How to Make the Most of the Holiday Shopping Season

By: Alexandra Miller, Sales Strategist, Valassis Digital
Published Friday, Oct 27, 2017

How to Make the Most of the Holiday Shopping Season

Retail sales during the 2016 holiday season increased by 4 percent, totaling $658.3 billion.1 Most consumers will start their holiday shopping in November and almost 20 percent of shoppers will wait until December.2

When it comes time to do their holiday shopping, over 55 percent of consumers plan to shop at department stores, and 93 percent of shoppers make an “on-sale” purchase.2

Generous holiday promotions are key to bringing in shoppers – with over 73 percent saying that sales or price discounts are the top factor when choosing a retailer.2 When in store, 47 percent of shoppers use their mobile phones to search online for competitive prices.

Shoppers continue to solicit ideas from family and friends, seek recommendations from retailers, do online research, and read online reviews before they head to the store to buy. Reaching shoppers on the devices they use the most with a targeted cross-device campaign can build awareness leading up to the busy shopping season and drive traffic into your store.

How to Reach the Right Shoppers:

  • Reach shoppers in market for clothing, electronics, toys, gifts, and games with awareness campaigns offering suggestions for gift giving.
  • Reach consumers based on their interests, online media consumption, frequency in visiting specific retailers, and demographic information. Provide an opportunity for browsing and discovery to maximize ad engagement.
  • Use real-time location data to reach consumers within the vicinity of your retail location – or at the zip-code, state, or DMA level and drive last minute purchase with limited time offers.
  • Promote holiday-specific deals by messaging known, qualified consumers who have visited you or your competitors’ store locations in the past with geo-retargeting.

Sources: 1. NRF; 2. NRF; 3. eMarketer