By Melody Neer, Content Specialist at True Media
Gone are the days of checking the ads and waiting in line at 5 a.m. (or even midnight). Both consumers and retailers are changing their mindsets around holiday shopping causing us to question – has the timeliness worn off?
Many retailers are starting earlier and spreading deals throughout the holiday season, starting as early as October. This is moving timelines, bringing more month-long deals and changing the concentration of when the best deals are happening. Last year, 87.3 million U.S. consumers still shopped online on Black Friday (NFC) but there is an evident shift happening. This year, major retailers like Walmart are shifting sales campaigns like Walmart holding two Black Friday events (Nov 14-16, Nov 28-30) along with online-only deals, membership deals and campaigns featuring partnerships to draw in a variety of shoppers. Target (among many brands and retailers) are doing an “early Black Friday” sale while also showcasing more savings through Target Circle and daily deals through the app.
While the week-long sprint between Thanksgiving and Giving Tuesday still is the prime focus, it’s no longer the retailers’ only focus or the “kick off” of the holiday shopping season. So since when has Black Friday shifted from one day to a month-long event?
Right now. As retailers are casting a wider net to capture more consumers throughout their buying journey, shoppers are seeking out better incentives. Some major retailers are bringing more member-exclusive deals, building the framework for repeat customers and loyalty beyond the holiday season, leaning into the shopping habits that buyers are showing – speciality and value. Consumers are looking for more bang for their buck, causing retailers to have to have to show up with these incentives to convert. Shoppers are looking for more value in their purchases this season, as they are seeking brands that offer quality, trust and a more meaningful shopping experience.
From economic uncertainty, supply chain limits and shipping delays to just searching for the right deals among expanded holiday windows – shoppers are juggling a lot of decisions. This is leading to more deliberate planning and purchasing decisions. Shoppers are buying but more cautiously, so the change in the traditional shopping windows benefits retailers who meet them at all stages of the buying process.
68% of shoppers are planning on utilizing digital resources to help inform their decision – from using AI to find the best deals to finding recommendations on social media, consumers are making more informed decisions (Deloitte). Consumers are trying to shop smarter, not harder when it comes to gift giving this season. Through this, shoppers are utilizing a broader approach and offering authentic, memorable shopping experiences. They are looking for retailers who are reducing pain points through added conveniences and offering seamless technology (like ordering online and offering pick up) and showcasing true experiences that feel worth the added time and money.
What do shopper habits mean for advertising? From the media perspective, it’s about shifting logistics to get in front of the right consumers at the right time.
Extending and splitting up campaigns into different flights to reach different audiences. Understanding your target audience and where they are showing up and being there when they are. Within that, having a variety in your media mix and clear messaging to meet shoppers where they are in the buying journey. Gen Z is more likely to research and discover on social media but more and more are buying in stores. Utilizing brand messaging and advertising across digital platforms while being intentional in your targeting to show up your consumers. Most of all, shoppers are looking for more authentic connections, so showing up for your audience is more important than ever.
Melody Neer is a Content Specialist at True Media. Melody is a mulit-hyphenate digital communications professional, specializing in content marketing and social media. With over 10 years in the MarComm space, she has developed a passion for strategic content marketing while combining a love for storytelling and a curiosity for digital and cultural trends. She works with the goal of creating captivating and engaging content that resonates with diverse audiences and meets business objectives.
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