In the article "Holiday Is (Almost) Here: 5 Shopping Trends Marketers Should Watch", from
thinkgoogle.com, the authors describe each of these trends using data to backup their findings. Here is my summary of their article which can be found at
https://www.thinkwithgoogle.com/articles/five-holiday-shopping-trends-marketers-should-watch.html
- Mobile
- Shoppers will begin using their ever more powerful smartphones to start purchasing products via mobile sites or apps.
- "52% of online smartphone shoppers used their phones throughout the shopping process during the 2013 holidays (Google and Ipsos MediaCT, 2014)."
- Gray Friday
- Stores are starting to promote their holiday deals a lot earlier than before mainly because they have seen that consumers have responded to this timetable in advertising. These retailers have stretched the deals that were only on black Friday to be help throughout the month of November.
- "Some shoppers (29%) will start holiday shopping before Halloween"
- Tech Savvy Shoppers
- With smart phones and tablets permeating through our culture. Is inevitable when shoppers will start using this newly available tech to optimize their shopping experience.
- "The time spent on digital has increased by more than two hours in the past three years—from 3 hours 11 minutes in 2010 to 5 hours 46 minutes in 2013 (eMarketer, 2014)."
- Spending is up but not In-store Traffic
- Shoppers simply don't have to wait in line to purchase products anymore. Technology has made buying products much more efficient (1 click purchasing on Amazon). Therefore spending money has never been easier for the holiday shopper.
- Deals, Deals, and more Deals
- "An extremely high percentage (92%) of shoppers will check prices online for the best bargain (parago, 2014)."
- It's important to advertise your deals where your target market will be able to see them.
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