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Festival shopping has evolved as online shopping has evolved. Retailers can utilise the digital space to reach more consumers than ever before. Using their devices, consumers can easily find gift ideas, deals and promotions, and easy checkout methods without even walking inside of a store.
With the festival season around the corner, consumers are thinking about their plan for buying gifts for their loved ones. This includes budgeting and looking at where they are going to shop. Consequently, advertisers are thinking about how to appeal to consumers during the festival season.
This study explores how consumers are approaching the upcoming festival season. It also seeks to understand how consumers factor in digital advertising when purchasing products and how they perceive ads next to the content they are viewing online.
