Brands and influencers alike are gearing up for another busy holiday shopping season, and pretty soon we’ll start to see holiday gift guides and Christmas Pinterest boards all over the internet. To create an effective holiday campaign, it’s important for brands to understand how holiday shoppers think, plan, and shop.
The majority of holiday shoppers – 7 in 10, actually – go into the holiday shopping season completely unaware of what gifts they intend to purchase for their friends and family.
Shoppers look to visual ideas and videos from around the web, making influencer content a top choice for many. Influencers can showcase holiday gift guides for specific groups of people who may be on shoppers’ list – like “Holiday Gift Guide for Teens”.
The internet becomes a source of gift inspiration, but can often feel overwhelming. This may explain why so many people reported receiving gift cards last year.
Shoppers literally have the internet in their hands via smartphones, and utilize the power of internet during holiday shopping. Holiday shoppers depend heavily on reviews of products, which they can look up on their phones while in the store.
It’s not just reviews mobile shoppers are depending on. Video content influencers holiday shoppers, with 68% of shoppers turning to YouTube last year for electronic purchase ideas alone!
And of course, holiday shoppers spend time on their phones while standing in those long checkout lines. Four in 5 holiday shoppers say they turn to their phones in spare moments while shopping.
Before hitting the stores, holiday shoppers do a little research, with 70% of shoppers checking out reviews for products on review sites, and 57% looking for reviews on social media. (source)
And it’s not just reviews they seek – holiday shoppers like to do price comparisons before leaving the house, trying to determine where they can save money during the holiday season.
Pinterest plays a significant role in holiday shopping, and studies show that pinners spend up to twice as much during the holidays. In fact, people start planning for the holidays at least 60 days out on Pinterest, creating boards for holiday entertaining, gift ideas, decorations, and more!
Influencer content is prevalent on Pinterest. Read more about Pinterest use during the holiday season HERE.
For brands looking to get in front of holiday shoppers, Pinterest is the place to be. Pinterest is 5x more efficient at driving in-store sales than any other platform. (source)
The holiday season gets busier as the calendar gets closer to December 25th, so it just makes sense that 27% of shoppers plan to get their shopping done early – by Halloween, in fact. (source)
While many people plan their holiday shopping early, there are those who actually tackle their shopping list. Nearly half of all shoppers (45%) have the majority of their holiday shopping done before Thanksgiving! (source)
The internet has made today’s holiday shoppers more powerful and more efficient. Brands can partner with influencers before the holiday rush in order to be a significant part of the holiday shopping industry, which reached $1 trillion during 2016’s holiday season. (source)