easily choose what they want and automatically submit their orders without human interaction.

With these changes, the industry as a whole is making a successful recovery. JLL’s F&B Report 2023 paints a generally optimistic portrait of both fast food and dine-in restaurants. When it comes to marketing, strategies need to change to address these new realities.

The way in which QSRs operate is not the same as it was before the pandemic. Any advertising efforts need to reflect this, focusing less on friendly interactions and the wide variety of products to focusing more on quick service and satisfying products.

 Market Research:

Men: Statistically, men are more likely than women to purchase fast food. According to the CDC, at least 38% of men eat fast food meals on any given day, 2.6% more than women (35.4%). Men between 20 to 39 years old (46.5%) eat fast food compared to 43.3% of women of the same age group.

Families with Children: The Prevention’s National Center for Health Statistics and the US CDC published a study stating that 34% of children and adolescents aged 2 to 19 ate fast food on a given day. Researchers found that adolescents and kids ate an average of 12.4% of their daily calories from fast food. Researchers also found that 83% of American families consume fast food at least once a week.

Young Adults (20-39): According to the CDC, 44.9% of Americans between 20 to 39 years old consume fast food on any given day. The simple convenience and affordability of fast food make it appealing to young adults who oftentimes have limited time and budget for food. It should be noted that the percentage of adults who consume fast food on any given day decreases with age: 37.7% aged 40–59 and 24.1% aged 60 and over.

Shift Workers: People who work non-standard hours, including late-night shifts, often turn to fast food because it’s one of the few options available outside of traditional mealtimes. Waffle House, IHOP, Denny’s, McDonald’s, and Burger King are only a few examples of fast food restaurants whose locations are either mostly or completely open 24 hours a day, seven days a week.

Busy Professionals: Professionals in fast-paced working environments or who work at odd hours might not have time to sit down and eat at a more traditional restaurant. QSRs in these situations are simply more convenient both in their abundance of locations to choose from and the quick service.

 To effectively target the audience for QSR, consider the following recommendations:

• Digital Presence and Mobile Ordering: Given the post-pandemic shift towards takeaway, drive-thru, and delivery services, it's crucial for QSRs to have a strong digital presence. Develop user-friendly mobile apps and websites that facilitate easy and efficient mobile ordering. Highlight features such as curbside pickup, delivery partnerships with popular apps like Uber Eats and DoorDash, and drive-thru options.

• Target Men and Young Adults (20-39): Since men and young adults between 20 to 39 are statistically more likely to consume fast food, tailor marketing campaigns to appeal to their preferences and interests. Consider using engaging visuals and messaging that resonate with this demographic, focusing on convenience, affordability, and quick service.

• Family-Oriented Marketing: Given the high percentage of families with children who consume fast food, create family-friendly marketing initiatives. Emphasize kid-friendly meal options, value deals for families, and promote family-focused activities or giveaways to attract this audience.

• Convenience for Shift Workers and Busy Professionals: Position QSRs as the go-to option for shift workers and busy professionals who require quick and convenient meals during non-standard hours or hectic work schedules. Promote the availability of 24/7 service, late-night menu options, and quick in-and-out service.

• Streamlined Menus and Popular Items: Highlight the benefits of streamlined menus, emphasizing that despite the changes, all the most popular and beloved items are still available. Ensure that advertising materials showcase the variety of satisfying products available, catering to different taste preferences.

• Social Media and Influencer Marketing: Engage with your audience through social media platforms where your target demographic is active. Partner with influencers who align with the brand image to promote special offers, new menu items, and the overall QSR experience.

• Health and Transparency: While QSRs are known for their indulgent offerings, it's essential to address the growing demand for healthier options. Highlight any menu items that cater to health-conscious customers and communicate transparently about ingredients and sourcing. 

• Loyalty Programs and Promotions: Implement loyalty programs and offer special promotions to incentivize repeat visits and foster brand loyalty. Consider limited-time discounts, rewards for app usage, or exclusive offers for members.

• Adaptability and Innovation: Showcase how QSRs have adapted to the changing landscape and continuously innovate to meet customers' needs. Highlight new technological features, contactless payment options, and any other measures taken to enhance the customer experience. 

By tailoring marketing strategies to target these specific audience segments and reflecting the changes brought about by the pandemic, QSRs can attract and retain customers in this evolving fast-food industry.

