A shorter holiday shopping season brings higher stakes. Make every connection count
This year, consumers are facing a condensed holiday shopping season and an abundance of choice. This calls for an updated marketing approach to holiday readiness that rethinks how to win every day, not just “peak days.”
As you’re building your holiday marketing strategies, lean on our consumer mindset framework. Understanding these four mindsets — deliberate, deal-seeking, determined, and devoted — will help you connect with customers throughout the season.
- Starting as early as May, consumers are deliberate, thoughtfully planning their holiday purchases and wishlists.
- Throughout the season, they’re continually deal-seeking, hunting for deals and prioritizing quality and value, but we see this behavior peak during Cyber Week — the five days between Thanksgiving and Cyber Monday.
- In December, they become even more determined to complete their shopping ahead of the holidays and engage across channels.
- Through January, devoted consumers continue to shop past peak season and prioritize brand loyalty.
This holiday season’s condensed purchase period intensifies the need for brands and retailers to cater to the early-shopping mindsets, deliberate and deal-seeking. Brands and retailers can gain a significant edge by fostering confidence, encouraging purchases before Black Friday ushers in the holiday rush, and ensuring they stay in consumers’ consideration sets for later purchase.
Read on to learn how to stand out to shoppers, and tune into Think Retail on Air on Aug. 27 to hear from leading marketers, industry experts, and our product teams about how to build your seasonal strategies.
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Originally published by Google here.
