It’s the year-end holiday season again! Every year during the Holiday Shopping season, brands of all sizes will launch special deals on holiday shopping. Which platforms do consumers go to to find new ideas for holiday gifts?What can they expect from online spending?YouFind has compiled 10 online holiday spending data that Marketers must know:
#1 – Some consumers start planning their holiday shopping lists as early as November.
Brands should capitalize on the golden period of publicity from November to early December to sell products when consumers start to buy on holiday days.
#2 – More than 7 local consumers use smart phones to search for information about daily products.
When marketing festive days, brands should also consider which channels consumers use to obtain product information. In addition to online communications such as Google or social media advertising, brands should also ensure that their websites and promotional emails are designed with Mobile-Friendly to allow potential customers to easily obtain product information.
#3 – More than 6 local consumers discover new products through YouTube and Facebook. According to local data from June to July 2020, 64% of respondents have watched live videos in the past seven days.
In recent years, more and more brands have put more resources into making videos, and live shopping has gradually become the new norm for Hong Kong consumers. A survey found that 72% of consumers prefer to learn about products through videos. If you want to know more strategies for producing and promoting live videos, you can check out our other article “2021 Live Shopping 3 Strategies: How to Effectively Increase Live Sales?”.
#4 – 76% of consumers use electronic devices to buy holiday products, while nearly half of those surveyed use smart phones to buy products.
With the development of science and technology, consumers’ expectations for using websites are getting higher and higher. Google’s research found that if the Page Load Time was increased from 1 second to 3 seconds, the chance of a website visitor leaving immediately (Bounce) increased by 32%, and increased to 5 seconds, the chance rate increased by 90%! In other words, the longer the web entry time, the more potential customers you’ll lose!
#5 – One-third of local consumers say they will give up buying products that have been added to the “shopping cart” if the check-out process is too complicated.
除了載入速度,網頁上各項功能和程序也是用戶體驗的關鍵一環。 In many cases, users are obviously interested in the product, and have even added it to the “shopping cart”, but discard the products in the “shopping cart” due to factors such as complicated payment procedures, unclear instructions, or unexpected additional charges on the bill. Brands should simplify the payment process as much as possible when designing their websites, and ensure clear instructions and transparent charges to reduce the “Abandonment Rate” of the Purchase Funnel.
#6 – Only 37% of respondents agree that electronic devices (including computers, smart phones, and tablets) provide the best customer service.
#7 – Chatbots handle 80% of general customer inquiries. In addition, the chatbot can reduce the cost of handling customer inquiries by 30%.
In recent years, chatbots have become more and more sophisticated, with a variety of automation and “script” setting dynamics, and can even remind users to check-out the products in the cart. In addition to the lower cost, the advantage of chatbots is that they answer general customer inquiries 24 hours a day, and give customers an extra service option, which can definitely provide a better service experience for websites.
#8 – More than 7 local consumers consider whether the store will be “free shipping”, “on-time delivery” and “offer multiple delivery options”.
If your online store can do all three of the above, you may want to highlight these advantages on the main page of your website and other aspects!
#9 – At the same time, consumers will also consider whether the holiday gift is an environmental or conscientious product.
Consumers, especially Gen Z’s younger consumers, are increasingly paying attention to whether a brand’s philosophy aligns with their own values, such as product sustainability, whether raw materials meet fair trade standards, and whether the manufacturing process pollutes the environment. In addition to emphasizing the price-value and quality of the product, brands should also understand what common values their target customers have through social listening, and convey the brand concept that is in line with them through product packaging, websites, social platforms, etc.
#10 – The top 3 reasons why consumers complain when shopping online are: “late delivery”, “product shortage”, and “product physical non-compliance”.
Due to various uncertainties, especially in the past two years of the pandemic, delays in delivery are sometimes unavoidable. If the store takes the initiative to inform customers about the delivery of goods, such as in the delivery period, they can improve the service experience before they first inform the product that the product is not being delivered on time. According to data, 48% of local consumers expect stores to voluntarily inform them of the status of their orders after payment. (Source: Facebook local data.))
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