Checkout.com’s latest research on Black Friday and Cyber Monday (BFCM) trends reveals shifting consumer interests in the UK. Drawing from the broader Digital Economy: Peak Season Trends 2024 study, the data shows that bargain-hunting Brits are looking beyond traditional categories like clothing, beauty, and electronics, with new interests in air travel and health products, especially among younger generations. As British consumers gear up for peak season sales, this report offers valuable insights for marketers looking to capture attention in an ever-evolving digital marketplace.

• Air travel is forecast to see increased sales during BFCM this year, with 14% of the population intending to buy during peak season in 2024, up from just 8% saying they have purchased in peak season in the past (a 75% increase compared to previous years). Younger generations are driving this trend, with nearly a third (28%) of Gen Z (an 87% increase compared to previous years) and a quarter (24%) of Millennials intending to buy air travel during BFCM this year. 
  
• A third (32%) of Millennials are looking to buy streaming services during BFCM deals – nearly double the UK average (17%). In fact, streaming is the most popular category for Millennials ahead of usual favourites clothing (31%), Beauty (30%) and electronics (29%). 
  
• Healthcare and wellbeing is also high on UK consumers’ BFCM shopping lists, with 16% intending to buy products in this category, rising to nearly a third (29%) of Gen Z consumers. 
  
• Clothing remains the most popular category, with a fifth (21%) UK adults planning to make a clothing purchase during BFCM, almost doubling to 40% of Gen Z adults intending to buy clothes during the peak sales.  

“Traditionally Black Friday Cyber Monday deals have been focused on clothing, beauty and electronics. However, with a growing digital economy, we’re seeing this evolve. The increase in planned flight spend is fascinating – particularly when it comes to the younger generations, even in an era of conscious consumerism. Travel experiences rate high in priority and they are explored, discovered and made using social platforms. This reflects a growing cultural trend when it comes to travel – and how Gen Z takes a social-first approach to planning trips abroad.  
 
It’s incredibly positive to see how British consumers are planning to spend around health – from private medical, to investing in their own wellbeing.” 

Rory O’Neill, CMO at Checkout.com

Half of Brits Buy Gifts During Sales 

• When it comes to buying for others, UK consumers are also looking to sales to purchase gifts. Half (50%) of Brits are now buying presents for their partner when they see a bargain. 
  
• Two thirds (34%) of this group buy gifts for their partner all year round when they see a bargain, with the remaining third (16%) specifically waiting for BFCM to buy gifts for their partner.  

“While BFCM is still a significant shopping period, we’re also starting to see a trend towards always-on retail sales. By understanding consumer shopping habits based on spending data, merchants can tailor deals to reach specific consumers at the right time and encourage conversions. In short, every day is a peak season sale opportunity – and retailers need to remember that during this peak season.”

Rory O’Neill, CMO at Checkout.com

BFCM subscription deals emerge as a strong customer acquisition tool for merchants 

• Subscriptions are a good acquisition tool during BFCM, with half (49%) of Brits remaining subscribed after the deal ends because they wanted to keep the service.
  
• Gen Zs are the most forgetful at cancelling subscriptions, with 38% intending to but forgetting, compared to just 19% of Baby Boomers. 

Generational split on deal discovery, with TV ads losing their impact with younger generations 

• UK consumers are still fairly traditional in how they discover BFCM deals, with a third (32%) finding out about deals via TV ads, followed by browsing marketplaces (31%) and using a search engine (29%).  
  
• However, looking at younger generations, 40% of Gen Z and 43% of Millennials find out about deals via social platforms (compared to 24% across all UK adults).  

“This data speaks to the need to ensure marketing strategies are always built in mind with the right audiences in mind. Given Gen Z and Millennials are the most likely to buy during BFCM, it’s important to make sure marketing piques the attention of this group, in terms of both the message – and the channels. A tailored, not broad brush approach is always needed, as is remembering the critical role that social platforms play in engaging this community. This research is a stark reminder that merchants need to constantly review and refine their selling channels to avoid missing out on sales when targeting specific demographics with the deals that will appeal to them.”

