For retail businesses, the holiday season is as much a time for competing as it is a time for giving. And the 2016 holiday season is no exception! Consumers are expected to spend a record-setting $655.8 billion on gifts and other holiday-related purchases.
So what are some of the competitive tactics and marketing trends driving the 2016 holiday shopping season?
1.) Holiday shoppers are mobile.
According to the Mobile Marketing Association, mobile devices are expected to have an impact on more than 80 percent of all holiday sales. They are used in every party of the shopping process: idea generation, research and purchase. Target, for example, has found that 75 percent of its customers start their shopping experience on a mobile device. Additionally, 82 percent of U.S. consumers consult with their smartphone while in a store.
This reinforces the value of having a responsive, mobile-friendly website. Simply put, if you’re not engaging with mobile holiday shoppers this year, they’ll be making a list, checking it twice, and your store won’t be on it!
2.) Consumers welcome ideas and suggestions.
Sixty-five percent of holiday shoppers use social media to seek out ideas for gifts. Gift guides and lists of “must-haves” for different audiences can be created as blogs and eblasts and then shared regularly throughout your business’ social media accounts. It’s important to make your customers’ shopping experience as easy as possible.
3.) Stores are giving back.
‘Tis the season of giving! Many retailers are adding charitable elements to their holiday marketing strategies. This includes donating a portion of holiday sales to a local charity, selling items in which all proceeds benefit a nonprofit, or setting up a food or toy drive (offering a discount to those who contribute). Being charitable gives your business and brand a greater purpose and will spur consumers to spend.
4.) Black Friday’s turned gray.
Over the last couple of years, retail businesses have started holiday promotions earlier and have seen a positive response from consumers. Instead having a one-day, blow-out sale on Black Friday, consider stretching several promotions across the entire month.
5.) Free shipping is key.
Have you been disappointed in the performance of previous holiday promotions? Consider focusing this year’s on free shipping! Forty-seven percent of consumers say free shipping was one of the most important factors during their holiday shopping. Offers allowing consumers to buy online and pick up in the store are also gaining popularity.
Is your holiday retail marketing strategy incorporating the latest technology and trends? Contact Baer Performance Marketing to learn how we can help your business grow!
