5 Strategies that will help marketers to plan better for holiday campaigns
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Transcript of 5 Strategies that will help marketers to plan better for holiday campaigns
Spend more budgets towards evening hours especially at midnight on days like Black Friday as people start browsing for deals in the early hours of morning
Focus on optimising marketing spend on weekdays than on weekends as December approaches
MIQ’s best in-class targeting strategies will help you respond to the increase in demand for specific products by reaching consumers at the right time
MIQ’s audience targeting strategies will help understand consumers at a granular level and anticipate their needs
MIQ’s XDevice will help create different strategies to reach audience on all platforms and understand their path to purchase
GIFTS, CONSUMER ELECTRONICS, CLOTHES AND MORE
Distribute your advertising spend right through Black Friday to Christmas, as categories like gifting and clothing see a continued interest by shoppers
AM
PM
18:00-22:00
22:00-2:00
OCT NOV DEC
ITS ALLABOUT TIMING
Sales during October were uniform across all days of the week
Friday and Saturday record slightly higher sales
As Black Friday and Cyber Monday approaches, November sees 37% conversions on Friday and 29.5% on Monday
But the numbers are relatively lower for Tuesdays, Wednesdays and Thursdays
December recorded the highest online sales.
(73.26% of the conversions seen on Tuesday, Wednesday and Thursday)
10%
20%
30%
37%
10%
SUN
MO
N
TUE
WED
THU
FRI
SAT
SUN
MO
NTU
EW
EDTH
U
FRI
SAT
SUN
MO
NTU
E
WED
THU FR
ISA
T
10%
20%
30%
40%
50%
60%
70%
80%
OCTO
BER
NOVEMBER
DECEM
BER
When It Comes To Retail Shopping Online:
When It Comes To The Time Of Day:
The peak shopping hours shift towards late evening as we move from October to December, with shoppers mostly shopping at midnight in December
5.8x increase in midnight shopping on Black Friday
12
3
4
5
60%
2:00-6:00
6:00-10:00
10:00-14:00
14:00-18:00
10%
Conversion by volume
20% 30%
XII I
II
III
IV
VVIVII
VIII
IX
X
XI
SEASONALITY IN SHOPPING
Our data indicates that consumers don’t shop for all items on their list at once, but focus on buying different products throughout the season. This suggests a
seasonality trend in the way they shop
68%
6%
4%
3%
3%
16%
Shopping site domains are ahead of the rest in terms of both volume and growth
They account for almost 70% of all conversions in the retail season and see the highest growth as December approaches
Pet supplies and charity domains are the other popular domains in terms of online traffic as December approaches
0.4%
0.8%
1.2%
1.6%
2.0%
Interest in clothing and consumer electronics peak during Black Friday
Conversions for gifts see a peak during the
first and second weeks of December
Gifts Consumer Electronics Clothes
UNDERSTANDING YOUR AUDIENCE
Our data shows that while every age group shopped immensely during holiday shopping season:
DESKTOP REIGNS THROUGHOUTHOLIDAY SEASON
1 %
2%
3%
4%
6%
24%
70%
73%
66%
26%8%
21%
5%
Consumers are constantly searching for the best deals and offers, and sometimes checking them on multiple devices before making the final purchase
Purchases on PC’s and tablets increased in December
PC PHONE TABLET
OCT NOV DEC
Gift
s
Cons
umer
Elec
tron
ics
Clot
hing
Aucti
ons
Spor
ts
Furn
iture
Hom
e&G
arde
n
Wed
ding
s
Coup
ons
Anti
q ues
&Co
llecti
bles
Child
ren
E-Co
mm
erce
