The holidays typically conjure up some familiar images. Ice skating with your family. Tables full of food. And, of course, gifts under your tree. While the holidays are typically a time to give your loved ones something special, what if you’re like the rest of us who have been, well, busy.
It’s not uncommon. Reports indicate that last-minute shoppers will likely spend billions on Christmas Eve. The reason? Many are looking for a bargain, last-minute deals, or are simply just waiting for a nudge to whip out their wallets.
While shopping last-minute may not always be a great idea for the consumer, as a business leader, it can be your chance to target a very important niche this holiday season.
According to the the National Retail Federation (NRF), holiday hoppers are projected to spend $602.1 billion over the months of November and December.
Here’s where you can use your trusted friend social media. According to Matthew Shay, President and CEO of NRF, “Online and mobile continue to be a leading area of growth for retailers. In this economy savvy, cost-conscious consumers go to the web to do their research and get the best bang for their buck.”
So, if you’re able to send the right messages through social media to those who’ve waited till the last-minute, you could gain a huge chunk of change. Here are some ways to do it.
Give practical ideas
You have to feign on the side of practicality. While last-minute shoppers may be more likely to spend a little extra due to timing, it’s not as if they will empty their bank accounts. Instead, use social media as a way to present why your product or service can give shoppers a cool, last-minute gift.
For example, let’s say you know your target audience may be looking for stocking stuffers. You could tweet out a link that shows your favorite items, dream pieces, or cheapest products.
Beauty product distributor Avon did just that but used multiple channels to get their message across. Avon tweeted out the following message with a link to their Instagram page:
This allows those who are searching for stockings stuffer ideas on Twitter to find additional information, as well as view a photo which presents those ideas in a visually appealing way.
Put on a contest
A great way to reel in those last-minute shoppers is to hold a contest on social media channels. This not only creates engagement and conversations, it also increases the chances that those shoppers will chose you over the competition because they’re enticed to do so.
Global doughnut company and coffeehouse chain Dunkin Donuts recently did this.
Through multiple social media channels, Dunkin asked its customers to share a picture of themselves in festive holiday attire.
Using the hashtag #HoliDDayFashions, customers were asked to comment in the actual Facebook post, Tweet their photo with the hashtag, or do the same through Instagram.
Winners were promised to win a Dunkin holiday prize pack which includes a $50 Dunkin Donuts Card, a Dunkin Donuts custom holiday sweater, a Dunkin’ ornament, and more.
To date, over 2,000 people have liked the post on Facebook, with the same great traction on both Twitter and Instagram. This shows you multiple factors:
Contests are a great way to build engagement. In addition, if you pair them with a festive time of the year, they can promote your offerings and give those last-minute shoppers some ideas for their loved ones.
Discount your goods
What better way to reach last-minute shoppers than to discount your goods? As I previously noted above, some shoppers are waiting for that amazing deal, which means your product or service will likely stand out if the price is right.
Jean company Levis recently associated the hashtag #GreenMonday on Facebook with discounts off their blue jeans and more. By offering 30 percent off and free shipping, Levis incentives those last-minute shoppers by giving them more than they are expecting.
Coffee giant Starbucks did the same by slashing the price off its Verismo coffee systems.
Through Twitter, Starbucks promoted the deal, then proceeding to answer questions customers had about the product, such as where they can use the discount and how long the offer is good for.
If you’re going to target last-minute holiday shoppers, you have to think like them. For example, if you’re going to offer a coupon or a deal, make sure it’s mobile ready so they don’t have to print anything out. In addition, you don’t have to use every social media channel to promote your deal.
If Facebook has worked for you historically, don’t change your strategy to Twitter. Go where your audience is and you’ll be sure to gain the right results.
This holiday season, be sure to look out for those last-minute shoppers.
By using social media, you can reach them in a more efficient way, while promoting your product or service in the process. Let us know how you use social media to target last-minute shoppers in the comments below!