A few weeks ago, we talked about how to amp up your holiday marketing campaigns before the start of the season. Now, just a couple weeks away, sales are trickling in and you wonder if it’s too late. The answer simply: it’s never too late.
According to a recent study conducted by CivicScience, 28% of consumers identify as a “Last Minute Shopper”, meaning they wait until the last few weeks before Christmas to do all of their shopping. Compared to other customer segments, these individuals skew towards being childless, 24-35 year olds. The same report shows that this customer segment is 25% more likely to use Pinterest than the general population. These last-minute shoppers are 83% more likely to use Snapchat than the general population. They are also 2.5X as likely as the other shopping groups to watch online TV and news.
Seeing that this is a very different shopper than those you may see during Black Friday or those end of season sales in October, check out our 10 great do’s and don’ts for marketers to consider when trying to capitalize on the last minute holiday shopper sales:
1. DO send out emails.
Mobile is everything. Make sure your emails are set up to load quickly and cleanly on mobile devices. 30% of mobile shoppers abandon a transaction if their user experience isn’t optimized for their mobile device. Execution must be flawless on all platforms.
2. DON’T spend excessive time on in-store visuals.
Place key products front and center when people walk in the door. But at this point, it’s best to shy away from trying to execute elaborate displays and merchandising. These last minute shoppers want to get in and out fast.
3. DO take advantage of mobile.
New ad platforms now use beacon technology on mobile devices to push out ads to likely customers shopping in close proximity to your store. Call in last minute shoppers only steps from your store through a fun animated ad pushed to their mobile devices.
4. DON’T forget about Facebook.
Facebook ads can be planned and executed in just one day – making it a great way to drive last minute sales and capture shoppers. Print, radio, and other digital platforms have longer lead times for production and execution. Facebook quick turn around will help you capture last minute shoppers.
5. DO make the shopping process simple.
These consumers likely don’t have the time to come up with gift ideas on their own. Simplify the shopping process for them by coming up with quick gift-guides and full menu ideas for holiday dinners.
6. DON’T underestimate the power of Pinterest.
The above stats say it all. Pinterest is a primary go-to for these shoppers looking for last minute gifts. Make use of the “Buy It” button to turn your social media into a shopping experience.
7. DO maximize Snapchat.
Snapchat stories are a great way to share live, real time products and ideas with consumers. Create a sense of urgency with viewers by showcasing your best holiday solutions and specials in a 24 hour story.
8. DON’T be Scrooge.
Have fun with the holidays! Customers love a warm and fuzzy message, so come up with something seasonally appropriate for these last couple weeks. Don’t be afraid to feed into the holiday excitement!
9. DO incorporate an offer or contest.
Use social media platform to promote offers and contests. These are interactive ways to not only heighten brand awareness but also to drive traffic to e-commerce stores. Giving customers a chance to vote or share their experience generates loyalty, encourages additional purchases, and instills confidence around purchases for last minute shoppers.
10. DON’T forget to contact Catalyst for help!
Give us a shout for help targeting the last minute holiday shopper and your other year roun needs for fresh strategy and killer creative!
