The times are summery and if you consider how the pandemic has caused restrictions in recent months, people have really earned a bit of warmth, sun and holidays by the sea. The thought of cold, winter and Christmas is understandably difficult. As an online shop operator: you should still allow him in and make good use of your time. Because if you go into the time of the year with the highest sales with sense and understanding and a smart advertising strategy, you will get the most out of yourself and your sales figures in the end.
And this is particularly worthwhile this year, because the signs are good that the Christmas business in 2021 will be exceptionally strong. What speaks for it?
1. Last Christmas: Christmas 2020 was somehow bad
And that was – how could it be otherwise – Of course, the Corona situation. Germany and many other countries were in (partial) lockdowns during the last quarter of 2020. There was great uncertainty – both in terms of the personal situation (“Can we even see each other as a family at Christmas?”) And the financial one (“What will happen next professionally? Is the economy recovering?”). That consumption and material gifts were in second place in times like these should not continue to surprise.
2. Is it over yet? The post-corona optimism
In fact, the mood among consumers has not been as positive since 2005 as it is now, according to the Consumer Confidence Index. People have gone through a lot, a time of severe restrictions behind them, and now that the situation has stabilized and relaxed, they are all the more motivated to indulge themselves and give rich gifts to friends and family.
Anyone who reaches their potential customers now and addresses them appropriately can benefit from it. The instruments for this are for example Discovery Commerce .
3. Let it find you: There is Discovery Commerce from Facebook
If there is an area that has been positively impacted by the retail shutdown that accompanied the pandemic, it is e-commerce. According to a study by Adobe Digital Insights, 32 percent more online purchases were made in the Corona year 2020 than in the previous year. And it doesn’t look like this trend is going down at the moment. On the contrary: around half of those surveyed stated that they would like to shop even more online in the future.
Due to the enormous growth in online shopping, there are also changes in usage habits. For example, mobile devices are becoming increasingly important; for 49 percent of Germans, smartphones or tablets are already the most important shopping tool. People shop less planned and much more often spontaneously – especially when they make a discovery online. Discovery Commerce is the magic word in which your customers are no longer actively looking for products you have to search, but your articles will find their prospects: inside, as if by themselves.
An example of how Discovery Commerce works: Marie is enthusiastic about environmental protection and sustainability. She has set herself the goal of making her everyday life more climate-friendly, piece by piece. To do this, she joined several Facebook groups to exchange ideas with like-minded people. It follows info pages for practical tips and “Sinnfluencer” profiles on Instagram.
If you now between the Instagram stories of your friends: inside an ad matching your Area of interest, for example from a startup that offers biodegradable cleaning agents in reusable glass bottles, the chances are good that Marie will stop by the shop – and maybe even strike.
Even though when she opened Instagram she had absolutely no intention of looking for a new cleaning agent, let alone buying one. Interest grows with the discovery.
With Discovery Commerce for the best-selling Christmas business of all time
It’s not just Marie like that. 76 percent of the Christmas shoppers surveyed in the Facebook Seasonal Holidays Study said they had spontaneously discovered something last year while browsing the Internet. At the same time, 52 percent of German shoppers are happy when they discover items that they have not specifically searched for.
Discovery Commerce does not only work for your own wishes. 67 percent of Christmas shoppers who discovered products on Facebook said they found a gift for someone while surfing. This is particularly interesting in view of the fact that 40 percent of the respondents said at the same time that it was difficult for them to find the right gift for others. And of course makes Discovery Commerce extra interesting for the Christmas business in 2021.
Do you want to dig deeper and better understand how people shop for the Christmas season? Then click through the interactive reports from Facebook for Business and get to know your target group better.
You can find out more about how Discovery Commerce works and how your products will find their customers yourself with the help of personalized advertising in the free marketing guide from Facebook for Business.
Your marketing, your business boost. How you can inspire your target groups and offer successful brand experiences is shown by the contributions in the topic special of Facebook for Business. In it you read among other things:
- Advertise correctly on Instagram: The 3 biggest myths
- Brand Safety: How Facebook uses AI to ensure a safe advertising environment
- Your advertising strategy is starving right now – this is how you feed it back up