Rory O’Neill, CMO at Checkout.com

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The stars of promotional marketing shine brightly at the IPM Awards 2024—where for over 50 years we have recognised and celebrated teams that push boundaries and elevate industry standards. This year’s winners have set a new benchmark for creativity, innovation, and impact. After careful judging across categories—covering everything from brand activations and immersive experiences to partnerships, loyalty, and incentives—the Gold, Silver, and Bronze awards reflect the depth of talent driving the industry forward. Standout campaigns across food, beverage, sports, and entertainment continue to raise the bar across diverse environments. While the highly anticipated Grand Prix and Agency of the Year awards, keeping everyone on the edge of their seats. Congratulations to all finalists and winners for shaping the future of the industry. Explore the full list of winners here and relive the unforgettable moments of the IPM Awards 2024.

Setting the Gold Standard

The IPM Awards 2024 opened with a heartfelt welcome from Emma Kirk, General Manager of the IPM, who highlighted the strides made in fostering a more connected and robust marketing community. Held at the NOBU Hotel in Portman Square, the ceremony was lively thanks to comedian Tom Allen, while Lord Black of Brentwood, President of the IPM, delivered a keynote speech that added gravitas to the event. Lord Black reflected on the dynamism, emery, and rapidly evolving nature of the marketing landscape, addressing the challenges and opportunities ahead for the industry amidst technological disruption and evolving regulations. His words set the tone for a celebration of campaigns that exemplify the gold standard of promotional marketing in the United Kingdom.

Brand Experience takes centre stage, with N2O claiming Gold for the immersive “Tesco Christmas Grotto,” followed by another Gold in Travel, Leisure, and Tourism for their “P&O Cruises” campaign. In the same category, tpf earned Bronze for their playful “Universal Parks & Resorts x The Grinch” activation, while 83 Agency secured Silver for their cultural narrative in “The Kingdom: Where It All Begins.” Among other experiential winners, TRO was recognised for their nostalgic “Goodwood Revival 2023 for MINI Cooper,” and Blackjack Promotions impressed at the point of purchase with their “World Duty Free & Nestlé Treasure Hunt.” In Brand Partnerships, Cat Among The Pigeons took Gold for “Trek x Decathlon Everybody Active,” while their “Horlicks Find Your Happy Place” campaign also performed strongly. Over in Entertainment and Sport, The Leith Agency captured both Gold and Silver, standing out with culturally relevant and successful product launches for Motherwell FC and The Macallan.

TLC Worldwide earned Gold in Loyalty for their ‘YouTube High Five Program,’ while Mando also took home Gold in Incentive, Prize, and Loyalty for their outstanding Sky Cinema campaign, further raising the bar in loyalty execution. Cloud Nine Incentives were recognised for their Adidas Terrex Intersport 2024 campaign, which set a high standard in loyalty programme execution. While Hashting showcased their excellence in Promotional Marketing Services for their “Beavertown Lazer Crush X Digital Drive to Store” campaign, which demonstrated the power of digital engagement. The Positive Impact category honoured Together Agency with Gold for “Charlie is in Control”, which tackled drug-related violence through behaviour change in collaboration with Leicestershire Police.

One of the afternoon’s most emotional moments came with the presentation of the Bob Suppiah Award, a new award given annually to an IPM member organisation that has demonstrated an exceptional dedication to the industry. The award celebrates organisations that embody the core IPM values of Protect, Promote, and Progress, and that have made a significant impact over the last year through active participation, leadership, and commitment to the IPM’s mission. This year, N2O was recognised for their contributions, making the moment a heartfelt tribute to the legacy of the late Bob Suppiah, whose passion and commitment to uplifting the industry continue to inspire. The award serves as a reminder of Bob’s enduring influence on the IPM community and his unwavering belief in the power of positive engagement and industry progress.

As the evening reached its crescendo, ZEAL Creative was named Agency of the Year for the second consecutive year thanks to standout campaigns across retail marketing, social impact, and brand activation. Their Pringles x PayPoint campaign highlighted innovation in retail by offering rewards through non-traditional channels, while Anchor x UK Community Foundations demonstrated the power of social impact by linking butter sales to community funding. Meanwhile, the prestigious Grand Prix Award, the highest accolade of the night, went to Hopper & Clarion Communications for their Aldi Rose Degrees Billboard campaign. Designed to mark National Rosé Day, this campaign featured the world’s first temperature-sensitive billboard, which dispensed free rosé wine when the temperature reached 19.2°C, the ideal rosé drinking temperature. Congratulations to all our finalists and winners for shaping the future of the industry.

Explore the full list of winners here and relive the defining moments of the IPM Awards 2024.

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Promotional marketing agency Cat Among The Pigeons has announced the launch of a major on-pack promotional campaign for Soreen, the UK’s original malt loaf.

