Holiday shopping is different for Facebook ads

Holidays engender different consumer response to Facebook ads, according to Nanigans.

The online media advertising buyer has reported that, while Thursdays are generally the best time to attract buyers using Facebook ads, during November and December it's the weekends that are the most effective.

According to the research, holiday periods - particularly in the build-up to the Festive season around December - see a change in consumer behaviour as they turn from looking for items for themselves to searching for gifts for others.

Perhaps unsurprisingly, gift shopping tends to be a more involved process, with greater time taken to compare prices and look for the 'right' product as a gift. That generally means this activity takes place at weekends when shoppers have more free time available.

Nanigans stated that both mobile and desktop ad spend was increasing for Facebook year-on-year, partly due to the social media group's ads becoming more expensive.  However, it also stated that purchase rates from Facebook were also up, making it a positive medium for marketers. The new research should also help them refine the timing and placement of their ads.