3 Trends Driving This Year’s Holiday Season
The holiday season is one of the most important – and most competitive – times of year for many companies. And thanks to a shorter shopping window after Thanksgiving, the pressure may feel even greater.
The silver lining? Overall retail spending is higher than ever, in both brick-and-mortar stores as well as e-commerce. With so many brands and products competing for customers, it’s important to reach and engage shoppers in key decision-making moments.
Here’s a look at three key behaviors of this year’s shoppers, to help you exceed expectations and start the new year on the right foot.
1) They’re begging to be inspired.
- 34% of people say that discovering new products and getting ideas are aspects they enjoy most about shopping. And shoppers aren’t just looking for inspiration during the holiday season – they’re searching all the time. If you’re hoping to reach these always-on consumers, you might need to redefine your holiday timelines and extend your marketing efforts beyond the standard peak shopping season.
2) They’re thrill seekers.
- For 52% of shoppers, finding a great deal is the most enjoyable thing about shopping – even better than getting the lowest price. While some may get a head start on research, many shoppers hold off hitting the “Buy Now” button until they know they’ve got the best deal.
3) Time is their most valuable asset.
- 13% of shoppers don’t want to do research. They either don’t enjoy, or don’t have time for this process. When they want to buy, they want to do so now and in the easiest and quickest way possible. But shoppers have other parameters that affect their decision-making. 47% factor in the type of return policy offered, and 55% say they like it when companies make it easy for them to do what they want without having to talk to anyone. Highlighting seamless shopping experiences like easy returns, fast and/or free shipping, or in-store pickup can help you beat the competition.
There is one constant across these three unique shopping trends – the way people shop around the holiday period is evolving. You may need to broaden marketing strategies to incorporate these new behaviors so you don’t miss out on valuable customers — both within and outside peak holiday shopping times.
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