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Retail Marketing: The Hustle & Bustle of Holiday Shopping

Michelle Peel

My friends and family say that I am a bit of a shopaholic. Ok, I am… I even bought the t-shirt. So not surprisingly, I look forward to the hustle and bustle of the holiday shopping season. Where do I find the best deals? In my mailbox, of course!

In my cross body purse, I have my holiday shopping list, coupons and discounts cards organized and ready for my “shop till you drop” holiday shopping spree. Women are much more deal-oriented with 79% planning to use coupons received by mail, according to a Loyalty Today article covering Epsilon’s 2015 Consumer Holiday Shopping Outlook study, while men tend to do price comparisons online.

A Strong Holiday Shopping Season Lies Ahead

According to the Accenture Holiday Shopping Survey, consumers are planning to spend 40% more on holiday shopping this season. That’s a 25% increase from the same time last year. In the report, Patricia Walker, senior managing director of products and North America retail practice lead at Accenture, stated, “With consumers willing to spend more on holiday purchases again this year, this holiday season represents a strong opportunity for retailers. In order to capitalize on the opportunity, retailers need to focus on offering a seamless experience for shoppers who will be shopping both online and in-store.”

Holiday Shoppers Want Discounts and Convenience

Customers are receptive to promotions. Coupons and discount cards are driving customers to retail stores or websites and retailers are taking notice. Comperemedia reported that in Q3 99.67% of all retail direct mail campaigns contained a coupon and 29.28% contained a card. Of the 99.67% of retail direct mail campaigns containing a coupon: 38% were for in-store use only, 19% were for online use only and 43% were for either in-store or online use. Retailers take note: according to the Loyalty Today article the most successful retailers are the ones providing customers the flexibility to use the offers for either in-store or online purchases.

Here’s what we recommend for successful retail direct mail campaigns that will increase in-store and online traffic as well as sales this holiday season:

  1. Affix a personalized coupon or discount card to your mailpiece so the customer feels they are getting a special offer or incentive.
  2. Include a QR code that provides a map showing the retail location or leads the customer to your website.
  3. Send an email to your retail customer telling them to look for that special offer arriving soon in the mail. The direct mail offer should also remind them to visit your retail location during the upcoming holiday sales event.

Wishing you a successful holiday shopping (and direct marketing) season!

link https://www.iwco.com/blog/2015/11/20/holiday-shopping-direct-marketing-trends/
Michelle Peel


Michelle Peel

As Marketing and Corporate Communications Manager, Michelle enhances the customer experience for our clients by keeping her finger on the pulse of key consumer trends, new vertical market developments, and competitor insights that impact their business. A graduate of Elizabethtown College with more than 20 years of direct marketing experience, she brings the “make it happen” attitude to IWCO Direct every day. She is a dedicated Pittsburgh Steelers fan who enjoys shopping, crafting, and spending time with her family.

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