Blue Monday Over A Third Of Retailer Marketers Suffering From Poor Mental Health

New research uncovers that a third of marketers are suffering from poor mental health this Blue Monday

While the stress of the busiest shopping period is now over, retail marketers are left feeling burned out, with over a third (36%) of marketers suffering from poor mental health this January. This is according to recent research from digital experience analytics company, Contentsquare.

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Contentsquare’s recent Sale Season Report surveyed 300 retail marketers across the UK, US and France about their plans, concerns and the lasting impact of the Christmas and January sales shopping season on marketers’ wellbeing. The research discovered that over a third (36%) of respondents are struggling to cope with the intensive demands of this busy period.

The luxury sector saw the highest levels of stress among its marketing professionals, with a staggering 50% struggling with the pressures of the season. In addition to this, nearly half of surveyed marketers (41%) reported that they lost sleep over the busy period, while 48% were expected to work overtime and 37% struggled with their work life balance.

“Unfortunately, our research found that the stress caused by the holiday season can have a detrimental effect on marketers’ mental health. Add in the stress of the pandemic and major impacts to the global supply chain; it’s no wonder marketers are feeling a particular pinch this past holiday season that they haven’t felt before,” said Niki Hall, CMO at Contentsquare.

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“While it’s clear that retailers are concerned about their teams, employers should consider  focusing on providing mental health support for their teams throughout the entire holiday season and beyond. At the same time, marketing leaders need to actively strategise with their teams to make the day-to-day work less stressful. That could mean preparing earlier, having the right tools and people in place, and focusing on outcomes that really matter.”

Emilie Manoury, Digital, eCommerce and CRM Director at Clarins, discussed her experiences dealing with past holiday seasons, saying, “Last year when we planned out the days everyone was working, we ensured in advance that everyone would be given time off in lieu to make up for their extra hours. It helped take the pressure off everyone.”

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[To share your insights with us, please write to sghosh@martechseries.com]