Datonics Research - Summer Travel

The summer holidays present a seasonal change in demand for individuals and families as they increase spending in typically discretionary sectors. For example, travel and tourism expenditures soar as people embark on vacations, both domestically and internationally. This includes transportation expenses, accommodation costs, and various activities and attractions. Additionally, dining and entertainment expenses tend to rise as people dine out more frequently and participate in leisure activities such as concerts, festivals, and theme parks. Outdoor and recreational equipment sales also see a surge as individuals engage in outdoor pursuits like camping, hiking, and water sports. Lastly, retail sectors such as fashion and beauty witness increased sales as people refresh their wardrobes and seek products for their summer adventures. 

Behavioral Audience:

Summer is by far the most popular time for Americans to leave their homes and explore the world. Traveling during the summer allows many Americans to escape from the heat to locations with either milder weather or that provide a better environment to ride out the heat. In a recent study, “59% of respondents said that they have or will take a vacation during this summer. 46% of those respondents said they will take their summer vacation during July, making it the most popular month for summer travel.” 

Surveys show that during the June to August period, people are willing to spend more at bars, restaurants, and hotels. A recent study from Bank of America showed that 68% of Americans plan to take a vacation this year. The upcoming summer months might “set a record or be close to it” in terms of room occupancy, according to Chip Rogers, president and chief executive of the American Hotel & Lodging Association. Hotel chains such as Marriott, Holiday Inn, Hampton Inn, Hilton, Holiday Inn Express, Hyatt, and many more have all seen near-total, if not complete recoveries from the pandemic in the last couple of years, with many even surpassing their pre-pandemic successes.  

“The U.S. hotel industry is projected to achieve 1.3 billion occupied room nights in 2023, slightly exceeding 2019's total. The 2023 projection is a 56.9% improvement over 2020's low of 831.64 million occupied room nights. From 2021 to 2022, U.S. hotel demand improved by 11.1%.” - American Hotel and Lodging Association. 

Summer travel has always been a significant segment of the travel industry. With the impact of the pandemic, the landscape of travel has changed significantly, with consumers not only eager to get back out into the world but also willing to spend more on their vacations. This surge in spending is a clear indication that Americans are eager to make the most of their vacations, possibly making up for the time lost during the pandemic. It's expected that the average American household will spend $2,830 on their summer vacation in 2023. This figure is 7% higher than in 2022, 33% higher than in 2021, and a whopping 50% more than in 2020. 

According to Google Flights search data, the most popular destination for Americans in summer 2023 — specifically, June through August — is London, followed by Cancun, Mexico; Paris; Orlando, Florida; Rome; and New York City. During the pandemic, the popularity and frequency of flights were all cut back. In 2023, however, compared to pre-pandemic spending in 2019, the projected average household spending for 2023 represents a 39% increase. This dramatic upswing suggests a robust recovery for the travel industry, which was hit hard by the pandemic. 

Market Research:

• Families with children: Families with children are a significant target audience for summer travel. They are looking for destinations that offer a variety of activities for children, such as theme parks, water parks, and beaches. In 2022, there were an estimated 2.7 billion family travelers worldwide. This number is expected to grow to 3.2 billion by 2023.

•  Couples: Couples are another major target audience for summer travel. They are looking for destinations that offer a romantic atmosphere, such as secluded beaches, mountain getaways, and wine country. Honeymoon travel is also a significant market within the couples segment. The Wedding Report states that around 2.3 million couples get married in the United States each year, and many of them embark on honeymoons to celebrate their newlywed status.

•  Adventure Seekers: Adventure seekers are thrill-seekers who crave excitement and adrenaline-inducing experiences during their summer vacations. The average age of an adventure-seeking traveler is 35 with 51% women and 49% men. Some popular adventure travel destinations include Nepal (hiking in the Himalayas), Costa Rica (whitewater rafting and surfing), New Zealand (hiking, skiing, and kayaking), Tanzania (climbing Mount Kilimanjaro), and Peru (hiking the Inca Trail).

•  Solo travelers: Comprising individuals who embark on journeys by themselves, are a growing and diverse target audience for summer travel. Seeking independence, self-discovery, and adventure, solo travelers embrace the freedom to explore the world on their own terms. With a wide range of motivations and interests, they value opportunities for personal growth, cultural immersion, and connecting with like-minded individuals. 72% of American women are now planning to go on solo trips. Online searches for terms including ‘solo travel’ have increased by more than 267% since December 2020.

