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As the holiday season unfolds, it's evident that retail strategies are rapidly shifting. Traditional sales events like Black Friday and Cyber Monday are losing their appeal as shoppers increasingly favor personalized, year-round experiences. In this edition, we'll explore why these major sales days are declining in prominence and how brands can adjust to the evolving landscape. We'll also provide key strategies for enhancing your SEO efforts to ensure your brand remains visible and relevant. Stay tuned for valuable insights to help you adapt and thrive in this dynamic environment.🌟

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-Why do most Shoppers Skip Black Friday and Cyber Monday?

-How Brands Can Stay Ahead in SEO? 📈

-Paid Media During Black Friday 🌟

Why do most Shoppers Skip Black Friday and Cyber Monday?

As the 2024 holiday shopping season approaches, new insights reveal shifts in consumer behavior and preferences. This year’s data provides a comprehensive view of how consumers are changing their shopping habits, influenced by a range of factors from social media to economic conditions. Marketers who understand these emerging trends can better tailor their strategies to align with evolving consumer expectations and preferences.

One significant shift is the changing impact of traditional and digital advertising. While TV ads, both traditional and connected TV, continue to play a role, their influence is waning compared to previous years. Millennials and Gen X are only marginally more influenced by these ads than the average consumer, and Baby Boomers are even less swayed. 

Consumer preferences for shopping methods are also evolving. The report indicates a clear trend towards online shopping, with a significant portion of consumers planning to shop primarily or entirely online.

Economic factors and personal values are increasingly influencing holiday spending. Inflation is a major concern for those planning to increase their holiday budgets, while economic uncertainty and prioritizing other expenses are leading factors for those planning to spend less. Additionally, consumers are placing greater emphasis on supporting local businesses, ethical practices, and unique gift offerings. This trend reflects a broader shift towards more conscientious consumerism, where values play a crucial role in purchasing decisions.

Understanding these trends is essential for marketers looking to effectively engage with their audience. By aligning their strategies with consumer preferences for digital engagement, unique products, and ethical practices, brands can create more resonant and impactful campaigns. As the holiday season approaches, staying informed about these evolving trends will enable marketers to navigate the complexities of the market and connect with shoppers in meaningful ways.

Influences on Holiday Shopping:

• Advertising Impact: TV ads, including both traditional and connected TV, have a modest effect on millennials and Gen X, influencing their holiday gift choices by just 10-12% more than average U.S. consumers. Baby Boomers are even less impacted by ads across any channel.

• Social Media Influence: Millennials and Gen Z are notably influenced by social media and online ads, with their purchasing decisions swaying 36% to 68% more compared to the average consumer.

• Gift Shopping Influences: The top factors for choosing gifts are the gift recipient (52%), recommendations from friends and family (47%), and customer reviews (35%). Brand familiarity plays a role for only 28% of shoppers.

Shopping Preferences:

• Shipping and Promotions: A significant 53% of shoppers prefer retailers offering free shipping, while 51% are strongly influenced by sales and promotions.

• Unique Gifts: 53% of holiday shoppers seek out retailers that offer unique gift options.

Spending Trends and Values:

• Increased Spending: For those planning to increase their holiday spending, 64% cite inflation as the main reason. No other factor surpasses 23% in influence among this group.

• Decreased Spending: Respondents who plan to spend less cite economic concerns, future uncertainty, and prioritizing other expenses, each selected by 40% or more.

• Holiday Significance: 57% of respondents view the holidays as an important part of their identity, and 51% believe their traditions connect them to their cultural background.

• Supporting Local and Ethical Businesses: 61% prefer shopping local or at small businesses, 56% favor brands that demonstrate employee care, and 37% prefer minority or women-owned businesses.

Shopping Channels:

• In-Person vs. Online: Only 18% of shoppers will shop mostly or entirely in person, with 43% shopping mostly or entirely online. 39% will split their shopping between in-person and online.

• Devices and Platforms: 72% will use laptops or computers for shopping, 40% will use apps, and 20% will use social media.

• Social Media Shopping: 42% of Gen Z shoppers are likely to buy gifts through social media, compared to 26% or less in other generations. Instagram (57%) and Facebook (56%) are the preferred platforms for social media shopping.

Marketing Insights: Basis Technologies and GWI’s survey underscores the need for marketers to adapt to changing consumer behaviors. “The holiday shopping season is starting earlier, presenting numerous opportunities to engage customers across various digital channels and promotion periods,” says Kristin Shamberg, SVP of Research and Insights at Basis Technologies. “Marketers need to blend economic factors, convenience, and consumer values into cohesive campaigns.”

Basis Technologies offers omnichannel advertising solutions to help marketers connect with customers on any digital device or platform. As holiday shopping trends continue to evolve, understanding these shifts is crucial for crafting effective marketing strategies. This year, the influence of social media, the demand for unique gifts, and the growing preference for ethical and local shopping are shaping consumer behavior. Marketers must stay agile, leveraging these insights to connect with shoppers across diverse channels and meet their changing expectations. By embracing these trends and aligning campaigns with consumer values, brands can better navigate the holiday season and maximize their impact. Stay tuned for further updates and insights as we approach the busy shopping period.

How Brands Can Stay Ahead in SEO?

As technology evolves, so do the ways we interact with it, transforming various aspects of our lives. One of the most significant changes in recent years has been the rise of artificial intelligence (AI), which is revolutionizing how we search for information and conduct digital marketing. AI is fundamentally altering the landscape of search engines and Search Engine Optimization (SEO), making it easier for users to find exactly what they're looking for online.

Traditionally, search engines relied heavily on keyword matching to deliver results. If a user entered a specific keyword, the search engine would return results that contained that keyword. This approach, while effective to some extent, had limitations. It often missed the nuances of user intent and the context of their queries.

