26% of consumers start their Christmas shopping in October
The Christmas season does not start on Christmas. He does not even begin in December. The general trend – when analyzed how sales have performed ahead of Christmas and campaigns to make consumers throughout history – is that the effort to reach consumers start already in autumn. That is one reason why it should not be expected to start the campaign. Large companies are already fichando of temporary staff, accumulating stock of potential flagship products and becoming the favor of consumers on social networks.
Considering also that this Christmas season will be the most social and in which more despite ecommerce history, brands no choice but to start working and to be well prepared to meet demand have left the consumers.
But in reality companies should not only worry will only start working and the interest in social networking or because online shoppers are always one step ahead. Brands have already put the batteries because the Christmas season has already begun literally: consumers are already buying the products they need or want for the holidays.
Thus, although searches of Christmas ornaments have a peak on December 8 and ugly Christmas sweaters 14, according to historical Google search, the Christmas campaign and the interest of consumers started much earlier.
A study of Google on buying intentions of consumers for the Christmas season reveals that 26% of buyers start to do their shopping in October. The main reason for this situation is in the price. Consumers start looking for what to buy before the Halloween parties because they expect and find the best deals and the best prices.
In fact, the study found a pattern among companies has been responding to this consumer interest: If buyers start researching what to buy (and do) in October, companies November passed by flash deals attract attention, launching impactful campaigns discounts on very limited duration.
When and where?
But the study has not been left only with the calendar, has also focused on other aspects to find out when, where and how consumers make their Christmas shopping.
For starters, consumers will spend more than ever new technologies and new media to make purchases and to decide them. In 2010, consumers used an average of 1 May sources to investigate what they buy and make a decision. In 2013, the study of Google, the figure rose to 12. In 2014, buyers will investigate in even more sources to know what to buy and where.
Customers will not only make more research but also the lead over to the shopping experience: 75% use their mobile devices while shopping in physical stores and 46% will use them specifically to investigate what are determined to buy at the own shop. The access to the phone and look at the competition the price and conditions before checkout is therefore more common than ever.
To continue, the Christmas season will not have schedules. May close stores, the Christmas street lights may go out, but consumers will not stop researching and buying. For something they have internet: so much so that Google already said that pecking rose from midnight to midnight shopping. A third of related searches and purchases are being made in Google between 10 pm and 4 am (that is, so to speak, night).
Consumers also use social networks to see what others are wearing or carrying and thus draw inspiration for Christmas shopping. The new windows are becoming YouTube and Pinterest.