Three things brands need to know about e-commerce this Christmas

Enjoy Digital
By Enjoy Digital
10 minutes to read

This Christmas will be a different ball game for businesses all round.

Unlike previous years, we can’t predict usual shopping patterns and expected results. But we do know a thing or two about ecommerce and the consumer trends that influence gift purchases.

That’s why we’ve come together to discuss three things brands need to know about ecommerce this Christmas. Four of our digital marketing experts share their insights on Christmas consumer trends and what it means for brands.

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Our Experts

  • Charlotte Bunker, Content Editor
  • Connor Griffiths, Paid Media Executive
  • Georgie Smith, Senior PR and Social Media Executive
  • Adam Smith, SEO and Content Executive

1. The age demographic 45+ is the fastest growing ‘new to ecommerce’ category, and we are likely to see this trend reflected at Christmas. How will this impact online businesses?1

Connor says:

“We are expecting an increased demand for ecommerce this Christmas, and it is important for brands to take expanding demographics into consideration when setting up their targeting and messaging ahead of the holiday season.

With that said, the richer data that comes from increased traffic brings an opportunity for brands running paid campaigns to split test their ad copy across different demographics. The results can be used to target different age demographics in isolation and deliver the messaging that is going to drive sales.”

So how can businesses make sure that their messaging is right for this demographic? Charlotte says:

“While brands selling similar services and similar products target the same keywords, the best way to stand out is through the quality of your content.

Consider the messaging that resonates best with different demographics and tailor your language and tone of voice to them. Think about which product benefits are most appealing to that demographic and prioritise that messaging. Remember to use language that’s familiar to your audience and keep it conversational.”

But what about social media? Does it only work for millennials and Gen Z? Georgie thinks otherwise.

“There’s a serious opportunity for brands with an over 45 target market here. Although we might not jump to social as the first channel for this demographic, COVID has increased their need to be part of the digital world. A smart brand would give this group a place on social, create a community around their products and reap the rewards of owning the over 45s.

Look at your social insights. Has your audience grown in the 45+ category? Like any other marketing channel, you should adapt your content to suit the audience you are targeting and the audience you have. Just because it’s social doesn’t mean it should be for millennials or gen Z.”

2. 55% of UK shoppers watch YouTube videos related to their Christmas shopping. How do you think brands can monopolise on this large outlet of inspirational content?1

Adam says:

“Brands need to understand more about their customer journey and analyse the role that YouTube plays in it. Keyword research is key for this – by looking at the SERPs (search engine results pages) and seeing how prominent videos are for your most important terms, you can quickly understand whether videos are the right option and what topics you should focus on.”

If videos are the right option, what do businesses need to consider next? Georgie says:

“Consumers will often watch multiple product review videos before purchasing, especially when it comes to beauty or tech. Brands can monopolise on this by working with relevant YouTubers to review products. YouTube videos are prioritised in Google search results, so having an influential YouTuber review your product can be more effective than a link in a media outlet’s gift guide.

BUT, we have to remember that influencers are inundated by PR requests this time of year and an influencer won’t even consider your brand if you don’t already have some kind of relationship with them (at least be following their accounts and know what they like) plus you’ll need to have a budget to get to the top of their list.”

 

3. Gift giving is going to feel more personal this year. 65% of people said they care more about finding the best gift, than the best price. Based on this, how should brands adjust their onsite content to encourage more traffic to their website?2

Charlotte says:

“There’s a lot of different content brands can produce to make it easier for shoppers to find the gift. Detailed gift guides that target keywords shoppers are using to find your products help capture people earlier in their journey.

Organising gifts by different categories targets more keywords and takes the effort out of browsing for shoppers. Products could be categorised by the recipient, interests, age range, and any other similar characteristics.”

Are there any keywords in particular brands should be aware of this year? Georgie says:

“Luxury” and “going all out” are cropping up as key terms on social in relation to Christmas purchases. This might be the year that consumers who aren’t normally in your products price ranges splurge on more luxury or personalised gifts. Remember this for your social content; focus on the meaning and the quality of your products.”

And finally, what does that mean for SEO? Adam reiterates:

“Christmas is a great opportunity to mix-up your site content by introducing in-depth gift ideas articles that are informed by keyword research.

Brands should ensure these articles target the right terms that users are searching about, benefit from internal links and– most importantly – provide value to users.”

Taking the time to plan and research is a vital process. Don’t just go off guesswork, make informed insight-driven decisions and you are more likely to see results.

If you want to chat with us more on how we can help your business with digital marketing or ecommerce, then please drop us a line.

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Oh, and Merry Christmas!

Sources

  1. Google – Holidays 2020 – Retail Insights Report
  2. Think with Google – Christmas Strategy
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