The 2020 holiday season will be very different this year. Limited capacity, variable offerings, operation constraints, restricted travel, and heightened concerns over health and safety will shape the season. In addition, consumer behavior will be anything but predictable. We’ve identified four major consumer categories you can expect this season and offer holiday marketing ideas to engage and draw them into your locations.
Holiday Marketing Ideas For The “Price-Conscious Consumer”
The U.S. unemployment rate is still high, as a result, it is safe to say many consumers will have less to spend around the holidays and will appreciate a good deal.
This theory is being proven as higher numbers of consumers return to outlet malls and discount stores versus traditional malls and department stores. Foot traffic data from Gravy Analytics found outlet malls and discount stores have recovered more quickly, with traffic at or above pre-COVID-19 levels.
For the price-conscious consumer, orient your marketing around limited-time promotions so you can entice a good number of new customers to your business. Here are a few holiday promotion ideas that might help:
- Consider mobile or digital coupons to entice customers to your store – According to a recent survey by Codebroker more than half of U.S. consumers said they are shopping less often when compared to pre-COVID-19 behavior. On a positive note, nearly two-thirds of shoppers said high-value mobile or digital coupons will get them to visit a physical store.
- Use email to market discounts – 75% of consumers scour their inboxes looking for relevant discounts. Whether you are a retailer, grocery store, restaurant, or service-based business, make sure your offers and discounts are in consumers’ inboxes when they go looking this holiday season.
- Reward local social fans – If you have a local social following on Facebook and Instagram, this can be a great way to reach and reward loyal fans. If you are still building your local social following, consider encouraging customers to follow you for exclusive savings at their local store.
- Encourage deal sharing – Cost-conscious consumers are sharing deals with family and friends on social media. In fact, sharing deals has increased 52% since lockdown. Provide extra incentives to your loyal customers to pass on savings by providing them with a unique coupon code to share a discount with a friend and get a reward in return if a purchase is made.