With gatherings of more than 6 people looking unlikely and many Christmas events cancelled, it would be easy to think Christmas might be cancelled this year. To the contrary, a recent survey from Yieldify showed that 34% of us plan to increase our spending year on year, across Black Friday (27th November), Cyber Monday and Christmas itself. Despite fears of unstable household income and lockdown restrictions, we are clearly still very keen to celebrate. Sending gifts to loved ones who we cannot meet up with in the usual way, will play a major role in that celebration.
With COVID-19 serving as a catalyst for rapid growth across many eCommerce sectors, delivery companies have been building their teams to cope with a permanent increase in demand. In September, Royal Mail announced that parcel volumes are up 34%, with 117 million more parcels sent in 2020 than last year. DPD, Hermes, Amazon and DHL have all hired thousands of new delivery workers to cope with what DPD’s CEO described as a “tsunami of parcels”.
On the flipside, high street retail has been hit hard, with 125,000 jobs lost in the UK as retailers closed stores and, in some cases, went into administration. Whilst the high street has started opening up again, with local lockdowns, long queues and unease around travelling to shop in closed-in spaces, it seems that Christmas is not cancelled. It has just moved online.
Research from eCommerce platform, Magento shows what online shoppers are looking for this season. Their main concerns are:
- Ethical eCommerce and philanthropy
- Safe shopping
- Ways to re-create the “in store” experience
- A joyful online shopping experience
- Great mobile eCommerce experiences
Magento “Unwrapping the Gift of Christmas” guide for 2020
The Yieldify report also looked into how retailers are approaching their marketing. Despite the consumer growth predictions, only 45% of marketers feel positive about the season ahead. Decisions are being made much later than normal and around one third have decided not to participate in Black Friday and Cyber Monday. This could mean great opportunities for those that do step forward confidently. If you are planning to go ahead with discounting, shipping offers, free gifts or other promotions, now is the time to get organised.
Our recommendations for preparing for peak season 2020 under these unique conditions are:
- Use your existing email lists to keep in good contact with your customers, letting them know about upcoming offers and holiday promotions. Keep these going throughout the seasonal period.
- Highlight any ethical or sustainability messages you can. For example if you are using our eco-friendly packaging, make that information clear on your site.
- Get going now with any last-minute work you can, to make shopping on your website easier and more enjoyable. If you also sell in-store, is there anything from that experience you could add? Is your site easy to use on mobile?
- Check you have optimised the way you capture leads, so you can continue to market to any new customers you gain over the holiday period. Email sign-ups with a discount for the first order are a popular and effective way to do this. Plan now what you will do with those addresses once you’re through the festive season.
- Contact your suppliers to make sure your inventory will be available and ready for shipping around the peak holiday dates. You may well sell more than you expect. While you’re doing that, check you have enough forms and packaging too.
In conclusion, whilst the pandemic has posed huge challenges for all types of retail this year, the peak season ahead clearly offers an opportunity for eCommerce. We wish you all luck embracing that opportunity and will be here to help along the way.
Do get in touch if you need any help with your packaging and print needs or have any questions along the way.