As Shopper Attention Shifts, Retailers Put Finishing Touches on Post-Holiday Deals to Entice Consumers
In the final week leading up to Christmas, retailers are still reaping the rewards of a busier-than-usual holiday season with consumers checking those last few items off their gift-buying lists. In fact, earlier this week the National Retail Federation revised its holiday forecast, now projecting a 3.3 percent increase over last year’s figures. And while sales generally slow significantly after Christmas, retailers recognize some of the very unique opportunities post-holiday promotions can bring.
The closer it gets to Christmas the more likely it is that people are trying to steer clear of the malls. But there’s something about December 26th that makes them more than willing to venture out again. After all the fun and stress leading up to the big day, shoppers are traditionally ready to think about an entirely different set of priorities. Diet, exercise and general ‘recovery’ from holiday indulgences commonly top the list, often paired with feeling like “it’s time to treat myself.” Perhaps that perfect gift wasn’t under the tree, but several not-so-great presents could be returned and put toward what was really on the wish list. Retailers rely on after-Christmas sales, gift cards and gift returns to keep shoppers strolling through their doors, and need to make the most of this post-holiday shopping period.
To rise above the hustle and bustle of holiday ads and messages, retailers may choose to take a more personal approach to attract post-holiday shoppers and clear out merchandise. Campaigns using channels like front door marketing can be executed quickly and easily, driving response with a compelling offer that gets consumers to act. With a start to finish timeframe of as little as two weeks, retailers can have their branded message delivered to the front door of some of their best and most promising customers.
What are you doing to get shoppers back into your store after the holiday splurge?