Post-Holiday Blues? I Don't Think So.

Nearly half of Americans shop the postholiday sales amp8211 a slightly higher figure than even Black Friday or Cyber Monday according to an AE Networks study Moreover over a third say they usually spend more than planned when postholiday shopping Almost two thirds say they find the best deals after the holidaysClick below to download the AE Networks Insights Report PostHoliday Blues I Don39t Think SoFor marketers and consumers there is a big upsell opportunity in the postholiday marketplace Every day is Black Friday or Cyber Monday Once they39ve finished buying gifts for others consumers are looking for deals on items for themselves and will visit stores or go online to take advantage of sales and gift cards to reward themselves for a successful giftgiving seasonWith the holiday playoffs over men and women celebrate differently Men typically hunt for something specific and are more likely to buy computer hardware electronics and alcoholic beverages Women typically engage in more of a gathering approach to shopping and are more likely to buy beauty products and toys or games In many ways we revert to our gender stereotypes and huntergatherer instinctsThe message for marketers is clear if you only invest in your product and its message during the holiday season you are missing a tremendous opportunity to continue the conversation with consumers Postholiday messaging should focus on quotshopping for selfquot not quotshopping for othersquot Understanding the big and small differences in how men and women shop is also vital Men for example are more achievement oriented and want to return home with an item women are browsers and happy buying nothingSurprisingly there is very little difference in how consumers go about their postholiday shopping compared to their holiday shopping There is a slight decrease in time spent researching where to buy something after the holidays than before and a slight increase in how long consumers take to actually buy a product but the time spent on all other activities such as researching products reading reviews and deciding what to buy barely changesThere39s also little change in how consumers use online and instore platforms while on their path to purchase More than half go online to research products and read reviews but once they39ve done the research the majority of consumers use both platforms to continue on the path whether before or after the holidaysThe tools that shoppers use are changing Forty percent of adults say they39ll use a smartphone for any part of their shopping process before andor after the holidays This compares with 93 who will use their computer and 32 who will use their tablet As more people increasingly rely on their smartphones however they are starting to reach for them first even when a PC is nearbyAccording to an AdXTelemetrics survey the length and intent behind the pathtopurchase varies by category but among the topfour categories a considerable amount of mobile activity happens at the start of the purchase process This is when consumers are just beginning to evaluate options and can potentially be influenced the most by marketersUltimately an omnichannel retail strategy is essential to offer a seamless customer experience Television continues to have the greatest reach and is best in driving overall awareness print delivers a focused audience and drives consideration and digital channels including online and mobile keep consumers connected along their entire pathtopurchaseClick below to download the AE Networks Insights Report PostHoliday Blues I Don39t Think SoPhotograph courtesy of Corbis The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecom MyersBizNet Inc management or associated bloggers

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Post-Holiday Blues? I Don't Think So.

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