•  Luxury Travelers: Luxury travelers and business professionals seeking summer travel experiences represent a discerning and affluent target audience. With refined tastes and a desire for exclusivity, they prioritize comfort, convenience, and exceptional service. Whether they are jet-setting executives or high-net-worth individuals, this audience seeks sophisticated destinations and memorable experiences that align with their status and professional aspirations. According to a recent survey conducted by Flywire Corporation, a leading global payments enablement and software company, it was found that 83% of luxury travelers intend to increase their travel expenditure in 2023 compared to the previous year. Moreover, the survey highlighted that 84% of these luxury travelers plan to extend the duration of their upcoming vacations, demonstrating a continued preference for immersive and distinctive travel experiences.

• Young Travelers (Students or recent graduates): Comprising students and recent graduates, form a dynamic and adventurous target audience for summer travel. Eager to explore the world, they possess a sense of freedom and curiosity that makes them ideal candidates for exciting and immersive travel experiences. Firms can target young travelers by utilizing travel influencers on TikTok to advertise budget-friendly holidays with other young people at party destinations like Prague, Budapest, Krakow, and Belgrade. Even though young people prefer cheaper holidays, however, they are the highest spenders when they travel spending around $3,500 per trip and $60 a day. This could be due to younger people preferring to spend more on parties which can be very expensive.

The summer travel market during July and August presents a promising landscape with opportunities for businesses in the travel and tourism industry. With an increase in discretionary spending, individuals and families are eager to embark on vacations, both domestically and internationally. By understanding the behavioral audience, including their preferences, spending habits, and travel trends, companies can tailor their offerings and marketing strategies effectively. Key target audiences for summer travel include families with children, couples seeking romantic getaways, adventure seekers, solo travelers, and luxury travelers. Some ideas to engage with your target audience include:  

1. Family-Friendly Packages: Develop all-inclusive family vacation packages that cater to the needs of families with children. Partner with popular theme parks, water parks, and family-friendly resorts to offer exclusive deals and promotions. Highlight child-friendly amenities, such as kids' clubs, playgrounds, and supervised activities.

2. Romantic Getaways: Create tailored packages for couples seeking romantic experiences. Collaborate with luxury resorts, boutique hotels, and wineries to offer intimate settings and special experiences like couple's massages, private dining, and scenic tours. Use targeted social media ads to reach engaged couples looking for honeymoon destinations.

3. Adventure Travel Deals: Utilize captivating visuals and storytelling in your marketing efforts to attract adventure seekers. Showcase thrilling experiences like hiking, rafting, and wildlife encounters in exotic locations. Collaborate with adventure travel influencers to reach a wider audience and build credibility.

4. Solo Traveler Packages: Design solo-friendly travel options that emphasize safety, community-building, and cultural immersion. Offer group tours with like-minded travelers or promote destinations known for being solo-friendly and welcoming to solo explorers.

5. Luxury Experiences: Tailor exclusive and high-end travel packages for luxury travelers. Partner with luxury hotels, private tour operators, and premium travel services to offer personalized itineraries, VIP experiences, and access to exclusive events or locations.

6. Youthful and Budget-Friendly Offers: Create budget-friendly travel packages specifically designed for young travelers and recent graduates. Promote party destinations and adventurous experiences that appeal to their sense of adventure. Leverage popular social media platforms like TikTok and Instagram to reach and engage with this audience.

7. Flexible Booking Options: Offer flexible booking and cancellation policies to accommodate uncertainties related to travel during the post-pandemic era. This will appeal to all audience segments as it provides reassurance and encourages early bookings.

Remember, successful campaigns require continuous monitoring and analysis of market trends and customer behavior. Stay up-to-date with industry insights and adapt your strategies accordingly to maximize reach and engagement with target audiences.

Datonics Research - Amazon Prime Day

Amazon Prime Day is a two-day annual sales event hosted by Amazon for consumers subscribed to its Prime membership. This sale allows these prime members access to a wide variety of products and services belonging to both Amazon and other brands at a discount. Prime Day, while being an annual event, does not occur on the same day every year, as Prime Day 2023 will occur a day earlier, on July 11-12.

