Lining up at the mall at 2 a.m. for the best deals of the year on Black Friday has been an essential part of a typical consumer’s Thanksgiving weekend for decades. And more recently, shoppers have been going online to catch the best bargains on Cyber Monday. But as we’ve seen over the past few years, these habits are starting to change. It seems like shoppers are now taking Big Bird’s advice to “keep Christmas with you all through the year.”
OK, it might be a stretch to say the holiday shopping season lasts all year long, but it’s definitely lasting longer and being spread more evenly versus the peaks and valleys we used to see. The ease and convenience of eCommerce has led consumers to reside in a perennial “buy” state and recent research shows that this trend is continuing to gain steam.
According to a report from PwC, covered by recently by Marketing Daily, only 35 percent of consumers said they plan to shop on Black Friday this year, versus 51 percent in 2016. In addition, 30 percent of shoppers surveyed by Market Track said they planned to shop in stores this Thanksgiving weekend, versus 50 percent last year.
While the retail industry is undergoing big changes that impact the peak shopping season, the good news is that spending continues to grow. So what’s the bottom line? Every day in the holiday season is now a shopping day, and eCommerce is playing an increasingly important role.
“…shoppers are now taking Big Bird’s advice to keep Christmas with you all through the year“
Companies that have relied on big “shopping weekends” to make up a large part of their annual revenue in the past need to pay attention to what their customers are learning from Big Bird and the rest of the Sesame Street gang. They need to prioritize every day of the season and ensure that their customer experience is excellent – no matter what weekend it is.
And as the distinction between online and offline retail continues to blur, companies should be thinking omni-channel to satisfy customers this year, and for many holiday seasons to come. This may be difficult to accomplish for smaller and mid-market retailers with limited resources and budget, but partnering with an expert service provider like Newgistics can help retailers do more with less (while reducing worries in the process).
To learn more about how Tacit Knowledge can help retailers attract and keep customers throughout the holiday season, visit www.tacitknowledge.com.