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With the holiday season around the corner, retailers are getting ready for one of the busiest and most profitable times of the year. To make the most of this, it’s important to understand the different types of holiday shoppers. Each shopper has their own habits, preferences, and reasons for buying. By recognizing these differences and knowing how to reach each group, you can create more effective marketing strategies. In this article, we’ll take a closer look at the four main types of holiday shoppers and share some practical tips for targeting them.
The early bird shopper is someone who enjoys getting a head start on holiday shopping long before the season hits its peak. These buyers typically begin looking for gifts as early as October or November, sometimes even earlier. For them, shopping early is all about avoiding the stress of last-minute decisions, securing better deals, and ensuring they have enough time to find the perfect gift. Early birds are also likely to be more deliberate in their purchases, as they have the luxury of time to compare prices, explore options, and make thoughtful choices.
Early bird shoppers are the first to jump into the holiday season, often starting as early as October or even September. According to an NRF survey, 45% of holiday shoppers plan to begin purchasing their gifts before November. Unlike other shoppers who wait for the holiday rush, these shoppers prefer to get things done early and avoid the chaos of December.
Because they start shopping well in advance, early bird shoppers are all about finding deals. Since they’re not rushed, they have the luxury of taking advantage of early-bird promotions and Black Friday previews, helping them save money before the peak shopping season begins.
In addition to being deal-hunters, early bird shoppers are also highly organized. They typically have a gift list prepared well in advance and a clear idea of what they need to buy. This makes them more disciplined shoppers, as they are less likely to make impulse purchases and more focused on their planned buys.
Trust is also a big factor for early bird shoppers. They tend to be loyal to brands and retailers they’ve had positive experiences with in the past, often returning to those same stores year after year for their holiday shopping.
To effectively target early bird shoppers, retailers need to connect with them before the holiday rush begins. Here are a few strategies to reach them:
Exclusive deals:
To attract early birds, offer exclusive discounts to loyalty members or those who sign up early. These shoppers are motivated by special deals, and providing them with exclusive offers will encourage them to purchase earlier in the season.
Gift guides:
Create curated gift guides and feature them on your website or social media channels. Early bird shoppers will appreciate having a clear and organized list of gift ideas, which helps them make decisions quickly and efficiently.
Pre-holiday sales:
Hosting pre-holiday sales in late October or early November is an effective way to reach early birds. This timing gives early birds the incentive to buy and secure their gifts before the holiday season intensifies.
The last-minute shopper is the complete opposite of the early bird. These shoppers tend to procrastinate, waiting until the last possible moment—often in the days leading up to Christmas—to make their purchases. This last-minute rush can lead to panic when they realize how little time they have left, prompting hasty decisions.
The last-minute shopper is defined by their tendency to procrastinate, often leaving holiday shopping until the final days before the holiday. In many cases, they don’t even start thinking about gifts until the last week, creating a rushed and stressful shopping experience. This procrastination often leads to a frantic scramble to find presents at the eleventh hour.
Due to their time crunch, last-minute shoppers tend to favor gifts that are easy to find and can be purchased quickly. Common choices include gift cards and e-vouchers, which are ideal for quick, stress-free shopping. In fact, a Tinuiti report revealed that 59% of holiday shoppers purchased gift cards, a significant increase from 44% in 2020. These simple yet versatile gifts have become the go-to solution for those short on time.
Given the urgency of their shopping, last-minute shoppers prioritize fast shipping to ensure their gifts arrive on time. Quick checkout options are also crucial, enabling them to complete their transactions swiftly and avoid any delays in processing their orders.
Same-day or express shipping:
To cater to the urgency of last-minute shoppers, it’s crucial to highlight same-day or express shipping options. By making it clear that they can still get their gifts delivered on time if they act fast, you address their primary concern—timeliness. This can alleviate their stress and increase the chances of them completing their purchases quickly.
Limited-time offers:
In addition to fast shipping, creating a sense of urgency can also be highly effective. Using tactics like flash sales or countdown timers triggers the fear of missing out, pushing Last-Minute Shoppers to act swiftly. These limited-time offers not only prompt faster decisions but also create a compelling reason for them to make the purchase now rather than waiting.
