You may already know this, but your customers do not wait until Black Friday to shop for the holidays.
In recent years, many consumers have started shopping well before the unofficial start of Black Friday, which began with the shopping season. The Black Friday and Cyber Monday (BFCM) retail week-end has evolved into a whole month, creating opportunities for marketers to punctuate throughout the holiday season and even before -this.
Customers start early for years. According to a survey of the NPD Group (free, registration required) in September, about a fifth of consumers had started shopping for holidays in September or before; another quarter said that they planned to start before Thanksgiving.
The percentage of consumers who start shopping before Thanksgiving has remained fairly stable over the past decade, as the number of BFCM consumers has increased and the number of late buyers has declined. Just over a quarter (28%) said they would buy until the last minute, down 4 percentage points from last year.
A surprise among veteran's day buyers this year. Adobe reported this week that online shopping this past Sunday (Veterans Day) had increased 29.1% over last year, generating a total of 1.82 billion dollars of sales. On the Monday following Veterans Day, consumers spent a record $ 1.95 billion, up 32.6% from last year.
"While online shopping started slowly earlier this month, we saw a sharp acceleration of the Veterans Day weekend," said Taylor Schreiner, director of Adobe Digital Insights. "Many retailers have offered sales for the Veterans Day weekend that consumers have capitalized on, a forerunner of the record online shopping we've been waiting for during Thanksgiving, Black Friday, Cyber Monday and for the rest. of the season."
Be ready to welcome and retain new customers. Even though shoppers may moan when they see Christmas products before Halloween, many of them are already doing it at that time. If you create your holiday sales strategy around the Black Friday weekend, you may fail to attract early buyers.
According to ContentSquare's customer data, the majority of business customers earned from November through the end of the year will be new. From Nov. 1 to Black Friday last year, 61% of customers were new; at BFCM, 59% were new, according to the data.
The important thing is to have solid plans to keep all these new customers.
According to Dave Charest, director of content marketing for the Constant Contact email provider, the same is true regardless of the size of the company. "More than half of our small business retail customers said that new customers acquired during the holidays became loyal and loyal customers, making the season of crucial importance."
About the author
Robin Kurzer began his career as a newspaper reporter in Milford, Connecticut. She then made her mark in the world of advertising and marketing in Chicago in agencies such as Tribal DDB and Razorfish, creating award-winning works for many major brands. Over the past seven years, she has worked as an independent and professional writer of communications in various industries.