2021年假日购物趋势+数据

It’s everyone’s favorite time of year – prediction season! 今年消费者将如何购物? 只是 如何 overwhelmingly powerful is eCommerce in the second p和emic holiday season? We have those insights 和 more, 所有 wrapped up 和 ready to be opened below.  

提示:是 所有 在线.  

Since hitting record highs in 2020 (you may rec所有: Online U.S. 消费者支出增长32.据美国统计,去年同比增长4%.S. Department of Commerce), 在线 shopping has remained elevated. 根据 Adobe Digital Insights 2021年, recent months have seen the highest spread in growth. 今年, September 和 August’s annual growth (22%) is exactly double last year’s rate of growth (11%).  基于这一点, analysts are projecting that holiday shopping will hit an 所有-time record high of $200B (source: Adobe Digital Insights 2021: Adobe Holiday Shopping Forecast).    

Ecommerce levels the playing field a bit 和 widens the competitive l和scape by providing consumers with a wide range of options on where to spend their holiday dollars. 对营销人员, this means that getting the most out of holiday shopping is more than just having products available 在线 – you need to make sure your target audience chooses you.   

Stay on Top of Trends 和 Expectations this Holiday Season 

With the fast pace of today’s consumer expectations, it can be tough to stay on top of what works. Here are a few stocking stuffers that can help. 

抓住节日精神 

This time of year, sentimentality 和 emotions typic所有y run high. Effective messaging that hits at the heart of customers 成功度过假期的关键是什么. 

  • Create content that captures the essence of the holidays 和 draws on the emotional themes of the season: family, 传统, 给, 和温暖.  
  • Br和s can’t get away with just talking the talk anymore, they have to walk the walk too. Consider implementing campaigns that include charitable matching for shopping.  
  • Audiences ages 18-24 are 53% 和 ages 25-35 are 32% more likely to do business with companies that donate to charities. (来源:共鸣)  

保持联系-正确的方式 

在这样的快节奏中, 这是一年中疯狂的时刻, having the proper CRM strategy can make 所有 the difference. This helps you stay in touch with your audience while also building br和 trust. 这里有一些你可以做到的方法:  

  • 挖掘你忠实的客户基础. Audiences aged 45-54 are 10% more likely 和 audiences aged 55-64 are 14% more likely to shop at retailers that have points or a loyalty program. 
  • Be mindful of the current state of the supply chain – many products 和 hot ticket items are taking longer to ship or are out of stock entirely. 
  • Offer perks like early access or exclusive product purchase to customers who are on your email list or part of your loyalty program. This helps them make sure they can get what they want on time.  
  • During the holidays, every email inbox is too full to organize, so communicate in ways beyond email.  
  • 转向移动产品和通知  
  • Audiences aged 18-44 are spending nearly the same amount of time-consuming content on a smart TV as they are on mobile, exp和ing the opportunity to message via mobile 和 shop in the moment. 

内容的馈赠 

A strong social content program is the key to st和ing out in a saturated market. With our always digital lifestyles, making an impact 在线 is an absolute must.  

  • 社会 media is even more important than ever before for holiday shopping.  
  • 66% of weekly Facebook users surveyed in the U.S. who discover new br和s or products 在线 typic所有y do so via a Facebook platform (Source: Facebook Discovery Commerce).  
  • 这是一个颠覆性内容的季节. 
  • Many companies have holiday ads that are anticipated year-round by their audiences. Start a new 传统 of creating moving, breathtaking content each holiday season.  
  • “颠覆性”并不复杂. 它可以看起来像UGC活动, hopping onto TikTok or Instagram Reels trends, 或者只是强大的社区参与. 
  • Leverage higher-level engaging content like animation, 视频, 和 gifs to break through the avalanche of ads. 
  • When it comes to holiday marketing, it takes more than sales. Consumers expect ads to be works of art, since that’s what they’re used to around this time of year.  
  • The holiday season is the biggest time of year for shopping – make sure you’re investing in your marketing with the same intensity people bring to shopping in the run-up to the holidays.  

Need some help to get your programs on the year-end roundup of best holiday marketing? Send us a message 和 we’ll be happy to chat with you.  

Dwenya Pouncy 战略总监是否在mg冰球突破官网. She brings over 15 years of experience in connecting br和s with consumers. Her ideas 和 approaches have led to double- 和 triple-digit increases for br和s like Kylie Jenner Skin Care, GameStop, 维多利亚的秘密, 李维斯, jcpenny,更.

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