Before you know it, the next holiday season will be upon us. New consumer insights gleaned from Magnetic’s platform, along with a survey commissioned through market research company Ipsos Connect, reveals key trends to keep in mind for this year’s holiday planning.
After looking closely at how people shop, when they begin their holiday research, and what devices they use, marketers can determine the best way to reach shoppers and capitalize on the moments that matter most.
Since digital gives people always-on access to information, holiday research now starts several months in advance. Magnetic’s survey with Ispsos Connect showed that 79% of people search for gifts online and more than 1/3 start searching more than a few months in advance. If you don’t get your holiday strategy kicked off early enough in the year, you run the risk of missing the opportunity to influence early shoppers and may miss out on capturing in-market buyers.
People took the 2015 Black Friday and Cyber Monday deals seriously, with 24% starting their online search for deals a month in advance, and about 50% starting more than two weeks out. Less than 10% of people started their online search the week of the holiday. And, of the people that focused on finding deals, 70% learned about them through email, 64% from online search, 56% online ads and 38% social networks. Consumers will appreciate the brands who push out relevant communications across channels well in advance of the deal-driven weekend.
Following Cyber Monday, Magnetic saw purchases rise until the last day for standard shipping (December 15th). Magnetic’s search insights also showed 79% more gift card searches the week before Christmas vs. first week of December. And searches for TVs spiked significantly the day after the holiday (12/26) Digital channels allow stores to stay open for business 24/7, allowing brands to reach early-bird, last-minute or even belated post-Christmas shoppers.