How Consumers Use Smart Phones In-store During Holiday Shopping

There is mounting evidence that “showrooming” will be commonplace this holiday season.  One of the benefits that mobile consumers find while shopping is that smart phones give them all the information they need.  This can lead to showrooming.  Smart phone functionality can also be used to reinforce the value of making purchases in stores.

• Close to 70% of holiday shoppers said they will use their smart phones in stores this year

• Nearly 60% of these “smart” shoppers are planning to check or compare prices

• Roughly four in 10 will get product information or scan a barcode associated with products

• 36% will use mobile devices to find discounts, coupons or other information on sales

• Over one-third will read reviews

• Just under a quarter will check product availability mobil-ly

• Approximately one in five shop or browse via mobile web

• 16% receive text messages or exclusive offers from retailers

• 14% plan to access social networks on their mobile device

• Roughly one in 10 will use geo-location applications

What Does This Mean To You?

Mobile’s affect on all shopping – not just holiday buying – is going to continue to grow. During the holidays, when consumers are short on time, making purchases  for the best deals – mobile’s impact is just amplified.  Some of the mobile activities that consumers engage in can help you mitigate “showrooming”.  Nearly 40% of shoppers are scanning bar codes.  Utilizing QR with custom messages promoting the value of shopping in-store can sway shoppers to complete there purchases in-store.  Permission-based SMS campaigns can being the same affect.  Using virtual testimonials in your social entities are also something that can draw traffic in-store and keep keep them shopping there.  Consumers are looking for the quickest and easiest way to get through the holidays – but they also don’t want to pay too much. If you leverage mobile functionality to keep sales in-store, you will diminish the affect “showrooming” can have on your business.  For more information on how mobile can make your holiday sales stronger, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; Deloitte

Social Media and Holiday Shopping

Social media has become a major influence on consumers.  In yesterday’s post, we showed information on were consumers learn about new holiday items – social media being one of those places. Today, we’ll look at how consumers are using social media when making holiday purchases.

• Nearly half of all holiday shoppers use social media during the purchase process

• The top reason consumers used social media was to find discounts – 54% of consumers who used social media during the holiday purchasing did so to find a discount or offer

• Over half researched gift ideas

• 47% read reviews

• 43% checked to see what family and friends wanted as gifts

• Just over four in 10 browsed products

• Nearly 30% posted comments or shared links

• More than one in four visited a retailer’s fan page

What Does This Mean To You?

Your social networking sites are often the face of your business.  Make sure that you promote your offers and discounts there as well as your desktop and mobile sites. For holidays, it may make sense to create special social network pages linked from your main page.  This will give you the opportunity to create unique selling and messaging opportunities.
Nearly half of social consumers are looking at reviews and over a quarter make comments – these activities can have a direct bearing on whether the shoppers make a purchase from you.  Customers pay attention to social reputations and a large percentage of consumers will not do business with a company who has unanswered questions or issues in their social feeds.  Positive comments, on the other hand, serve as virtual testimonials and can help boost business.  For more information on using social media to increase sales, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; Deloitte

Where Holiday Shoppers Learn About New Items

“Jingle All The Way” might be one of the B list holiday movies but its storyline plays out every year.
There’s always one toy on the list that is virtually impossible to find – you go to the store and it’s sold out. You go online and there are none available.  You check with friends and they tell you that they found it…weeks ago.  Have you ever wondered how people hear about the items they intend to purchase for the holidays?  A new report chronicles the sources of information consumers use to learn about holiday gifts.

• Over two-thirds of shoppers use digital tools to learn about the things they plan to buy

• For adults age 18-24, nearly 80% get their information via social media, online or mobile means – as do over 70% of those aged 25-34

• Six in 10 get inspiration from traditional media

• Nearly 60% learn about gifts from friends
or family

• Just over one-third get the idea to buy a certain item from catalogs

What Does This Mean To You?

