Welcome to the most wonderful time of the year! The holiday season is upon us, and with it comes a flurry of festive shopping. As a brand, this is your chance to shine brighter than Rudolph’s nose and captivate shoppers in the bustling marketplace. But how can you stand out amidst all the merry chaos? Fear not, because we’ve got you covered. Today, we’ll explore how shoppers shop in APAC during the holiday shopping frenzy. We’ll also discover different types of shoppers that brands can expect this season, and finally, we’ll share some expert tips on how your brand can make a lasting impact during this joyous time. So grab yourself a cup of hot cocoa (or mulled wine, if that’s more your style) and get ready to crush this festive season!

HOW DO SHOPPERS SHOP IN APAC ? 

The APAC calendar is incredibly rich and versatile regarding festive moments. There may be specific dates that could be your key sales days. Brands should build more local relevance and choose the right platforms and the right audience to target at the right time. There’s always value in considering a wider pool of these crucial moments to connect with your festive audience and what better way to connect with people than through our phones.

Mobile-centric approach

In the bustling shopping landscape of the APAC region, one thing is clear: mobile is king. With smartphones becoming an extension of ourselves, it’s no surprise that shoppers in APAC have embraced a mobile-centric approach to their shopping habits. Here are some key stats by thedrum about how APAC consumers feel about shopping via their screens:

Aim for the key sale days 

Gone are the days when consumers would trudge through crowded malls in search of the perfect gift. Now, with just a few swipes and taps on their smartphones, they can browse through countless options from the comfort of their own homes or even on the go. As shoppers research on mobile. During the holidays, search interest peaks in APAC as consumers start fervently looking for the latest electronics and fashion trends, particularly on key sale days like Singles’ Day, 12-12, Black Friday, and the Big Diwali sale, Cyber Monday. More than 8 in 10 APAC shoppers wait for Mega Sale Days Global average – 70%. Mobile queries have seen a significant 2.2X increase for these major sale days in APAC.

For example last year the search interest peaked around these few things in India: Food, beverages and personal care led the demand in the consumer category and premium electronic goods like TVs, fridges and washing machines also saw a surge in demand just before the festive season in India. The Indian shopping trends during the festive season looked like this:  Dry fruits, Indian sweets and confectionery, Decorative lights, Cleaning services, Clay idols, Skincare and make-up services and Clothes and accessories.

Video marketing: the go-to approach 

During the holiday season in APAC, mobile video plays a crucial role in shoppers’ journeys. Whether it’s for product reviews or learning new skills like baking, YouTube is a go-to platform.  Paid ads on YouTube mobile are 84% more likely to get attention than ads on television. People pay attention to YouTube ads at a rate that’s 1.8 times higher than on other social media platforms. More than 70% of YouTube watch time is on mobile devices beyond entertainment, people turn to mobile videos for product research and gift inspiration.

SHOPPER TYPES TO EXPECT THIS SEASON

With the holiday season on the horizon, you will find a diverse array of shoppers with varying preferences and shopping behaviours. For brands, it’s crucial to gain insights into the kinds of shoppers anticipated during this season to tailor their marketing strategies effectively. So here are the different types of shoppers you can expect this festive season.

1. Evergreen Shoppers (38% of shoppers): These shoppers are consistent throughout the holiday season, both online and in-store. They research before buying, use search engines, and value online shopping. Marketing to them should be omnichannel.
2. Early Bird Shoppers (25% of shoppers): Early birds shop well in advance, and they prefer efficiency. They are more likely to shop online and value convenience. To appeal to them, brands should plan early and highlight scarcity and convenience. 
3. Deal Seekers (18% of shoppers): Deal Seekers focus on key sale days and look for exclusive deals and discounts. They are likely to be millennials and research extensively online. Social sharing of deals can be effective in attracting this group. 
4. Last-Minute Shoppers (19% of shoppers): Last-Minute Shoppers start late and prioritize convenience. Brands should keep them informed through emails, targeted advertising, and website banners.

By understanding these different types of shoppers, you can better target your marketing efforts during this festive season. Learn more about your festive audiences personas via our Shoppers persona report.  

For example: Here is the Shoppers persona report for Malaysia made using DMC Explore

3 TIPS TO CRUSH HOLIDAY SEASON

As a brand, it’s crucial to stay ahead of the game and make the most of the holiday shopping season. Here are three tips that will help your brand crush this festive season with ease:

• Be an early bird to catch all types of shoppers. Be present when shoppers are researching products. Ensure a strong presence when consumers are searching, especially on mobile.
• Meet your audience where they are, delivering content that suits their platform and scrolling habits. Build a mobile-first strategy. Make sure your brand is accessible on mobile throughout the entire shopping journey. If you have an app, consider app-only promotions during the holiday season.
• Personalization is the way to go. Nurturing relationships is a key marketing component. You can use Gen AI tools to achieve hyper-personalization to your holiday email. So to create the most custom and relevant experience for your clients. 
• Tailor your ad content to fit the shopper’s journey, as consumers use multiple platforms daily. This creates numerous opportunities for your brand to engage with your audience. To encourage viewers to make purchases, you can use ads that feature attention-grabbing visuals, compelling text, and clear call-to-action buttons.

By implementing these strategies into your digital advertising campaigns, you’ll be well on your way to maximising brand visibility and driving sales growth. So go ahead! Crush this holiday shopping season as a brand with ease! Happy holidays!