We already know there are six fewer shopping days in 2013 over 2012. Cyber Monday will now fall in December for the first time since 2008, at the latest day possible for it to occur (December 2nd). This is also the first time since 1994 that Hanukkah starts this early, November 28th, which so happens to be Thanksgiving Day. These two holidays won’t coincide again until 2070.
So why is this relevant to retailing? It instills a sense of urgency among consumers who are starting to shop earlier.
Whether or not your business is impacted by seasonality, you can still take advantage of the holiday season by leaving the impression that holiday deals are available to shoppers now.
For one client, we tested three variations of paid-search ads that each had a "shop early!" theme. Not only did these three ad variations have a click-through-rate that was 20% higher than the historically highest performing ads for the account, they also had a 14% higher conversion rate.
Keep an eye on the shopping trends over the next five weeks and look for phrases that will motivate consumers. Let us know what results you see!