Date post: | 11-Jan-2017 |
Category: |
Business |
Upload: | keith-rouse-omcp |
View: | 120 times |
Download: | 0 times |
Getting To Know Your Holiday Customers
2015
The holidays may still be a few months away, but consumers are already gearing up for the year’s biggest shopping season.
They’re searching for deals and checking them twice across a variety of screens (mobile, increasingly).
Given that the holiday shopping season kicks off earlier every year, here are some seasonal highlights from last year.
'Tis the season... to shop
ON THE RIGHT COURSE FOR A STRONG 2015 HOLIDAY SHOPPING SEASON
NRF forecasts Holiday retail sales to increase
4.1%
Source: NRF
All OF Q4 IMPACTS HOLIDAY SALES
Source: NRF
In 2013, October thru December delivered similar levels of sales.In 2014, November was a strongest driver for sales activity.Predicting the best sales month may be difficult for 2015, so a continual advertising presence starting in October would be the optimal course of action.
Start early
2015 HOLIDAY SHOPPERS WILL…
Use mobile more frequently to help them shop online
Half of shoppers will research purchases before Thanksgiving weekend
52% of online smartphone shoppers used their phones throughout the shopping process
Source: Google Holiday survey
Consult more sources before
making decision
12 sources consulted... nearly tripled from 2010
I've already started before Labor Day Before Halloween Black Friday/Cyber Monday
early December
15%5% 9%
19%
48%
SHOPPERS START EARLY
29% of shoppers will research before Halloween
Halfwill research before Thanksgiving
Source: Google Holiday survey
WHY CONSUMERS START SHOPPING EARLY
Source: NRF
MARKETERS HAVE MASSIVE OPPORTUNITY TO INFLUENCE EARLY IN THE SEASON
57%of holiday shoppers don’t have
specific products or brands in mind when they begin their holiday
shopping
78%of consumers are not loyal to a particular
brand
Source: Google Holiday survey
WINDOW OF INLFUENCE EXTENDS THRU THE HOLIDAY
Source: Google Holiday survey
41%of shoppers will not complete holiday shopping until mid-December
24%of shoppers will not complete holiday shopping until the “last minute”
8%of shoppers will not complete holiday shopping until after Christmas day
SO LONG BLACK FRIDAY, HELLO GRAY FRIDAY
Source: Google Holiday survey
Last holiday season, shoppers seemed hungrier for a deal than they were for turkey.
Black Friday transformed into Gray Friday; the big shopping day’s sales were diluted a bit as retailers began their promotions and deals early.
Retailers stretched Black Friday deals and promotions across the whole month of November removing the focus from one big day of shopping.
GRAY
Week of Thanksgiving & Black Friday
9 WEEK PRIOR
8 WEEK PRIOR
7 WEEK PRIOR
6 WEEK PRIOR
5 WEEK PRIOR
4 WEEK PRIOR
3 WEEK PRIOR
2 WEEK PRIOR
1 WEEK PRIOR
2012 2013 2014
QUERIES PEAKED EARLIER‘Black Friday’ Query Demand
Consumers are researching Black
Friday earlier each year
2013
2012
2014
Source: Google Trends/US
HOLIDAY SHOPPING HAPPENS ONLINE
5 hours 46 minutesTime spent on digital
Increased by more than 2 hours in the past three years
Source: Google Holiday survey
4 of 5 holiday shoppersconsider the internet themost “useful” resource
ONLINE SEARCH INFLUENCES SHOPPERSShoppers are 1.5x more likely to buy than those who do not use search
Source: Google Holiday survey
SMARTPHONE – ULTIMATE SHOPPING ASSISTANT
75% of smartphone shoppers plan to use the phone in-store this holiday season
Source: Google Holiday survey
Source: RAM
Top Sources For Holiday Shopping Decisions
Among Newspaper Readers
61% Coupons61% Newspaper Ads56% Online Retail56% Newspaper Inserts53% Catalogs40% Online Reviews18% TV/Radio Ads
89% Look in the newspaper for THANKSGIVING
specials
NEWSPAPER IS A GREAT RESOURCE TOO!
Source: RAM
Among Newspaper Readers
71% browse ads for gift ideas
58% use ads to compare prices
WAYS THEY USE NEWSPAPER ADS
Source: RAM
RECAP…BIGGEST DAYS FOR SHOPPING
Source: Google Holiday survey
SUN MON TUE WED THU FRI SAT
ThanksgivingMore
than 50% started
shopping
Biggest days for in-store shoppingBiggest days for online shoppingDays spike in shopping-related to searches on mobile
BlackFriday
CyberMonday
GreenMonday
Gifts for Dad peak
ChristmasGifts for Mom peak
KEY TAKE-AWAYS
The Internet has changed the game for the holiday season.
Smartphone owners are comfortable using their phone as a shopping companion.
There is no shopping season… consumers like to shop early and late.
Want to learn more about reaching holiday shoppers for your business?
Contact us today
P: 517.377.1124E: [email protected]