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Holiday shopping trends for 2014

Holiday shopping trends

Over the 2014 holiday period it’s estimated the average shopper will spend $804 – that’s $616.9 billion in the US alone! With all this money going around over the next few months, what’s influencing consumers’ spending decisions and how can you make sure that people are shopping at your store?

 

Key shopping dates

People are preparing for the holiday season earlier than ever before. It’s predicted that over 26% of people start their shopping before Halloween.

Google have put together this handy calendar, showing the key dates that people are searching and shopping online, and in-store. It’s a great resource to help prepare for how you are going to attract customers to your store and the importance of starting your promotion as soon as possible.
Key holiday shopping dates

 

And these key US shopping dates have spread globally. Black Friday has now been adopted by UK stores. And, Cyber Monday is a major shopping date for Australia, who also see a spike in online shopping on Green Monday (the second Monday in December).

Other key dates for the Southern Hemisphere are November 19 and 20. And, December 2 and 9. And of course, the last-minute shoppers on Christmas eve.

Now that you know when people are shopping, how can you get them buying for your store?

 

Gain customers in-store and online

The two major channels for shopping are online and in-store – and customers expect a seamless experience between the two. A survey by PWC and Strategy& predicts that these holidays, there will be three major shopping profiles:

  • Tradeoff shoppers (39%) will shop and buy online if it is cheaper

  • Transitionalitst (29%) will shop online a bit, but will prefer traditional stores

  • Digitalists (32%) will do most of their planned shopping online


Reward your customers for shopping at your store, both online and offline. Offer free shipping to your regular online customers to keep them shopping at your online store, or as a signup bonus to get first time shoppers to join your loyalty program and choose your store, over the competition.

If your store only sells products in-store, you can still be available online. Recent research from Google shows that information found on the internet can actually drive customers in-store. Use online content to drive traffic to your store, like listing in a directory, and sharing your up-to-date product and pricing information.

 

motivate instore shoppers using digital

 

Areas of influence

With so many stores at their fingertips, what are the key things that influence where shoppers spend their money over the holiday season?

 

Influence holiday shoppers

 

Customers are more likely to shop at stores that have personalized coupons or exclusive offers in-store. And recommendations have a strong influence on where customers shop.

If you have a loyalty program for your store, you can segment members of your database and send them exclusive offers over the holiday season, and also offer a signup bonus for joining your loyalty program – giving your store a competitive advantage over the competition. You can also track customers and reward them for sharing recommendations for your store online.

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