The Thanksgiving shopping season as we know it is going to look different this year. The days of seeing people camped out in front of stores on Black Friday are on hold for now. In 2020, many consumers looking for the best “Turkey 5” (the five days from Thanksgiving through Cyber Monday) holiday deals to maintain some sort of holiday normalcy will be doing so online instead of in a line.
But consumers aren’t just shopping differently this holiday. Some will be limiting their spending, evidenced by the 43% of Quikly holiday survey respondents who said they anticipate spending less this holiday season than last year. Consumers are still willing to buy, but they want to do so within their means. Brands and retailers that want to be considered by shoppers this season will have to market accordingly.
How can brands align with the new reality for Thanksgiving shoppers and set everyone up for a great holiday season? Here are three important strategies:
1. Shine a light on your omnichannel approach. According to a RetailMeNot holiday survey, 31% of shoppers will concentrate their shopping around savings events such as Black Friday and Cyber Monday. Take an omnichannel approach to your marketing spend, being sure to include digital or social media.
Consider using promotions, flash sales, and online doorbusters to pique interest and spark your at-home consumers’ inner FOMO. Boost your appeal by including free shipping add-ons, curbside delivery, and the option to buy online, pick up in store (BOPIS). Emphasize value and ease on all your marketing channels to simplify Thanksgiving shopping for your consumers.
2. Weave new traditions into your messaging. With 88% of consumers surveyed by RetailMeNot saying they don’t plan to shop in-store Thanksgiving doorbuster sales, it’s time for brands to switch up the holiday marketing status quo. While consumers were already embracing online shopping in favor of waiting in long lines at brick-and-mortar stores, the pandemic has certainly expedited this transition. E-commerce is set to rule this holiday shopping season, so tie it into the Thanksgiving shopping traditions consumers know and love.
Inspire shoppers to seek new ways of making the holidays special. Highlight how gift-giving still matters, offering tips for how shoppers can celebrate in new ways. While Thanksgiving, Black Friday, and Cyber Monday are fixtures of the holiday shopping cycle, you’ll want to add Black Saturday and Cyber Sunday to the rotation to give consumers more buying options and make your brand a part of their holiday shopping plans.
3. Promote lengthier and more lucrative discounts and offers. Discounts will have a considerable influence on holiday purchase decisions this year. Nearly half of RetailMeNot holiday survey respondents said deals or discounts would motivate them to purchase more holiday gifts. The survey also found that 75% of American consumers plan to shop as early as possible this holiday season. Extend discounts throughout the Turkey 5 weekend to entice consumers and stave off competitors during the holiday rush.
Consumers might crave the normalcy of the holiday season, but they don’t want to overextend their finances or risk their health to do so. With the Turkey 5 weekend on the horizon, address consumers’ desire for convenience and saving money while offering new ways to prepare, celebrate, and enjoy the important moments. Consumers will appreciate it in the long run.
Want to learn more about how to prepare for the Thanksgiving shopping rush? Listen as Valassis’ Mark Johnson and Quikly’s Shawn Geller discuss it all in the webinar, “A Head Start on the Holidays: What Retail Marketers Need to Know.”