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How Consumer Behaviors Change During the Holidays

While most shoppers makes a purchase based on multiple touch points and are influenced by brand allegiance, holiday shoppers are more likely to purchase on first visit and are more influenced by cost.

Holiday shopping season is kicking into high gear. In fact, some online retailers started preparations months ago. Around this time of year, it’s important to pay attention to changes in customer behavior, and perhaps rethink how you advertise to them on social. An infographic from digital marketing platform SmarterHQ provides insights into how much consumer behaviors can change with the seasons.

Holiday shopping usually carries a lot more intent than regular browsing. During the year, the average shopper will make multiple casual visits to a site and be more influenced by brand allegiance. Holiday shoppers are more likely to make a purchase on their first visit, and their decisions are swayed more by price and inventory than by brands.

Holiday shoppers have lower bounce rates, and are more meaningfully engaged with particular items. They are also more likely to begin the purchase process, but more likely to abandon carts as well. This makes reactivation a key tool during the holidays.

Only 21 percent of customers that hadn’t made a purchase in the last four months could be reactivated; however, if customers were offered coupons, or received follow up messages, 37 percent would remain engaged after the holiday period ended.

SmarterHQ provides some useful advice for deepening engagement, and holding on to crucial holiday customers; everything from varying messages from customer to customer, to speeding up communications during a time sensitive shopping period.

For more in depth advice, view the infographic below.

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Originally posted 2015-12-03 13:26:44.

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