Reminders and push notifications:
To reinforce this urgency, send timely reminders via email, SMS, or push notifications. Remind them of approaching deadlines or highlight last-minute deals that can still be accessed. These reminders, combined with fast shipping options and limited-time offers, create a powerful push to help these shoppers finalize their purchases before it’s too late
The slow and steady hunter is the type of shopper who takes their time during the holiday season. Unlike the last-minute shoppers or early birds, they don’t rush into making purchases. They enjoy researching products, comparing prices, and considering all their options before finalizing their choices. These shoppers prefer a relaxed pace, taking several weeks or even months to shop, making sure they find the perfect gift.
The slow and steady hunter loves to compare products, prices, and reviews before buying. They take their time to ensure they’re making the best decision, with 78% of online shoppers reporting they use comparison tools to compare prices across multiple sites before purchasing to get the best deal
They prefer a relaxed and thoughtful shopping approach. Instead of hurrying, they take the time to evaluate all their options, valuing careful decision-making over impulsive buys—especially during the busy holiday season. This behavior reflects their preference for a more deliberate shopping process.
Furthermore, the slow and steady hunter Hunter tends to spend a significant amount of time browsing websites. They carefully explore various options before finalizing their decision, often engaging deeply with product descriptions, reviews, and other relevant content. A report by Luisa Zhou shows that 89% of consumers read reviews before making a purchase online, demonstrating how important thorough research is to them.
Rather than buying everything in one go, they typically make purchases in stages. This approach allows them to assess different options over time, gradually finalizing their choices and ensuring they are completely satisfied with their purchases.
Detailed product Information:
Slow and Steady Hunters rely heavily on detailed product descriptions, customer reviews, and comparison tools to make informed decisions. Therefore, it’s essential to provide comprehensive listings that include specifications, benefits, and relevant customer feedback. This will help them feel more confident in their purchase choices.
Engaging content:
Additionally, they appreciate engaging and informative content like blog posts, videos, and buying guides. By offering valuable insights through content marketing, you can capture their interest and encourage them to make a purchase once they’ve gathered enough information.
Personalized recommendations
Moreover, since they spend time browsing multiple options before making a decision, retargeting ads can be particularly effective. By showing them the products they've previously viewed or suggesting similar items based on their browsing behavior, you can guide them toward the perfect gift and remind them to make their final purchase before the holiday season ends.
Sentimental shoppers are driven by emotion, prioritizing gifts that have personal meaning or significance. They seek items that will evoke cherished memories or create lasting emotional connections. For these shoppers, the holiday season is about much more than simply exchanging presents—it’s about gifting something that reflects their deep care for others. Custom or personalized gifts, handmade products, and experiences are often at the top of their list, as they believe these gifts hold greater value due to their personal touch.
Sentimental shoppers are likely to choose gifts that hold personal meaning. Rather than opting for just any item, they want something that reflects their relationship with the person they’re gifting. They tend to go for custom items, like engraved jewelry, or gifts that tap into shared memories or experiences.
Another trait of sentimental shoppers is that they love personalized or handmade products. Whether it’s a hand-stitched scarf, a custom piece of artwork, or a bespoke necklace, these gifts feel unique and deeply personal. They put in the extra effort because they want to give something that truly resonates with the recipient.
Ultimately, these shoppers are motivated by the desire to make their loved ones feel special. They care about the emotional impact of the gift, which is why they spend time thinking about what will touch the recipient’s heart. For them, finding that perfect, thoughtful gift is what makes the holiday season so meaningful.
Gift personalization options:
To capture the attention of Sentimental Shoppers, retailers can offer gift personalization options. Let them customize their gifts with names, special dates, or heartfelt messages that will make the gift feel unique. Offering engravings or personalized packaging can also add that extra touch.
Emotional storytelling:
Another powerful way to connect with these shoppers is through emotional storytelling in your marketing. Share stories that highlight the emotional value behind gifts—whether it's a family tradition or a heartwarming tale of kindness. Stories that tap into the deeper meanings of the holiday season will resonate strongly with these shoppers.
Holiday gift guides:
Lastly, creating holiday gift guides focused on sentimentality is a great way to appeal to them. Curate a selection of gifts that have a personal touch, like customizable items or experience-based gifts. This helps guide them toward finding that perfect, meaningful gift for their loved ones.
This holiday season, ensure you’re prepared to meet the needs of every type of shopper and deliver a standout experience. By understanding the unique traits and behaviors of early birds, last-minute shoppers, bargain hunters, and thoughtful gift-givers, you can craft tailored campaigns that speak to each group and boost your sales. The secret to capturing holiday shoppers is to be timely, relevant, and personal in your marketing efforts. If you're new to this, visit Rabiloo for the latest tech news and articles!
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