Early November may be prime time for holiday shopping, but a significant share of consumers either prefer or procrastinate their way into doing all their gift buying at the very last minute.
Ziff Davis Shopping’s recent survey of 1,001 shoppers found that while most consumers aim to complete their shopping lists before Thanksgiving, 24% continue to actively shop well into December.
With consumers still on the hunt for holiday deals and unique finds, December is an optimal time to capitalize on last-minute shoppers. Here are five strategies you can use to grab their attention and boost sales this holiday season.
Offer Fast, Flexible Shipping, Pick-Up and Delivery
Most consumers prize convenience, but for last-minute shoppers, it can make or break whether holiday gifts get to their loved ones on time.
Offering fast, same-day, next-day or free shipping at certain order thresholds and buy online, pick up in-store options can help you attract last-minute shoppers. It’s also important to educate customers about shipping deadlines and product availability as part of the in-store and online experience. Launch digital or social ads and include visuals and signage on your website or in-store displays that indicate which items will “Arrive by Christmas,” which items are close to being out of stock and special store hours that give last-minute shoppers an extended opportunity to find what they need.
Our survey indicates that over 60% of shoppers look at a retailer or brand’s website, in-store displays and online advertisements in December when shopping for last-minute gifts. Use all these tools to your advantage — and work with third-party logistics partners to improve your fulfillment capabilities — to offer shoppers flexible options that ease the stress of down-to-the-wire holiday shopping.
Increase Discoverability with Gift Guides
Twenty percent of shoppers still actively research products in December right before Christmas and are still actively look for inspiration during this time.
Use this to your advantage and leverage shopping guides to streamline their path to purchase. Some consumers may wait until the last minute to shop because they don’t really know what they’re looking for. You can steer them in the right direction with gift guides organized by theme or intended recipient (i.e. spouse, kids, grandparents, or “White Elephant” and “Secret Santa” gifts). Use your email newsletter and social channels to advertise these shopping guides, along with time-sensitive special offers and discounts like flash sales, buy one get one half off, or free gift wrapping. Consumers will appreciate the gift ideas, savings and added perks.
Offer Discounted Product Bundles
Rather than offer a deal on single-item purchases, consider developing creative product bundles that cost slightly less than if a consumer bought these items separately.
You can mix and match items to create your bundles, including pairing top-selling items with newer items in your inventory, premium products with mid-priced items, complementary products that consumers often purchase separately, or other unique combinations that increase your average order value among certain customer segments.
Product bundling requires a bit of experimentation, so look at your sales data to come up with pairings that offer some differentiation from other brands, entice last-minute shoppers and increase your end-of-year revenue.
Push Gift Cards
While some consumers may avoid buying gift cards because they feel impersonal, they can be a saving grace for last-minute holiday shoppers.
Consider offering promotions and deals on gift cards or certificates, such as purchasing four $25 gift cards for a total of $75 (a 25% discount) or $5 in rewards or a 10% discount on a future purchase when you buy a $50 gift card. You could even tie a gift card discount to another action, like a newsletter or SMS messaging sign-up, to drive more long-term value from these customer interactions.
Our survey found that 50% of shoppers search for deals, discounts, and coupons in December, so gift cards are just one tactic you can use to offer holiday savings that convert last-minute shoppers.
Don’t Forget About the Post-Holiday Rush
Our research found that most consumers use the weeks in December before Christmas to look for inspiration, buy gifts for others and search for deals and discounts. However, the period after Christmas is focused on making returns (78%) and purchases for themselves (36%).
Since more than one-third of shoppers are still in the market to buy in late December and well into the New Year, you can capitalize on this trend in several ways. Discount items that didn’t sell through during the holiday season, introduce new items early, offer special discounts to first-time customers, or additional rewards to email and newsletter subscribers or customers in your loyalty program.
The 2023 holiday shopping season is well underway. While early-bird shoppers may get most of the attention, don’t forget about last-minute shoppers. These consumers crave convenience, deals and inspiration. Gearing some of your marketing activities to them could help you clear out more of your inventory, reach new customers and drive more sales this holiday season.
About the Author
Magali Darling is the Senior Vice President of Sales at Ziff Media Shopping, leading the company’s brand and retail solutions across its portfolio of shopping brands to broaden revenues and grow client partnerships in the US, Canada, UK, and Europe. Magali brings more than 15 years of sales and leadership experience across media and technology-focused organizations. Prior to Ziff Media Shopping, Magali served as an SVP of National Sales at MediaBrix and had leadership roles at Entertainment Weekly, Newsweek, and appssavvy. She graduated from Florida State University and San Diego State University with bachelor’s degrees in Marketing and Business Administration.
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