Facebook’s Global Holiday Season Shoppers’ Insights research in partnership with Ipsos titled “Holiday Shopper Study” among more than 21,000 shoppers from more than 15 countries revealed that shoppers start as early as August.
Key Insight 1
The holiday season content in 2015 marked the rise of visual content marking a 26 percent increase in posts, photos and videos during the season and 49 percent increase in video posts.
Resonate with your Target audience with attention grabbing creative steering target’s attention to your advertisements and posts.
Key Insight 2
Early Bird offers propelled shoppers to plan early, however as high as 54 percent shopped last-minute in December.
Being early with your offers, helps you grab the attention, however, plan your inventory to last through the season, to prevent buyer remorse.
Key Insight 3
Self-Gifting is a trend that Brands need to factor in their plans with 52 percent buying gifts for themselves. Mobile shoppers and High Income Earners are more likely to gift themselves.
Brand Messaging for campaigns targeting Self-gifters with tools such as Wish-lists can help target the self-gifters. At the same time offers that have a free gift in the Holiday Season Deals are more likely to appeal to the self-gifting shopper.
Key Insight 4
Mobile customers and shoppers turn to Facebook and Instagram News Feed for Gift Ideas and Inspiration. Users find inspiration from their Instagram News Feed and find ideas from their Facebook News Feed.
Being early and consistent with your Offers and Deals in the Mobile shoppers News Feed is likely build salience and awareness for your seasonal deals and offers. Plan your social media advertising spend in phases where each phase reflects the Holiday Season shopper journey. Planning your social media posts and content from awareness to advocacy stage is likely to optimize your campaigns.
Key Insight 5
Black Friday is a global event. Shoppers from Brazil, US, South Africa and South Korea over index and are most likely to buy on Black Friday as compared to the Globally surveyed shoppers.
Plan your Black Friday offers and deals media buys keeping the Global shopping phenomenon in mind.
Source – Facebook IQ