Are you tired of sales yet? Spam, flyers, emails, websites, TV ads and apps galore- between Gray Thursday, Black Friday, Small Business Saturday, and Cyber Monday we are going to need that Wine Down Wednesday this week.
With so many retail options – offering quality goods and low prices is no longer enough when competing for share of the holiday wallet. Shoppers are looking for different ways to get more—more value, more fun, more perks, and more value-add experiences.
And it looks like it worked- because they definitely bought more…
All told, a record 247 million shoppers visited stores and websites over the four-day weekend starting on Thanksgiving, up 9.2 percent of last year, according to a survey of 4,000 shoppers that was conducted by research firm BIGinsight for the trade group. Americans spent more too: The average holiday shopper spent $423 over the entire weekend, up from $398 last year. Total spending over the four-day weekend totaled $59.1 billion, up 12.8 percent from 2011.
Online and offline shopping is blurring: 80% of shoppers researched items online before making a purchase this season, and they switched devices to suit their needs. For example, 51% of shoppers researched online and then visited the store to purchase, while 17% visited a store first and then purchased online. Another 32% researched online, visited store to view a product, then returned online to purchase. In short, the shopper’s journey looks less like a funnel and more like a flight map, and the lines between online and offline shopping experiences are blurring.
With Sunday, Tuesday and Wednesday still up for grabs – what new retail holiday would you create?