Over three days, consumers spent over $14 billion dollars in what’s known as the biggest shopping time of the year. From computers, video games, and toys, to streaming services, household appliances, and televisions, shoppers are spending more and more each year. In fact, so far at least $1 billion dollars has been spent every day since November 1st, 2017. Here is more on the trends that took over this year’s annual shopping traditions and our tips on how to prepare for the next year’s holiday shopping season.
This past holiday shopping weekend was one of the biggest, with Cyber Monday becoming the largest online shopping day in U.S history. A total of $6.59 billion dollars was spent in 24 hours, an increase of 16.8% from 2016’s Cyber Monday. Overtaking both Black Friday’s $5.03 billion and Small Business Saturday’s $2.43 billion dollars in revenue, it’s shaping up to be an online shopping-filled holiday.
Consumers are no longer shopping on their desktop computers, instead, this shopping season has an increase in smartphone traffic. This year’s Small Business Saturday saw smartphone traffic reach 48%. Local stores and small retailers are optimizing their websites, making it easier for the consumer to navigate and find exactly what they need.
Tip: We aren’t only seeing a spike in smartphone traffic with holiday shopping, but in shopping all year round. Make sure your website is mobile friendly and optimize its responsiveness. This could make the difference of whether or not you win the sale.
Mobile Shopping Assistance
Our mobile devices have become our own personal assistants, giving us all the information we need to make an informed purchase at our convenience. Mobile searches for “where to buy ___” have increased by 85% over past two years, as consumers are taking advantage of their smartphone’s mobile capabilities to search on-the-go and help them find the best place to buy what they need. Hey Siri, where can I buy an ugly Christmas sweater?
Tip: With increased use in mobile shopping assistance, make it easier for your consumers and possible customers to find your website, products, and services through digital advertising on search engines. Show off your products with display ads and get your services noticed.
Less In-Store Browsing
With the increase in mobile searching, consumers now shop with a goal in mind, and know which stores to visit to get their most-needed items. This increase in pre-purchase mobile searching has led to shoppers spending less time browsing in stores and window shopping, and more time researching on their devices what to buy, where to buy it, and what the best buying method is to get what they need in time for the holidays.
Tip: Get ahead of the game and optimize your holiday content before the holidays start. Consumers will find your products quicker and earlier. Then when the Black Friday weekend hits, they’ll be at your store or on your website ready to hit checkout.
Decreased Foot Traffic
With less in-store browsing, foot traffic in stores is declining as consumers hone in on when and how they want to purchase their items. Is this the beginning of the end of Black Friday? Holiday shoppers are discovering what the best shopping strategy is for them and the purchase method that suits them best – whether it’s online, in-store, or through mobile. Consumers aren’t rushing to the store hoping to get that bargain sale anymore, but instead are scrolling through their phones and computers and purchasing the same, if not better deals online.
Tip: Black Friday isn’t the only popular shopping day of the year, Cyber Monday is catching up to the infamous shopping day of the year. With that, advertising your deals on Cyber Monday, or even throughout the months of November and December will ensure that you’ll get the most out of the holiday shopping season.
Black Friday still succeeds as the head of the advertising game, but just advertising your deals, offers, and coupons on this single day is not enough. Black Friday has turned into an entire weekend, if not the entire month of November and December. Consumers want easy access to purchasing through mobile and finding the best places to buy what they need. Take into account this shift towards mobile and online, and as next year’s holiday shopping season comes around, you’ll know what to expect.