According to NRF report, the retail sales have increased by 1.4 percent YOY, in the first half of Holiday Season. Sales in November according to the U.S. Commerce Department increased 0.2 percent seasonally adjusted over October and 1.4 percent unadjusted year-over-year. However, the sales momentum is seen to last post key shopping holidays. According to an American Express report, based on research by Ebiquity*, the retail frenzy does not end with Christmas. December 26 has arguably emerged as its own shopping holiday, outranking the number of people who expected to shop on Black Friday and Cyber Monday . This year, more respondents than ever before plan to get some retail therapy on the day after Christmas.
A higher percentage of the survey’s respondents expected to shop on December 26 than on Black Friday and Cyber Monday this year: 66 percent for December 26 vs. 45 percent on Black Friday and 47 percent on Cyber Monday. The average spending expected by American shops on this day is expected to be an average of USD 186 (vs. Usd 192 in 2014). Among their reasons to shop December 26 include:
- Taking advantage of post-holiday sales to buy things for themselves (38 percent vs. 34 percent in 2014)
- Using gift cards received from others (25 percent vs. 26 percent in 2014)
- Taking advantage of sales
Regifting An Emerging Trend
Regifting is seen as an acceptable practice with approximately four items regifted. The most refifted items are kitchenware, Sweaters, Gift Cards and Scarves.
Most consumers see post holiday sales as a good time to buy things for themselves and see it as a retail therapy. More than one-third (38 percent) among those who plan to shop the day after Christmas say it is to take advantage of post-holiday sales to buy things for themselves.
Retailers making the most of eGifting trend have promoted messages on social media to inspire last-minute shoppers.
To engage audiences post holiday sales promote your products with content ideas that audiences see appropriate for self-gifting.
Partner with a brand that your customers are most likely to frequent to beat the holiday stress.
Engage audiences with content ideas for Holidays.
Introduce Referral programs and promote sign ups for Loyalty programs.
For more ideas on targeting post holiday sales shopper, click here.
* The American Express Spending & Saving Tracker research was completed online among a random sample of 1,508 adults, including the general U.S. population, as well as an affluent demographic defined by a minimum annual household income of USD 100,000. Interviewing was conducted by Ebiquity between November 17 and 19, 2015.