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2021 Holiday Retail Blog Series: Last Minute Holiday Shoppers & How to Reach Them

Published: September 23, 2021

Author: Diana Gordon

Insights from the Experts: eCommerce Series. Diana Gordon, VP, eCommerce & Marketplace Strategy

Selling All the Way to the End: 4 Tips for Attracting Procrastinating Customers

There are always going to be shoppers who wait until the last minute to make their holiday purchases. Sometimes these procrastinators even wait beyond the last minute and completely miss shipping cut-off dates. But that doesn’t mean you should just ignore their revenue. Make sure your holiday marketing strategy accounts for shopping stragglers with these tips.

Tip #1 – Drive Customers to In-Store or Curbside Pickup
The pandemic has created a new normal with ordering ahead for in-store or curbside pickup with retailers. Many holiday shoppers will still prefer to have items shipped directly to their homes, but that doesn’t mean you have to lose sales after shipping dates pass. Retailers with in-person pickup need to highlight that option in advertising messaging to capture gift sales when deadlines are approaching or have passed entirely.

Tip #2 – Transition to eGift Cards After Shipping Cutoffs
Some retailers may not have curbside pick-up options, but this doesn’t mean they have to miss out entirely. Retailers should shift their messaging toward eGift cards after they are no longer able to ship items in time for holiday celebrations. While these may not be as exciting as an actual gift, they are one of the few remaining options for last-minute shoppers who don’t want to show up empty-handed or who don’t know exactly what the recipient wants.

Tip #3 – Capitalize on Self-Gifting
Consumer trend reports show that at least 30% of consumers will buy a gift for themselves during the holiday season, so include messaging on your site related to that to drive additional sales.

Tip #4 – Target Early New Year’s Resolutions
Retailers can shift their post-holiday messaging toward the new year, especially if they have products that align naturally with popular New Year’s resolutions. Consumers might be shopping for gifts in December, but they will likely make a purchase for themselves as they set new personal goals. Retailers should factor this messaging into their websites, as well as run audience-based campaigns.

We hope these tips help you get started in building your holiday retail strategy! This was the final entry in our Holiday Blog series – click here to access the previous content. Please reach out if you have any questions or if you’re ready to start working with 3Q’s eCommerce and retail experts.

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