Xmas in July: New Survey from Bryj Uncovers Retail Shopping Habits of Holiday Consumers

The holiday shopping season is make or break for retailers, with a major portion of annual revenue at stake. As the habits of consumers continue to fluctuate, businesses must adapt their strategies. In the past, retailers could rely on just decorating the store and using generic ad campaigns to attract customers. But in 2024? Consumers expect more. They want to be spoken to through targeted and personalized experiences.

This is especially true when it comes to mobile advertising, as more shoppers pick up their mobile devices to find gift ideas, compare prices, and make purchases on the go. But what exactly do shoppers want from retailers during the holiday season? How can businesses customize their mobile strategies to meet these needs?

Our latest survey, which surveyed 1,000 U.S. consumers, sheds light on how shoppers approach the holiday season and what they look for in a retail experience. We found that timing is key when it comes to holiday marketing. Consumers don’t want to be bombarded with promotions too early, but they also don’t want to miss out on anything. Finding the right balance is key for retailers looking to maximize engagement and revenue.

With the majority of consumers planning to do most of their shopping on their mobile devices, having a well-designed, user-friendly app is the perfect way to help retailers strike that balance. But it’s not just about having an app just for the sake of having one. These apps need to be a solid platform for delivering relevant content. Consumers expect mobile ads to offer real value and convenience—from personalized product recommendations and app-only deals to one-click purchases.

Ads Are a Crucial Marketing Strategy

Why does advertising play such a major role in attracting customers and driving sales during the holiday shopping season? With consumers in the holiday spirit and ready to spend money, the right advertisements help brands capture the attention, hearts, and wallets of holiday shoppers. To make the most of the holiday sales window, businesses often invest more in advertising to achieve high reach and frequency.

This type of exposure helps keep the brand and its products in consumers’ minds. The type of advertising retailers use often emphasizes limited-time deals, exclusive products, and the need to buy gifts before a specific date. This creates a sense of urgency that motivates shoppers to make purchases sooner. For example, promotions like “One Day Only” in ads capitalize on holiday FOMO. 

With so many businesses investing more in their advertising, consumers are surrounded by mobile marketing messages from every direction during the holiday shopping season—social media ads, TV commercials, email promotions, etc. This means each retailer will have to work harder to cut through the noise and make a positive impression on potential customers. 

This is where strong advertising strategies make the difference. However, it’s not just about sending out daily promotions and hoping to reel in some big customers. Retailers need to have a well-thought-out approach, considering factors such as targeting and timing to reach and engage their audience.

When Do Consumers Think It’s Appropriate to Start Holiday Ads?

The timing of holiday advertising is another important aspect of a retailer’s holiday advertising strategy. If you start too early? You risk annoying those who aren’t ready to think about buying holiday gifts. If you start too late? You may miss out on opportunities to attract the early shoppers. For many shoppers, the official kickoff to the holiday season is still tied to traditional retail events. 

• Nearly half (47%) of consumers think it’s appropriate for retailers to begin advertising around Thanksgiving and Black Friday.
• 63% of consumers don’t start shopping for gifts until October or later.
• 25% of consumers don’t begin their holiday shopping until Black Friday or Cyber Monday.

This might come as a relief to the businesses that always feel the pressure of the “Christmas creep.” Even if some shoppers don’t think it’s appropriate for retailers to advertise too early, many are still engaging in holiday-related activities before the traditional shopping season. To find any ounce of success, retailers should consider taking a phased approach to their holiday advertising.

This could involve starting with subtle, brand-building messages. After the brand-building messages are sent out, businesses can follow them up by ramping up the promotions and sales ads as key shopping dates get closer. By increasing the intensity and frequency of ad campaigns over time, retailers can build momentum without overwhelming consumers. It’s also important to be mindful of the channels and formats used for your holiday strategy.

What Should Your Holiday Strategy Look Like?

