Results from Reader Survey: What are Retail CMOs Expecting for the Upcoming Holiday Season?

Earlier this month, we asked you, our readers, to share your expectations for the results of our tenth annual Retail Compass Survey of CMOs. Before we release the first round of survey results next month, we’d like to share with you the responses from the reader survey.

Compared to last year, you expect retailers’ holiday marketing and advertising budgets in 2015 to be about the same (37 percent) or higher (61 percent). When it comes to sales—more specifically, challenges associated with holiday sales—you anticipate that CMOs will cite global market volatility (47 percent) as having the greatest potential impact on sales this year. This comes as little surprise, considering recent volatility in China’s markets and the uncertainty it brought to consumer businesses around the world. Some of you also cite energy and fuel costs, unemployment and inclement weather conditions as the greatest threats to sales that retailers will face this year—all factors that are undoubtedly on retail CMOs’ radars. Finally, when it comes to specific marketing strategies, most of you (95 percent) expect CMOs to include mobile in their holiday marketing plans this season. We look forward to seeing whether results from the CMO survey will align with your predictions!

For a full breakdown of readers’ responses, check out the charts below. And be sure to stay tuned to the blog in the coming weeks as we release the first round of survey results on overall sales and performance projections.
  1. Compared to 2014, retailers’ holiday marketing and advertising budgets this year will be:
  1. Which of the following challenges do CMOs anticipate will have the greatest impact on their 2015 holiday sales?Pie2.png
  2. Will the majority of CMOs be including mobile in their holiday marketing strategies for 2015?pie3.png