Behavioral Audience:

Prime Day 2022 was Amazon’s biggest and most successful Prime Day to date. Over 300 million items were purchased worldwide with millions of Prime users taking part. Items such as home goods, beauty products, technology, clothing and apparel, and appliances were all on sale attracting the attention of all demographics.

Amazon itself stated “This year was the biggest Prime Day event for Amazon’s selling partners, most of whom are small and medium-sized businesses, whose sales growth in Amazon’s store outpaced Amazon’s retail business. Customers spent over $3 billion on over 100 million small business items included in the Support Small Businesses to Win Big sweepstakes” (Source).

The behavioral audiences for Amazon Prime Day include:

1. Deal Seekers: Prime Day offers thousands of discounts on numerous products of varying brands providing deal seekers with an abundance of options.

2. Impulse Buyers: The limited duration of discounts can encourage impulse buying in order to ensure consumers are able to take advantage of what they perceive to be a good deal.

3. Amazon Loyalists: As most tech companies do, Amazon has its own loyal following of consumers who choose Amazon services whenever they can, including for shopping, making Prime Day extremely helpful for them.

4. Gift Shoppers: With so many products on sale, it makes it an ideal time to purchase gifts for friends and family.

5. Technology Enthusiasts: Technology tends to be quite expensive, so the opportunity to purchase items at a discount cannot be missed.

6. Seasonal Shoppers: These are shoppers who generally limit their major purchases to certain days of the year such as Black Friday, Cyber Monday, or Prime Day, where deals are abundant.

Market Research:

Amazon Prime Members: Individuals with active Prime memberships are the key demographic to be targeted during Prime Day. This demographic is around 200 million consumers worldwide, with 148.6 million in the US alone.  Due to these consumers already having an Amazon membership, it should be easier to entice them to partake in Prime Day Sales as the barrier to entry is non-existent.

The top-selling items during Prime Day 2022 were:  (Source).

• Health and Wellness: Premium beauty products from LANEIGE, NuFace products, Diapers and Wipes, Vital Proteins Collagen Whey

• Tech: Apple Watch Series 7, Vtech and LeapFrog Toys

• Home goods: Kitchen Essentials, Chemical Guys car wash products, Pet products

• Clothing: Levi’s apparel and accessories

Non-Amazon Prime, Amazon Users: As of 2020, Amazon had over 300 million active customer accounts worldwide. Around 200 million of these accounts were signed up for Amazon Prime. Thus, there are still 100 million active Amazon users who might be enticed to subscribe to Amazon Prime. In a questionnaire published in 2023, the question “Do you currently have access to an Amazon Prime account” was asked, with 52% saying yes, 13% saying they share their account, and 14% saying no, but that they are interested in getting one in the future. This could be done through advertising Prime Day discounts, or through promoting the other benefits of Prime such as free shipping or access to Prime video.

Young Adults (18-34): Young Adults with access to the internet are the most likely to have an Amazon Prime membership. Based on Amazon Prime statistics, 81% of people aged 18-34 with internet access have Amazon Prime. In comparison, people aged 35-54 are only 68%, while 55+ are only 60%. Experts expect that market penetration in 35+ is unlikely to change significantly in the future. Similarly, in a survey asking who is most likely to shop for summer deals online, younger generations were far more positive towards deal hunting than older generations. Gen Z (85%), millennials (79%), Gen X (64%), and Baby Boomers (38%) (Percentage of respondents saying they will shop online).

• A study showed that during Prime Day 2022, Young Adults (18-34) made 48% of all purchases, compared to 33% for 35–54-year-olds, and 19% for 55+.

• The most popular items among Young Adults were makeup and skincare products, which made up 12% of all Prime Day purchases, with home products (9%), clothing and accessories (7%), and tech (7%) following not far behind.

Men: During Prime Day Sales, historically men have been willing to spend more than women. For instance, during Prime Day 2020, 14% of men spent over $500 during the sale, compared to 9% of women. Similarly, it was also noted that women were more likely to have a total spending below $99 than men. This difference in overall spending can be attributed to the interests of both demographics. Studies show women are more interested in home products, makeup and skincare, and clothing items. In comparison men are more interested in tech products, be it gaming or general consumer products (source), which tend to cost more. To summarize men are more likely to purchase individual and expensive large ticket items than women.

