What Shoppers Want This Holiday Season

Change is the one true constant of just about everything, and packs as heavy a punch in the marketing space as anywhere else. Change is perpetual, inevitable and, as seen of late in our economic downturn, outright challenging for marketers at all levels.

Rumors abound that the new administration is considering yet another stimulus package to help increase consumer spending. But it will take more than a Christmas bonus from the government to get consumers to open up their wallets this holiday season.

Consumers are focusing on the biggest bang for their buck this year. The retail industry is in a tight position of supplying the consumer's demands, while also turning a profit.

Which brands will find the perfect balance of entertainment and economic value? A few key concepts are good indicators of just what consumers will be interested in this year.

So far, the interactive entertainment industry has been largely unaffected by the global economy problems. Companies like Nintendo have targeted the casual gamer audience with their gaming consoles. For the third straight year, Nintendo is warning consumers that production has been increased, but will most likely still not meet the incredible demand. And with a new handheld console rolling out in Japan, set to go worldwide starting early next year, Nintendo is in an enviable position right now for the holidays.

Disney has found a different way to utilize their powerhouse brands. Disney characters that are currently most popular—like Hannah Montana, High School Musical and Wall*E—are strategically positioned in the retail market to attract both younger kids and teenagers with interactive products. Some can even be combined with online games and Web sites, via codes that come with the in-store toys. By creating multi-platform toys, Disney can target the children with familiar brands, and reach the parents through the increased entertainment and replay value. A win-win situation for all.

Sure, the price tag may be the deciding factor for consumers this year. But brand positioning and marketing will be a very close second. Brands that can tap in to multiple consumer audiences or multiple platforms will have a definite edge over competitors.

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