Super Saturday Rush: 4.1% Growth for Holiday 2014 Still Expected, Says NRF
Marketers may have been a bit disappointed in Black Friday revenues, but December's may brighten their Holiday 2014 spirits. Consumer trends are still on track for a 4.1 percent growth in holiday sales, forecasts the National Retail Federation on Thursday.
"Consumer trends show that the shopping experience continues to evolve for both retailers and consumers," says NRF President and CEO Matthew Shay in the announcement. "Shoppers this holiday season are seizing opportunities to take advantage of early promotions and showing signs they may wait until the end of the season when promotions are even greater."
Super Saturday, or the last Saturday before Christmas, is what Shay says "many expect will be the biggest shopping day of the season."
With results tallied through the end of November, e-commerce and other "non-store" marketers saw a 1 percent month-over-month and a 6.3 percent year-over-year increase in sales.
"Not including automobiles, gasoline stations or restaurants, retail sales increased 0.6 percent seasonally adjusted over October and 3.2 percent unadjusted over November 2013," according to NRF.
To prepare promotions for the big push during this month, Constant Contact provides four tips:
1. Explore History. Which deal lured buyers last year? Which deal didn't work? How can the deal that worked be replicated or amended to work this year? In his post, Ryan Pinkham even suggests marketers look at promotions that worked well during other times of the year to figure out if they'll work well during the holidays.
2. Email a Coupon. Make sure it's mobile-optimized, so customers can redeem it by just using the device, he writes.
3. Free Shipping. This can seal the deal for last-minute shoppers, writes Leanne Kennis for Constant Contact.
4. Provide Value. So discounts and free shipping are impossible? Try offering free tips and tricks for users of the product or service, writes Kennis. Recipe cards work, too.