What to Expect from This Year’s Shortened Holiday Season


October 31, 2019

If you thought last year’s holiday period was a blur, consider this one to be a blink. Six precious days have vanished from your calendar between Thanksgiving and Christmas. Don’t fret, though, as we’ve been working harder than Santa’s elves to provide you with the detailings of shopper behaviors to help you formulate a successful marketing strategy.

In a recent Omnichannel Holiday study, Google identified four different holiday shoppers, named Evergreen, Early Bird, Deal Seeker and Last Minute. While these groups are quite different, there are some key consistencies.

First, all four types are forced to deal with the greatest perpetual of them all: time. According to eMarketer, a condensed holiday season means that 34% of consumers are likely to begin searching for deals earlier, 29% will research your products more promptly and 28% will make their first purchase sooner. Additionally, there will be an increase in reliance on expedited shipping as well as an increase in mobile shopping.

Other congruities in their shopping behaviors are boiled down to being impatient and curious. According to Google’s study, 48% of shoppers want to get their shopping done as quickly as possible while 53% will do their research before any credit card swipe. Interestingly, only 18% of shoppers consolidate all of their shopping to the Black Friday-to-Cyber Monday period, so if you’re mainly targeting these days, you’re missing the chance to connect with potential customers now.

With this knowledge, it is imperative that retailers reflect the ever-changing needs and wants of their buyers in order to be successful. For example, you may want to consider running sales earlier and construing marketing campaigns that communicate a sense of urgency for consumers to get their shopping done. 

It’s also vital that you provide a seamless mobile experience. With the heightened amount of research devoted before committing to a buy, online purchasing has also become increasingly prominent with stats showing that even the in-store journey is being greatly impacted by the shoppers’ mobile involvement. 

This year is projected to be the first trillion-dollar holiday season on record, according to eMarketer, so now’s the time to make the most of it. Start soothing consumers’ anxious feelings, while also highlighting the shortened timeframe and offering sales that ignite action.