Five Consumer Holiday Shopping Trends That Will Affect Your Business in 2016

Consider Google’s recent insights on shopping for the holidays:

  • More decisions are made in micro-moments throughout the day—like when waiting, walking or commuting.
  • More decisions are made on the phone—up to 30%, according to Think With Google. In fact, shopping-related searches have grown more than 120% in the last year. And 82% of smartphone users will consult with their phone while they are in the store.
  • 32% of shoppers plan to use video for holiday purchases.
  • 64% of smartphone viewers would rather watch a video to answer questions than pick up a phone or read a manual.
  • Sundays are the biggest shopping days. And yet, the day when more businesses have shorter hours or are closed altogether.

Perhaps the biggest shift is that we have gone from focusing on a given task to splintering tasks into hundreds of bite size moments, according to Lis Gevelber, VP Marketing at Google.

Gevelber says these moments “are increasingly where hearts, minds and dollars are being won and lost…. And companies that measure and respond to micro-moments are gaining a very big edge on the competition. Mobile is the new from door to your brand and your stores. Are you at the door, ready to help?”*
 
So what does this mean for your business—even if you aren’t in retail? Often, the service industry will lag retail trends, but retail trends are a harbinger of consumer behaviors that will come your way. Here’s what you can do right now to respond to these:

  • While mobile must be a central part of any marketing strategy, having a mobile-friendly site is not enough. The content that your customers most crave must be available and easy to use on mobile.
  • Attention spans are shorter, so content you want to convey has to be delivered as snackables—short messages that fit between a myriad of other tasks.
  • Consumers want content in video form—and frequently will choose it over “reading”.
  • Can your customers find what they want on weekends and evenings—when they have discretionary time?

Now’s a good time to think about how these trends will affect your business, and to ask what your competitors are doing better than you are in each of these categories.

* Source: Micro-Moments and the Shopper Journey

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