Gift Givers: With the abundance of deals present on Prime Day, those seeking to buy gifts for friends and family will have an abundance of options to choose from, from technology to home goods to toys. Buying items on Prime Day will save any shopper at least a few dollars.

Amazon’s Prime Day differs from regular holiday sales in the fact that it’s limited. Not everyone is able to take advantage of these special offers, rather only a smaller amount of paying consumers have access. Nevertheless, the company racks in billions of dollars every year when the sale comes around, with 2021 Prime Day sales totaling $11.19 billion, with over 250 million products being sold. It’s truly astounding how a sale dedicated to a single company, has risen to the point where Prime Day is now a legitimate rival to Black Friday when it comes to the biggest sales event of the year.

Marketing during Prime Day presents a tremendous opportunity for businesses to maximize their reach and sales potential. With the growing popularity of Prime Day and the increasing number of Amazon Prime members worldwide, businesses can leverage this event to engage with their target audience effectively.

• To make the most of Prime Day, it's crucial for businesses to stay up-to-date with the latest trends and customer preferences. Research shows that during Prime Day, customers are actively seeking deals and discounts on a wide range of products across various categories. Therefore, businesses can create personalized promotions that align with these customer needs, offering compelling deals on popular items such as electronics, home goods, fashion, beauty, and more.

• Utilizing email marketing, social media platforms, and targeted digital advertising campaigns, businesses can reach their audience directly and capture their attention amidst the buzz of Prime Day. Crafting enticing messages and visually appealing creatives, they can highlight the exclusive nature of the deals and limited-time offers available during this event.

• Furthermore, businesses can leverage the power of Amazon Prime membership by emphasizing the benefits that come with it. These benefits include fast and free shipping, access to a vast library of movies and TV shows on Prime Video, and the convenience of Prime Music and Prime Reading. By showcasing the added value of Prime membership beyond the discounts, businesses can incentivize non-Prime members to sign up and participate in the Prime Day festivities.

July 4th - Independence Day

4th of July is a federal holiday dedicated celebrating the independence of the United States. It is generally viewed as a time to get family together, whether going on vacations or celebrating in the backyard with a barbeque while watching fireworks.

Behavioral Audience:

Each year, Americans eagerly anticipate the celebration of Independence Day, while retailers provide an array of options that help forge cherished new memories. Independence Day in the United States is a day filled with fireworks, parades, barbecues, carnivals, fairs, picnics, concerts, baseball games, family reunions, speeches, and ceremonies. It's a national holiday that celebrates the history, government, and traditions of the United States.

Eighty-seven percent of consumers planned to celebrate the Fourth of July in 2023 and spend an average of $93.34 on food items. Anticipated total spending for Independence Day celebrations this year is projected to increase by an impressive 23%, surpassing the growth seen during the initial stages of the pandemic recovery. According to the National Retail Federation's annual Independence Day Consumer Survey, total consumer spending during the Fourth of July holiday is predicted to soar to $9.5 billion, surpassing the figures of $7.7 billion in 2022 and $7.5 billion the previous year.

The most popular activities for Fourth of July celebrations are attending a cookout, barbecue, or picnic (65%), followed by attending fireworks displays or community celebrations (42%) and parades (13%). Additionally, 32% of respondents plan to purchase patriotic items for the holiday. A notable 14% have travel or vacationing on their itinerary. Additionally, Fireworks are also extremely popular with both large organizations and individuals. According to a 2022 study Americans spent over $2.5 billion on fireworks (Including both professional displays and consumer purchases) in 2021.

Market Research:

• Local Governments/Organizations: During the fourth of July over 14,000 firework displays across the country light up the sky in celebration of the nation’s independence. Over 50.6 million pounds of professional fireworks and 102 million pounds of consumer/backyard fireworks were used in 2020 alone. The Macy’s 4th of July Firework celebration in New York City spent $6 million on fireworks alone. Thus, it is possible to target both organizations and individuals as public purchase of fireworks is legal within the United States (except Massachusetts) both online and in stores.

