Our recent consumer survey gives insights into how you can reach your customers—across generations—leading up to the US presidential election.

Knowing marketers have been nervously watching events unfold and speculating on how the upcoming election may or may not affect holiday spending, we surveyed 600 US consumers aged 18+ asking them about their phone, media consumption, and shopping habits. 

The good news? There are lots of opportunities to engage your customers. Here’s what we found. 

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Consumers are (still) glued to their phones

When asked about how the election impacts their mobile phone usage, a significant 72% of respondents indicated that their mobile phone usage remained consistent during the election season. 

However, specific activities saw an uptick:

• 30% checked social media more frequently
• 23% checked text messages more often
• 35% spent more time watching videos

And despite the clutter of election-related content, 78% maintained their engagement with brand SMS messages, with nearly 10% even increasing their interactions.

Pro tip: Use your customer data wisely to personalize messages. Though subscribers might be getting more messages than usual as political parties have access to voter registration records and consumer phone numbers, your SMS messages can stand out and feel more relevant as subscribers made the choice to opt in.

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When it comes to holiday shopping plans, it’s business as usual

‍59% of consumers said the election doesn't impact holiday shopping plans. 26% of respondents also said that the election may impact their shopping plans, but if the right deal was presented they would shop no matter the timing. 

‍Speaking of timing, the busiest time of year is coming up! Prepare for BFCM with The Complete BFCM Archive—our collection of expertly curated guides, tips, and templates for your BFCM marketing campaigns. ‍

69% of consumers said they spend the same amount of time shopping on their phone during the election season, and 80% ‌said they're most likely to engage with SMS messages about discounts, promotions, or price drop alerts. 

VIP benefits or loyalty perks came in second at 35%, followed by educational or informational (non-promotional content) at 22%. While deal-oriented SMS messages were by far the most popular with consumers, consider how you can be using SMS to give your most loyal subscribers the VIP treatment and to build brand loyalty through non-promotional content as well. 

Pro tip: With an overall increase in mobile phone usage, particularly in activities like checking email and text messages, there's opportunity to capture attention through these channels. Tailoring email and SMS content to be relevant and engaging during the election season can help cut through the noise and keep your audience engaged.

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How to market across generations during the election season

Knowing your customers is key to sending them personalized messages that resonate. While our survey found that across generations, deals and promotions reign supreme, there were some differences that are worth taking into consideration when you’re thinking about reaching your audience with messages that will be most likely to resonate. 

So, how do generational differences come into play? The survey found that:

• Gen Z and Gen X: 18-27-year-olds and 44-59-year-olds are the most interested in VIP benefits and loyalty perks. Use SMS to deliver exclusive offers and loyalty program benefits to engage these younger consumers, potentially integrating gamification elements to increase interaction.
• Gen Z and Millennials: 14% of 18-43-year-olds reported being more engaged with brands’ SMS messages during the election season. This presents an opportunity to target them with more personalized and dynamic content.
• Millennials: 28-43-year-olds are the most deal-oriented demographics–followed closely by Gen X. When asked which types of SMS messages they’re most likely to engage with, 83% of millennials said discounts, promotions, or price drop alerts, with 80% of Gen X also saying these types of messages were most appealing to them. Consider sending special offers, discounts, and promotions through SMS to engage this group further. 
• Gen Z and Millennials: 34% of 18-43-year-olds are likely to engage with SMS messages announcing new product launches. Tailor your campaigns to highlight new offerings to capture their interest effectively.
• Millennials: 30% of respondents aged 28-43-year-olds said that yes, sustainability does impact who they shop with. If sustainability is part of your brand values, play it up.

‍Pro tip: Consumers are on the lookout for discounts, promotions, and price drop alerts—no matter their age.

Mindful messaging

Marketers are (rightly) trying to figure out how to wade into the waters of making their campaigns relevant in this new politically-charged climate. Some are leaning right in and sharing how retail therapy can serve as a respite from the election noise, while others have made the decision to stay away, saying that doing so doesn’t align with their brand values.

When asked whether they’d be more likely to engage with brand messages that play off an election theme, 25% of respondents said it depends on the message.

Bottom line, know your brand and your customers. You can also run A/B tests with your copy to find where your subscribers lie in how they feel about political words in messages that aren’t political in nature. 

Pro tip: AI Pro automatically analyzes every customer interaction to deliver unique messages based on individual preferences and engagement history—so you don’t have to.   

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A more perfect union: SMS and email

During the bustling election season, you’ll want to lean on your direct, owned marketing channels to reach your audience. 

Both SMS and email offer the flexibility to quickly adapt messaging based on real-time feedback and analytics, ensuring that messages remain highly personalized, engaging, and timely. Maintaining a steady cadence of updates, special offers, and exclusive content can help keep your audience connected and interested—reinforcing brand loyalty and encouraging ongoing interaction now through the holiday season (and beyond).

Curious about having your email and SMS marketing on one innovative platform? Schedule a demo to see what Attentive can do for you. 

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‍Methodology

In August 2024, Attentive conducted a survey of 600 US consumers aged 18+ about their sentiments toward marketing during the election season.