The world of e-commerce looks different right now because of COVID-19. Typically, an e-commerce business would look back at the previous year to identify holiday e-commerce trends. However, that’s not going to be completely relevant now. Unique approaches may be necessary this year. There’s also the consideration that buyers will spend less due to economic concerns.
Economics, logistics, and more will significantly impact this year’s holiday shopping. Let’s look at some trends that can help you position your brand for the upcoming holiday season.
Shoppers Will Likely Shop More Online
According to a new poll of consumers, 88% plan to continue purchasing gifts online. This same poll found that 33% of respondents discovered small businesses during COVID-19 and that 83% want to keep buying from these new stores.
Interpreting this data can provide two thoughts for you. First, you should proactively market holiday gift-giving to customers. You can promote this on your website and social media, as well as via email marketing. Don’t wait for Black Friday or Cyber Monday — most shoppers actually begin much earlier. So, get them into the gift-giving spirit earlier with attractive deals.
Second, target your new buyers. Segment your email marketing list based on new customers for 2020. Then cement their loyalty with offers.
Consumers Have New Lifestyles, and That Will Reflect in Their Gift-Giving
With the lockdown due to the pandemic, consumers have very different lifestyles now. They do more things at home, including cooking, exercising, and entertaining. Many are also taking up more homebound hobbies like gardening or DIY projects. Further, many more are working from home.
With this understanding, you can promote gift ideas in these categories. Take advantage of the “at home” aspect of lifestyles. Whatever products you sell that seem to fit this mold, feature them.
Another survey found that consumers would also be rethinking what they purchase as a result of COVID-19. Around 15% said they would buy more gift cards, while 9% said they would purchase essential items as gifts.
Use a BOPIS Model for Convenience
The "buy online, pick up in store" (BOPIS) model is growing rapidly, as it provides convenience for shoppers and limits their exposure. BOPIS saw a record year-over-year growth of 101% in June 2020. Retailers are also seeing a four times greater increase in BOPIS since the pandemic compared to before it.
If you currently don’t have BOPIS as an option, you should seriously consider it. It could be critical to your 2020 holiday strategy. It may be especially helpful for those last-minute shoppers. Make sure your customers know you offer a BOPIS option to make shopping less challenging for them.
Answer Customer Questions to Build Confidence
E-commerce shoppers have questions. You need to be ready to answer them. Consumers are dealing with a lot of uncertainty, so establishing a plan to put them at ease with responses should be part of your holiday plan.
First, adding some FAQs to product pages can be valuable to buyers and impact what they put in their shopping carts. Second, you need to monitor channels for questions, especially social media. A lot of customers ask questions on these platforms. Make sure you follow them and respond accordingly.
Be Prepared for Holiday E-Commerce
By leveraging these trends, you can be prepared for holiday e-commerce. Being proactive, strategic, and responsive can lead to more revenue for your brand. Delivering the best experience for your online shoppers will also help you retain them for seasons to come.
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