Retailers can cash in heavily on last-minute shopping by holiday makers by adjusting their December marketing strategies, according to new research released by Acxiom Corporation.
The report titled “Generate More Jingle This holiday season,” says two out of 10 consumers don’t start their holiday shopping until December, providing enough time for retailers to capitalize on the upcoming holiday season.
Holiday makers spend about $23 billion annually during the course of the holiday season, so the season is the most lucrative one for all retailers across America.
“By employing multidimensional insights to adjust media mix and spend, and personalizing the content and cadence of marketing messages, retailers can get greater share of the $23 billion spent by last-minute holiday shoppers.” said Jim Harold, vice president of Acxiom’s (News - Alert) Retail and Consumer Markets group.
Acxiom has identified three types of shoppers. One group is one that starts shopping as early as September. Another is called power shoppers, who avoid shopping season and go for purchasing in early December. Panic shoppers fall into the third category, because they find themselves up against the clock to make purchases.
“Men account for nearly two-thirds of the power and panic shoppers. Ethnicity may also be a factor as nearly twice as many females as male panic shoppers are of Hispanic descent, and more than twice as many female as male panic shoppers are African American,” said the research firm.
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