The busiest time of the year for businesses and consumers is just around the corner, with the Christmas holiday period likely to see yet another dramatic increase in retail spending around Australia.
Australian consumers will spend nearly $47 billion between November 15 and Christmas day.
With the pre-Christmas rush closely followed by the hotly anticipated Boxing Day sales, the retail space is about to get much more competitive. To give your business the edge in this crowded market, direct marketing lists can help you reach new customers with deals and specials and generate interest in what your business has to offer.
According to the Australian Retailers Association, consumers around the country will spending nearly $47 billion between November 15 and December 26. If this forecast is correct, it will represent a 3.6 per cent rise over last year's figures, and create a healthy holiday season for Australia's retail businesses.
How does digital marketing change the holiday period?
With the rapid growth of e-commerce, most shoppers are just a few quick clicks away from buying a product and having it shipped straight to their doorstep. Where possible, it's important that marketing emails promote online stores, funnelling new customers directly to your virtual shop.
Mobile platforms are becoming increasingly important for consumers too, as tablets and smartphones become shopping locations that are just as important to businesses as their physical stores.
Global online shopping company Amazon revealed the extent of consumer interaction through these devices in its review of last year's Christmas season. According to the company, three-fifths (60 per cent) of purchases on the site were through a mobile device, a proportion that rose as it edged closer to Christmas and shoppers became more desperate.
Silly season defines retailer behaviour
It's important that marketing emails contain the type of information consumers are looking for during this time as well. Last year, Deloitte surveyed what businesses look to communicate to their customers over the Christmas period to ensure they aren't tempted by other outlets.
According to the research, almost a quarter of the country's businesses were starting to discount their products before December 25, while another 24 per cent were planning to wait and cash in on the increased Boxing Day activity.
With these statistics in mind, it's essential that marketing emails keep consumers aware of upcoming sales and direct them to online stores when appropriate.
The Prospect Shop provides businesses with direct mailing lists and email lists that are targeted to your needs. Contact the team to find out how they can help.