How Will COVID-19 Impact Holiday Shopping?
COVID-19 is a global crisis that has affected economies, supply chains and retailers around the world. Your customers’ purchasing decisions this fall/winter may look completely different from what they did last year.
As marketers, we’ve had to pivot our strategies in the face of COVID-19.
Those tried-and-true marketing tactics that worked for us before may not anymore. No matter what type of small business you have, it’s crucial to realize that because the retail landscape has shifted, your holiday marketing plan must too.
Take a look at these recent stats from Think with Google:
- 56% of Canadian shoppers say the pandemic will affect how they’ll shop for the holidays this year. Almost 65% of those who plan to shop this season said they will shop online more than they did in previous seasons.
- 73% say they will browse for gift ideas online and not in-store.
So as we head into the 2020 holiday shopping season, here are 3 ways to ensure your small business stands out from the competition and reaches your target audience effectively.
1. Embrace communication.
Communication is always important, and even more so when customers may have health and safety concerns around in-person shopping.
Contactless buying and curb side pickup are already incredibly popular, so expect that to continue into the holidays and beyond.
As part of your holiday marketing plan, think about how you can share these types of advantages with your customers, whether it’s a blog or adding keywords like “curb side pickup” to your social media posts and paid ads.
Before you share your seasonal messaging with people, make sure your inventory is up to date. Many shoppers will be searching online for products or services with the keywords “available near me” before heading out.
You don’t want someone to drive over to your shop because they saw a trendy toy on your website or loved an outfit they saw was “available near me,” only to arrive and find out that you don’t actually have it in stock.
I’m sure there are many other examples of how COVID-19 will impact holiday shopping.
READ: How to Create an Email Marketing Campaign Your Audience Will Love
An email newsletter campaign can be an essential part of your marketing plan, and not just during the holidays.
Sending consistent newsletters to your followers gives you the ability to develop a “Know, Like and Trust” relationship with them that will dramatically increase your brand visibility and market reach.
Yet many business owners and entrepreneurs pass up this golden opportunity to build relationships and increase sales. Are you one of them?
I’m sharing some reasons why your small business should create an email marketing campaign and offering tips to help you increase open rates.
Read more on our website.