Tag Archives: Hannukah

Why Consumers Are Using Social Media For Holiday Shopping

Recently, we posted information on ways consumers are using social media during gift buying.  Today, we’ll look at the specific social media functions social networkers are using when making gift decisions.

shutterstock_20917339• Over four in 10 online consumers checked out reviews on social media when making a holiday purchase decision

• Nearly 20% looked at online wish lists

• Over 10% engaged in online discussions with social friends about things they may purchase

• Roughly one in 10 reviewed a gift recipient’s Facebook page for information or checked out photos the recipient may have placed online

• Less than 10% followed brands on social media to see what popular gifts might be, gone to pinterest to see things that the recipient might have “pinned” or looked to see what holiday gifts were trending on social media sites

• Other social media actions consumers engaged in were seeing what products had a lot of  “likes”, watched product demonstration videos or followed a gift recipient on Twitter to see what they might like as a gift

What Does This Mean To You?
Social media gives great insight into who consumers are and what they buy.  It also can be great to promote your offerings.  With competition as stiff as it is for the holiday dollar, what are you doing to leverage social media?  If product reviews are important to shoppers, odds are reviews of your business are important too.  If you haven’t  taken a social inventory yet, you need to.  If it’s been a while since you’ve looked at what people are saying about you online, it’s time to look again.
You may find that there are some good reviews that you can use as virtual testimonials.
You also may find negative postings, out of date information or unanswered questions.  While positive comments are hidden gems that can create new business, negative or out of date information can push shoppers away – possibly to your competition.  Unanswered questions may falsely portray your company as one that doesn’t care about its customers.  For more information on how to create a social reputation that will bring you business, 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: eMarketer; ConsumerSearch

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Social Media and Holiday Shopping

Social media has become a major influence on consumers. In yesterday’s post, we showed information on where consumers learn about holiday gifts – social media being one of those influences. Today, we’ll look at how consumers are using social media when making holiday purchases.

shutterstock_101250643• Nearly half of all holiday shoppers use social media during the purchase process

• The top reason consumers used social media was to find discounts – 54% of consumers who used social media during the holiday purchasing did so to find a discount or offer

• Over half researched gift ideas

• 47% read reviews

• 43% checked to see what family and friends wanted as gifts

• Just over four in 10 browsed products

• Nearly 30% posted comments or shared links

• More than one in four visited a retailer’s fan page

What Does This Mean To You?

Your social networking sites are often the face of your business. Make sure that you promote your offers and discounts there as well as your desktop and mobile sites. For holidays, it may make sense to create special social network pages linked from your main page. This will give you the opportunity to create unique selling and messaging opportunities.
Nearly half of social consumers are looking at reviews and over a quarter make comments – these activities can have a direct bearing on whether the shoppers make a purchase from you. Customers pay attention to social reputations and a large percentage of consumers will not do business with a company who has unanswered questions or issues in their social feeds. Positive comments, on the other hand, serve as virtual testimonials and can help boost business. For more information on using social media to increase sales, 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

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

Places Holiday Consumers Plan To Shop

Since the holidays started, it seems like all of the stores are crowded.  But some stores are getting more traffic than others.  New data suggests that shoppers plan to spend more money at certain types of retailers than others.

• Over half of holiday shoppers plan to spend time in a big-box, discount retailer this holiday season

• Just over a quarter will shop at a traditional department store or an electronics retailer

• Roughly 20% will spend money at an outlet center or an off-price store

• One in five will also shop at a toy store or warehouse club

• 15% will be spending money at a restaurant for gifts as well as home improvement and sporting goods stores

• Just over 10% will spend shop at a drug store or dollar store this holiday season

• Virtual shopping is going to remain a frequent shopping behavior. 45% of consumers plan to shop online for gifts – that’s an increase of 10% from last year

• In fact, 23% of holiday consumers plan to do the majority of their shopping online

What Does This Mean To You?

The competition for holiday dollars will continue to be stiff.  Big box stores, online retailers and outlet centers are going to be key shopping locations for holiday consumers.
Many consumers are going to be consolidating trips to conserve gasoline this year as well.  To make this the merriest of seasons you need to create offers that consumers want, promote them in media vehicles they trust & rely on and leverage every possible advantage you may have.
If your location is in a place, or near a place that attracts shoppers – promote that in your offers.
If you are going to free or discounted shopping – let consumers know about it.
If you are having an event or have special holiday offers – include it in your message.  Show shoppers how convenient doing business with you can be. For more information on how to generate great results this holiday season, 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

How Customers Feel About Holiday Gift Shopping

Some people look forward to holiday shopping all year long.  Then there are others, like me, who avoid going into malls this time of year at nearly any cost.  How consumers view shopping can definitely affect how much they spend and what they buy.  New research is available that gives us a glimpse into how people feel about shopping during the holidays.

