Need to know Tips & Tricks for the 2016 Holiday Season

London - With the end of October firmly behind us, there is no escaping the upcoming holiday season. Some retailers see Q4 as their most important and pivotal quarter, and this Christmas is no exception. Although half of UK consumers have no plans to participate in Black Friday, the unofficial kickoff to the holiday shopping season, according to study from Periscope by McKinsey, shoppers are more positive ahead of the festive holiday following the Brexit vote in June.

A survey from PwC found that consumers across all age group and regions aim to spend a similar amount on Christmas this year as they did last - even though inflation remains low, wages have increased and consumers have a larger disposable income now. With consumer confidence strong, the NRF predicts a 3.6 percent increase in sales over, but what can apparel retailers do to ensure they have a magical Christmas? FashionUnited gathers the top tips and tricks based on data to help arm fashion retailers with the information they need to have a Merry Christmas and a Happy New Year.

When Shoppers Go Christmas Shopping

Retail data company Edited tracked the number of product sell outs at 26 key UK and US retailers over the past two holiday seasons. The chart below shows the number of full-retail price product sell outs in the darker shade, as well as the discounted sell outs (lighter shade.) But what does this chart tell retailers for the 2016 holiday season?

Looking at the chart, it becomes clear that shoppers are buying items later in the year and holding off until prices drop. What’s more, the sample from September 2016 shows that the number of full-retail price products sell outs was down in comparison to the year before, putting pressure on retailers to start discounting earlier in the year.

However, before you jump into discounting mode, a report from Google shows that holiday shoppers are still on the “quest for the best” not the cheapest. Last Christmas, mobile searched linked to the “best gift” increased 70 per cent year on year, while mobile searches related to cheap or inexpensive gifts grew about 35 per cent. These “supershoppers” also seek out unique, customized, cool gift, as mobile searches related to "cool gifts" grew more than 80 per cent year on year.

What do Shoppers Buy as Gifts?

When it comes to selecting to the perfect gift, 7 out of 10 shoppers are undecided or consider multiple gift options, according to Google. In the past, consumers would flick through catalogs or go window shopping in search of inspiration. However in the digital age, most shoppers turn to the world wide web for inspiration. 64 per cent of smartphone users turn to their mobiles as their first point of inspiration when searching for idea what to buy before heading to the stores. What’s more, during their mobile search, half will discover a new company or product. Gift guides on YouTube are also increasingly popular and a growing trend, with creators such as iJustine, Grace Helbig and Zoella sharing their advice on the perfect gift.

43 percent of smartphone shoppers turn to YouTube for advice on apparel gift giving according to the chart above, but which apparel categories are the most gifted? According to Edited, the following product categories across men’s, women’s and children’s wear are the best performing (most wanted) during the holiday season:

Nightwear & slippers
Cashmere
Accessories: key rings, phone covers, scarves, hats and gloves
Bags & wallets
Socks
Jewelry
Beauty & fragrance
Novelty Products

However, although more and more shoppers are willing to make a purchase via mobile, it is still mainly used as the door to the store, with 76 per cent of shoppers who search for something via their mobile visiting the related store within a day - good news for brick and mortar retailers.

When Retailers Advertise their Sales?

Being able predict when consumers will go shopping and what they plan on buying it one thing - but ensuring they make a purchase is whole another game. Many apparel retailers use numerous tactics, such as emailing offers, social media deals, in-store discounts and more. But which ones are the most effective?

According to the chart from Edited sales promotions lead apparel retailers holiday communication across the fourth quarter. There is little mention of Black Friday ahead of November, although some retailers do use it as a marketing tactic in December, with their “Better than Black Friday” sales.

However, the best way to draw shoppers attention to your holiday offer is to use a combination of tactics. Some shoppers look for free shipping, others free instore pick up, or the freedom to buy online. Although there is no perfect way to reach shoppers, by ensuring you are on every platform they are, whether it be in-store, online or mobile, apparel retailers are sure to have a magical Christmas.

Photos: Pixabay