The truth is that 2024’s holiday season is already in sight. In fact, more than 15% of consumers in the U.S. have already begun their holiday shopping.
That means that right now is the perfect time for retailers to gear up for another competitive shopping season. Of course, every year is different—and with consumer behaviors evolving rapidly, it’s essential for retailers to craft marketing strategies that resonate with today’s buyers.
So, what are the consumer trends that will be shaping this year’s retail holiday shopping? Keep reading to find out the key trends to watch out for and how retailers like you can adapt to meet consumer demands.
Thanksgiving Weekend Promotions
Did you know that by Thanksgiving weekend, more than 80% of consumers have already started their holiday shopping? According to a press release from the National Retail Federation (NRF), 2023’s Thanksgiving weekend saw more than 200 million shoppers, and 95% of them made holiday-related purchases.
One of the major appeals for shopping over Thanksgiving weekend is the abundance of sales. In fact, the NRF reported that more than half of the purchases made were “specifically driven by sales and promotions,” while more than 30% of shoppers credited a “limited-time sale or promotion” as the deciding factor for making a purchase they felt hesitant about.
Strategy Tip
The long Thanksgiving holiday weekend is a major spending event that retailers don’t want to miss out on leveraging. Make sure to advertise your establishment’s coming sales well in advance, and utilize marketing channels like email newsletters and push notifications to help consumers keep your store top of mind when they make their holiday shopping plans.
In-Store Attractions
In-store attractions are a great tactic for getting people in the door. And when it comes to the holiday season, nothing pulls shoppers to physical stores like a Santa attraction does. As Michael Brown, a Kearney partner in consumer products and retail practices, puts it, Santa “really is the traffic creator.” Moreover, in-store attractions like a Santa’s Village display can also help increase shoppers’ dwell time. According to Brown, it fosters “a much longer stay.” In turn, this can lead to elevated consumer spending.
For instance, shoppers typically have to wait in line to get a picture with Santa. This wait has the potential to inspire purchasing a drink or snack. Similarly, retailers can set up tables with products alongside the line, which can lead to impulse purchases and additional spending.
Strategy Tip
If your establishment is scheduled to feature a Santa attraction, consider charging for photos. In addition, be sure to publicly advertise it to generate interest among your customers and remind your cashiers to promote it with every transaction. For instance, consider setting up skill games in close proximity to attract idle shoppers waiting in line with their families. Not only do skill games keep customers engaged, but they also help keep people in your store longer. As a result, this can help hike up your sales and boost your bottom line.
Hybrid Shopping Experiences
Even though 2023’s in-store sales made up more than 80% of the total holiday retail sales, today’s consumers expect to be able to seamlessly and accurately transition between retailers’ digital and physical channels. Thus, as the holiday season of 2024 approaches, it’s essential for retailers to focus on bridging the gap between their in-store and online shopping experiences.
For instance, consumers inherently expect the ability to start their shopping journey online (such as by comparing prices and reading reviews), switch over to check the retailer’s local inventory, and then be able to visit the physical store and complete their purchase.
Strategy Tip
Retailers should focus on enhancing their omnichannel presence. Regularly check that your online platforms integrate smoothly with your in-store experience. In particular, Buy Online Pickup In-Store, or BOPIS, services should be implemented. According to a Capital One Shopping Research report, more than 97 million Americans regularly use BOPIS services. And since more than 85% of retailers already have a BOPIS option, we strongly encourage you to implement this service if you haven’t already done so.
‘Tis the Season for Unwrapping 2024’s Retail Trends
In 2023, more than 40% of American consumers started their holiday shopping in October — a month that is much closer than it might seem. Now is the time for retailers like you to read up on 2024’s trends in consumer buying, adapt your marketing strategies accordingly, and get ready for another holiday spending season. Remember, the key to a profitable holiday season is to be proactive — and starting now will set your business up for a bountiful bottom line.