How do you get your company to stand out between all those crazy offers in December?
Black Friday may be over, but December will always be a month where people spend a lot of their budget on presents for Christmas and New Year. The total amount of sales in those December months are increasing each year. All sellers are pushing everything they have to the maximum in the holiday season. This also means that the competition is rising during this time of year. How do you get your company to stand out between al these ads and offers? What trends do we have to take into account during the month of December?
A first important trend is the increase of the use of mobile devices. We’re ordering more and more products through our smartphone. In the second quarter of 2018 we achieved 54 million online sales. 12% of those sales were bought with smartphones (Thuiswinkel Markt Monitor; 2018). Is your website mobile proof yet? If it’s not working on mobile devices like it should, you’ll probably lose some sales because of this.
Even before we actually make the effort to go out and visit a certain store, we look it up online. This means that a Google My Business page is a must! Local searches through mobile phones increase 50% quicker than general mobile searches. Besides that, 3 out of 4 people who’ve searched locally on their smartphones first, have actually visited the store within 24 hours.
A second important trend is ‘complexity’. Customers consult at least five sources before making a purchase. They use multiple touch points on different devices whilst doing online research and comparison. This learns us it’s important to push on different channels at the same time and to use the correct targeting. The correct targeting settings make sure that the target audience is triggered multiple times during their search process. Besides that it’s important to know why your company stands out between all the other companies. Delivering the right content to the right person isn’t easy job, but it sure is a necessary one!
Another interesting aspect we have to take into account is that not everyone is making their purchases at the same time in December. Belgians go out and do all of their Christmas shopping between the 16th and 24th of December, whilst most of the Dutchmen make their purchases in November. This year, Black Friday was a major success with top results. New Year’s Day and the holidays of 6 & 7 January are extending the gift season.
Hopefully we helped you with a few tips to gain that extra traffic during the holidays, to keep it and to increase your sales.
P.S. Do you already have an idea how to wish your customers a happy 2019?