For marketers, it’s the most wonderful time of the year.
The holidays are a time for retailers to shovel in the dough, and can account for 25 to 40% of retailers’ annual sales, according to the National Retail Federation. Yet with digital on the rise, 65% of marketers feel unprepared for the increase in channel and device options, according to Yesmail Interactive.
Responding to marketers’ concern, the company recently surveyed more than 500 consumers on their shopping habits and digital usage to uncover how and when they prefer to shop.
Knowing when consumers begin their holiday shopping is crucial. Yesmail says that 20% of surveyed consumers kick off their holiday shopping before October, allowing for more early bird messages. Nearly the same number (24%) procrastinates and waits until December.
When it comes to shopping, a mobile device is a consumer’s best friend. Forty-eight percent of surveyed consumers use their mobile device in-store to read product reviews and 64% will visit a company’s website to gain further details on a product.
Holiday shoppers also value email promotions; 80% of survey respondents claim that email promotions either “somewhat” or “strongly” influence their decision to buy online.
In terms of social, marketers need to keep their customers’ friends and followers in mind. About a third (34%) of surveyed shoppers say they made a purchase after seeing a social media promotion.
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