Enter AI, which brings a new level of sophistication to search engines. Modern AI-driven search algorithms use machine learning and natural language processing (NLP) to understand and interpret the intent behind search queries more accurately. Instead of simply looking for exact keyword matches, these algorithms analyze the meaning, context, and nuances of the words used. This advancement allows search engines to deliver results that are more relevant and tailored to individual user needs.

As AI continues to evolve, so too must the strategies brands use to maintain and improve their online presence. Understanding how AI shapes search engines and adapting SEO practices accordingly is crucial for staying competitive in the digital marketplace. Here’s what you need to know about AI and SEO, and how to adjust your strategy to stay competitive.

The Growing Role of AI in Search Engines

In the past 20 years, search engines like Google have become much better at providing accurate search results. Originally, they relied heavily on matching keywords, but now they use AI and machine learning to understand the context and meaning behind search queries.

For example, Google’s AI systems, like RankBrain (introduced in 2015), BERT (2019), and MUM (2022), help search engines understand language better and deliver more relevant results. These advancements mean that traditional SEO tactics, like focusing solely on keywords, are no longer enough.

How Generative AI Might Impact Lead Generation

Generative AI, which can create content and perform complex tasks, might change how effective traditional SEO strategies are. It could impact how brands generate leads and attract customers through search engines.

3 Key Strategies to Adapt to AI and SEO Changes

1. Focus on Quality Content

Google looks for content that demonstrates experience, expertise, authoritativeness, and trustworthiness (E-E-A-T). Make sure your content is well-researched, accurate, and written by knowledgeable experts to improve your rankings.

2. Improve Technical SEO

Ensure your website loads quickly and is mobile-friendly. Use structured data (schema markup) to help search engines understand your content better and provide richer search results.

3. Enhance User Experience

A good user experience is crucial. Improve your site’s navigation and structure to keep visitors engaged and reduce bounce rates. This helps build trust with search engines and improves your ranking.

Looking Ahead: Future SEO Trends

As AI continues to evolve, here are some trends to watch:

- Personalized Search Results: Search engines will increasingly tailor results based on individual user data, making it important to focus on personalized content.

- Conversational AI: With advancements in voice assistants like Siri and Alexa, optimizing for natural language and long-tail keywords will become more important.

- Zero-Click Searches: Search engines are increasingly providing answers directly on the results page. While this may reduce clicks to your site, being featured in these snippets can still boost your visibility.

Paid Media During Black Friday 🌟

Big Lots is shaking up the holiday shopping season by kicking off its Black Friday sales earlier than ever this year. As more shoppers begin their holiday preparations well before the traditional Black Friday rush, Big Lots is responding with an extensive range of early deals designed to help customers save on their holiday purchases. By initiating their Black Friday promotions ahead of time, the retailer is offering a unique opportunity for shoppers to take advantage of substantial discounts, avoid the last-minute scramble, and spread their holiday spending across a longer period. 

This early start reflects a growing trend among consumers who are eager to get a head start on their holiday shopping and capitalize on savings opportunities as soon as they become available. With the promise of bigger and better deals, Big Lots aims to make this holiday season both enjoyable and affordable for its customers. As the company prepares for a busy shopping season, it’s also integrating special events and charitable initiatives into its sales strategy, adding further value and community impact to its promotional efforts.

Early Black Friday Sales

- Early Kickoff: Big Lots is starting its Black Friday promotions ahead of the traditional date. This shift caters to the growing trend of early holiday shopping. 🎁

- Expanded Deals: This year's Black Friday sales promise to be larger and more exciting than ever, featuring significant discounts across various product categories.

Halloween Clearance and Additional Discounts

- Halloween Inventory Clearance: Following a major Halloween clearance event, Big Lots is offering a substantial amount of Halloween-themed overstock. This inventory, purchased from a well-known party supply retailer, is worth $11 million.

- Deep Discounts: These Halloween decorations are now available at 50-70% off. On September 13th, an additional 50% discount will be applied to these items as part of the Black Friday preview.

Weekly Deal Announcements

- Weekly Deals: After the Halloween event, Big Lots will announce new deals every Thursday morning. These deals will cover a wide range of products, including holiday gifts and seasonal décor.

- One-Day Sales: Each deal will be available for just one day, with discounts of up to 50% off. This format encourages shoppers to stay tuned for fresh offers each week.

- BIG Rewards Program: To stay informed about the latest deals, shoppers can sign up for the BIG Rewards program. Membership is free, and subscribers will receive updates via email or text.

Support for The Kids Mental Health Foundation

- Charity Initiative: On September 13th, Big Lots will partner with The Kids Mental Health Foundation. For every in-store donation made, Big Lots will match the contribution up to $50,000.

- Donation Incentives: Donors will receive a $5 coupon for their next purchase of $15 or more, adding extra value to their charitable contribution.

Shopping Benefits and Community Impact

- Advantages of Early Shopping: By starting Black Friday sales early, Big Lots allows customers to spread out their holiday spending and avoid the last-minute rush. This extended sales period helps shoppers take advantage of deals and make thoughtful purchases.

- Community Engagement: The partnership with The Kids Mental Health Foundation demonstrates Big Lots’ commitment to social responsibility. By matching donations and offering incentives, Big Lots is encouraging generosity and providing an opportunity for customers to support a worthy cause while enjoying savings.

Overall, Big Lots is making a strong effort this year to offer substantial savings, convenient shopping options, and meaningful community support. The early Black Friday sales, combined with the Halloween clearance and charitable initiatives, provide shoppers with a range of opportunities to save money and contribute positively to the community.

Your Voice 🎤

Phew! That was a lot, right? But hey, knowledge is power🌟. We hope this edition gave you some insights and maybe even cleared up a few doubts.

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