Long-gone are the days of the old Sears Wish Book.  The toys were
conveniently located in the middle of the catalog and it always seemed
to open to the ultra cool GI Joe battle scene or the bridge of the USS
Enterprise with its spinning teleporter room.  The toys were never as
cool as the pictures.
Today, digital tools are the primary way
holiday shoppers learn about the gifts they intend to buy. And because
most sites have places to post and read comments, you find out that
Barbie’s playhouse has over 100 parts and takes over 3 hours to put
together.  The digital revolution has given shoppers all the information
they need.  Mobile has made that information more powerful and
portable.  It has also given you more opportunities to create unique
selling opportunities and set yourself apart from the competition.  Take
time to look at all of your digital promotional entities.
Does it give customers a reason to shop at your location?
Does it set you apart from your competitors?
Does it easily tell consumers where you are located and how to contact you?
The holidays are very busy, shoppers make quick decisions.  If your
site, mobile space and social presences don’t help bring customers to
you, then you are doing yourself a disservice.  In tomorrow’s post,
we’ll take a look at the influence social media has over holiday
shopping.  For more information on digital campaigns that will bring you
great holiday success,, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; Deloitte

Places Holiday Consumers Plan To Shop

Since the holidays started, it seems like all of the stores are
crowded.  But some stores are getting more traffic than others.  New
data suggests that shoppers plan to spend more money at certain types of
retailers than others.

•Over half of holiday shoppers plan to spend time in a big-box, discount retailer this holiday season

• Just over a quarter will shop at a traditional department store or an electronics retailer

Roughly 20% will spend money at an outlet center or an off-price store

• One in five will also shop at a toy store or warehouse club

15% will be spending money at a restaurant for gifts as well as home improvement and sporting goods stores

• Just over 10% will spend shop at a drug store or dollar store this holiday season

• Virtual shopping is going to remain a frequent shopping behavior. 45% of consumers plan to shop online for gifts – that’s an increase of 10% from last year

• In fact, 23% of holiday consumers plan to do the majority of their shopping online

What Does This Mean To You?

The competition for holiday dollars will continue to be stiff.  Big box stores, online retailers and outlet centers are going to be key shopping locations for holiday consumers.
Many consumers are going to be consolidating trips to conserve gasoline this year as well.  To make this the merriest of seasons you need to create offers that consumers want, promote them in media vehicles they trust & rely on and leverage every possible advantage you may have.  If your location is in a place, or near a place that attracts shoppers – promote that in your offers.
If you are going to free or discounted shopping – let consumers know about it.
If you are having an event or have special holiday offers – include it in your message.  Show shoppers how convenient doing business with you can be. For more information on how to generate great results this holiday season, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; Deloitte

How Customers Feel About Holiday Gift Shopping

Some people look forward to holiday shopping all year long.  Then there are others, like me, who avoid going into malls this time of year at nearly any cost.  How consumers view shopping can definitely affect how much they spend and what they buy.  New research is available that gives us a glimpse into how people feel about shopping during the holidays.

• Over a quarter of shoppers say they would rather shop for holiday gifts with others, it makes it more of a social event

• 36% buy gifts for themselves when holiday shopping for others

• Over seven in 10 consumers said they more likely to buy from retailers who offer free shipping

• 44% said they know things will go on sale, so they only buy items that are on sale

• Nearly one-third of consumers think they get the best deals if they shop late in the holiday season

• Almost 30% believe they will get the best deals early in the season

• 14% expect to use layaway this year

What Does This Mean To You?

There are several ways to leverage these consumer sentiments to bring in more shoppers and create additional sales.
Free shipping has been a key purchase decision factor in almost every holiday shopping study that has been released.
If it is possible to provide it to customers, it is something that would be recommended.  You may want to take a cue from the competition.  If they are offering it, it may be something that draws customers away from your locations.
Make sure that you promote your offers and discounts that you are giving.  Consumers are looking to save money and are hunting for sales.
When crafting your message, utilize phrasing such as “Best Savings of the Season” or “Our Lowest Pricing of the Year”.  Call to action statements like that will move shoppers who may wait till later in the holidays to make purchases.  When marketing your holiday offers, ensure that the vehicles you use are hitting your target audiences.  Do your due diligence and compare these media equally.  Cost per Thousand is an equitable way to measure how efficient the vehicles are.  Ask questions about who they reach as well, this will keep your message focused on your target audience.  For more information on making effective media choices this holiday season,  please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; Deloitte

The Gifts Consumers Plan To Buy

From prior posts, we know that consumers are planning to give less gifts.
But what kind of gifts are they planning on buying?  New research has
come out that chronicles the types of items consumers plan to buy over
the holidays and what items they want to receive as gifts.

