Five tips for online campaigns during the Christmas season
1. timing is everything!
Make sure that your advertising campaign starts at the right time. Preferably exactly when most people are looking for gifts. There are clear differences here, both between men and women and in terms of age or country. For example, around 62 percent of British consumers intend to buy Christmas presents on Cyber Monday (November 30). In Germany, the second weekend in December is traditionally the busiest X-Mas shopping period. And don't forget the post-Christmas sales: the days after the festive period are among the strongest shopping days of the year in terms of sales!
2. know the shopping habits of your customers!
Carefully model your individual target groups and offer them the right advertising message at the right time. Women, for example, often start their Christmas shopping in the fall, while men don't start until December, eight percent of them only in the last week before Christmas. Age also plays a role: the 16-24 generation also likes to buy their presents a little later, usually from around mid-December. And did you know that your female customers buy presents for more people than their male counterparts?
3. help your customers save money!
Customers are more willing to make a purchase online if they can also save money. For example, 89 percent of consumers are generally more willing to make a purchase if they do not have to pay shipping costs. Incidentally, this argument is more attractive than the promise that customers can return their Christmas purchases for longer - this offer only appeals to 12% of consumers.
4. mobile shopping is becoming a growth factor!
Consumers spend an average of 136 euros per purchase online, more than twice as much as they do in a brick-and-mortar store. So make sure that your customers can reach you via any channel and are offered a positive shopping experience - including via smartphone, tablet & co. Because one thing is clear: the 2015 Christmas season will bring an unprecedented rush of mobile shoppers - so be prepared!
5. be emotional!
60 percent of German consumers who buy gifts online most often do so from the comfort of their sofa. This means: appeal to your customers with emotions that match the shopper's usage situation. A survey in the UK also shows that emotional, creative and appealing advertising campaigns have a positive effect on consumers' desire to buy: 48% of British consumers stated that they prefer to buy from retailers that appeal to them emotionally during the Christmas season.
