Black Friday traditionally marks the start of the holiday shopping season in the United States. However, in recent years sales have launched days – and in some cases weeks – before the Friday after Thanksgiving. Stores are seeing an increase in both in-store and online sales on days other than Black Friday and Cyber Monday. In contrast to the dramatic increase in online sales due to the pandemic, this season is showing that people are still eager to shop in stores. This can be attributed to people just wanting to get out of the house after quarantine in addition to the natural interest in seeing products in-person before purchase. According to Retail Dive 56% of customers often prefer to “see in-store, buy online”. This percentage increases dramatically when surveying consumers 65+ in age.
What Does This Mean for Your Brand?
At Marketsmith we are always staying ahead of current market trends and understanding how this is affecting retail performance for our clients. Your business will remain strong throughout the holiday season if you keep these things in mind.
- Supply and Demand
Supply chain uncertainties prompted retailers to kick off holiday marketing earlier than ever in 2020. Many retailers are urging customers to shop earlier due to stock issues.
- Curbside Pickup and Buy Online Pick Up In-Store (BOPIS)
This trend has taken off after launching during the pandemic when many people simply could not shop in-store. This forced retailers to get creative and offer new convenient solutions. Having curbside pickup or pick-up in-store options allowed a new hybrid reality of combining traditional shopping in a technologically advanced world. This trend has continued into 2021 and there are no signs of it stopping! Dick’s Sporting Goods, parent company to our client GameChanger, is currently offering both options while also offering a coupon if you shop online for in-store purchases.
- Marketing on Social Apps
Shoppers often have difficulty finding what to buy for others, so there is where sponsored posts on social apps come in. Most shoppers will say they discover most of their gifts on an app. Lovesac is no stranger to this as in the last few years we have expanded their presence through social media apps like Facebook, Instagram, TikTok, and Pinterest.
Benefits of Direct-to-Consumer for Holiday Shopping
It may be easier for some customers to purchase products at their nearest big box store, but with more online sales then ever, the chances of a customer purchasing directly from the brand are pretty strong. This chance can double when your in-store benefits beat a department store’s sale such as an exclusive extended warranty or a money-back guarantee.
What it all comes down to is that it is never too early to begin preparing for the holiday rush. Retail sales absolutely depend on promotions, market conditions, and supply chain challenges but your marketing strategy and approach set you apart from the competition. Let’s talk about how Markestmith can differentiate your go to market strategy and drive your retail sales in 2022.