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Kate Gingold
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Wooing Web-Savvy Shoppers

This article has been updated on 11/13/2019 with the article entitled “Prep Your Website Now for Holiday Shopping."

The National Retail Federation conducted their annual Holiday Consumer Intentions and Actions Survey during the first week of October. They concluded that while folks plan to spend a bit less than they did in 2010 that's still more than they spent in 2009 and 2008. Shoppers indicated that they expect to shell out about $704.18 on gifts, cards, decorations and food during the holidays.

Nearly half of those surveyed, 46.7%, will be buying online, even more than last year. If you have a brick-and-mortar shop, you no doubt already know who your brick-and-mortar competition is. Have you looked to see what they are doing online? Are you keeping up with your competition this season?

Selling product online is obvious, but services can also be sold online as gift certificates. You can check out how one of our clients does it in the "Christmas in July" Sprocket Report. Knowing that nearly every business or not-for-profit can make holiday transactions on their website is great news since web shoppers plan to spend nearly 22% more than the average shopper.

But creating opportunities for your customers to buy online is only half the battle. The NRF survey also reported that more than 50% of smartphone owners will be using that technology to comparison shop. People will stand in your store and check who has the same item cheaper, causing you to lose the customer you successfully brought into the shop.

To fight back, businesses are offering "buy it here and now" discounts or bonuses. QR codes are great for this purpose. If the customer isn't using a smartphone to comparison shop, the QR code doesn't apply to them. But when the customer pulls out their phone to check out the competition, they can also scan the QR code for a special incentive to make an immediate purchase.

Shoppers also plan to buy from their mobile devices like phones and tablets. Making sure your website is easy to see and navigate on mobile platforms gives you more opportunity to capture those customers. Adults between 18 and 24 are the biggest group that will be shopping with smartphones and tablets, attracting approximately 3 of every 4 young shoppers, and more men than women.

While summer is usually the best time to plan a full-scale holiday web shopping assault it's not too late for some tweaks to make the most of this holiday shopping season. Contact us today to discuss the possibilities. We’re happy to help!

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Kate Gingold

Kate GingoldKate Gingold

I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

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I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.

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