‘Find a golden lunchbox loaf’ launches nationally from the start of May and offers the chance to instantly win a Forest Holiday if you find 1 of 10 golden-wrapped loaves hidden inside special Soreen Lunchbox Loaf multipacks.

Soreen has long been associated with active adventures and the Forest Holidays prizes offer an action-packed escape to a choice of 12 fabulous forest locations. As well as a stay in a log cabin with hot tub, the prizes include bike hire and a Forest Ranger experience to help families make the most of the great British outdoors.

Cat Among The Pigeons created the campaign and negotiated the brand partnership with Forest Holidays. Every special Soreen Lunchbox Loaf pack also features a ‘£60 off’ Forest Holidays booking reward and there is another chance to win a Forest Holiday at www.soreenforestholidays.co.uk.

The on-pack promotion runs until the end of August in all major supermarkets and convenience stores across Malt, Banana, Apple and Strawberry Soreen Lunchbox Loaf multipacks. The promotion will be comprehensively supported by shopper marketing, display and point of sale media.

Liz Jacobs, Marketing Director at Soreen said: “Forest Holidays really is a fabulous partnership fit for us with both brands championing active adventures for all the family in the great outdoors.”

Paul McGann, founder of Cat Among The Pigeons added “we know shoppers are searching for better value and this new on-pack promotion for Soreen Lunchbox Loaves really delivers. We’re confident families across the UK will enjoy the hunt for a golden loaf this summer and can benefit from a guaranteed £60 off Forest Holidays with every promotional pack.”

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With just over 1 week remaining until the entry deadline for the prestigious IPM Awards 2024, the time to shine is now. This is your opportunity to showcase your outstanding work, celebrate your achievements, and stand a chance to claim one of the highly sought-after IPM trophies.

After the resounding success of last year’s event, which saw a sell-out crowd, it’s evident that the promotional marketing industry is brimming with remarkable campaigns. These campaigns play a pivotal role in driving brand success, fostering customer loyalty and engagement, and, of course, boosting sales.

Whether your expertise lies in promotional incentive campaigns, competitions, immersive experiential initiatives, or collaborative brand partnerships, the IPM Awards categories cater to a diverse range of accomplishments.

Its time to get moving; the deadline is Wednesday, May 8th, at 4:00 PM.

Don’t miss out on the chance to be recognised for your excellence in promotional marketing.

Enter the IPM Awards 2024 today and take your place among industry trailblazers.

For all category information visit https://theipm.org.uk/awards-2024/

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TLC Worldwide UK is thrilled to announce the  launch of its summer campaign in partnership with Heinz, which offers free days out to participants across the UK.

The Free Dayz Out campaign aims to encourage people to explore the nation and try something new this summer. Delivered by TLC Worldwide UK’s National Activities Network, there are thousands of venues to choose from and a variety of activity types.

“The Dayz Out competition is the latest activity from Heinz to help support families. Whether your interests lie in art, culture, or amusement parks, this the perfect campaign to allow adults and children alike to go ahead enjoy their summers.”

The campaign, which is live on-pack in grocery stores across England, Scotland, and Wales, will run from 28th June 2023 until 31^st October 2023. Every single customer will be able to claim a free day out when purchasing a qualifying promotional pack of Heinz products.  Participating customers will be able to choose from bowling, go karting, museums, national gardens, theme parks, paintballing, animal parks, aquariums, or one of many more. TLC Worldwide UK ensures a wide array of options to cater to many interests, for education, fun or both!

“At TLC Worldwide, we believe that experiences make life more rewarding.” said John Pearson, Managing Director at TLC Worldwide UK. “Through our partnership with Heinz, we are delighted to provide people with the opportunity to discover a new interest and take time to enjoy an activity they may not usually do. We aim to add value to the customer experience and get people out into the nation this summer!”

To participate in this campaign, customers need only purchase a pack of Heinz beans, soup or sauce with the promotion featured on the pack. Customers can then follow the instructions on pack to TLC Worldwide UK’s campaign website to claim their day out. Full campaign details and terms and conditions can be found at https://dayzout.heinz.co.uk/

As a component of the initiative, TLC enlisted the assistance of influencers to endorse the messaging on Instagram and contribute to the campaign’s promotion. All promotional content related to the campaign can be discovered using the hashtag #FreeDayzOut

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TLC Worldwide UK is thrilled to announce the launch of its exciting summer campaign in partnership with Aldi, which offers free sports lessons to kids across the UK.

