Holiday Consumer Habits to Guide Your Small Business Marketing

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Holiday Consumer Habits to Guide Your Small Business Marketing


Presenters

Krupa PatelSMB Advocacy Manager

Moderator

Megan Perrone-FloydDirector of Marketing

Jerilyn SoncrantProduct Manager – Social Media


Why is holiday marketing critical to your seasonal success?


Many retailers don’t feel the urgency to prepare for holidays that are more than 5 months away.“


Many retailers don’t feel the urgency to prepare for holidays that are more than 5 months away.

That is a big mistake.“


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


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


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


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


How Consumers Shop for the Holidays

Insights from G/O Digital’s research study, Holiday Purchasing Habits: A Digital Advantage for Local Businesses


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


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


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.


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?


Which channels best power your message?

75%

Facebook Google+ Mobile phone

Text message

Twitter

50%

25%

0%

Email

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?


With these insights in mind, how do you actually reach your audience?


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

Krupa PatelSmall and Medium Business Team

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

Broad reach

People who matter to you

Your business on FacebookProfile Page

Create content

Page post

Photo post

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

Know your business goalMaking your ad

Generate leadsDrive foot traffic Brand awareness

Know your audienceMaking your ad

Targeting young people Targeting older folks

Pick a topicMaking your ad

Styling TipFunctionality Value

Targeting

Targeting

Lookalike Audiences

Custom Audiences

Conversion Pixel

Your data Facebook

People you know on Facebook

Custom AudiencesHow it works

Matched targets

Your data Facebook

People you know on Facebook

Custom AudiencesHow it works

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

jaspersmarket.com

Conversion Pixels

jaspersmarket.com

Conversion Pixels

Conversion Pixels

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


Q & A


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

http://www.godigitalmarketing.com/resources/holiday-purchasing-habits-digital-advantage-local-businesses/

http://www.godigitalmarketing.com/pays-plan-holiday-marketing-strategy-august/

http://www.godigitalmarketing.com/prepping-holiday-marketing-chat-jerilyn-soncrant/

http://www.godigitalmarketing.com/resources/8-habits-local-business-holiday-shopper/