The 2020 holiday season was uncharted territory for every retailer. As we prepare for the 2021 season, brands need to be prepared as new trends emerge. Moreover, holiday season sales are likely to increase between 7% and 9% in 2021, according to Deloitte. While eCommerce sales will reach between $210 billion and $218 billion . We outline 3 of the most important holiday shopping trends that are expected to dominate the retail landscape this year:
Mobile to dominate holiday season shopping
More than a quarter of online shoppers are shopping on their mobile devices since the pandemic. In fact, mobile devices will make up approximately 72.9% of online purchases in 2021. Therefore, there’s no question that mobile commerce needs to be at the heart of your holiday season strategy.
Usability is integral to keeping customers on the page and encouraging them to convert. You therefore need to ensure your site is fully optimised for mobile shopping. Consider speed, navigation and customer experience when reviewing your mobile strategy. Remember, your ultimate goal is getting your customer to convert. So, make it as easy as possible for them to do so!
Shopping will start earlier than ever
Consumers are planning ahead this year. In fact, 38% of shoppers planned to start holiday shopping in October. Firstly, early bird shoppers have the advantage of the best selection of merchandise because stores are usually fully stocked. Moreover, they do not have to worry about concerns over shipping delays and stock availability.
42% of early bird shoppers will visit multiple websites before they make a decision. As a result, you need to make sure you stand out from your competitors. Offering your audience a seamless customer journey from start to finish is a good way to set yourself apart. In addition, consider offering free shipping or adding in an extra discount to incentivise customers to convert.
Omnichannel will make or break holiday season success
Customers are using multiple devices to complete their purchasing journey. And research by Google found this season’s shopper will be more omnichannel than ever. Therefore, retailers need to be prepared to meet consumers wherever they are. This can be achieved by gaining an understanding of consumer behaviour across channels.
Wrapping up
It is critical for retailers to plan ahead for the holiday season. Without a proper strategy in place, they risk falling behind in a highly competitive and oversaturated marketplace. Therefore, as we head into the busiest shopping season of the year, it is vital that retailers equip themselves with the tools necessary for success. Most importantly it boils down to listening to your audience as well as keeping up with changing consumer needs and preferences.
