Holidays are the most wonderful time of the year and the most profitable season for a retailer. But online retailers can increase sales even more by learning from their past attempts to lure shoppers onto their portals. Search engine marketing is very helpful during the holiday season. This marketing tool is extremely useful for retailers and shoppers both. It leads to a huge amount of purchases.
But if everybody uses SEM as their online marketing tool, what can set you above the others and improve your ROI? The trick is to track the behaviour of a holiday consumer and rule out your campaigns/websites accordingly. A typical holiday consumer’s behavior as per research is as follows:
- Consumers will begin their shopping list research even before Thanks Giving (22nd November). Their purchases begin mid-December. So basically, consumers research early and purchase late.
- Consumers research online but buy the item (expensive item) from the store. If they have to purchase it online they prefer having a conversation with the retailer on the phone before doing so.
- During the holiday season, the shopping spree involves buying things for others rather than for themselves in the ‘spirit of giving’. Thus you also need to make your products appear as neat gifts in your ad campaign/website.
- Apart from the holiday season, it is estimated that 63% shoppers land up making purchases after the holiday season.