Christmas in July

If you haven’t already started preparing for the holiday shopping season, you will be starting out behind the curve. Let me lay out some stats for you:

    • According to a survey in July, 31% of US shoppers had already started their 2021 holiday shopping, with 59% of those surveyed saying they will shop earlier to avoid an item being out of stock.
    • 80% of surveyed shoppers say they will shop at stores that offer discounts.
    • 78% of US holiday shoppers say they will shop at stores that offer free shipping.
    • Globally, Google Maps searches for “curbside pickup” have experienced a 5,000% increase year over year.
    • Shoppers have been – and will continue to use omnichannel experiences to confirm availability and proximity prior to heading out for in-store shopping trips.
    • The combined sales for Black Friday (November 26) and Cyber Monday (November 29) 2021 are anticipated to surpass $10 billion – yes, that’s billion, with a big ol’ “B”.

In general, both days feature much the same types of deals on the same types of items. However, with Black Friday having its origins as an in-store event, many shoppers focus on big-ticket items such as tvs, game consoles, appliances and toys – in essence personal purchases for themselves or their own households. Cyber Monday is typically better for finding deals on travel and items such as clothing and laptops.

As you can see, you will have to bring your digital “A” game to come out on top – especially since your digital game doesn’t only affect online sales. Here are three ways to make sure you do.

  1. Reach customers as they browse.

81% of consumers surveyed around the globe say that during COVID-19 they have discovered new brands online. How have they done this? Product reviews and demos on YouTube have played a major part. You can also make use of short form video versions on social media, i.e., Facebook, Instagram, TikTok and the like.

  1. Engage customers as they research.

Over half of surveyed consumers use Search to inform their in-store purchases. They will Google to:

    • Get information about the product and get the latest reviews
    • Find out which product is the best in its category
    • To compare prices and find sales
  1. Convert customers looking to purchase

Remember, your website is your digital storefront. Maintenance to ensure it is up to date and functioning optimally is key to delivering a personal, fast, and seamless experience to your customers – and did I mention fast?

    • Customers value convenience and speed. A 0.1 second decrease in page load time can result in a 5% boost in your conversion rate.

Also important is to make sure your website is optimized for mobile accessibility and function.

    • According to the 2020 Ecommerce Stats Report published by SaleCycle, while 64% of all online retail traffic comes from mobile, conversion rates are only half that of desktop.

So, you can see how these two points can tie into each other to increase your sales.

I hope I’ve given you some food for thought and ideas for the kinds of questions to ask when you go out do your own internet research to develop your sales strategy.


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