Jew
elle
ry
Mus
ic
0%
10%
30%
70%
90%
The average amount that shoppers are willing to spend on any gift is around £140. Majority of Brits are willing to spend around £1751 on their spouses and
significant others
Consumers are mostly shopping for gifts, followed by consumer
electronics, and clothing, while also increasingly looking for
deals on auction sites
Increased interest in Sports and the E-commerce category as December approaches
Shoppers have started shopping much earlier — and much of it online
CD/DVD’s make it to the top of the list as the most preferred gift accounting for 69%, followed by
books (69%) and clothing and footwear (62%)2
GET AHEAD OF THE HOLIDAY RUSH
5 Strategies for a Successful Holiday Season
Source: Statista
Source: 1http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11982295/Black-Friday-more-popular-than-Christmas-week-for-festive-shopping.html2Statista
2%
2 4 6 7 98 10 12 14 16 18 20 21 22
6%
10%
Mobile was the most preferred device for
shopping between 7 AM and 9 AM on Black
Friday
At 9 AM, mobile purchases accounted for 55% more than average purchases
during the whole day
PC's accounted for 54% increase from average shopping at
8:00 PM
Tablets accounted for 93% increase from average shopping at
9:00 PM
When It Comes To Gifting:
OCT
NO
VD
EC
2.67x (above average) increase in conversions
on PCs on Black Friday
When It Comes To Holiday Shopping:
Black Friday Vs Cyber Monday Vs Boxing Day
When It Comes To Christmas Shopping:
DISTRIBUTION OF CONVERSIONS ACROSS OCT-DEC (2015)OCT NOV DEC
Shop
ping
Auto
moti
ve
Tech
nolo
gy &
....
Art
s &
Ent
erta
inm
ent
Spor
ts
Scie
nce
Food
& D
rink
Hom
e &
Gar
den
Hob
bies
& In
tere
sts
Styl
e &
Fas
hion
Care
ers
Hea
lth &
Fitn
ess
Law
, G
ovt
& P
oliti
cs
Trav
el
New
s
Fam
ily &
Par
entin
g
Tele
com
Pets
Soci
ety
Pers
onal
Fin
ance
Pers
onal
Fin
ance
Educ
ation
Busin
ess
Real
Est
ate
Char
ity
Gov
ernm
ent
10%
30%
50%
70%
CHRISTMAS DAY
1 Week In Advance
2-3 Week In Advance
4-5 Week In Advance
6-8 Week In Advance
2Months In Advance
Shoppers start their purchases earlier, with 28% of shoppers planning to buy at least two months in advance
88%* increase in shopping interest in the 45-54 year-old age group during
Black Friday week 16%
26%15%
18%
11%14%
AGE
GENDER
INCOME
20%
60%
100%
140%
180%
Blac
k Fr
iday
Chris
tmas
Wee
k
Janu
ary
18-24 Yrs 25-34 Yrs 35-44 Yrs 45-54 Yrs 55-64 Yrs 65+ Yrs
38%
62%
62% of all purchases during the holiday
season were made by women
84%* increase in shopping interest during
Black Friday
Men shopped closer to Christmas
week
Male Female
£0-£30K £30K-£50K £50K-£100K
Lower income groups (less than £30K annually) contributed to 44% of
holiday shopping season
84% above average increase in shopping interest by lower income
groups
Higher income group (£50-100K annually) made their purchases a
week before Christmas
20%
60%
100%
140%
180%
Blac
k Fr
iday
Chris
tmas
Wee
k
Janu
ary
20%
60%
100%
140%
180% 84%
37%
Blac
k Fr
iday
Chris
tmas
Wee
k
Janu
ary
31%
34%
43%
49%
60%
62%
62%
69%
69%
When It Comes To Consumer Purchase Behaviour:
*above average
*above average
25%
16%
13%
12%
8%
7%
6%
9%
Break Up Of Shoppers By Age
Age Categories Over Time
Growth Over Time
Growth Over Time
Break Up Of Shoppers By Gender
Break Up Of Shoppers By Income
45%
37%
17%
Monthly Conversions By Device
Growth By Device Over Retail Season
Growth By Category Over Retail Season
Consumer Buying Preferences
Average