2020 Holiday Strategy Guide - Retail
2020 has disrupted “business as usual” for all. From brands to retailers to consumers, we have all had to adapt, whether that be our strategy, our messaging, or our own shopping behaviors.
For brands and retailers who were early adopters of innovations like curbside pick-up or same-day delivery logistics, pivoting operations and distribution to these channels was an easier lift. While we can expect that holiday shopping will look a bit differently this year, GroundTruth has been actively observing the recent rapid changes in consumer behaviors and have optimized our tech solutions to better connect you with your key audiences.
Looking at LY’s data as a guardrail, GroundTruth observed that foot traffic to stores was 28% above average for all of December compared to just 5% in November. In fact, December Week 3 (12/15-12/21) proved to be the highest traffic days for brick-and-mortar, with store visitation up 53% above average, compared to just 28% the week prior. In this guide, we take a deep dive into historical trends while considering recent shopper behavior to help you:
- Understand key shopper audiences during the holiday timeframe (November – December)
- Uncover which categories and retailers have historically seen major spikes in foot traffic during holiday prep times
- Unwrap the most effective targeting tactics to help you connect with audiences profiles such as The Holiday Planner, The Convenience-Driven Shopper, and The Last Minute Gifter
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