While traditional media like TV and print still have a place in reaching your audience, digital channels offer more opportunities. When it comes to the type of marketing that consumers prefer, email marketing leads the way with 55% of consumers preferring this method for receiving ads. For email marketing, businesses can have mobile apps that allow users to easily opt-in for email notifications and newsletters. The app can also offer exclusive holiday previews or early-bird specials for those who subscribe to emails. 

Integrating with TV or streaming commercials could involve second-screen experiences, where users can access more content through the app while watching holiday ads. Integrating with social media is also key, especially for reaching younger consumers. 62% of Millennials and Gen Z prefer receiving ads through social media. Mobile apps can make it easier to share products, wish lists, or holiday deals on preferred social media platforms.

While establishing a holiday strategy, retailers must consider the generational gap in ad preferences. While Millenials and Gen Z may prefer social media, 55% of Baby Boomers favor mailers. Retailers need to make sure their strategies capture the attention of different age groups. When it comes to finding gifts, consumers lean on a mix of in-person browsing (58%), online research through search engines (54%), and browsing through websites (45%). To support in-person browsing, mobile apps could offer features like in-store navigation, inventory checks, and the ability to scan products.

For those who prefer website browsing, this experience can be improved by offering a mobile app that produces a shopping experience that’s consistent with the website but takes advantage of mobile-specific features (i.e. push notifications). Retargeting is also an effective strategy, considering that 41% of consumers are influenced by ads for items they’ve viewed before.

Mobile apps can utilize this insight by implementing retargeting features, by sending push notifications, or using in-app alerts about products users have shown interest in. Overall, a successful holiday strategy needs to take a customer-centric approach that puts the needs and preferences of shoppers first. By utilizing data, technology, and creative advertising tactics, retailers can create an experience that stands out. 

What Your Customers Expect from Your Ads and App

When it comes to advertising, timing is key. While we have learned that nearly half of consumers think it’s appropriate for retailers to start their holiday campaigns around Thanksgiving and Black Friday, this doesn’t mean you should wait until the last minute to carry out an ad strategy. Search interest in holiday-related terms will likely pick up as early as October. 

When it comes to what your customers expect from your ads and app, they expect relevance and value. Our survey found that 68% of consumers are influenced to purchase items from ads that feature promotions or discounts. This means the decision to incorporate targeted promotional offers within mobile apps can be the difference maker. 

To meet this expectation, retailers should have a mobile app with strong personalization capabilities. This could involve using AI and machine learning tools to analyze user behavior and preferences, allowing promotional offers to be targeted correctly. The app could also allow users to set preferences for the types of deals they want to see. During the holiday season, customers also expect an app to offer features like streamlined checkout to make the shopping process as smooth as possible. 

Importantly, customers expect transparency and clear communication throughout the holiday shopping process. This means being upfront about shipping deadlines, return policies, and any potential delays or issues that may occur. Use your app and other channels to keep customers informed and provide easy access to support if they need it. 

The Bottom Line

The holiday shopping season presents a huge opportunity for retailers, but success requires a strategic approach that prioritizes customer needs and preferences. By aligning your advertising timing and content with consumer expectations, investing in a smooth mobile app experience, and utilizing personalization and data-driven insights, you can connect with shoppers in a way that matters to them. 

The goal is not just to drive short-term sales, but to establish long-term customer relationships that continue beyond the holiday season. By prioritizing convenience, value, and personalized experiences, you can turn one-time gift buyers into loyal, repeat customers. As you plan and execute your holiday strategy, watch your performance metrics and listen to and read customer feedback. Use this information to improve your approach so you can make any changes ahead of next year’s holiday season. 

With the right strategy and execution, the holiday season can be a time of unbelievable growth and success for your business. You can survive and thrive in your industry by knowing what customers need and utilizing the latest technology and best practices. Are you ready to elevate your mobile and AI marketing strategy? Reach out to us today and let us get you ready for holiday shopping with a Bryj mobile app!