The “Get a Taste for Sport” campaign aims to encourage children to embrace a new sport this summer, with over 50 different sports to choose from, delivered by TLC Worldwide UK’s National Sports Network.

The campaign, which is live in Aldi stores across England, Scotland, and Wales, will run from 19th June 2023 until 31st July 2023. Every customer is rewarded when they spend over £30 in store. Participating customers can claim a complimentary kids sports session at one of the thousands of venues within TLC Worldwide’s National Sports Network. Whether it’s skating, dancing, wheelchair rugby, wheelchair football, tennis, squash, martial arts, shinty, shooting, outdoor action sports, water sports, golf, gymnastics, combat sports, football, basketball, archery, badminton, or one of many others, TLC Worldwide UK ensures a wide array of options to cater to every child’s interests, with a range of accessible sports available.

“At TLC Worldwide, we believe in the power of sports to foster growth, build character, and create unforgettable experiences for children,” said John Pearson, Managing Director at TLC Worldwide UK. “Through our partnership with Aldi, we are delighted to provide children with the opportunity to discover their passion for sports through free lessons. We aim to inspire and motivate them to lead active and healthy lives.”

To participate in this exciting campaign, customers need only spend £30 in any Aldi store. Upon meeting the spending threshold, customers will receive a voucher with instructions on how to claim their free kids sports lesson via the campaign website. Full campaign details and terms and conditions can be found at freesportssessions.aldi.co.uk/terms.

As a component of the initiative, TLC enlisted the assistance of influencers to endorse the messaging and contribute to the campaign’s promotion. Additionally, TLC collaborated with sports associations and their ambassadors to enhance the promotion efforts. All promotional content related to the campaign can be discovered by utilising the hashtag #tasteforsport.

TLC Worldwide and Aldi are committed to promoting the benefits of physical activity and fostering a love for sports among children. By offering these free sports lessons, the campaign aims to make sports more accessible, helping children discover new interests and develop valuable skills.

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Sales promotion specialist, SPARK, is proud to announce that it has become the UK representative for travel products from Travel + Leisure Co. At unbeatable prices, these products offer access to an extensive range of hotels, resorts, cruises, and tours.

”We’re delighted to be working with the fantastic and experienced team at SPARK to bring our Tailored Travel Services and Solutions to the UK market”, said Jess McCrorie, Director Strategic Partnerships at Travel + Leisure Co.  “With over 75% of UK adults wanting a holiday abroad this year*, we’re excited to be able to offer a unique platform that will help Brands encourage their Customers to see more of the world, for less.”

With over 45 years of experience in the travel industry and listed on the New York Stock Exchange, Travel + Leisure Co. has over 4 million members worldwide, 600,000 hotels, and 4,000 resorts. Their access to the biggest closed user group discounts in the market beats leading online booking platforms.

Recent research* indicates that 64% of UK adults are planning to take a holiday this year, so offering savings on hotels, holidays and other travel perks is a great way to associate a brand with some of the happiest memories and experiences felt by consumers.

“We’re thrilled to be working with Travel + Leisure and helping them access the UK market”, said Dave Pearson, CEO at SPARK. “Travel can be such an inspirational motivator and the solutions that Travel + Leisure have established worldwide is an exciting development for the UK.  Travel is still a brilliant promotional tool, particularly during a cost-of-living crisis where working with Travel + Leisure we can help consumers continue to enjoy worldwide travel experiences for less through brand partnerships and promotions.”

To find out more about SPARKs impactful promotions, please visit wearespark

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Horlicks, the malted drink made by Aimia Foods has appointed promotional marketing agency Cat Among The Pigeons to attract a younger shopper audience to the brand through a 360 shopper marketing campaign.

Horlicks, which is celebrating its 150^th anniversary this year has traditionally been consumed as a relaxing bedtime drink to aid sleep. This unique malted drink is now available in original, chocolate, instant and vegan variants and is fortified with 14 different minerals and vitamins. Cat Among The Pigeons remit will be to expand household penetration by associating Horlicks with a wider range of drinking occasions across the day.

The appointment follows a 4-way competitive pitch and sees the Leeds agency create a major new shopper advertising campaign to ‘find your happy place’ across digital media, out of home and in store.  Also planned this year are a range of targeted promotions and brand partnerships to add value and encourage trial from supermarkets and convenience stores.

