Now that Labor Day and back-to-school promotions have come and gone, the countdown to the 2014 winter holiday season has officially begun. For merchants eager to move from planning mode to execution and results, the milestone is significant.
Indeed, research shows that the early season is a crucial time for brands to connect with consumers. More than a quarter of shoppers intended to start researching holiday gifts before Halloween last year, according to Google/Ipsos, with 69% saying they planned to shop around and 59% expressing openness to trying new brands. Not surprisingly, merchants are responding to this early receptiveness with early promotions. In a new survey from ChannelAdvisor, more than 40% of retailers said they’re starting holiday campaigns this month.
But there’s a contrasting sentiment merchants should also keep in mind: the backlash against “holiday creep,” with some consumers and media outlets protesting the appearance of holiday commercialism before Black Friday, whether on Thanksgiving Day or earlier. Even if actual spending patterns indicate that consumers go ahead and shop early despite their grumbling, merchants should remain respectful of the perception that too much promotion too early can deprive the holidays of their true magic.
So where should merchants draw the line — and how can they engage shoppers for the early-season browsing and research that leads to purchases down the road? A few suggestions:
Showcase products and content that make life easier. While shoppers may just be starting to browse and consider gifts, by now they’re likely aware of their holiday plans — whether they’re hosting a major holiday meal, having houseguests, or traveling themselves, and they may even already have a few red-letter festive dates on the calendar. Merchants should cater to these preparatory needs by stressing the convenience of crossing holiday to-dos off the list now. While this tactic is a tried-and-true approach for home and housewares brands, who can preview tools and tips for holiday feasts and hosting, other merchants can translate the message to fit their target audience. MarketLive merchant Delia’s previews the festive season with a home page promotion showcasing party dresses. Text further downpage invites shoppers to “get prepped to party.”
Encourage signups by listing holiday benefits. Merchants should step up promotions to subscribe to email alerts and follow brands on social media — and spell out the benefits to come throughout the holiday season. Consumers should know what they can expect iIn exchange for committing to follow brands, whether it’s exclusive holiday discounts, product previews or shipping offers; the latest in-store specials; or even special seasonal services such as free gift wrap. MarketLive merchant Modell’s is promoting a “Holiday All-Stars” program that encourages visitors to the brand’s Facebook page to become followers by promising them sweepstakes entries based on how frequently they like and share Modells.com content.
Position layaway information prominently. Previously we’ve discussed how best to support in-store layaway programs online. Now is the time to dust off those tactics and remind shoppers that they can secure sought-after items early and pay over time. Kmart recently launched a “Not a Christmas Commercial” — a cheeky nod to criticism the brand received last year over its early holiday advertising — that suggests shoppers with “an event in late December you need a lot of gifts for, like maybe your entire family is having their birthday on the same day.” The YouTube video includes an embedded link to Kmart’s online layaway center, where shoppers can set up layaway online or read details of in-store policies and procedures. Layaway is allocated space in the global header navigation, ensuring shoppers can access the information at any point along the path to purchase.
Are you easing into the holidays, or have you begun full-tilt promotions? What informs the timing of your campaigns?