The Quarter
of Christmas
Your digital strategy for this Christmas
***
This is the story of the biggest earning period of the year.
A time when people are ready to spend more on gifts to please their friends
and family
And as our way of finding ideas or shopping have been deeply transformed
by digital, especially among younger customers, the success of Christmas
media campaign will rely on brands ability to digitally shine and be top of
the mind
***
What we know about digital Christmas?
Chapter 1 :
Christmas is very special
Holiday foot traffic is down, but sales are going up
Foot traffic went down...
but store sales went up.
$641
$722
(Nov - Dec)
2010
2013
Source: ShopperTrak data for Nov/Dec 2013, as cited in WSJ, Jan 2014.
Mastercard, Nov-Dec 2010 & Nov- Dec 2013, $B
2010
2013
market
insight
Interest in Christmas & Gift related queries across various
export markets
Insight:
Over the Christmas period, there is a steady increase in demand (queries) for
Christmas and Gifts related keywords. As seen, a week before December and first
week of December peak in queries (indexed)
Opportunity
Consider the volume of queries across the Nordics in comparison to larger
European markets benchmarks against Sweden
Action:
Do not miss on seasonal searches - customise campaigns for Xmas!
Mobile is integral!
Christmas related searches on mobile have grown x3
Christmas related searches on mobile
Q4 2011
Source : Internal Google data
Q4 2012
Q4 2013
mobile
focus
And m-commerce does not scare the Next Gen
Those aged 25-34 spent the
most amount of time online
shopping (on average 6 hours
and 19 minutes) and were the
most likely to use their mobile
devices to shop (22.2%).
Source : The Logic group, “A window into Christmas shopping habits 2014”, 2013
mobile
focus
What does this mean for your business?
Christmas is crucial to attract customers new to your
brand or offerings, especially younger ones.
mobile
focus
Chapter 2 :
Brands
need to get
ready
now
Potential consumers are already looking for inspiration since
September!
Christmas related searches ramp up in September
2013
2012
2011
2014
June
Source : Google trends
July
August
September
And will be preparing Christmas online constantly until D-day
CHRISTMAS PREPARATION
Mid/late December
Sales and stock clearance - Winter
sales
Adjust your ad messaging
Early November to early December
Gradually introduce Christmas KWs
and Ads in your product campaigns
Queries progressively raise
Start adjusting and developing Christmas
campaigns, keywords
WINTER SALES
PREPARATION
CHRISTMAS PURCHASE
30 Sept.
7 Oct.
14 Oct.
21 Oct.
28 Oct.
4 Nov.
11 Nov.
18 Nov.
25 Nov.
2 Dec.
9 Dec.
Source : Google internal. Indexed queries data based on a selection of key retail categories inc. home, consumer electronics, apparel, beauty & food.
All devices data (computers, tablets, smartphones) on christmas season 2012 and 2013.
16 Dec.
23 Dec.
30 Dec.
And surprisingly enough, even younger customers are already
planning the holiday season
“ ‘Millenials’, those aged 16-24 in
particular were found to be the most
organised, with almost 44% claiming
they did the majority of their gift buying
in or before November.”
Source : The Logic group, “A window into Christmas shopping habits 2014”, 2013
Chapter 3 :
How to be ready for
Christmas
Customers prepare Christmas online
Source : Médiamétrie, Scope France
Your ‘Blast’ Christmas strategy on search for Q4
Seasonal Brand keywords
Integrate Christmas KWs into your branded
keywords across all markets
Adjust your Ad Texts
Bring specific Christmas messaging
Seasonal generic
keywords*
*Consider running a blast
campaign for 1-2 weeks. Run
generic Christmas related KWs
with strong action oriented ads in
order to be top of mind among
customers
Youtube makes people buy
4 in 10 shoppers visited a store online or in-person as a direct
result of watching a video.
Latest AOL study shows it’s the best social network to
introduce new products and close the sale.
Moral of the story...
Cover search
Consider “blast” campaigns and
prepare Christmas keywords and ads
Consider Youtube & GDN
Expand your reach and be relevant
Think mobile
to increase your shopability
and attract new and younger customers