Designing Impulse ‘Journeys’ For Last-Minute Shoppers

Designing Impulse ‘Journeys’ For Last-Minute Shoppers

Retailers, ready to sleigh the season? Navigate inventory hiccups and shipping snags to turn holiday chaos into sales magic and happy customers!

Holiday Shopping Season 2024The 2024 holiday shopping season is shaping to be remarkable, marked by an early start to shopping and predictions of record-breaking sales. However, challenges like inventory shortages, shipping delays, and labor issues will likely cast shadows over the season. While these obstacles will impact many shoppers, last-minute holiday buyers may feel the brunt of them most acutely.

Despite the early shopping trend, a recent survey revealed that 92% of U.S. shoppers still had gifts left to purchase in mid-November, with 65% struggling to decide what to buy. This highlights a vital opportunity for retailers to step in with timely assistance. Here are key trends and practical tips to support last-minute shoppers while maximizing customer value during the holiday rush.

Stay Ahead of Inventory Challenges

Inventory availability remains a top priority for shoppers this season. Research shows that 34% of U.S. holiday shoppers worry about their desired items being out of stock, and more than 56% plan to check online for inventory before heading to stores. However, many shoppers find inventory details lacking, with 37% calling for better transparency from retailers.

Retailers that provide real-time inventory updates, both online and in-store, will have an edge. Tools like advanced customer analytics can help identify trends and anticipate product demand. For example, a surge in interest in electronic gadgets like tablets or gaming consoles can be tracked using automated tools, allowing retailers to focus their efforts on restocking or promoting related items.

Additionally, this year, more shoppers may opt for alternative gifts such as gift cards or experience-based presents. Data from Google Trends shows that searches for “gift cards” typically spike the week before Christmas, and experts predict an even larger surge in 2024 due to ongoing inventory constraints.

Retailer Tip: Feature gift cards prominently in-store and online as backup options for shoppers unable to find their preferred gifts.

Also Read: The Golden Quarter Is Here for Retailers: Preparing for the Surge

Share Shipping Deadlines Prominently

Shipping concerns remain on consumers’ minds during the holiday season. With ongoing delivery challenges this year, it is crucial to ensure customers understand shipping deadlines.

For instance, retailers could showcase clear “order by” information across all platforms. Phrases like “Free delivery by Sunday, December 22” or “Guaranteed delivery by Christmas with express shipping” can create a sense of urgency while reassuring customers. Research from 2023 revealed that including shipping remarks on product listings increased click-through rates by 10% on average.

Retailer Tip: Display shipping deadlines on your homepage, product pages, and checkout screens. Use email reminders or text alerts to inform customers about impending cutoffs.

Highlight Local Fulfillment Options

As the shipping window narrows, more shoppers will turn to local options. According to Google, the search for “gift stores near me” has risen 62% since 2020. Retailers offering curbside, drive-through, or in-store pickup options have also seen significant sales boosts.

For example, during the five days leading up to Christmas in 2023, stores with curbside or in-store pickup reported a 58% year-over-year increase in sales, compared to just 36% for those without such options.

Retailer Tip: Ensure local fulfillment options like “Buy Online, Pick Up In Store” are prominently displayed on your website and social media platforms. Update business hours and include details about special services like extended hours or holiday promotions.

Also Read: Amazon’s Black Friday Magic: Behind the Scenes

Plan for Post-Christmas Demand

Shopping doesn’t end on Christmas Eve. The period after Christmas sees a surge in activity, driven by gift returns, gift card redemptions, and shoppers taking advantage of year-end deals.

For instance, searches for “holiday returns” traditionally peak on Christmas Day, while categories like jewelry and furniture see significant upticks in demand through January. In 2023, searches for “furniture deals” rose by 48% in the week following Christmas.

Retailer Tip: Extend your holiday marketing campaigns into the new year. Promote post-Christmas sales and clearance events to move excess inventory while capturing late-season shoppers.

Capture Attention with Irresistible Deals

Deals and discounts remain king during the holiday season. Mobile searches for terms like “Christmas clearance” and “holiday sales” have grown by over 72% in the past two years, reflecting shoppers’ focus on value.

Offering competitive discounts on high-demand items can be a game-changer for last-minute buyers. Clear messaging, such as “20% off holiday gifts” or “Last-minute deals under $50,” can draw attention to your promotions.

Retailer Tip: Bundle promotions with convenient perks like free shipping or same-day pickup to maximize appeal.

Also Read: Will Google Make Shopping Season Easier?

Keep Running the Marathon

The holiday season is a long race, and the final stretch demands as much effort as the start. Careful planning is essential with rising consumer demand and challenging retail conditions in 2024. Retailers that adapt to trends, offer flexible options, and provide excellent customer service will finish strong.

Whether helping shoppers find the perfect gift, offering convenient pickup options, or ensuring they feel supported even after the holidays, retailers’ role is clear: stay flexible, stay ready, and keep the lights on for your customers as they enter the new year.

In the words of renowned retail analyst Sarah Grant, “The retailers who win the season are those who deliver solutions, not just products. In a year of unpredictability, convenience and care will define success.”

So, step up, engage your customers, and help them cross the finish line into 2025 with a smile.