Holiday marketing this year is interesting. With special offers online, competitive shipping rates and more click & collect options, we all know that in-store shopping is no longer the only game in town.
Traditionally, retailers have spent a lot of their marketing budgets trying to draw people into stores on big shopping days like Black Friday, but the best promotions I’m seeing this year are designed to draw more shoppers online.
It makes sense from a business perspective. If you can spread more of the workload and revenues beyond that one day by marketing to consumers with different shopping habits, you don’t have to rely so much on a single shopping day for your holiday forecasts.
But who are these shoppers that might be enticed into spending money online? And what kind of deals are they looking for? We’ve surveyed thousands of consumers to answer those questions – and categorized seven types of shoppers to help you understand their holiday spending habits.
I tend to be a mix between a cybershopper and a last-minute hopeful, but my procrastination can also turn me into a humbug. And I admire the practical shoppers who are already done shopping and now have more time to sit back and enjoy their egg nog.
What about you? Are you a perfect gifter? Or a budget buster? And if you’re a marketer, how might you market differently to each of these customer segments?
Here’s an opportunity: Who’s marketing to the humbugs? It may seem counterintuitive to try to sell to the segment that doesn’t even like shopping, but it’s still 5 percent of the population, and they’re still spending more than $900 each this holiday season. If you could come up with a way to corner the market on the humbugs, you could create a nice niche for your business.