As the leaves begin to change color and the air becomes brisk, retail brands seem to have an automatic green light to start advertising for the holidays. Whether we, as consumers, like it or not, holiday commercials will soon inundate our entertainment channels. No matter when the advertisements begin, brands are constantly thinking and planning for the biggest retail season of the year – and mapping out marketing tactics to edge out the competition when it comes to holiday sales. But, do the strategies really work despite the months and months of planning? To dig a little deeper into brand loyalty, we surveyed more than 5,000 U.S. moms across the US (ages 18+), a key demographic for driving purchasing decisions. The kicker? Brands should be catering to loyal moms this holiday season.
Around the holidays, many retailers stress the lowest price or a free gift with purchase to increase sales. Surprising to some, we found that 48% of moms across age categories are brand loyal, but 27% of moms would still purchase a product from a competing brand based on price and 35% of moms would refrain from switching brands because of a discount price or coupon. Price is clearly a major factor in the purchase decision process and even the most loyal moms will leave a brand for a competitor if the price is right.
Beverages (24%), beauty products (22%), home products (18%) and electronics (12%) are the most loyal categories among surveyed moms, indicating the areas that may take a steeper strategy to make a consumer move away from their favorite brand. Remember that holiday purchases are not only referring to gift giving – a wide range of products from entertainment to cleaning are bought at the end of the year and certainly have loyalists when it comes to these products.
In addition, roughly a third (32%) of moms are loyal to beverage products because of a family member’s preference, indicating that purchase decisions may be made based on traditions and nostalgia. Quality and consistency (58%) and good value for money (21%) are also key factors in embracing moms’ loyalty – both crucial elements in not only retaining, but attracting new customers as well.
Additional Reading: Weekly Bias: Marketing to Moms
What do these data points indicate for holiday purchases?
Although a brand has loyal customers, be sure to not take advantage of their loyalty this holiday season. Keep in mind that no matter how many purchases they have made and how many online orders they have placed, customers’ loyalty is always in jeopardy – another brand can easily swoop in and secure the sale.