• Over half of consumers plan to buy clothing items as gifts this year

• 47% will give gift cards or gift certificates

• Over one-third of shoppers will be buying technology items or books

• Nearly 30% are giving games & toys or CDs, DVDs and Blueray discs

• Close to 30% will also be giving food & liquor as gifts

• Just under one in four are giving away money

• Almost 20% are buying cosmetics & health and beauty aids or jewelry or video/computer games

• The top 3 gifts shoppers want to receive is gift cards (45%), money (43%), clothing (35%)

What Does This Mean To You?

While it’s hard for businesses to carry all types of merchandise – gift cards is something that nearly everyone can offer.  While gift cards may not have a huge sentimental value, they are something that consumer’s desire as gifts and are easy to give as well. Other reasons to create a gift card:

• Over half of gift card shoppers need more than one trip to liquidate there card This gives you the opportunity to create awareness, loyalty and engagement with shoppers

• 61% of gift card holders spend more than the amount of their gift card and 75% of those who overspend spend 60% more than the value of their card
Gift cards are almost always an extended sale.  Not only did the original customer make a guaranteed purchase – the person receiving them often spends beyond the cards value

• Nearly 40% of gift cards are not fully liquidated
Unfulfilled gift cards are pure profit for your business

One of the great things about gift cards is their flexibility.  They can be used in-store or online.  Developing an E-gift card strategy can also be very beneficial to your business, especially to attract last minute shoppers.  For more information on innovative ways to create new digital revenue streams or optimize your ecommerce abilities, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; Deloitte; Card9.com; InternetRetailer.com

How Consumers Plan To Spend Money This Holiday Season

A few weeks ago, we posted information on how much money consumers plan to spend this holiday season.  Today we’ll look at how they plan to distribute their cash this year. Holiday spending incorporates more than just buying gifts.  Knowing how consumers plan to spend their holiday budgets is the first step in getting your fair share.

• Over four in 10 consumers say they have a budget set aside for holiday spending

• Of the money people plan to spend on the holidays, 40% will go to buying gifts

• Nearly a quarter will go to socializing away from home

• 14% will go towards entertaining at home

• Just over 10% will be spent on non-gift clothing for the consumer or their family

• Holiday furnishings make up 6% of consumers anticipated spend.  Year over year, spending on furnishing is expected to slide over 25% from last year

• Under 10% of spending will go to miscellaneous holiday items

What Does This Mean To You?

60% of consumers holiday spending is non-gift related – it’s goes into the atmosphere that makes the holiday special. The fact that nearly a quarter goes into out-of-home entertaining may be why restaurants are so crowded.  One of the big takeaways is that consumers plan on drastically cut the amount they plan to spend on furnishings.  This may mean less inflatable snowglobes in the neighborhood or people buying smaller Christmas trees. The competition to get these holiday dollars is already at a fever pitch.  To ensure you get your fair share of holiday spending you need to create awareness of where you are and what sets you apart from the competition. When distributing your message, make sure you select media vehicles that can specifically target your desired audience.  Targeting will improve your return on investment.  When comparing media, make your decisions on a cost per thousand basis (CPM).  CPM measurement allows you to compare and make the best possible decision in reaching your target shoppers.  For more information on how to engage your best prospects, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; Deloitte

Attitudes Towards Holiday Shopping

The holidays, paraphrasing Shakespeare, can be both the best of times and the worst of times.  There’s time spending with friends and family and there’s the hustle & bustle of fitting family time in with decorating & shopping. New information is out on the attitudes of consumers and how it affects their holiday shopping plans.

• Four in 10 consumers say they tend to spend less on themselves so they can buy gifts for friends and family

• More than one in four don’t feel their dollar will stretch as far this holiday season

• 23% love the holiday shopping experience

• Over one in five like to treat themselves to gifts during the holidays and 22% say that paying for the holiday season makes them very stressed out

• 19% say they save throughout the year to pay for the holidays

What Does This Mean To You?