• Over a quarter of shoppers say they would rather shop for holiday gifts with others, it makes it more of a social event

• 36% buy gifts for themselves when holiday shopping for others

• Over seven in 10 consumers said they more likely to buy from retailers who offer free shipping

• 44% said they know things will go on sale, so they only buy items that are
on sale

• Nearly one-third of consumers think they get the best deals if they shop late in the holiday season

• Almost 30% believe they will get the best deals early in the season

• 14% expect to use layaway this year

What Does This Mean To You?

There are several ways to leverage these consumer sentiments to bring in more shoppers and create additional sales.
Free shipping has been a key purchase decision factor in almost every holiday shopping study that has been released.  If it is possible to provide it to customers, it is something that would be recommended.  You may want to take a cue from the competition.  If they are offering it, it may be something that draws customers away from your locations.
Make sure that you promote your offers and discounts that you are giving.  Consumers are looking to save money and are hunting for sales.
When crafting your message, utilize phrasing such as “Best Savings of the Season” or “Our Lowest Pricing of the Year”.  Call to action statements like that will move shoppers who may wait till later in the holidays to make purchases.  When marketing your holiday offers, ensure that the vehicles you use are hitting your target audiences.  Do your due diligence and compare these media equally.  Cost per Thousand is an equitable way to measure how efficient the vehicles are.  Ask questions about who they reach as well, this will keep your message focused on your target audience.  For more information on making effective media choices this holiday season, 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

The Gifts Consumers Plan To Buy

From prior posts, we know that consumers are planning to give less gifts.  But what kind of gifts are they planning on buying?  New research has come out that chronicles the types of items consumers plan to buy over the holidays and what items they want to receive as gifts.

• Over half of consumers plan to buy clothing items as gifts this year

• 47% will give gift cards or gift certificates

• Over one-third of shoppers will be buying technology items or books

• Nearly 30% are giving games & toys or CDs, DVDs and Blueray discs

• Close to 30% will also be giving food & liquor as gifts

• Just under one in four are giving away money

• Almost 20% are buying cosmetics & health and beauty aids or jewelry or video/computer games

• The top 3 gifts shoppers want to receive is gift cards (45%), money (43%), clothing (35%)

What Does This Mean To You?

While it’s hard for businesses to carry all types of merchandise – gift cards is something that nearly everyone can offer.  While gift cards may not have a huge sentimental value, they are something that consumer’s desire as gifts and are easy to give as well.
Other reasons to create a gift card:

• Over half of gift card shoppers need more than one trip to liquidate
there card.
This gives you the opportunity to create awareness, loyalty and engagement with shoppers

• 61% of gift card holders spend more than the amount of their gift card and 75% of those who overspend spend 60% more than the value of their card.
Gift cards are almost always an extended sale.  Not only did the original customer make a guaranteed purchase – the person receiving them often spends beyond the cards value

• Nearly 40% of gift cards are not fully liquidated
Unfulfilled gift cards are pure profit for your business

One of the great things about gift cards is their flexibility.  They can be used in-store or online.  Developing an E-gift card strategy can also be very beneficial to your business, especially to attract last minute shoppers.  For more information on innovative ways to create new digital revenue streams or optimize your ecommerce abilities, 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; Card9.com; InternetRetailer.com

How Consumers Plan To Save Money Over the Holidays

Consumers may not be saying “Bah Humbug”, but many plan to give less gifts and save money where ever they can.  It’s easy to go overboard during the holidays, but recent research shows us how shoppers will be cutting back and keeping within their budget.

• Consumers nationwide plan to give 15% fewer gifts this year compared to last year

• Over 60% of shoppers plan to change the way they shop in order to save money this year

• Two-thirds of those who plan on saving will buy more items that are
on sale

• Over half are going to buy lower-priced items

• Nearly 50% will either go online for coupons, deals or better prices or use more store coupons

• Over 40% plan to spend less money on themselves or buy only what their family actually needs

• Roughly four in 10 will make a list and stick to it in order not to over spend or only buy items that qualify for free shipping

• 38% are going to consolidate shopping trips to save gas

• 34% will only shop at stores that have free shipping

• Nearly 30% are going to shop at less expensive stores than in prior years

What Does This Mean To You?

Saving money is paramount for a majority of holiday shoppers.  Any campaign that you engage in should promote the value you deliver and the benefit of shopping at your location.  Also, because so many consumers are looking at consolidating shopping trips – you may not have multiple opportunities to get a customer in the door.  It’s important to know what your competition is doing to ensure your offers are valuable to customers.  As we’ve seen in the past, shipping charges are an issue with consumers.  Free or reduced shipping can help you get more customers interested in your goods & services.  For more information on tactics that can help your business get more customers, 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