Holiday Shopping Insights: The 4 Mindsets Behind Holiday Shopping Behaviour
As we stand on the cusp of the festive season, the world of retail is poised for its annual transformation. At Smart Media, we take pride in being at the forefront of in-store retail innovation, providing in-store advertising media for FMCG brands where purchases take place. With the holiday shopping season rapidly approaching, we are excited to delve into the intricate world of consumer behaviour during this joyous time. In this article, we’ll explore the four distinctive mindsets that shape holiday shopping behaviour, shedding light on the intricate combination of desires and expectations that make this season so special.
1. Deliberate Shoppers: The Architects of Thoughtful Gifting
The first group we encounter are the deliberate shoppers. They are the meticulous planners, those who begin their holiday preparations well in advance. Here’s what you need to know about them:
Planning and Research
Deliberate shoppers take their time to plan and research their purchases. Their journey begins long before the holiday season kicks into high gear. They understand that finding the perfect gift takes effort, and they’re willing to put in the time.
Investing Time Over Money
Deliberate shoppers are not just about spending money; they invest their time. The consideration cycle for finding the right holiday gift at the right price is extending as more resources and shopping channels become available. They are on a quest for quality, not just affordability.
Capture the Sale with Nonprice Differentiators
Before the peak deal periods, consider selling these shoppers on your brand value and unique selling points. Price is not their sole concern. If you can differentiate your brand effectively, you’ll be able to capture their attention and make the sale.
2. Deal-Seeking Shoppers: Hunting for Value Beyond the Cyber Week Frenzy
Deal-seeking shoppers are a unique breed, often associated with the holiday season. They are the bargain hunters, perpetually on the prowl for deals that offer the best value.
Go Beyond Cyber 5
In recent years, we’ve witnessed a remarkable shift in shopping behaviour. According to a Mastercard analysis conducted by BCG, U.S. consumers spent as much in the three days following Cyber Monday as they did on Black Friday and Cyber Monday combined. Deal-seekers are extending their hunt beyond the traditional peak.
Differentiate from Traditional Discounts
While steep discounts can be enticing, deal-seeking shoppers are also receptive to help in finding gifts for everyone on their list. Be the brand that assists them in their quest, and you’ll win their loyalty.
3. Determined Shoppers: Mastering Opportunities
Determined shoppers are the unsung champions of the holiday shopping period. They recognize the hidden gems beyond the Black Friday and Cyber Monday madness.
Keep Momentum Beyond Black Friday
According to a Mastercard analysis from BCG, 46% of U.S. consumer holiday spending occurred after Cyber Monday and before December 24 in 2022. Determined shoppers know that the shopping season continues well past the peak discount days, and they are poised to take full advantage.
Create Seamless Omnichannel Experiences
A key behaviour driving the resurgence of brick-and-mortar shopping is the use of digital resources before visiting a store. Retailers need to focus on creating seamless omnichannel experiences that cater to the needs of these determined shoppers. Having your brand stand out in-store with collateral that suits your wider campaign can have a significant impact on shopper decision-making.
4. Devoted Shoppers: The Unwavering Enthusiasts
Even as the peak shopping season winds down, a remarkable group of shoppers keeps the spirit alive. These are called the devoted shoppers.
More Gifts, More Deals, More Pleasure
Devoted shoppers are not bound by the calendar. They continue to browse and buy, whether they’re seeking additional gifts, extra deals, or simply indulging in self-gifting. For them, shopping is a year-round devotion. Being seen consistently beyond the holiday season is key to reaching this audience effectively.
Understanding these four distinct holiday shopping mindsets is crucial for retailers looking to excel in the festive season. By tailoring strategies to cater to the needs and preferences of each group, you can enhance the shopping experience and create lasting relationships with your customers. Regardless of their mindset, all in-store shoppers are responsive to making impulse purchases. Smart Media offers multiple advertising solutions to incentivise impulse purchasing during the holiday season.
Contact the team at Smart Media to find out more.
Happy holidays!
For sources see this Think with Google article.
