December is the peak of holiday shopping, with more than half of all purchases still up for grabs, both online and in-store. This period represents a crucial phase in the holiday shopping journey, known as the “determined mindset,” where consumers intensify their buying efforts. Here’s what you need to know about capturing this late-season demand according to Think With Google’s recent article:
- December is the Last-Minute Rush – Many shoppers leave their holiday purchases until December. Last year, over half of U.S. holiday shoppers had significant buying left to do after Cyber Week, highlighting the importance of targeting late-season shoppers.
- Gen Z’s Late Buying Habits – Gen Z tends to do even more of their holiday shopping later in the season. On average, they complete less of their holiday shopping by December compared to other generations, making them a key audience to target during this crunch period.
- Importance of Omnichannel Shopping – A seamless shopping experience across channels is crucial. Last month, 65% of U.S. consumers planning to shop for the holidays indicated they would split their time between online and in-store shopping. Ensuring a smooth transition between these channels can significantly impact your sales.
- Fewer Shopping and Shipping Days – This December has fewer days available for both shopping and shipping due to Cyber Week falling five days later than last year. This compressed timeline underscores the need for efficient omnichannel strategies to meet consumer expectations.
- Leveraging Google for All Age Groups – Google remains a top resource for holiday shopping across all demographics. Consumers rely on Google properties, including Search, Maps, and YouTube, to find and evaluate holiday gifts.
To make the most of this critical period, ensure you’re delivering relevant information, such as discounts and promotions, to shoppers. Those who find pertinent details are 3.2 times more confident in their purchases and 6 times more likely to become repeat buyers.
Partner with VuePlanner’s team of YouTube marketing experts to enhance your December ad strategy, engage your audience, and capitalize on this often-overlooked period. For more information, reach out to our team.