What gifts are customers looking for?
The holidays are approaching, and like every year, marketers hope that months of campaign planning will pay off, and that their messages will reach the right customer at the right time. Your company was prepared for Black Friday and Cyber Monday. But has it prepared for more cautious and demanding customers?
Santa Claus receives lists with gifts written down, so he can check several times what exactly we wish for, and sellers cannot always specify this in advance.
Why do customers strive so hard for the perfect gift?
When talking to customers, you often come across people who go to great lengths to find the perfect gift. In short, they want to surprise their loved ones and become the best gift giver of the season. And that doesn't come easily. Many say, "I enjoy giving gifts, but I'm not sure I enjoy buying them."
Customers want to show their love through gifts and derive genuine joy from bringing smiles to the faces of their loved ones.
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Thoughtful behavior of customers looking for gifts
Mobile searches for "thoughtful gift" have increased by over 150% over the past two years. During the same time, searches for "unique gifts" have increased by 110%.
In 2017, the phrase "gift" was the most popular on YouTube . And over the past two years, watch time for holiday shopping videos has increased by more than four times.
Shoppers are looking for gift ideas, taking into account the individual's interests. They search for phrases like "gifts for music lovers," "gifts for makeup lovers," or "gifts for football fans." They also look for the perfect gift, considering not only the recipient but also the giver. Phrases like "gifts for dad from older brother," "gifts for grandparents from grandchildren," or "Christmas gifts for mom from kids." Over the past two years, searches for "gifts for ___ from ____" have increased by over 140%.
And of course, the hardest person of all: the one who has everything. "What to buy dad?"—finding a gift idea for him—is a truly daunting task.
Mobile searches for "gifts for" + "has everything" or "wants nothing" have increased by more than 230% over the past two years. Examples also include "the one-year-old who has everything," "Christmas gift ideas for the husband who has everything," or "gifts for the woman who wants nothing."
How can you help customers shop?
We're increasingly turning to the internet for inspiration. Whether we ultimately buy in-store or online, 66% of all holiday purchases last season were planned beforehand. In other words, people are making less and less spontaneous decisions. And 57% of shoppers say they look for helpful gift tips or suggestions.
Below are 5 tips on how to reach your customers during the holidays?
1. Take advantage of the feeling of victory that comes with choosing the perfect gift. Instead of focusing solely on promotions, think about how you can present your product as the perfect one that will delight the recipient.
2. Create gift lists for dad, dog lovers, or the person who has everything.
3. Make sure your gifting content extends beyond your physical store and can connect with shoppers as they search, browse, and get inspired online.
4. Include the products that sell the most and add them to the holiday product category.
5. Drive shoppers to your store using local campaigns that take into account location, distance bidding, etc.
Remember, shoppers searching for the perfect gift are open to trying new retailers if they can help them in their search. Ultimately, deciding where to buy thoughtful gifts depends largely on retailers offering the best gift ideas and meeting customer needs for convenience and speed of delivery during the holiday season.
Summary
The above article covers the following topics:
- analysis of customer needs in the context of the holiday season,
- reasons why customers are looking for the perfect gifts,
- ways customers look for gift inspiration,
- effective methods of reaching customers during the holiday season.