OUR LATEST POSTS
Moms Matter When it Comes to Retail Marketing
When it comes to retail purchases, moms are the ultimate power players. Whether it’s choosing what’s for dinner, picking up essentials for the week, or selecting birthday gifts and back-to-school supplies — moms are often the ones making those everyday decisions.
The Power of In-Store Advertising for Alcohol Retailers
The alcohol industry is a dynamic yet highly regulated space, where brands must navigate strict advertising restrictions while still making an impact. That’s where in-store advertising shines—offering brands a powerful way to connect with shoppers at the most crucial moment: the point of purchase.
The Smart Way to Reach Shoppers
In today’s fast-paced retail environment, capturing shopper attention at the right moment is more critical than ever. Consumers are bombarded with countless marketing messages daily, making it challenging for brands to stand out. That’s where Smart Media comes in.
Empowering Knowledge on the Move
In today's fast-paced world, absorbing knowledge whenever and wherever you are is not just a convenience; it's a superpower. At Smart Media, we recognise the transformative power of on-the-go learning and how it can revolutionise the way retail staff engage with and understand their work.
Achieve the Perfect Retail Marketing Mix
In the bustling world of retail, where every shopper's whim can sway the market, creating the perfect marketing mix is your secret sauce for success. Among the timeless and effective models, the 4Ps framework continues to take the spotlight, encompassing Product, Price, Place, and Promotion.
Enriched Staff = Enriched In-store Experience
There’s no denying that the retail landscape is undergoing an intense transformation due to technological advancements, shifting customer behaviours, and a generally evolving market. Despite this temperamental retail environment, one thing remains the same: exceptional customer service is the foundation of success.
Smart Shopping: Elevating In-Store Experiences
In the dynamic realm of retail, where consumer expectations are ever-evolving, Smart Shopping, a visionary division of Smart Media, emerges as a catalyst for change. With a core focus on enhancing the in-store experience, Smart Shopping pioneers a paradigm shift in South Africa’s retail sector, offering cutting-edge solutions that redefine…
Leveraging Shopper Profiles: Enhancing In-Store Advertising for FMCG Brands
In the fast-paced world of retail, capturing the attention of consumers amidst the cluttered in-store environment is a constant challenge. For FMCG (Fast-Moving Consumer Goods) brands seeking effective advertising solutions, understanding the target audience is crucial. Enter the power of shopper profiles—a valuable tool that can revolutionise your in-store advertising…
Empowering Retail Personnel: Smart Media’s Smart Staff App
In the realm of in-store advertising, Smart Media is a pioneering force, distinguished for their 360-degree integrated retail advertising solutions, meticulously crafted around the shopper’s journey. Central to their groundbreaking offerings is the Smart Staff employee experience application: a state-of-the-art solution dedicated to training pharmacy and front store staff with…
Beepa Sleeves: Transforming Security into Engagement
@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF90aXRsZSIsInNldHRpbmdzIjp7ImJlZm9yZSI6IiIsImFmdGVyIjoiIn19@@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9kYXRlIiwic2V0dGluZ3MiOnsiYmVmb3JlIjoiIiwiYWZ0ZXIiOiIiLCJkYXRlX2Zvcm1hdCI6ImRlZmF1bHQiLCJjdXN0b21fZGF0ZV9mb3JtYXQiOiIifX0=@@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9jYXRlZ29yaWVzIiwic2V0dGluZ3MiOnsiYmVmb3JlIjoiIiwiYWZ0ZXIiOiIiLCJsaW5rX3RvX3Rlcm1fcGFnZSI6Im9uIiwic2VwYXJhdG9yIjoiIHwgIiwiY2F0ZWdvcnlfdHlwZSI6ImNhdGVnb3J5In19@In the ever-evolving landscape of in-store advertising, Smart Media offers an aesthetic game-changer: Beepa Sleeves. These innovative sleeves redefine the traditional role of sensormatic scanners at the entrance of retail stores, seamlessly blending security with interactive and engaging brand touchpoints. In this article, we\'ll delve into the features and benefits…