Where Holiday Shoppers Learn About New Items

“Jingle All The Way” might be one of the B list holiday movies but its storyline plays out every year.
There’s always one toy on the list that is virtually impossible to find – you go to the store and it’s sold out. You go online and there are none available.  You check with friends and they tell you that they found it…weeks ago.  Have you ever wondered how people hear about the items they intend to purchase for the holidays?  A new report chronicles the sources of information consumers use to learn about holiday gifts.

shutterstock_71205736• Over two-thirds of shoppers use digital tools to learn about the things they plan to buy

• For adults age 18-24, nearly 80% get their information via social media, online or mobile means – as do over 70% of those aged 25-34

• Six in 10 get inspiration from traditional media

• Nearly 60% learn about gifts from friends
or family

• Just over one-third get the idea to buy a certain item from catalogs

What Does This Mean To You?

Long-gone are the days of the old Sears Wish Book.  The toys were conveniently located in the middle of the catalog and it always seemed to open to the ultra cool GI Joe battle scene or the bridge of the USS Enterprise with its spinning teleporter room.  The toys were never as cool as the pictures.
Today, digital tools are the primary way holiday shoppers learn about the gifts they intend to buy. And because most sites have places to post and read comments, you find out that Barbie’s playhouse has over 100 parts and takes over 3 hours to put together.  The digital revolution has given shoppers all the information they need.  Mobile has made that information more powerful and portable.  It has also given you more opportunities to create unique selling opportunities and set yourself apart from the competition.  Take time to look at all of your digital promotional entities.
Does it give customers a reason to shop at your location?
Does it set you apart from your competitors?
Does it easily tell consumers where you are located and how to contact you?
The holidays are very busy, shoppers make quick decisions.  If your site, mobile space and social presences don’t help bring customers to you, then you are doing yourself a disservice.  In tomorrow’s post, we’ll take a look at the influence social media has over holiday shopping.  For more information on digital campaigns that will bring you great holiday success, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Manager
407.420.5702
afiala@orlandosentinel.com
www.orlandosentinel.com/mediakit

Source: Mobile Commerce Daily; Deloitte

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