Major shopping days such as Black Friday and Cyber Monday continue to generate billions of online and in-store sales for retailers. Yet more consumers are opting to skip the crowds and begin their holiday shopping as early as September.
According to Deloitte’s 2016 Holiday Survey, 78% of people use their smartphone for holiday purchases while 61% rely on mobile devices to find store locations. As consumers spend more time on mobile devices to meet their holiday needs, research indicates that people are also searching for and purchasing gifts much earlier and later in the year. Here are three compelling reasons to kickstart your mobile advertising strategy well ahead of the peak holiday season.
1) More Promotional Opportunities
Deloitte’s survey reveals that 23% of consumers complete most of their holiday shopping before Thanksgiving and another 52% rely on deals other than Black Friday for holiday purchases. These shifting buying behaviors translate into longer promotional periods, which in return, provide more opportunities to experiment with mobile marketing strategies and identify tactics that resonate best with online shoppers.
With 17% of households planning to do some post-holiday shopping, the quest for the best deals also influences consumer buying habits after December 25th. As one of the busiest shopping days of the year, take advantage of post-Christmas traffic by retargeting repeat online and in-store visitors with location-based, mobile offers and after holiday sales.
2) Create Meaningful Connections with Customers
Starting your mobile marketing efforts before the height of the holiday season gives you additional time to refine your digital presence for a growing mobile audience and create value for site visitors with relevant and timely content.
One way to build these online relationships is by running personalized campaigns that reward customer purchases. In Alliance Data’s 2017 holiday retail outlook, consumers’ biggest motivators for holiday purchases are promotions, including free samples and loyalty program rewards. Furthermore, using mobile apps to store member information and push member-only notifications can guide consumers closer towards the decision stage of their buyer’s journey.
3) Boost Mobile-To-Store Purchases
While mobile shopping has surged over the past year, a report by First Data reveals that 81% of retail spending during Thanksgiving and Black Friday still happens at brick-and-mortar stores. Data from Criteo also shows that nearly 60% of shoppers believe it’s important to be able to start an order in one channel and modify or complete it in another. Thus, location-based mobile advertising can be a powerful tool for targeting early holiday shoppers who search for items online but complete final purchases at local retailers.
Moreover, this study found that eight out of ten customers are less likely to visit a store if they’re unable to view product availability online before visiting the retail location. To avoid losing potential sales, make sure your mobile website reflects current inventory levels to create a frictionless mobile-to-store checkout experience for early holiday shoppers.
The shift towards digital shopping on smartphones and tablets shows little sign of slowing down soon. And with consumers starting their holiday shopping closer to the warmer months, marketers will need to target (and retarget) people when and where they want to shop. Start your mobile advertising campaign sooner rather than later to maximize ad spending on seasonal promotions, location-based offers, and a fluid web-to-store experience during the extended holiday season.