Reach the fussy shoppers
Thoughtful customers need your help in quest to hunt down the perfect gift
THE holiday season is here and marketers are hoping that months and months of planning will pay off – that their messages will reach the right shopper at the right moment.
Have you prepared for increasingly thoughtful shoppers?
Thoughtful shoppers aren’t content with gift cards, or even going off a gift recipient’s wish list. Santa may get a list and check it twice, but these shoppers go the extra mile to find memorable, personalised gifts.
WHY IS THIS HAPPENING?
In our discussions with shoppers, we repeatedly came across people going above and beyond to find just the right present. In short, they want to be the best gift-giver of the season. It doesn’t come easy. “I want to buy a gift that’s so fitting for the person that I try so hard. That’s stressful,” one person said. Or as another person put it: “I like giving gifts, but I’m not sure I like buying them. I stress myself out about it.”
But they feel elation when they find it. “I had my nephew’s birthday the other week and I literally searched ‘I don’t know what to buy a kid’ and ‘what to buy a kid’,” another person told us. “And on there was a scooter I liked and I guess he liked it too. When his mum saw it she was like ‘OMG, you got him THE scooter!’ I was like ‘Yes!’”
THOUGHTFUL SHOPPERS’ SEARCH BEHAVIOUR
Reflecting this, mobile searches for “thoughtful” gifts have grown more than 150 per cent in the past two years. And mobile searches for “unique gifts” have grown 110 per cent in the past two years. In 2017, the term “gift” saw the highest YouTube search interest in the past five years. And in the past two years, watch time of “holiday shopping” videos have increased more than four times.
We’re seeing some very specific searches, with shoppers hoping to find gift ideas based on the individual they’re shopping for. Mobile searches for “gifts for ___ lover(s)” have grown by more than 130 per cent in the past two years (for example “baby gifts for music lovers”). They’re also looking for the best gift based not only on the recipient but the giver as well. Think “gifts for dad from big brother”, “gifts for grandparents from grandchildren” or “Christmas gifts from kids to mum.” Mobile searches for “gifts for ___ from ___” have grown by more than 140 per cent in the past two years.
And, of course, there’s the hardest person of all to buy for – the one who has everything. “I am always searching ‘what to buy dad’ and searching through lists trying to get ideas because it’s really hard,” one person told us. “I just don’t feel like he really wants anything.” Mobile searches for “gifts for” + “has everything” or “wants nothing” have grown by more than 230 per cent over the past two years. Examples include “gift for three-year-old boy who has everything”, “Christmas gift ideas for husband who has everything”, and “gifts for the woman who wants nothing”.
HOW YOU CAN OFFER SHOPPING ASSISTANCE
Clearly, people are increasingly looking for help to find those special gifts.
Whether they end up buying in stores or online, 66 per cent of all holiday shopping last season was planned before purchase. In other words, people aren’t simply walking into stores and making spontaneous decisions.
And 57 per cent of shoppers say they look for helpful recommendations or suggestions for gifts.
Here are five shopping assistance tips to reach holiday shoppers on the hunt for the perfect gift:
Consider highlighting the joy and fun of gifting, rather than focusing purely on the promotional. Tap into the sense of victory that comes from giving the perfect gift.
Create curated gift lists for dads, dog lovers or the person who has everything.
Make sure your gift-related content lives beyond your site and can connect with shoppers as they search, watch and get inspired across the web.
Surface your fastest moving holiday categories in giftrelated searches.
Reach gift-buyers when they are out shopping and drive them to your store using local campaigns, mobile, bid by distance etc.
Keep in mind that shoppers on the hunt for the right gift are open to trying new retailers if it will help them in their quest.
Ultimately, the decision on where to buy these thoughtful gifts will come down to the retailers that can provide them with the best ideas and also fulfil their needs for convenience and speed during the holiday season.
GIFT GIVER: These shoppers go the extra mile to find memorable, personalised gifts.