I know what you’re thinking Charlie Brown. Good Grief, my belly is aching from “testing” the kid’s Halloween candy and the Great Pumpkin is just leaving town. Why are we already talking about holiday shopping? I couldn’t agree with you more. But some of you have already started researching your holiday shopping or buying. You know who you are.
Last year according to Google, 30% of people start holiday shopping before Halloween. I’m sure that number will be higher this year. This holiday season, there is another shift they are predicting. That will be a shift to micro-moment smartphone shopping rather than big marathon mall trips. Shoppers will begin turning to their mobile phones at hundreds of micro-moments throughout the day, from now until when Santa’s sleigh rides. Google reports in a survey that more than half of holiday shoppers plan to shop on their smartphones in spare moments throughout the day. Getting a coffee, waiting for their lunch to heat up in the microwave, going for a walk. All getting their shopping done. One click at a time. Don’t believe me that this is a thing and it’s happening? Have you noticed how many retailers are closing on Thanksgiving and an increasing number are making a statement by also closing on Black Friday? It’s because the return for these retailers to be open on these holidays just isn’t there anymore. Trust me, if it was profitable, they’d be open.
So what does this all have to do with video? Well with more people shopping on mobile devices, more shoppers will be relying on video. Nothing is easier to get the gist of how a toy, product or whatever works than with a quick product video. Not necessarily from the company that makes it either. Savvy shoppers are relying on trusted YouTube “shoppers” reviews, unboxing videos and shopping videos to help them make informed purchasing decisions.
Shoppers are turning to YouTube for shopping advice, ideas or product reviews to help them make informed decisions now more than ever before. Again according to YouTube and Google research, 26% of people surveyed say online videos are their top source for gift ideas. Of those surveyed 32% claim they will use online video more this year for holiday purchases than in years past.
So what does this all mean to you if you are marketing a product? Well, for one it means you need to kick your video marketing into gear if you haven’t already. Shoppers have already started their “Christmas” searches and the number of searches only skyrockets from this point in the year on, according to past years you can view at Google Trends.
So yes Charlie Brown it is “Good Grief” worthy, but the days of the blind Black Friday rampage through the mall are gone. People are now making millions of inquiries throughout the shopping season, multiple times a day, all season long. Shoppers are better informed and are savvier than ever before. So marketers need to be prepared and armed with a boatload of video content to help streamline these micro-moment purchasing decisions.