As the holiday season quickly approaches, business owners are likely starting to think about how they can take advantage of the increased traffic and sales opportunities. 2022 is no different, and retailers are already strategizing about how to make the most of the season. This guide offers some tips on how to approach retail marketing during the holiday season.
Be ready for the holidays and seasonal shopping moments. What’s changing in 2022:
- An earlier start to holiday shopping
- More gift cards and experiences are being given
- More people traveling during the holidays
- A focus on smaller, more intimate gatherings
- A return to normalcy for some shoppers, while others keep pandemic-era precautions
An earlier start to holiday shopping
- In 2022, we expect holiday shopping to start even earlier than it did in 2021. This is in part because many retailers are starting their seasonal promotions and sales sooner, but also because shoppers themselves are getting a head start
- Did you know? 40% of U.S. holiday shoppers say their holiday shopping experience has made them consider shopping much earlier for other milestones this year
- Over the last several years, we’ve seen the holiday shopping season stretch out and flatten, resulting in longer periods of more constant buying with fewer dramatic peaks in demand. In fact, 40% of U.S. holiday purchasers believe their holiday shopping experience persuaded them to shop earlier for other events this year. We expect that this development will continue into 2022
Shoppers are still combining online and in-store purchases, so having a holiday plan in place ahead of time will be important to reaching customers at various points during their buying journeys
Holiday shopping is happening earlier and year-round. It is expected that holiday shopping will start earlier and last longer than usual. Holiday shopping is now taking place throughout several months, as opposed to just around Christmas, suggesting we expect this trend to continue throughout the holiday season.
Holiday shoppers surveyed in 2021:
- In the United States, 21 percent of consumers say they will start holiday shopping sooner to avoid products being out of stock
- In June 2021, stock shortages were at the top of people’s minds when it came to holiday shopping, with over 50% of U.S. consumers saying they’d start buying earlier in order to avoid missing out on a product that is out of stock
- Given the unpredictability of COVID-19 and how it might influence the supply chain this year, we may see similar issues next holiday season
Set yourself up for seasonal success by using sales and promotions as key tools to drive demand at off-peak times. Check your channel measurement strategies, upload your products and holiday deals sooner, and reveal shipping and return offerings to attract holiday shoppers early.
Prepare your holiday strategy earlier this year with Google
- With the Google Ads Insights page and best sellers report, keep up with consumer demand
- By including information about discounts, sales, free and fast delivery choices, and return and refund choices in your product listings, you can get buyers to buy from you
- Create a Business Profile and run a Local campaign to get in touch with local customers
Omnichannel shopping is the new normal
- With consumers continuing to embrace omnichannel shopping, the line between online and offline purchasing is becoming increasingly hazy. Only 4% of holiday customers in the United States did not use digital channels for their purchases this past season
- Convenience is important to clients, and they want to be able to pick where and when they buy.
- Last-minute purchasers looking for local and nearby stores use Google Maps, where “gift shops near me” searches have increased by over 60% each year globally
Increase sales and boost your brand loyalty by providing in-store inventory exposure and a variety of delivery and collection choices.
Connect with omnichannel shoppers
- Reach the right customers across the web by running a Performance Max campaign, and through your app by deep linking
- List your products for free across Google Shopping
- Reach nearby customers by promoting available inventory with local inventory ads and directly on your Business Profile with Pointy
Holiday shoppers are turning to Google for inspiration
- When people don’t know what they want, they look to Google for inspiration
- When it comes to holiday shopping people said that using Google helped them get new present ideas
- Expose visitors to more of what they’re looking for. People buy when you show them the value
Meet your customers where they are
- Promote your items to the right consumers at the right moment across Google, such as Search, YouTube, Gmail, and the Shopping page. Smart Shopping campaigns allow you to access this inventory using automated bidding and placements. Starting in April, Smart Shopping campaigns will be upgraded to Performance Max campaigns
- Discover campaigns bring customers to YouTube, Discover, and Gmail while also engaging them as they browse Google’s personalized feeds
- Use video to encourage your consumers to act with Video action campaigns, and include a browsable product feed in addition to your video ad
How Simply Be Found helps you with seasonal shopping moments
Business hours are a crucial aspect of running a business. It is important to make sure that your business information in Simply Be Found is updated and consistent, as it will impact your local SEO (Search Engine Optimization). Simply Be Found’s membership includes allowing you to manage your holiday hours in advance.
You can also boost your SEO by generating and responding to more reviews to get found by more consumers who are looking for your products and services. As a member of Simply Be Found you will have a well-executed local SEO strategy to ensure that your potential clients see your business first on local search, directories, maps, and social media when they are searching for your industry type in your local area. Start your 7-day trial now and watch your retail business grow this coming holiday season.