It’s beginning to look a lot like seasonal shopping behaviours and festive creative campaigns.
"Recently, Facebook came out with their annual Christmas Marketing Guide, which details insights and trends that suggest will see some changes in consumer behavior and purchase habits this season."
It truly is the most wonderful time of the year, and yes I play Bublé from October 1st - don’t @ me. Recently, Facebook came out with their annual Christmas Marketing Guide, which details insights and trends that suggest that this season will see some changes in consumer behaviour and purchase habits.
The lead up to the 2021 holiday period is expected to be defined by people’s desire to see timeless human needs reflected in modern shopping experiences. What does that look like? Facebook has outlined 4 ways digital discovery is reshaping the holiday shopping landscape - Community & Connection, Anticipation & Occasion, Engagement & Entertainment and Inspiration & Spontaneity.
We’ve broken these down to give you the insight and the opportunity for each as you consider your Christmas campaign development or shopping experience.
Community & Connection
People are craving connection with each other, businesses and communities.
- 70% of APAC holiday shoppers in 2020 took actions to share their product discoveries via social platforms, through behaviours like wish listing, sharing or tagging.
- 69% of Australian holiday shoppers took at least one action to support a local or independent small business during the 2020 holiday season equally, purchasing locally (43%) was a top priority when gift shopping
- Creating exceptional customer-centric experiences that focus on messaging that is more emotional and specific to the audience.
- Consider how e-Commerce experiences can more deeply create the same connections people get from in-person shopping experiences. Think about using video to story-tell and imagery with CTAs that are emotive.
- Make consumers feel connected by engaging interests, geographies and passion points with a personalisation strategy
Engagement & Entertainment
People are buying into shoppertainment.
- There’s a growing appetite from shoppers to make online holiday shopping an immersive experience that feels as engaging as IRL.
- Shoppers are finding entertainment in live shopping events and shopping experiences during sale days and beyond.
- 26% of surveyed APAC holiday shoppers who made an unexpected discovery on social media discovered the item during a live shopping event.
- 86% of APAC shoppers agree they like to take part in shopping experiences that are entertaining.
- Test, learn and understand what experiences and creative concepts drive engagement and sales for future campaigns.
- Expand our reach by partnering with micro-influencers who are part of a pre-existing popular media outlet or category authority to promote our products and tell the brand story. Also Consider using original content from creators in our to authentically find new consumers, build advocacy and drive business
- Get creative with attention-grabbing Reels with text, AR filters and audio to truly engage shoppers.
Anticipation & Occasion
"Mega Sale Days" are redefining the shopping season.
- 70% of APAC holiday shoppers buy something during a MSD event
- 18% of Australians that discover across Facebook platforms had more than 50% of products shipped from abroad.
- Holiday sales are a valuable sense of occasion and anticipation for people, and an "event" to look forward to.
- Using A/B testing to compare different ad strategies and determine which one drives the best results during MSD moments.
- Build hype and maintain this with consistency in content in an omni-channel capacity - post to all platforms to increase saliency
- Build on the emotional triggers that are associated with holiday seasons - time together, rest and relaxation etc to amplify sentiment at a top of funnel level and subsequently drive conversion.
Inspiration & Spontaneity
Discovery is happening on social media.
- There has been a dramatic change in how shoppers perceive and use digital channels: a shift from utility to inspiration. When it comes to many things, shopping included, the internet is increasingly a place for stimulus and imagination
- 64% of Australian shoppers agreed ‘I enjoyed discovering items I wasn't actively looking for'
- 58% of surveyed Australian holiday shoppers experience difficulty knowing what to buy for others
- 31% of MSD shoppers in APAC surveyed said they shop online with an understanding of the category, but without specific items in mind
- With the overwhelming choice on social and increasing convenience of purchase, the use of inspiring content using video and imagery will offer cut-through on platforms.
- Reach and retain consumers with products that are specific to multiple demographics to tap into all consumers Australia wide.
So there ya have it, holiday friends!
Words by Kristy Vella