Holiday shopping is all about the experience – either good or bad.  Many people avoid malls and shopping at any cost, others look forward to Christmas carols and colorful holiday displays.
Think about some of the things your business can do to make holiday shopping a good experience.
A great offer can help your customers be less stressful about spending money this time of year.  Gift with purchase shows how much you value your shoppers.  Stressing the value you offer can help you keep shoppers coming back after the holidays.  There are several things you can do to create value. One way is to address the reasons why consumers are not planning to spend much this year.
The top three factors that negatively affect holiday shopping are:

• Gas prices

• Rising food bills

• Home energy bills

Have you thought about giving away $5 gas cards for consumers who spend over a predetermined amount?

You can partner with a local restaurant in your area and create reciprocal coupon offer.  Their customers get a discount off merchandise at your store and your shoppers can get free appetizer or other complimentary offer at their establishment.

Things like this will set your business apart, but it all starts with awareness.  If you do not promote your offers and why shoppers should spend money with your store, it’s a moot point.  For the more information on creating the most effective efficient campaign to keep you top of mind this holiday season, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; Accenture

How Consumers Plan To Pay For Holiday Gifts

Yesterday’s post dealt with the reasons consumers are not spending more this holiday season.  Today, we’ll look at how they plan to pay for gifts this year.  Consumer’s planned method of payment can affect not only how much they spend but where they spend it.

• Over half of consumers say they put money aside to pay for holiday shopping, that is up 13% from last year.

• Just one in three consumers will be putting their holiday gifts on credit cards – that is a drop of 30% from 2011

• 15% will use gift cards to make holiday purchases

• 14% are using discretionary income to buy presents – that is down 33% from last year

• 13% will put gifts on store credit cards

• Fewer than 5% of shoppers will delay making mortgage payments or paying other bills to buy holiday gifts

What Does This Mean To You?

When customers are paying for things with cash, they tend to do more research and comparison shopping.  This maybe one of the reasons “showrooming” activities are expected to be so high.
To make sure shoppers make their purchases at your location versus your competition, you need to promote the value you offer and the intangibles that make shopping at your location a better experience than making a purchase elsewhere.  Promote positive reviews your store has received through social media and reward customers who post virtual endorsements about your location.  Take advantage of every opportunity to make a positive impression.  Make sure your staff is customer service focused and educated about the products you sell, the offers you have available and the offers your competition is promoting.  These are things that will allow you to show shoppers your value.  For more information on how you can utilize social media and mobile technology to drive more shoppers this holiday season, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; Accenture

Are Consumers Planning To Spend More Or Less This Holiday Season?

Recently, we had a post that talked about consumer spending during the holiday season.  Many consumers are still struggling with economic issues and are questioning their holiday spending plans. New research has been made available that looks into why consumers are not spending more this holiday season vs. last year.

• Four in 10 holiday shoppers say they want to keep their holiday season simple and not too extravagant, that’s nearly 30% more than last year

• One-third say their living expenses have risen – there has been an increase of over 40% in people gave a rise in living expenses as a reason they are not spending more this year

• Another third said that they have less discretionary income this year

• Just over 20% say they have less in savings

• 11% say they have less job security

What Does This Mean To You?

ess than 15% of consumers said they are spending more this year vs. last
year and shoppers are looking to save money wherever they can. As a
business, you need to find ways to get shoppers into your store and have
them spend their money with you.  Creating efficient communications and
delivering valuable offers are paramount in creating customer traffic.
What kind of offers are shoppers looking for?

Free shipping is the most sought after form of discount.  Many
consumers said they shopped on Cyber Monday because historically that’s
when retailers offered free shipping. Gift with purchase has been
another offer that works well – especially with gift cards.
The value of the offer is often determined by who the shopper is.  The more
you can target your offers, the more valuable they are.  This is where
loyalty programs can help.  The more information you can gain on a
customer – what they like and don’t like, they types of products they
buy and how much money they spend can help you create offers that bring
consumers into your stores.  For more information on strategy to help your business have a profitable holiday season, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: Mobile Commerce Daily; Accenture