Commenting on the appointment, Michelle Younger, Marketing Director at Aimia Foods said “as guardians of Horlicks we need to evolve this historic brand to stay relevant and grow long term brand and category value.  The proposal from Cat Among The Pigeons really impressed with their insight into changing shopper behaviour and a creative 360 marketing plan to reach them and win at fixture.  We’re really excited to be working together.”

Paul McGann, founder of Cat Among The Pigeons added “we’re living in difficult times with seismic change in home, leisure and working patterns over the last couple of years.  Hybrid working, zoom meetings, shopping around online… all whilst juggling extended family life and school runs has become the norm. We think there is a great opportunity to better align Horlicks to these busy days. Encouraging more shoppers to take a moment out to find their happy place and focus on their wellbeing.”

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The IPM Awards 2023 is one of the most eagerly anticipated awards in the promotional marketing industry. The annual awards recognise excellence in promotional marketing campaigns across a range of categories and sectors, showcasing the best creative and strategic thinking in the field.

The IPM Awards 2023 is now accepting entries, and the late entry deadline has been extended to Wednesday 17^th May, 5pm. This is great news for those who may have missed the initial deadline and still want to enter their campaigns. The extended deadline gives entrants more time to fine-tune their submissions and ensure that they have the best chance of impressing the judges.

The IPM Awards features a range of categories that reflect the diverse nature of promotional marketing campaigns, from experiential and shopper marketing to loyalty and brand partnership. There are also awards for industry sectors, including automotive, retail, and Health and well-being, among others.

The judging process is rigorous, with entries being evaluated by a panel of industry experts who are looking for campaigns that are both creative and effective. Judges will consider factors such as strategy, execution, and results when evaluating entries, so entrants should be prepared to provide evidence of their campaigns’ impact.

Winning an IPM Award is a significant achievement in the promotional marketing industry and can help elevate an agency or brand’s reputation. The awards are also an opportunity to gain recognition from peers and showcase the work that has been done throughout the year.

The extended deadline for late entries allows more people to showcase their campaigns and compete for one of the industry’s most prestigious awards. So, whether you’re an agency or a brand, start fine-tuning your submissions and get ready to celebrate the best in promotional marketing.

For more information about the awards and categories, click here

To begin your entry submission, click here

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Mando are delighted to share details of the latest campaign they have worked on for the Infamous Treasury Wine Estates brand, 19 Crimes.  TWE have launched the ultimate treasure hunt, giving customers the chance to win a share of £100,000 in the UK and €2,500 in ROI.  The campaign challenges the nation to find one of four hundred limited-edition ‘19^th corks’ worth £250 each in the UK and one of ten limited-edition corks worth €250 in ROI.

Mando have worked closely alongside independent marketing agency Make Lemonade Limited to aid in the promotional concept, route of entry planning and implementation of the campaign with a key focus being the security of the winning corks, the digital claim route and covering the financial risk of the campaign with a Fixed Fee.

The winning corks are concealed within Promotional 750ml bottles of 19 Crimes Red Wine, Uprising, Chard, Sauv Block and Revolutionary Rose and can be found in supermarkets and impulse channels.  Promotional bottles feature an innovative sticker wrap neck-collar with a QR code to direct consumers to the campaign microsite, the19thcork.com, built by the team at The Digital Maze.

Leonie Walker, MD of Mando Promotions, says “It’s been fascinating seeing this campaign develop over the months to what we see on shelf today.  From the initial brief from Make Lemonade, to the mechanic design, the factory visits and microsite development.  It’s been a pleasure working with the wider team of suppliers on this exciting and much loved campaign.”

Maria Sze, Founder Make Lemonade Limited: “The 19th Cork is almost legendary amongst 19 Crimes consumers. We needed a team who could work with TWE supply chain to ensure the ultimate brand treasure hunt was executed fairly and securely. Having worked with Mando numerous times in the past, we knew they’d be a great partner to help us deliver the campaign.”

Ben Blake, Marketing Director at Treasury Wine Estates, says: “Through the winning 19th cork campaign, we are striving to provide our customers with memorable and engaging experiences that push the boundaries of the wine category and encourage our consumers to discover more. The 19th cork campaign is unique and we are confident it will drive visibility of the 19 crimes brand.”

If you’d like more information on this campaign, or would like to find out how Mando or the wider team can help bring your campaign concept to life, please get in touch with Leonie Walker leonie.walker@mando.co.uk.

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