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Holiday Trends Marketers Can’t Ignore

"by: @MDGadvertising y HOLIDAY TRENDS MARKETERS CAN'T IGNORE THIS HOLIDAY SEASON IS FILLED WITH DIGITAL TRENDS. Consumers' (holiday) spirits are up, and retailers will be busy. As the twinkle lights heat up, marketers are on the lookout for ways to reach American shoppers. Here's a hint: Consumers are spending more online, they want tablets, and social media isn't the only advertising tool they're using this season. THE COMPETITION IS HEATING UP Christmas came early this year for many retailers, as more than 30% of retailers started advertising their Black Friday deals earlier in 2012 than they did in 2011. 42% * Advertising earlier helped retailers gain in value perceptions. According to YouGov's Brand Index, the top 10 retailers perceived to provide the best value are: OCT amazon TARGET. Walmart * jcpenney In 2012, 42% of retailers started Christmas advertising in October. KOHL'S ebay BEST BUY OLD NAVY sears Marshalls. 74% * Because of the earlier jump in holiday marketing, more consumers started their holiday shopping prior to November. PIRCHASE STERY НАРPY 35% 43% HALLOWEEN In 2011, online sales increased by 74% the week before Christmas. 2011 2012 SHOPPERS GONE MOBILE Holiday shoppers are no longer shackled to their home computers. Today, 40% of consumers will browse items in stores before making their purchases online. * Across the board, people are using their mobile devices as Christmas shopping tools for a variety of activities, including: amazon SALE LOCATION CONTACT 42% 41% 37% 37% 33% Checking for sales and specials Looking for competitive pricing on Amazon Browsing online stores for products of interest Looking up store information Searching for product ratings and reviews * It pays off for e-commerce retailers, as shoppers using tablets typically spend more. AVERAGE AVERAGE PURCHASE VIA TABLET VS PURCHASE $96 VIA DESKTOP ................... $11 THE STATE OF ONLINE SHOPPING 98% of all Christmas shoppers will be doing a portion of their shopping online, and two out of three Americans are planning to do most, if not all, of it online. * Online sales in November and December will be about 17% higher in 2012 than 2011, following a continual annual increase. 80 Billion $46.64 BILLION $54.47 BILLION $40.04 BILLION 60 Billion $$$$ - 1+ $33.79 BILLION 40 Billion BUY 20 Billion 2009 2010 2011 2012 HOLIDAY TABLET HABIT With 10% more people buying mobile devices for Christmas this year, it shouldn't come as much of a surprise that more than half of all consumers want a tablet. One in four shoppers would even give up buying another gadget if it meant having a tablet instead. 59% * 2012 is the first year where several high-quality credible tablet options will compete against the iPad, giving consumers more choices for which brand to put on their wish list: TABLET iPad 3 or iPad 63% Given the choice between a iPad Mini m24% PC or a tablet as a holiday gift, 59% of respondents in a PriceGrabber survey chose the tablet. Samsung Galaxy Note .22% Amazon Kindle Fire HD 20% Microsoft Surface 13% Google Nexus 7 12% Amazon Kindle Fire 8% Sony Tablet S , 8% Toshiba Excite 7% 34% * According to a 2012 TechBargains survey, prospective tablet buyers are making their choices based on: TABLET 87% 77% Dear Me, Merry X-mas 68% 61% 49% 40% 24% About a third of those buying tablets this Christmas will be Ш REBATE SSS I: purchasing them for themselves. DEALS Brand reputation Consumer Free Discounts Friends' Rebates Coupon codes recommendations product reviews shipping REACHING CONSUMERS Advertisers expand existing online marketing and continue to increase spending in social media marketing, according to Experian's "2012 Holiday Marketing Checklist" study. * 2011's Top 3 Most Successful Holiday Marketing Tactics: "Percentages slightly rounded past 100 KEY: | Extremely Successful Very Successful |Moderately Successful Slightly Successful Not At All Successful Didn't Use Email Marketing 5.3% 40.4% 29.8% 5.3% 3.5% 15.8% Paid Search Marketing 9.3% 31.5% 31.5% 7.4% 3.7% 16.7% Online Display Marketing 3.7% 25.9% 33.3% 16.7% 5.6% 14.8% * 2012's Social Media Holiday Advertising Investment, Compared to 2011: *Percentages slightly rounded past 100 KEY: Significant Increase Increase Same Investment Decrease Significant Decrease Won't Invest f) 5.9% 37.3% 47.1% 7.8% 3.9% 29.4% 41.2% 2%- -2% 21.6% As 57% of Americans will be shopping the day after Christmas, advertisers can keep the sales going right past the actual holiday. DECEMBER 26 mdg SOURCES: EMARKETER.COM, EXPERIAN.COM, PRNEWSWIRE.COM, BUSINESS2COMMUNITY.COM, TECHBARGAINS.COM, BRANDINDEX.COM, ECONSULTANCY.COM, BIZREPORT.COM, LIVEPERSON.COM, INR.SYNAPTICDIGITAL.COM/AMERICANEXPRESS mdgadvertising.com twitter: @MDGadvertising

Holiday Trends Marketers Can’t Ignore

shared by MDGadvertising on Nov 28
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Each year, the holidays bring out consumers looking for great gifts and good deals. Yet long before the masses hit the malls, marketers have their eyes on spotting the shopping trends of the season th...

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