Meredith predicts consumers will use e-commerce to drive an earlier, quieter 2020 holiday season

Geoffrey Precourt

Meredith Corp., the media company, is drawing on various data sources as it seeks to anticipate likely shopping habits and behaviors for the 2020 holiday season.

There will certainly be a holiday season this year, even if the shape of commerce and gift-buying in five months’ time remains highly uncertain.

Meredith Corp., the Des Moines, Iowa-based media enterprise, is serving its own brands, and its advertising clients (such as Walmart), by seeking to discern how consumer behaviors are changing with the fluctuations of the COVID-19 pandemic – and, resultantly, what seasonal shopping might look like.

Alysia Borsa, Meredith’s evp/chief marketing and data officer, told the Association of National Advertisers’ (ANA) 2020 Digital and Social-Media Conference that it can draw on significant resources in mapping...

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