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Samsung Ads Canada’s annual holiday research reveals what is influencing the shopping behaviour of Canadians, and it’s no surprise that economic uncertainty has shoppers tightening their purse strings. 

The connected TV platform surveyed likely holiday shoppers as a way to find out the best advertising strategies for brands as they head into their busiest selling season. It found that holiday TV ads need to offer value and invite interaction.

More than half (59%) of shoppers surveyed plan to spend less or significantly less this year and are being more selective with their spending as they look for value-driven offers and flexible payment options. 

Three quarters (75%) of respondents said special prices and discounts are the most important element in a holiday ad. That is a big increase from last year, when 36% said value pricing was the most important factor. It was the top consideration among millennials (77%) and Gen X (75%), compared to Gen Z (60%). 

Financial flexibility offers such as buy-now-pay-later are key considerations for 44% of holiday shoppers, including 61% of millennials and 54% of Gen Z.

Justin Fromm, head of insights and thought leadership at Samsung Ads, says Boomers are also thinking about discounts. And while they have a slightly lower response to interactivity than younger groups, they’re still engaging. 

“They are answering surveys and scanning QR codes, but not in the same numbers as the younger demos,” he says. “Really, everyone across all age groups is thinking about television differently. They’re approaching it differently because with smart TV there’s so much more than just watching TV.”

In addition, Fromm says consumers want more than just polished creative. “They want offers and experiences that reflect their real-world needs,” he says. “Especially in a year marked by economic caution, brands that deliver value, flexibility and relevance will stand out and drive results.”

Holiday shoppers also want ads that go beyond passive viewing experiences. Interactive ads capture attention and inspire action, according to the research, with 27% saying that the ability to interact with an ad to learn more about a product would influence their holiday gift-buying decisions. That sentiment is felt by 40% of Gen Z. Interactivity makes a brand feel more fun and memorable, according to 43% of shoppers, including 52% of millennials and 50% of Gen Z.

Holiday shoppers said QR codes enable them to learn more about a product (20%) or to purchase a product (18%). In the past six months, holiday shoppers said they have interacted with ads on TV with actions including answering a survey (31%), learning about a product (25%), playing a brand game or quiz (20%) or purchasing a product (15%). 

Interactive advertising also drives mobile response, with 40% of shoppers saying they’ve purchased a product on their phone after seeing a TV ad. Among those who shop this way, 71% say they do so often or very often. This is more prevalent among younger demos, as 77% of Gen Z and 81% of millennials have used mobile devices to make a purchase after seeing a product advertised on TV.