As the holiday shopping season expands longer every year, small business owners face opportunities and challenges to adapt to changes in consumer behavior. Intuit’s MAILCHIMP’s recent report-Holiday Shopping Shopping: Marketing Strategy for Important Moments-The seven separate stages of this extended shopping cycle will be disclosed to define the trend of modern vacation purchases. Marketing managers should use this data for customized strategies that sympathize with shoppers during this important sales period.
Major results and strategies
This report shows that customer motives expand beyond traditional discount hunting. Surprisingly, 52%of vacation shoppers cited the joy of giving joy with major purchase stimuli. Small companies can use this insight to emphasize the value of memorable gifts to produce marketing messages that cause emotional relationships through storytelling.
In a variety of shopping stages, identifying consumers’ emotional status can make a big difference. Jillian Ryan, senior administrator of Mailchimp’s Content Strategy, said, “The key to reaching vacation shoppers is to understand where consumers are doing all stages of the year -end and New Year holidays.” Customizing messages that match these emotional drivers can improve the effectiveness of the marketing campaign.
Step 7 of holiday shopping
- Early lead up: October is a motivation for a shoppingist who is eager to head start for futures purchases and often feels proud to finish the list early. Small companies can start early promotions or exclusive pre -sales proposals and participate in this demographic statistics.
- Pre -peak sales: By November, consumers respond positively to holiday -themed marketing, and 31%indicate that the price is less influential than other shopping periods. Companies should focus on appealing to the desire for thoughtful gifts and emphasizing the meaningful stories of the product.
- Peak sales: This stage includes a Black Friday, which is purchased by 75%of the world’s shoppers. Small retailers can benefit from limited period proposals or special product bundles, and this discount -based rush can be used.
- Festival stage: In early December, many consumers start shopping in earnest. Local traditions can affect purchasing behavior. Regional companies advertise related promotions to encourage local sponsorship. You can accommodate community practices such as Nicholas Day.
- Last moment sprint: Just before Christmas is important for the seller, as an unstable last -minute shopper pursues delivery in a timely manner. Companies should deliver emergency and prepare inventory of these last minute requirements.
- Betwixtmas: Following Christmas, consumers interfered with personal shopping and relaxed after working. Marketing for self -talent may include target advertisements that promote rest or self -care products.
- new year: At this time, we welcome self -reflection and resolution, and 63%of the shoppers focus on purchasing self -improvement. Promotions that emphasize well -being products or services can be particularly effective during this period.
Actual application for small businesses
Understanding these stages not only for small business owners to effectively plan to sell, but also emphasize the importance of segmentation in marketing. By recognizing the prototypes of a variety of consumers, such as «Discount Dedicator» or «Happy Shoppingers,» the business can create customized messages that resonate throughout the season.
In addition, by utilizing data -based insights provided by platforms such as Quickbooks and Mailchimp, real -time adjustment and strategy can be accommodated, allowing business to maintain a response to customer demands.
Potential challenge to be considered
Despite abundant opportunities, small companies need to explore potential obstacles. The extended shopping season may require you to adjust the inventory management and staff. In addition, it is necessary to maintain marketing efficiency at various stages to a resource -intensive strategic approach.
Small business owners should make clear plans for increasing customer expectations for timely shipment and customer service responsiveness, especially during high voltage vacations.
As holiday purchasing behavior continues to develop, adaptation to these insights can thrive and make the most of this extended shopping period. For more information, you can download the full report of Mailchimp. MAILCHIMP.com.
For small business owners who want to optimize marketing strategies during the year -end and New Year holidays, the report acts as a valuable resource and helps to explore consumer behavior and effectively lead sales.
Image through ENVATO
