In recent years, more shoppers have shifted from the brick and mortar experience to doing the bulk of their holiday shopping online. This year, those trends will continue to accelerate, and it’s likely more people will shop online than ever before. Nearly 75% of shoppers have reported that they’ll shop online more this holiday season than during previous seasons.
Taking that into consideration, it’s suggested that you develop online and curbside shopping options and offer more discounts. It will be essential to provide excellent customer service and quick fulfillment of orders. With the stress shoppers are under this holiday season, making their shopping experience go smoothly will pay dividends down the road in the form of increased customer loyalty.
In 2020, fewer shoppers will want to stand in line at 5AM to shop for Black Friday sales. It’s been reported that at least a third of the shoppers who normally shop on Black Friday have said that they won’t do so this year.
Cyber Monday has been cutting into Black Friday sales for years, and this year it’s expected to negatively impact Black Friday even more. It’s recommended that you direct your ads at the new legions of shoppers working remotely in their fuzzy slippers. Working professionals will be able to do their holiday shopping on Cyber Monday from the comfort of their homes.
Curbside Pickup is all the rage these days. From big companies like Walmart to your local pizza shop, a lot of companies allow you to order ahead and pick-up in-person. Some retailers let you stay in your car and are set-up for social distancing by loading your purchase directly into your trunk.
Google Ads now offers the option of showing that your business offers curbside pickup, as an additional measure to keep shoppers safe in the COVID environment. Options like these are greatly appreciated by consumers.
There are certain times during the holiday season that due to demand and sellout, rates are higher. Plan ahead and purchase your advertising now, so you’re not up against limited inventory and increased competition.
Each year, it seems holiday shopping starts earlier. Forty percent of consumers start holiday shopping before Halloween, which means many people may already be in the holiday shopping mode.
If shoppers are already in gear, this means ad campaigns should start early as well. Campaigns should start as soon as possible to capture the earlier rush of eCommerce holiday sales.
Holiday shopping is always a benefit for stores. With the right advertising, companies can be as successful as they have been in the past. That said, it’s imperative to stay ahead of the curve when it comes to ad campaigns this year.
Capitalizing on this season has never been more important for advertisers.The right advertising can target shoppers and increase traffic to your website and store to help give you a boost in year-end sales. While the pandemic has changed the world, the right advertising messages can drive customers to your eCommerce website and retail locations to make it a joyful and profitable holiday season for all.
Excerpts from “Radio’s 2020 Holiday Roadmap”
(from a recent Jacobs Media COVID 19 Survey, October 2020, with 27,049 respondents surveyed from 355 commercial radio station databases)
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