At YouAppi, we are always looking at changes in customer behavior. Before digital channels really integrated with the normal shopping experience, it made sense to look at Black Friday for brick and mortar retailers and Cyber Monday for digital stores. Today, brands maintain both avenues, and digital sales are a big part of daily shopping for every consumer. There is no Black Friday and Cyber Monday, there is only the Thanksgiving shopping spree.
Consumer’s Break Records with Holiday Spending
Starting on Thanksgiving Day and extending through the Monday, consumers spent a whopping $24.2B
over the 5-day weekend. For many, the shopping starts on the holiday and continues at retail locations into the night and the following day. Shoppers line up around the block to score big discounts at brick and mortar locations, and they do the same for online deals. Here’s a quick breakdown of spending per day:
- Thanksgiving Day: $3.7B
- Black Friday: $6.2B
- Saturday and Sunday combined total: $6.4B
- Cyber Monday: $7.9B
What is particularly interesting about this year’s shopping trends is the growth of mobile. Mobile has been on the rise for the last several years, but this year saw explosive growth. One-third of all retail sales are expected to be influenced by mobile in 2018.
Skip The Line With Mobile
With the switch to an extended weekend of shopping comes some new and interesting opportunities. Seamless checkout experiences and crossover promotions from mobile to in-store all help drive sales in an increasingly crowded marketplace. With mobile taking a top spot as a checkout option, it is important to lineup tactics that speak specifically to these users. In fact, instead of looking at mobile as an alternative channel, retailers might do better to think of mobile as an express checkout line. With buy online, pick up in store purchases up 73 percent, mobile checkout just becomes a way to skip the line.
For entirely digital retailers, streamlining mobile is a little different
. Without cross promotions or the ability to drive traffic to a retail store, brands still need to gain traction with mobile users. That means coming up with some creative and fun ways to reach out and build engagement. Here are a few quick ideas that can help build the buzz and increase sales during the holiday frenzy.
1. Push for App Installs
An app install means you have direct access to the customer and can offer a more customized shopping experience. This is particularly important for retailers that operate exclusively online.
2. Include Deep Links on Ads
Don’t just post a sale advertisement, post one that links directly to the advertised item. By deep linking to the location shown, you streamline checkout for potential customers. With cart abandonment a major issue for mobile retailers, it is crucial to get customers on board with the sale item they click on.
3. Build a Rewards Program
Customers are more likely to download an app and make repeat purchases if there is an easy to understand and use rewards program. Whether you offer shipping discounts or cash back on future purchases, make sure your offerings are clear and highlighted during your ads.
4. Pre-Advertise for Big Sales with Strategic Creatives and Push Notifications
Don’t wait until the drop date for your largest discounts. Get customers excited with countdowns to special offers and notifications about upcoming sales. Also, include a calendar for shipping that shows the cutoffs for certain purchases. Make sure customers know that last day they can order to receive things by Christmas.
5. Incorporate Social Media
While social media is not as big an avenue for selling during the holiday crunch, it is big for smaller brands. Encouraging shares and the use of hashtags on Instagram, Twitter, Pinterest, and Facebook can help drive a surprising amount of organic traffic to your mobile site.
6. Pay Attention to Checkout Processes
Mobile customers switch devices regularly and expect their shopping to be just as seamless. Make sure your mobile and desktop sites work the same way for consumers. Also, don’t bog down the mobile shopper with long checkout processes
and forced sign-ups. Give them a quick, nearly one-click option to help avoid cart abandonment.
With mobile an increasingly important part of the buyer’s journey, it is important to incorporate mobile selling in every aspect of your marketing. Since 54.3 percent of all site visits come from mobile devices, avoiding friction between sales channels is a must. Create enticing ads that generate clicks using a variety of strategies, and make sure you take advantage of a range of technologies that can help identify the right customer and deliver advertising content at the right time.