• Families and Friends: Americans are willing to spend more on food and drinks in order to celebrate the holiday. In recent years there has been higher spending on meat products and alcohol. Additionally, for men there has also been a larger desire for commercial firework products. As with any gathering, essential supplies such as paper plates, plastic utensils, and napkins continue to be in high demand as well. On average, people aged 35-44  spend the most on food compared to other age groups according to the NRF. The breakdown by generation reveals interesting insights into Fourth of July spending habits. On the other hand, those aged 65 and older are expected to be the most frugal in their spending. Here is the average amount spent on food categorized by age:

  • 18-24: $74.55

  • 25-34: $78.91

  • 35-44: $81.29

  • 45-54: $79.72

  • 55-64: $69.36

  • 65+: $58.99

• Travelers: In 2021, 46.2 million Americans left their homes to travel during Fourth of July, with 41.8 million going on road trips, 3.5 million travelling by air, and 900,000 travelling by other means.

• Young Men: Young Men are a key demographic who tend to spend a significant amount on Fourth of July products. On average men spent more on food than women did, $76.68 to $68.20 during previous fourth of Julys’. Young men are more likely than other demographics to go out and purchase fireworks. It is roughly a 2:1 ratio compared to female firework purchases, which is further reflected by the data published in a report by the Consumer Product Safety Commission. Finally, studies found that men are more likely to travel for Fourth of July than women, 65% compared to 56%.

• In-store Shoppers: As opposed to many other holidays where online shopping is the growing trend, most Americans (88%) shopped in-store in 2022 in preparation for Fourth of July. In contrast, only 19% of shoppers shopped online, 68% of consumers shopped at grocery stores, 47% purchased from mass retailers, 32% shopped at clubs or wholesale retailers, and 19% shopped at liquor stores. Generally, the largest and most popular grocery stores are Walmart, Costco, Kroger, Sam’s Club, Publix, and Target, and this remains true during Fourth of July. However, it should be noted that many smaller communities tend to be more loyal to local retailers rather than major national brands.

Marketing during  Independence Day presents a unique opportunity for businesses to engage with their target audience through email, social media, and digital advertising. By anticipating customer needs and providing personalized promotions, such as deals on food, drinks, and merchandise, businesses can capture their share of the audience's spending on this celebration day. Some ideas include:

• Collaborate with Local Governments/Organizations: Explore partnership opportunities with local government entities or organizations responsible for organizing fireworks displays and community celebrations. Sponsor or contribute to these events to enhance brand visibility and connect with a wide audience.

• Target Families and Friends: Create marketing campaigns that emphasize the importance of family and friend gatherings during Fourth of July. Promote food and drink products, including meat products and alcohol, as well as party supplies like paper plates, utensils, and napkins. Consider offering special discounts or bundles to attract these consumers.

• Appeal to Travelers: Develop travel-related promotions targeting individuals who plan to go on road trips or vacations during the Fourth of July holiday. Partner with hotels, resorts, or travel agencies to offer exclusive deals or packages to attract travelers. Highlight the convenience and enjoyment of celebrating the holiday in different locations.

• Engage Young Men: Tailor marketing efforts to attract young men, who tend to spend more on Fourth of July products such as food and fireworks. Highlight product features that appeal to their interests and emphasize the excitement of fireworks displays. Consider social media campaigns and influencer collaborations to reach this demographic effectively.

• Focus on In-tore Shopping: Recognize the preference for in-store shopping during Fourth of July preparations. Ensure prominent visibility in grocery stores, mass retailers, clubs, and liquor stores where consumers traditionally shop for holiday-related items. Offer special promotions or displays to attract shoppers in-store.

• Leverage Online Channels: While in-store shopping remains popular, don't overlook the online presence. Utilize online advertising, social media campaigns, and e-commerce platforms to reach a wider audience. Provide convenient online ordering options for those who prefer to shop digitally.

• Emphasize Value and Quality: Emphasize the value and quality of your products or services to appeal to cost-conscious consumers. Highlight any special promotions, discounts, or bundle deals to attract attention and position yourself as a reliable and affordable choice for Fourth of July celebrations.

Datonics Research - Father's Day

Father's Day in 2023 has been projected to break records for spending. The an annual celebration holds a special place in the hearts of people across the United States, being an occasion to honor and express gratitude to the fathers, paternal figures, and fatherly influences in our lives.

