What Online Shoppers Want

…And What It Means For Your Paid Media Campaign

Understanding what online shoppers want will help you better position your product or business and communicate its value for your prospects. As consumers become more savvy online shoppers, they are becoming pickier as well.  U.S. consumers planning to shop both online and in store this holiday season have some distinct preferences.

Even as society slowly reopens as COVID-19 vaccination rates increase, it appears that online shopping is here to stay. Nearly 90% of consumers plan to shop online for the 2021 holiday season: a 10% jump from 2020. 94% of Millennials and 93% of bridge Millennials (those who bridge the gap between Millennial and Generation X cutoffs) plan to do their holiday shopping online, in comparison to 89% of Gen Zers, 92% of Gen Xers, and 78% of Boomers.

Additionally, younger consumers are planning to increase their spending for the holidays.  31% of Gen Z consumers claim that they plan to spend more in 2021 compared to 28% of Millennials and 25% of bridge Millennials.

What does this mean for effective paid media campaigns

Online Shoppers Want Convenience

Demonstrate in your ad creative that your business is more convenient to shop at than others. This can prove more effective than imagery and messaging alone.

All age groups are engaging in online shopping more than ever. Millennials truly value convenience the most out of any other group. The pivot to online shopping first arose out of necessity from the pandemic. Convenience was a driving force pre-COVID and in the end stages of the pandemic.

Retailers need to tailor their online shopping experiences to meet these expectations of convenience. This can mean, accepting more types of payments or not requiring an account login for checkout. How easy is it to determine if desired products are still in stock?

Simplified checkout processes also expedite sales, as 42% of consumers say that they are more interested in shopping with merchants that store their information for faster checkout.

71% of consumers say that product availability will impact their holiday purchasing decisions. Poor transparency inconveniences them and an “Out of Stock” notice may redirect their entire purchase to another merchant.

Prior Online Purchase Data Informs Advertising

Regardless of age group, over one-third of consumers say they are interested in shopping with online merchants that recommend products based on their past purchases. Prior purchases are a strong indicator of what a customer is likely to buy next, or be willing to try.  This degree of personalization also requires more dynamic advertising than holiday shopping campaigns of the past.

Rewards Programs Are a Form of Marketing

58% of all consumers say they are interested in online stores that offer rewards programs. Some rewards programs, like Sephora’s VIB Rouge program, are also status symbols among fans of the brand and have become key elements of media campaigns.

Practicality in Personalization

Regardless of age, 40% of shoppers are driven by practicality. Most important, they want to see whether products are available. Next, is the purchasing process is easy? How will products be delivered? Is that convenient for them?

Past purchases are one indicator, and past views can also be effectively leveraged when advertising to all groups, particularly Millennials. If a product is unavailable but a personalized recommendation for a similar product is made to them, it can make the difference between making a sale or not.

When Will They Shop?

52% of those surveyed said they would wait to start their holiday shopping until after Thanksgiving. 25% said they would shop on Black Friday and 11% would wait until Cyber Monday. Retailers who offer curbside or in-store pickup will be valuable to last minute online shoppers.

Finding the right media mix requires proper planning at any time of the year, but it’s especially critical during the largest spending season of the year. TEC Direct Media has the resources to best reach your target demographic, whether it’s on-, or off-line. Contact us today to speak to one of our experienced advertising experts.

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