- 28 Nov 2024
Be Top of Smart Minds: reach premium holiday consumers
In the first half of 2024, the Dutch online retail market grew by 6% to €17.5 billion, according to the ThuisWinkel Market Monitor. Especially during the holiday season, the difference in spending patterns becomes clearly visible. Only 7% of Dutch people spend more than €300 on Christmas gifts. Het Financieele Dagblad is particularly successful at reaching these premium holiday consumers.
In the current retail landscape, where consumers are overwhelmed with discounts and offers, it is crucial to look beyond price promotions alone. Research by Silverpush shows that creative, contextual advertisements that align with consumer needs and expectations are 50% more likely to be clicked.
The spending pattern of FD readers
In NMO Lezen, we see what truly distinguishes FD readers in their spending patterns. They spend significantly more on holidays, scoring 20% above average. The difference is even more striking for audiovisual equipment – where FD readers spend 53% more than the average Dutch person. This trend continues in luxury items and personal care, where FD readers consistently belong to the highest spending categories.
Not only the newspaper performs well with potential December shoppers. In NMO Online, we see that FD.nl achieves the following:
- Monthly, we reach 440,000 active online clothing shoppers, 333,000 shoe buyers, and 246,000 consumers who purchase electronics online
- Our visitors are above-averagely active in various premium segments. We see a pronounced interest in alcoholic beverages, where our readers make online purchases 25% more frequently than average
- FD.nl visitors are also above-averagely active in categories such as garden and DIY items (+21%), sports items (+18%), and photo products (+15%)
For brands, it is essential to communicate a clear and consistent brand message during peak moments such as Black Friday and the December period. This creates recognition and trust among consumers, significantly facilitating the decision-making process during the holiday season. It’s not about who shouts loudest about discounts, but who communicates most effectively with their target audience.
Do not miss the boat this holiday season
For the upcoming holiday season, we offer two exclusive opportunities in FD Persoonlijk to reach this valuable target audience. Our Holiday Special will be published on 23 November, followed by the Christmas Special on 14 December. These specials form the perfect platform for brands looking to reach affluent consumers.
Strengthen your position in the premium segment during the holidays
Would you like to optimally position your brand with the Netherlands' most valuable target audience during this important retail season? View our special promotional packages here. Interested or have questions? Contact your FD Mediagroep representative or email salessupport@fdmediagroep.nl to discuss the possibilities.