holiday consumer habits to guide your small business marketing
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godigitalmarketing.com @godigitalmktg #WinLocal
Holiday Consumer Habits to Guide Your Small Business Marketing
godigitalmarketing.com @godigitalmktg #WinLocal
Presenters
Krupa PatelSMB Advocacy Manager
Moderator
Megan Perrone-FloydDirector of Marketing
Jerilyn SoncrantProduct Manager – Social Media
godigitalmarketing.com @godigitalmktg #WinLocal
Why is holiday marketing critical to your seasonal success?
godigitalmarketing.com @godigitalmktg #WinLocal
Many retailers don’t feel the urgency to prepare for holidays that are more than 5 months away.“
godigitalmarketing.com @godigitalmktg #WinLocal
Many retailers don’t feel the urgency to prepare for holidays that are more than 5 months away.
That is a big mistake.“
godigitalmarketing.com @godigitalmktg #WinLocal
Many retailers don’t feel the urgency to prepare for holidays that are more than 5 months away.
Thanksgiving, Black Friday and Cyber Monday still represent the biggest shopping period of the year.”
That is a big mistake.“
IBM, June 2015 8th Annual Online Holiday Retail Readiness Report
godigitalmarketing.com @godigitalmktg #WinLocal
Let’s start with the facts…
In-store retail sales increased in the 2014 holiday season to
$851 billionIn 2014, the average person celebrating winter holidays spent
$804 during the holiday shopping season
godigitalmarketing.com @godigitalmktg #WinLocal
Shoppers are always on
82% actually look up store information while out shopping
Small businesses can reach shoppers by targeting consumers around their business location
TOP TIP
godigitalmarketing.com @godigitalmktg #WinLocal
In this webinar, you’ll learn:
Insights into holiday shopping behaviors and trends
When to send holiday messages for maximum impact
How Facebook can power your messages before and during the holiday season
godigitalmarketing.com @godigitalmktg #WinLocal
How Consumers Shop for the Holidays
Insights from G/O Digital’s research study, Holiday Purchasing Habits: A Digital Advantage for Local Businesses
godigitalmarketing.com @godigitalmktg #WinLocal
People start searching online, from all devices
63%research local businesses for the holiday season on a laptop or desktop computer
37%research on a smartphone or tablet
BUT…71%Often or always research online before shopping in-store
25%Sometimes research online before shopping in-store4%
Rarely research online before
shopping in-store
0.4%Never research online before
shopping in-store
godigitalmarketing.com @godigitalmktg #WinLocal
Timing is everything
start thinking about holiday shopping in October or earlier, but the majority don’t actually purchase until November and December.47%
DecemberJanuary February March April May June July August September October November
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Shoppers stay closer to home
Platforms like Facebook have tools to help you reach the audience that is most likely to act on your messages.
62% prefer to stay within 10 miles of their home for holiday shopping.
godigitalmarketing.com @godigitalmktg #WinLocal
Digital discounts reign supreme59% shop at businesses that have the best discounts/coupons
3%
8%
13%
21%
55%
Other
Loyalty or reward points
Special event
Buy one, get one free
Discount of 15% off or more
What type of promotions influence you most to do your holiday shopping at local businesses?
godigitalmarketing.com @godigitalmktg #WinLocal
Which channels best power your message?
75%
Facebook Google+ Mobile phone
Text message
50%
25%
0%
51% 25% 13% 6% 3% 2%
83%are more likely to visit a small business after receiving a holiday-themed email from that business.
29%have actually purchased an item based on a Facebook ad.
On what platform are you most likely to see a promotion from a local business and actually click on it?
godigitalmarketing.com @godigitalmktg #WinLocal
With these insights in mind, how do you actually reach your audience?
godigitalmarketing.com @godigitalmktg #WinLocal
Facebook as a Purchase InfluencerThe power of advertising on Facebook during the holidays
60% 89% 4.2Xof people on Facebook in the 2013 holiday season found Facebook extremely influential to their holiday shopping
of holiday shoppers who shared their holiday shopping experience on a social network did so on Facebook
more often people access Facebook on mobile phones before holiday shopping, compared to search engines
Facebook in the United States
Every day Every month
That’s
United States
74%
77%
people daily people dailyon mobile
people monthly people monthlyon mobile
148M 132M 193M 172M
Source: Facebook Internal Data based on stated and inferred data,average for June 2015.Percentage of Internet and mobile phone users calculated with data fromeMarketer, Apr 2015.
of monthly active users return daily
of Internet users in
Tom’s brother, Daniel
People experience your message as part of their native experience on Facebook
Tom’s best friend, Lindsay
Your message
Tom’s brother, Daniel
People experience your message as part of their native experience on Facebook
Tom’s best friend, Lindsay
Lookalike AudiencesFind people who look like your customers and prospects
and people who look like them
Fans of your Page
Websitevisitors
Mobile appusers
People you know
Little Passports
• Children’s educational multimedia company which sends monthly packages designed to teach kids about other countries and the US
• Implemented Custom and Lookalike Audiences
• 3X customer base growth in 6 months
• 60% decrease in cost per acquisition
Local Awareness
• Reach people near your business
• Users can get directions, call your business, or send a message right from your ad
Wink Threading
• High-end specialized boutique
• Implemented Local Awareness
• 15% increase in in-store sales
• 2X increase in page clicks
• 3100 people reached within a 1-mile radius of shop
godigitalmarketing.com @godigitalmktg #WinLocal
Check out our other resources
Research: Holiday Purchasing Habits: A Digital Advantage for Local Businesses
Blog: Why It Pays to Plan Your Holiday Marketing Strategy in August
Q & A: Prepping for Holiday Marketing: A Chat With Jerilyn Soncrant
Infographic: 8 Habits of the Local Business Holiday Shopper
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