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Holiday Shopper Playbook

The IAB Holiday Shopper Playbook coupled with the IAB Digital Shopping Report look at consumer spending plans and the influence of digital media across different demos that roughly correlate to generations:  U.S. Adults 18-34 (Gen Y), Adults 35-54 (Gen X), Adults 55-64 (Boomers) and Adults 65 and older (Silent Generation). As advertisers and media planners target these consumers and adjust messaging and media plans to better reach them, it’s important to understand how consumers of different age groups shop and how media influences each group.

  • Estimates range in terms of how much consumers plan to spend during this holiday season but one thing is certain: Consumers of all age groups will spend money on holiday gifts and related . . .

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