While the conventional wisdom is that holiday shoppers don’t start looking until the very end (Black Friday or later), a new study begs to differ. According to “Gift Reporting 2010: The Ultimate Guide to the Consumer Gift-Giving Market,” a new report from
Unity Marketing, two-thirds of all shoppers who give Christmas gifts started their shopping for the 2009 season before Thanksgiving. The study also found 22% of shoppers look for Christmas gifts year-round and that those who shop early spent twice as much as consumers who started on Black Friday or later.
Pam Danziger, president of Unity Marketing, offers the following takeaways from the report:
- Encourage shoppers to start their holiday shopping early and they will spend more.
- Start promotions well before the official holiday season, to tap into the large pool of shoppers who are looking year-round.
- Don’t go overboard: If you have holiday decorations such as Christmas trees up during the summer, it could be off-putting to some customers.
- Make it fun: Danziger suggests promotions like “Christmas in July” and “Buy One, Stash One” events to get customers thinking about their holiday shopping early.
Take The Tip:
Click here to read more about the Unity Marketing report.
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