As the Christmas retail season gets into full-swing, retailers hoping to get their share of the consumer spending action are ramping up their online advertising activities, with a 31 percent increase in the number of advertisers on the Internet and a 26 percent increase in the number of campaigns in the two months from September to November 2009, according to Nielsen data.
Consumer buzz relating to shopping for gifts is also increasing as peak shopping days draw nearer, with online discussion relating to Christmas shopping seeing a four-fold increase in November (see chart: percentage of online Christmas shoppers purchasing product type).
“Christmas isn’t called the silly season for nothing,” says Tony Boyte, research director for Nielsen’s online division. “Shopping centres and malls are extremely hectic and crowded at this time of year and for many consumers online retail channels offer an increasingly appealing opportunity to shop from the comfort of their own homes rather than battle the crowds.”
According to Nielsen, there are now nearly 1.5 million New Zealanders shopping online and the company believes record numbers will opt for online sales this Christmas. It also says books, clothing, toys, beauty products, gift vouchers and music will be amongst the best online sellers.
A recent US report from Nielsen shows shoppers actively rely on social media sites to learn about where to find the best deals, product recommendations, gift ideas and money-saving tips. The report highlights an opportunity for retailers to go beyond traditional TV and printed circulars and use social media outlets to get shoppers excited about their holiday deals. Shoppers enjoy being the first to find out about a deal and share it with their network.