Last year, Cyber Monday was the biggest ever online sales day in history, meaning the next few weeks are likely to see marketing teams going all out to cash in on the official start of holiday shopping season. While this time of year offers lots of sales opportunities, it’s important not to stick to what you tried and tested last year without first checking in with your data as Google says, consumer shopping behaviour and buying patterns change from one year to the next.

The search engine has pulled together a marketing cheat sheet which brings a whole host of stats and facts, tips and advice from the Google team into one place. We’ve surfed through its bumper offering to pull out the most pertinent, most useful and most deployable strategies you can act on right now, as Black Friday bears down on us…

Understand how today’s shoppers are likely to act

According to the very latest data from Google, 8% of shoppers will do most of their present and gift buying in Black Friday. While this means you should be prepared to be busy at the end of the month, it’s also important to note that for 42% of shopping, price and promotions on offer becomes more significant in the week leading up to Black Friday. You can use this as a window of opportunity and share your biggest discounts and most compelling offers in the week commencing 25th November.

What’s more, it’s vital to be consistent with marketing efforts as Google research indicates that more than 8 in 10 shoppers will spend around two weeks thinking about their planned purchase before actually going through checkout.

Don’t neglect mobile users

Mobile is an incredibly important part of the retail experience today and that extends to shoppers using their smartphones while in store. Around a third of shoppers use their smartphone to perform price comparisons while in store during the week leading up to Christmas while 40% of shoppers also use their phones to help them make a purchase decision while they are physically in the store.

Embrace mobile as part of the shopper experience and you’ll already be putting yourself in a great position for the holiday shopping season. Ensuring you have free Wi-Fi for example is one way to get started but going further, by offering mobile-friendly web design features such as price comparison is even better.

Continue your marketing after Boxing Day

While you may be tempted to rein in your seasonal campaigns after Christmas Day, Google’s data reveals that a growing number of shoppers perform Christmas-related searches after Boxing Day with a tendency towards treating themselves.

Shoppers increasingly use video

More and more shoppers are turning to video and YouTube, with data showing that 40% of shoppers purchased something they saw on YouTube last year. 27% of shoppers turn to YouTube videos before Christmas Day for content related to what they have purchased but this increases after 25th December with 35% of shoppers logging on to search out product demonstrations, watch how to videos and leave reviews. If you have a YouTube channel, the next six to eight weeks provide a good opportunity to serve useful, informative video content to shoppers to help them engage with your business and discover your products.

Some creators are using this to their advantage by upping their video content – known as Vlogmas, those posting content daily during the month of December have accrued 8.2 billion views in total in the last three years.

If you’d like more help planning or executing your marketing efforts now and into 2020, contact the Adrac team today.