The Super-Early Birds: A Unique Breed of Holiday Shopper
While nearly 3 out of 4 people are soaking in the early days of fall, a surprising 29% of consumers have already dove into their holiday shopping! As retailers and marketers, understanding the psyche of these early birds versus those who haven't started can offer a lucrative advantage, especially in a climate where 38.4% of the late starters plan to spend less this year.
The Wallets Speak: Early Birds Willing to Spend More
In a year where 52% of people intend to maintain their spending levels from last year and 31% are planning to cut back, the early shoppers stand out like a Christmas tree in October. Believe it or not, about one-third (33.04% to be precise) of these planners are willing to splurge and spend more this holiday season—compared to a scanty 11% among those who haven’t started shopping yet. The spending power of early birds could be a goldmine for marketers and retailers. The message is unmistakable: if you're looking to maximize revenue, target the early birds—they're ripe for the picking.
THE SHOPPING CHANNELS: A MIX IS STILL THE BEST
The rise of online and mobile shopping doesn't spell the end for brick-and-mortar stores—at least not this year. A majority in both groups prefer a mix of online and in-store shopping. However, early birds are slightly more inclined toward online-only shopping at 30.23%, compared to 27.2% among late starters. The message is clear: Don't neglect your online channels, especially when targeting early birds.
The Influencer Equation: Early Birds are Buying it—Literally!
If you thought influencers are just Instagram fluff, think again. Our data shows that a whopping 34% of early birds are positively inclined towards influencer-advertised gifts, compared to a mere 8.19% among those still yet to shop. If your marketing strategy doesn't include influencers yet, this is your wake-up call to start courting those with social media clout—especially if you're aiming to attract the early birds.
Our dive into the world of holiday shoppers reveals two distinct species: the early birds—eager, willing to spend, and open to influences—and the late starters—cautious, reserved, and less impressionable. For retailers and marketers, understanding these contrasting behaviors is akin to striking gold, offering a blueprint for targeted marketing strategies. For consumers, it's a fascinating glimpse into our own decision-making quirks.
For more insights related to the 2023 holiday shopping season, be sure to check out our other blog posts:
