The marketing campaigns for holidays such as Halloween or Christmas, as well as for events such as Black Friday or Cyber Monday are happening earlier and earlier every year. In cities like London, during the month of August we can begin to buy Christmas products in the main shopping centres.
Black Friday and Cyber Monday produce a special warm-up before Christmas, causing publicity, shopping and the spirit of Christmas to come sneaking upon us. Thanks to this, more is sold. According to Stephen Hoch, “in this competition among retailers no one wants to be left behind. That makes the holiday season start a little earlier each year. “
The closer the holiday in question is, the price of related ads increases. However, this type of advertising does its job. According to a study by AYTM Market Research, 47.3% of respondents believed that early Christmas announcements were effective (29.4% considered the opposite to be true). Most consumers do not mind feeling the Christmas spirit early, in fact, this makes them even in a better mood.
When is it advisable to promote ourselves if we are a brand?
According to an AppNexus report, the brands that need to boost their sales by this time, should know that one week before Christmas the ad and conversion rates are at their highest level. This is because consumers are more likely to buy products and click on ads between December 12 and December 21.
This season, conversion rates should rise steadily during the month of November to peak in December. Last year, they peaked on December 19, just five days before Christmas Eve. After that, they would suffer considerably until the end of the year.
However, at Thanksgiving weekend in the US, conversions are expected to decline slightly. So much so that AppNexus claims that last year’s Black Friday and Cyber Monday had some of the lowest conversion rates ever, despite being grand buying events in the US, data suggest that conversion rates dropped abruptly around the days immediately after Thanksgiving.
Brands must know that they run the risk of spending a lot of money on ads that do not lead people to their Black Friday and Cyber Monday sales. This suggests that while advertisers must anticipate their budgets early, they should also think carefully about their activity in early November.
Social media marketing, essential in our strategy:
The fact that thematic ads begin as soon as this is related to the behaviour of consumers today, in addition to the weight that social networks carry in our habits of consumption. In fact, as soon as these announcements are in front of us, the conversations associated with the festivity in question are practically inevitable, making the event itself stand at the top.
According to data from G/O Digital, almost one in five social network users says that the presence of the brand in social networks influences their purchasing decisions.
To get Christmas shopping ideas, most users turn to Facebook and Pinterest. In fact, 37.9% have Facebook as a source of inspiration for Christmas shopping. 31.6% prefer to pay a visit to Pinterest. Instagram and Twitter follow closely the Christmas spirit on social networks, although still far from its leadership.
What products do we buy and where do we buy them?
We already know that the promotional dates like those that occupy us influence our behaviour and consumption in an undeniable way. In countries like Spain, 59% of consumers plan to make half of their Christmas shopping next Friday. The women say they will take this opportunity to buy gifts that they already have clear that they will acquire for Christmas. In addition, we will also cover winter needs such as warm clothing. In fact, fashion items, footwear and accessories, followed closely by electronic gadgets will be the best-selling products on dates like this Black Friday.
Regarding the type of trade that is intended to appeal, 7 out of 10 users will opt to make their purchases online. While 3 out of 10 still prefer to go to buy in physical stores. The fact that more and more users prefer to buy online is due to two main factors:
– Time saving.
– Economic savings (with advantages like free shipping costs, etc.). This benefit is especially valued in the male sector.
In the US, e-commerce sales at these dates will rise by 17.2%, according to eMarketer’s forecast. This is 3.3% more than last year. That is why businesses will have to ensure that their supply and compliance centres will be able to keep up with the strong demand coming in November and December.
Amazon continues to be a powerful engine in ecommerce, according to analyst Yory Wurmser. To date, Amazon’s revenue growth continues to outpace the growth of online commerce as a whole.
How much do consumers want to spend?
We can affirm that there are no compulsive purchases on this Black Friday. At least this is demonstrated by a study prepared by Privalia, Spanish consumers will spend part of the budget that had been earmarked for Christmas shopping on Black Friday:
– Women will spend an average of between 50 and 150 €.
– Men says that between € 100 and € 150 will come out of their pockets.
Mobile, a plus in e-commerce:
Undoubtedly, the mobile phone boosts the growth rates of ecommerce. According to eMarketer, retail sales of online commerce in the US will increase by 43.2% in 2016. By 2020, retail trade is expected to account for almost half of e-commerce sales.
Most US retail trade growth is occurring on smartphones. In fact, m-commerce sales in smartphones will outperform tablets for the first time in 2016, with 58% of m-commerce retail sales.
“Bigger screens, better mobile design and simplified payment options have all contributed to this explosion in sales through smartphones,” says Wurmser. However, “we are still in the early part of the smartphone trade revolution, and the development of better search applications, payment systems and trading on new platforms will drive sales strongly in 2017.”
Personal assistants as future project:
Voice-controlled personal assistants like Siri could be the immediate future of online search, especially on the mobile. A study by 451 Research states that 13% of smartphone owners use a voice-controlled personal assistant on their device on a daily basis. About 14% use it weekly and 10% say they used it monthly.
Overall, the US National Retail Federation expects retail sales in November and December (excluding cars, gas and restaurants) to increase by 3.6% this year. Online sales are forecast to increase by 7% to 10% over last year.