Are you planning your holiday marketing yet? Your customers are!
Date: October 04, 2017
We all know actions speak louder than words. Consider this, while 59% of consumers say November is when it feels “right” to see a holiday advertisement 47% of holiday shoppers start thinking about what they’re going to buy for friends and family in October (or earlier!). Businesses need to stay top of mind with non-holiday related messaging starting as early as September.
And this year could be a record setting one in terms of consumer spending. This year’s holiday retail season is expected to see continued growth. Retail sales in the U.S. during the months of November and December are expected to increase as much as 4% (for a total of $682 billion) up from $655.8 billion in 2016, according to the National Retail Federation.
How do you capture your share of these dollars? Stay ahead of the shopper with a comprehensive digital plan that includes social media, an engaging website, and search retargeting. Social media and search retargeting is the preferred channel for staying top of mind for consumers, as it allows you to target a consumer based on age, demographic information, geographic location, and then follow the consumer through the decision making, and ultimately the purchasing funnel.
Once the time is right for the consumer to spend, your promotions need to be active and in front of your target audiences. 62% of respondents go straight to search engines when researching a potential purchase for the holiday season. Half of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on computer/tablet did the same. If your business doesn’t have a strong digital presence during this time, chances are you will be eliminated from the consumer consideration set from the start.
Search engine activity during prime holiday shopping increases even more due to mobile device usage. 82% of shoppers search for store information on their mobile devices while they’re conducting holiday shopping. As consumers become more and more comfortable with purchases via mobile smartphone, it is estimated that by the end of 2016, 25% of all retail ecommerce sales in the U.S. will take place via mobile devices.
Activating and managing a digital presence early enough in the holiday season is imperative to capture consumers’ ever evolving “holiday creep” shopping behaviors! Be where your customers are – before they even realize that they are your customer!
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Sources: National Retail Federation, 2017; G/O Digital, Pays to plan Holiday Marketing Strategy in August, 2015; G/O Digital, Holiday Purchasing Habits: A Digital Advantage for Local Businesses August, 2015; eMarketer, A Happy Holiday Season Expected for Retailers, 2015; Google, Understanding Consumer’s Local Search Behavior, May 2014