This holiday season’s condensed purchase period intensifies the need for brands and retailers to cater to the early-shopping mindsets, deliberate and deal-seeking. Brands and retailers can gain a significant edge by fostering confidence, encouraging purchases before Black Friday ushers in the holiday rush, and ensuring they stay in consumers’ consideration sets for later purchase.
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Whatever, retailers have been starting right after Halloween which means the timeframe is unchanged.
Having less time would actually be good. The “rush” is no longer a rush as the “shopping season” has gotten longer and longer. It has diluted the “thrill” and reduced impulse buys.
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The shipping/delivery rush is real for ecomm, though.
With a late Thanksgiving and 5 fewer shopping days in the gap, that’s less time to get orders processed and shipped for delivery by Dec 25.
And that factor alone could either push consumers to search for online deals earlier than BFCM, or to forego dealing with shipping at all to settle for something purchased in a brick-and -mortar.
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