Retailers can reap the benefits of last-minute holiday shoppers by adjusting their December marketing strategies, according to new research released today by Acxiom® Corporation (Nasdaq: ACXM), a global leader in marketing services and technology.

The Retail Consumer Dynamics Study, “Generate More Jingle This Holiday Season,” shows that two out of 10 consumers don’t start their holiday shopping until December, providing additional opportunities for retailers looking to drive incremental lift during the upcoming holiday season.

“Retailers are always looking to make the most of the holiday shopping season,” said Jim Harold, vice president of Acxiom’s Retail and Consumer Markets group. “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.”

The study identifies three groups of shoppers based on when they begin their holiday shopping:

  • Prepared shoppers – Those who start their shopping as early as September.
  • Power shoppers – Those who intentionally avoid the busy shopping season immediately after Thanksgiving and start in early December.
  • Panic shoppers – Those who procrastinate until mid- to late-December and find themselves up against the clock to make their purchases.

Men account for nearly two-thirds of the power and panic shopper dollars spent. Age, gender and time left to shop may combine to affect where they choose to shop. For example, both men and women panic shoppers under 35 are more likely than their over-35 counterparts to shop department stores, while male panic shoppers under 35 consider electronics stores to be a strong option.

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.

The study makes the following recommendations to retailers who aim to attract last-minute shoppers:

  • Emerging media like texting and instant messaging offer actionable and cost-effective opportunities since messages can be easily created and tailored to align with unique consumer life stages, specifically the millennial age group (18-33).
  • Media spending on broadcast can be increased in the last 15 shopping days, or be reallocated toward digital tactics which deliver a more personal one-to-one experience.
  • Retailers may be able to reconfigure in-store tactics such as promotional displays and end-caps in order to leverage the combination of shopper types as well as gender.

“Understanding last-minute holiday shoppers and their spending habits will allow marketers to more effectively allocate marketing dollars across a broader spectrum of media options,” said Harold.

Acxiom’s Consumer Dynamics Studies are based on insights drawn from BIGresearch® Consumer Intentions and Actions® and Simultaneous Media Usage® Surveys.

Click here for a copy of Acxiom’s latest Retail Consumer Dynamics Study. For more information on Acxiom products and services or to learn more about the consumer insights in this study, call 1-888-3ACXIOM or visit www.acxiom.com.

About Acxiom

Acxiom is a recognized leader in marketing services and technology that enable marketers to successfully manage audiences, personalize consumer experiences and create profitable customer relationships. Our superior industry-focused, consultative approach combines consumer data and analytics, databases, data integration and consulting solutions for personalized multichannel marketing strategies. Acxiom leverages over 40 years of experience in data management to deliver high-performance, highly secure, reliable infrastructure management services. Founded in 1969, Acxiom is headquartered in Little Rock, Arkansas, USA, and serves clients around the world from locations in the United States, Europe, Asia-Pacific, the Middle East and South America. For more information about Acxiom, visit Acxiom.com.

Acxiom is a registered trademark of Acxiom Corporation.

About BIGresearch

BIGresearch consumer intelligence provides analysis of behavior in areas of products and services, retail, financial services, automotive and media. The BIGresearch Consumer Intentions and Actions Survey (CIA) of 8,000+ respondents is conducted monthly and the Simultaneous Media Usage Survey (SIMM) of 20,000+ respondents is conducted semi-annually. More information is available at http://www.bigresearch.com

BIGresearch, Consumer Intentions and Actions, and Simultaneous Media Usage are registered trademarks of Prosper Business Development Corp.

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