Consumers are still enjoying the dog days of summer, or dealing with back-to-school stress. The holidays are the last thing on their minds. But for retailers, now is the time to get those holiday plans underway. And with the pandemic still complicating things, it’s good to take the holiday shopping groundwork that was laid in 2020 and build upon it. Here are 3 retail trends to expect this year and how you can utilize them to prepare for success.
1. An Extended Shopping Season
Last year, the supply chain was a nightmare, and retailers kicked off their holiday efforts early, pushing promotions and online deals in October. AdWeek conducted a survey of shoppers and found that nearly half started holiday shopping before—and often in place of—in-store doorbusters on Black Friday. This continued through the end of the year, especially online, driving a dramatic 47% increase in ecommerce sales during the traditional holiday season.
This year, logistics have improved slightly but are still troubled. And the demand for early celebrating (and buying) still exists. Expect to see another extended shopping season, so start connecting with customers both new and established, in-store and across digital platforms, now.
2. Role Reversal
Consumers used to wander through stores, idly browsing. And when it came to online shopping, they were on the hunt for something specific. In the last year and a half, those two platforms have reversed. With the profusion of curbside pick-up and buy online/pick up in-store, in-store shopping has become intentional. Digital shopping has turned into a browsing experience, with personal recommendations and message conversations with sales associates directly through websites and social media.
In order to succeed this holiday season, you’re going to have to create cross over that brings the store experience online, and the online experience in-store.
3. Discovery Through Social Media
Half of the shoppers “AdWeek” polled in this survey had trouble with gift purchasing for others, especially around the holidays. Of those who discovered something online last season, 45% of shoppers said it was a gift for someone.
Social apps are becoming the go-to for product and gift discovery. Nearly 8 in 10 consumers surveyed said they used at least one Facebook app or service for discovery last holiday season. And more and more consumers are following brands and businesses both large and small on social. Make sure you have a social media holiday campaign in place, whether it’s gift guide posts or videos showcasing new products and looks. Setting aside a social advertising budget for the holidays would also be prudent.
Meet with Us at JCK
Headed to Las Vegas Aug. 27th-30th? Get ahead of the holiday marketing game. Schedule a consultation to discuss holiday marketing strategies and more. We’ll be located at Stand 59055 in the Essentials and Tech Pavilion, and will be featuring our newest social media and flip book programs.
Call us directly at 615-256-3393, email rick.arnemann@nullharmongrp.com, or fill out the form below to schedule your meeting.