eCommerce in the 2021 Holiday Season
As the 2021 holiday season approaches, it’s safe to say everyone is eagerly looking forward to any semblance of normalcy. While we may be returning to family and homelife traditions, though, questions remain unanswered about the eCommerce landscape and how a second holiday season during Covid will impact sales.
Is traditional Black Friday a thing of the past? Will American families buy their turkey and stuffing online this year? Brands and retailers are all eagerly working to figure out what this season will look like.
Covid has changed the eCommerce game forever. Shoppers are buying more online than ever - according to eMarketer, US eCommerce will grow almost 18% this year! While many shoppers will be spending their budgets online, some will be missing the excitement of the in-store experience. Brands can bring liven up their websites and marketplace presence - it’s time to get creative! Video, influencer content, and free downloadables are all ways to give shoppers a little more this year.
Social shopping is also hot this year - shoppable Instagram, TikTok, and Pinterest are options you should consider, especially if you have a "share worthy" product or story to tell.
Much like last year, Instacart, Shipt, and other food delivery services will benefit from the influx of online orders coming their way this holiday season. Instacart's CEO Fidji Simo stated, “Even as the world returns to normal, we anticipate that 2021 consumer interest in holiday essentials will remain high as people plan for the biggest holiday 'do-overs' of their lives.” To exemplify just how large the jump in online holiday food shopping was in 2020, Instacart searches for “Christmas,” “Christmas sprinkles,” and “Christmas decor” grew by 745 percent, 236 percent, and 622 percent respectively last year.
How should brands navigate content through the end of the year? We’ve assembled a list of helpful tips to keep in mind as your company navigates the 2021 holiday season:
- Thanksgiving: 85% of people expected to “celebrate normally” by Thanksgiving and 92% by Christmas according to a survey by Numerator. We may be back to bigger gatherings in 2021 which means big grocery opportunities as well as opportunities for household cleaning and paper products.
- Black Friday & Cyber Monday: Black Friday may never look the way that it once did with overflowing shopping malls. Shoppers still expect big deals, though, so make sure that serious effort goes into your promo planning (including supply). eMail and SMS marketing should be big priorities as you work to drive awareness and urgency!
- Christmas: Shoppers are very aware that global supply chain shortages have made popular items harder to find. For that reason, they will be starting early this year so make sure you're ready with great content that wins the sale. Review your shipping and return policies - these can make or break your sales during this critical period.
Do you need assistance navigating the 2021 holiday season online? BOLD can help! Our team has the knowledge and tools to develop a strategy with you, build your digital holiday shelf, and manage your retail media efficiently during peak season. We’d love to talk - Book your free expert consultation here!