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4 Stats to shape your festive strategy
Rebecca Appleton • 30 September 2020
Google says use this data to enjoy a strong holiday shopping season
We might only just barely have reached the start of October and the final quarter of the year, but the fact that we are still weeks away from Halloween, Black Friday and Cyber Monday shouldn’t deter you from targeting holidays sales right now. Citing changing consumer behaviour, shopper preferences and even new product categories, Google says that this year’s festive shopping will look different to what we have come to expect and that those retailers and e-tailers able to adapt will be the ones who enjoy the best chances of success. The search engine has shared a few key stats from its latest bout of research, which should help you to get your e-commerce sites prepped and sales strategies in place.
1. More than 6 in 10 shoppers will go online
It’s not shocking to hear that online shopping has never been more popular or, that foot traffic on our high streets is sparser than at any time in recent memory. With all non-essential stores now open, what might surprise you is that 61% of shoppers say the pandemic has changed how they will shop for the festive season. You may think that with restrictions listed, many people would be racing to head back to a sense of normality and hit the stores but, numerous studies confirm that for many of us, online shopping seems to be the way forward.
If you run an online store, that’s great news as it means you should have more chances to make more sales. To be certain that’s the case, make sure your page speed is optimised, your check out process is mobile friendly and your user experience seamless.
2. Half of shoppers prepared to try a new retailer
If your e-commerce website is relatively new, you still stand a very good chance of making sales this holiday season. Google says half of shoppers will buy from a new-to-them retailer at some point in the run up to Christmas.
3. Nearly 8 in 10 will refer to videos
Now would also be a good time to optimise your YouTube presence and squeeze in a few last minute video production sessions with data showing that last year, 79% of shoppers used video and search in their decision-making process.
4. App users spend 37% more
If your brand has both an app and an online store, you’re already in a prime position to enjoy strong sales. Google research shows that app users will spend 37% more than customers who haven’t downloaded your app. They will also buy over a third more and buy 33% more frequently. Consider how you can nurture your app users – and perhaps incentivise them to shop with targeted, push promos and offers.
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