Happy Thanksgiving and best wishes for a profitable start to the holiday season. U.S.holiday spending is expected to jump ahead of last year, with a recent consumer survey by SAS reporting that 80% of consumers in the U.S., Canada and U.K. plan to spend as much as, or more than, they did last year (29% in the U.S. specifically said they plan to spend more). Where will they be shopping? According to the SAS survey report by MarketingProfs, some 68% will favor the discount retailers, 59% will choose e-tailers, and 53% will crowd department stores. Gift cards are the top gift choice of consumers, followed by toys/games and apparel. Note that 28% of surveyed shoppers say they will buy a gift for the family pet, a lot more than those who feel like giving to humans outside the family, such as co-workers (only 17%) or neighbors (13%). To boost sales, target a younger crowd in those holiday promotions. Shoppers aged 18 to 29 are more likely to hit the Black Friday week sales per the survey, with 42% saying they will shop the whole week, 41% on Black Friday, and 35% on Cyber Monday. And those millennial shoppers also are more likely to increase spending over last year, while most older consumers stick to their 2014 budgets. And here's more good news: The holiday spending spree will extend past Christmas, with 63% of all consumers saying they plan to shop the after-holiday sales. For more details and a great infographic, go to the MarketProfs article at http://www.marketingprofs.com/charts/2015/28846/2015-holiday-shoppers-when-and-how-they-plan-to-buy-infographic
Jon Buckley draws on years of hands-on experience as vice president of operations at DBM Designs, a 25-year-plus direct mail services firm crafting database marketing strategies and direct mail campaigns for nonprofit and business clients. His blog shares ideas, news and case studies likely to aid direct marketing success.
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