 Behavioral Audience:

 Father's Day holds immense popularity in the United States, with growing recognition and participation. It has evolved beyond honoring fathers to encompass father figures, stepfathers, grandfathers, and other paternal influences. This cultural significance has turned Father's Day into a prominent retail event, eagerly embraced by a considerable number of individuals. Sentimental gestures, thoughtful gift exchanges, and evolving spending patterns mark the occasion. As a result, Father's Day has become a highly anticipated annual celebration that presents ample opportunities for businesses to connect with consumers and cater to their diverse needs and preferences.

This year, consumers in the United States are projected to spend a record-breaking $22.9 billion to celebrate Father's Day, according to a survey by the National Retail Federation and Prosper Insights & Analytics. This figure surpasses last year's spending of $20 billion.  With three-quarters of consumers planning to celebrate Father's Day, spending is expected to reach an average of $196.23 per person, surpassing last year's average of $171.79.  The increase in collective and average spending can be attributed to a rise in the number of consumers purchasing clothing, electronics, personal care items, and planning special outings, as well as an increase in the amount spent on these categories.

•  Popular Father's Day gifts include greeting cards (61%), clothing (55%), special outings (52%), gift cards (48%), and personal care items (32%).

•  Online shopping remains the primary choice for consumers, with 43% opting to shop online, followed by department stores at 38%. Discount stores (24%) and specialty stores (22%) are also popular destinations.

•  There is an increasing trend of giving experiential gifts, with 29% planning to gift experiences like sporting events or concert tickets. Additionally, 42% are interested in giving product subscription boxes, reflecting a growing preference for this option

Market Research:

Father’s Day spending by demographic: In 2021, it was observed that certain groups planned to allocate more funds towards gifts for their fathers compared to others.

• Gender: For instance, male consumers were projected to spend approximately 200 million U.S. dollars in total on Father's Day gifts. Conversely, female consumers were expected to spend around 145 million U.S. dollars.

• Geographical Difference: Individuals residing in the Western region of the country had the highest average expected spending for Father's Day compared to their counterparts in other parts of the nation.

• Millennials (27- 42 years old) and Generation X (43-58 years old):
  Consumers in the age group of 35-44 are anticipated to be the top spenders this Father's Day, surpassing other age groups by nearly $100. Additionally, those aged 45-54 have planned the most significant increase in spending, with an average increase of $57.04 compared to their spending plans from the previous year.

• Businesses: Father's Day is a crucial period during which businesses play a pivotal role in meeting consumer demands and creating memorable experiences for fathers. Consumer spending on Father's Day gifts in the US has witnessed consistent growth, driving businesses to actively cater to this demand. Market trends suggest that consumers are increasingly willing to invest more in high-quality and meaningful gifts, focusing on creating memorable experiences or purchasing items that reflect their fathers' personalities and interests.

• Diverse Industries Contribute to the Thriving Father's Day Market:

  The market for Father's Day encompasses various industries, including retail, hospitality, dining, entertainment, and experiences. Retailers and businesses understand the significance of this occasion and often roll out special promotions, discounts, and targeted marketing campaigns to attract customers seeking the perfect gift for their fathers. This involvement goes beyond just financial investments, as businesses strive to provide a wide range of products and services that resonate with fathers and meet their specific needs and preferences.

• Online Shopping Revolutionizes Father's Day Gift Purchases:
  With the rise of online shopping and e-commerce, businesses have expanded their reach, providing consumers with convenient options to explore and purchase Father's Day gifts from the comfort of their homes. This shift in consumer behavior has prompted businesses to enhance their online presence and create seamless shopping experiences to capture a larger share of the Father's Day market.

• Delivering Meaningful Experiences - Key to Success:
  To effectively tap into this market segment, businesses recognize the importance of understanding consumer expectations and delivering meaningful experiences. They aim to offer high-quality products that align with fathers' interests and passions, as well as provide personalized services to make the gift-giving process more special. By doing so, businesses not only cater to the demand for Father's Day gifts but also contribute to the celebration and appreciation of fathers.

 In summary, businesses actively engage in the Father's Day market by offering a diverse range of products and services, rolling out special promotions, and leveraging online platforms. They aim to meet consumer expectations for high-quality and meaningful gifts that reflect fathers' personalities and interests. By doing so, businesses contribute to the joy and appreciation associated with Father's Day, making it a significant market segment in various industries.