Holiday Planning: What Do U.S. Consumers Want This Year?
By David Daniels, CEO and Founder of The Relevancy Group
What are U.S. consumer behaviors and attitudes this holiday season? Zeta Global recently partnered with The Relevancy Group to answer this question. Register to listen to a recording of the webinar, which highlights the attitudes and behaviors of consumers in the U.S. this holiday season.
We’ve highlighted the five most significant findings below, along with last minute tactics that marketers should embrace for the all-important holiday season.
1. U.S. Consumers are Engaged with Email All Day Long
Ninety-two percent of U.S. consumers are engaged with email every day. Fifty-four percent stated in a Relevancy Group survey that they check email multiple times a day. Another 17 percent state hourly or more frequently and still another 21 percent state daily. Email is a fixture in consumers’ daily life. It serves as the online digital fingerprint that is required to transact will retailers, banks and just about everything that is represented online: a fact that I have stated for a long time. Consumers state that non-relevance and high frequency will drive email marketing avoidance stressing how important it is for marketers to be relevant in order to stand out from their competitors.
2. Phones & Tablets are Increasingly the Primary Email Inbox and Shopping Device Among Consumers
Forty percent of U.S. consumers state that their mobile phone is their primary email inbox (i.e. phone first) and another 10 percent say the same for their tablet. The other half state that it is a mix of laptops and desktop computers. Overall 86 percent of U.S. consumers state they access their email account via a mobile phone, which is a well-known ubiquitous behavior. This behavior and the growing number of phone-first email users requires marketers to be well-versed in designing for these screens. Marketers must embrace responsive design, deep linking app technology and mobile measurement to understand this profound shift of email consumption on mobile.
3. Focus on Hygiene to Advance Holiday Email Campaign Results. Address Churn and Inactivity.
Consumers are nomadic. Twenty-nine percent of U.S. consumers stated in our survey that they have changed or created a new email address in the past year. Most change their email address not because of a life event like marriage, divorce or graduation but instead because of the promise of better security, speed and solutions, i.e. a better app features. Marketers must recognize this churn and have an ongoing win-back campaign, as well as target non-response email subscribers in other channels such as display and social. This is all made possible by leveraging identity resolution and implementing people-based marketing tactics (See The Future of Relevance).
4. Holiday Spending Attitudes
Sixty-four percent of U.S. consumers state they will spend the same as they did last year, 21 percent will spend less than last year and 15 percent state they will spend more. These numbers are up slightly from what U.S. consumers told us in 2016. For those of us that are more exclusively online, we are warmed by the intent that U.S. consumers have told us: 46 percent state they will spend half or more and another 10 percent state that all their holiday budget will be spent online. Just 10 percent state that they will not be shopping online. As of today, 47 percent of U.S. consumers already started their holiday spending and we will see the rest explode onto the shopping scene the last week in November and early December.
5. Self-Spending: The Often Forgotten Indulgence Gift Marketing Tactic
Who among us doesn’t love to buy themselves a gift or two? The Relevancy Group often notices that marketers forget to utilize this tactic, the notion of self-giving, that is unless you are a Zeta Global client. Zeta Global’s work with many clients on this topic is interesting but we love the bold work they have done with Ann Taylor where the email plainly states, “Everyone Else’s Gifts Can Wait,” and then there is a time-limited offer to get a significant self-shopping discount. The tactic is genius, as the discount is not going to be policed as who can tell whom you are spending on, but most important supports self-indulgence. U.S. consumers tell us that on average, they intend to spend $264 on themselves this holiday season. Personally, I like to order from gifts for myself from Amazon throughout the year. I get them gift wrapped with a note to myself, and by the time I get around to opening it on Christmas I often forget what I purchased. This year, I need to remember not to do Amazon Fresh this way: unwrapping old organic eggs on Christmas morning can make for an unpleasant unboxing.
Wishing you all a successful holiday season.
Until next time, Happy Holidays.