Research reported by The Nielsen Company this month further reinforced expectations of a dismal holiday season by their indication that about one-third of consumers across the country are cutting their holiday spending this year. Highlights of the report include:

• 35 percent of U.S. consumers across all income levels expect to spend less this holiday season
• 32 percent of affluent shoppers plan to spend less this holiday season
• 29 percent of U.S. consumers plan to spend less entertaining at home
• 33 percent of U.S. consumers expect to spend less entertaining away from home

The most promising news is that online shopping, along with gas and convenience stores, has the most growth potential over last year as 12 percent of consumers said they expect to spend more in those venues. Nielsen suggests stressing value this holiday season to capture sales and encourage spending. What’s great about these suggestions is they can be easily implemented through interactive marketing. Here are a few examples:

“Reach out to your best customers in stores, through direct mail and/or via advertisements and make them feel special about your brands and your stores by providing customers with special coupons or sale prices.”

• Reaching out to your customers in online stores is just as important as reaching out to them in the brick-and-mortar. Don’t forget to put coupons or special deals in direct e-mails and targeted search advertisements. Putting out a coupon online will spread like wildfire through the numerous deal-oriented communities.
• Ensure that your online campaigns will be profitable by spending money only on targeting those in the demographic and geographic locations important to your industry to minimize advertising costs.

“This holiday season, retailers are likely to see a big upside in consumer packaged goods (CPG) sales. Leverage these CPG products to drive basic gifts and stocking stuffers, such as toiletries, pet care, household cleaners and special holiday packs for food and beverage items.”

• Local retailers can vie for more of the CPG sales pie by spreading all the reasons why consumers should shop with them through social networks. Having a blue-light special on a value package of laundry detergent? Twitter it up and give your local shoppers the latest information on the CPG specials you’re running.

It’s exciting to think of the unlimited marketing possibilities social media makes available to retailers and merchandisers. It will be interesting to see what companies decide to do this holiday season.