by Kathy Tan
November 17, 2020
6 minute read
In 2020, shopping habits have shifted online as people are less likely to spend much time in the mall or offline due to COVID.
With constant reports showing a swift in consumers behaviour. What insights can we quickly adopt into our year-end holiday strategy?
Let’s unwrap the 5 behaviour insights and opportunities this Christmas 2020:
Insight #1 - GenX and Boomers drive global mobile and eCommerce growth
Gen X and Boomers have been increasingly adopting mobile across the Christmas purchase journey.
Opportunity 1 - Seamless Shopping
Yet 79% of Genx & Boomers surveyed experience problems while Christmas shopping on mobile and more prone to message a business before making a purchase.
Thus, Make shopping easier at every step:
i) Easier to help
Bring the expertise of your in-store staff to mobile via Messenger experiences
ii) Easier to buy
Bring the immediacy of in-store purchasing to mobile by making your ads shoppable
iii) Easier to communicate
Delivery slots get taken up quickly in the Christmas period, create a WhatsApp experience which personally notifies people when convenient delivery slots become available
iv) Easier to pick-up
Give shoppers a stress-free BOPIS experience by dynamically indicating when the store is quiet for pick-up & optimising ads to BOPIS* conversions, great for last minute shoppers.
*Buy online, pick up in store
v) Easier to shop
Help people shop where they’re browsing products today with Facebook Shops and Instagram Shopping
Insight #2 - Self-gifting & seasonal shopping can be positive outlets in difficult times
During difficult times, people find new simple ways to reward themselves.
In fact, self-gifting is even more popular than gift giving during mega-sales events.
Opportunity 2 - Discovery Commerce
Help people discover things they’ll love using the power of automation by connecting the right product to the right person — even before they search for it.
i) Automatically match intent
Use the power of signals and machine learning such as Dynamic Ads For Broad Audiences (DABA) to let your products find interested people before they discover your products.
ii) Automatically go global
Across the globe shoppers are open to trying new products from abroad, cross border ads automatically brings the right products to the right people, in the right language.
Or engage with one of the trusted Facebook Global Expansion Partners listed in Facebook Business For Cross-border to optimise your cross-border ads.
Insight #3 - Imposed disruption fuels receptiveness to new products and services
Millions are trying new Behaviours and products globally. 1 in 3 of adults surveyed indicate they have used a new brand or product.
Discovery of new products will be different in 2020 with Less Sampling, Less Strolling The Mall and Less Browsing Your Favourite Store.
Opportunity 3 - Spark Connection
Drive discovery and the confidence to buy through the power of partnerships:
i) Partner with trusted voices
Partner with the creators your audience trust to inspire choice. Branded Content Ads help you reach new audiences and make your investment more accountable using Branded Content Ads.
ii) Partner with empowering AR
COVID-19 outbreak has limited consumer ability to go in stores and experience new products in real life.
Let consumers engage with your products in 360 degrees through AR experiences with AR Filters and AR Ads.
Insight #4 - The economic downturn will expedite the rise of Mega-Sales
People are expecting their finances to be negatively impacted. 86% of adults surveyed say they expect the COVID-19 outbreak with negatively impact their personal/household finances.
Mega-sales could be the moment shoppers are waiting for. Even prior to the COVID-19 outbreak, price was the greatest Christmas concern.
60% of people surveyed globally bought something during mega-sales events
Mega-sales event shoppers are more likely to be high spenders and mobile-first. However, the purchasing is concentrated with 82% of surveyed mega-sales day purchasers buying from the top 5 key categories which are Apparel/Fashion, Electronics, Health & Beauty, Food and Household Appliances.
Opportunity 4 - Accelerate Action
Better align with shopper preference:
i) Maximize Sales with Automation
Automation frees your campaign to deliver the highest possible return with Automatic Placements, Campaign Budget Optimization and Dynamic Ads.
ii) Personalise your flyers
Reimagine print flyers as personalised experiences, boosting return on spend & shopper engagement using Instant Experience and Carousel ad format.
iii) Entertain for commercial gain
Create Live experiences with product experts to build excitement by launching flash sales and demo-ing hot products such as Polling Ads, Live and Collection Ad.
Insight #5 - The new perspective on value; affordability, authenticity and action
Christmas shoppers want real, authentic and informative content as much as sale/offer updates from businesses on Facebook and Instagram.
COVID-19 outbreak has shown that people expect brands to react with action, not just marketing gestures. 47% of internet users worldwide said they had switched to a different product or service because a company violated their personal values. Social action not only benefits the community, but also impacts purchasing decisions.
Opportunity 5 — Share Your Values
Share more than deals, share values and take action.
Combine values with commerce
Sharing values doesn’t mean neglecting sales, highlight the action you’ve taken & showcase the products that prove it, sparking community interaction.
Lastly, let’s close with some thoughts from the people who are leading the digital transformation in their companies:
Grab the 5 opportunities today and wish you success in adapting to the New Christmas season 2020.
This exclusive insight is brought to you by Meekco.Asia - Facebook Global Expansion Partner & Shopify Plus Partner. Helping retail enterprises & brand owners to build successful cross-border eCommerce.
-“Facebook Seasonal Holidays Study” by YouGov (Facebook-commissioned online study of 48,348 people aged 18+ across 31 markets: AE, AR, AU, BR, CA, CL, CO, CZ, DE, DK, ES, HK, ID, IT, FR, KR, MY, MX, NL, PH, PL, SG, TH, TR, TW, RU, SE, UK, US, VN, ZA). Minimum N=1500 for all markets. 2 Dec to 24 Dec 2019.
-Edelman Trust Barometer, Special Report: Brand Trust & the Coronavirus Pandemic, March 2020.
-“Coronavirus Research April 2020” by GlobalWebIndex (online survey of people in AU, BR, CA, CN, FR, DE, IN, IR, IT, JP, NZ, PH, SG, ZA, SP, UK, US), Mar 31 — Apr 2), 2020.
-Bain & Company, Inc.