The 2024 holiday season is set to be more fast-paced than ever. With inflation driving cost-conscious shopping and a shorter time frame between Thanksgiving and Christmas, retailers are facing high expectations in a condensed window.
Consumers are looking for convenience, speed and personalization—and they’ll shop wherever they can find it. That’s why retailers need to start thinking about how they’ll deliver seamless in-store and online shopping experiences this holiday season. Let’s take a look at key retail trends and tips to help you stay ahead.
4 retail trends to watch this year
From faster delivery and personalized promotions to seamless omnichannel experiences and convenience, shoppers simply expect more from retailers today. Here are the trends shaping 2024.
1. Early shopping surge
With five fewer days between Thanksgiving and Christmas than in 2023, shoppers are starting earlier. Experian reports that one in three consumers expect to begin holiday shopping before October, particularly millennials and Gen X. Retailers should prepare for early demand while maximizing traditional events like Black Friday.
2. Fast delivery and instant access
Even though shoppers are getting an early start this year, last-minute purchases are inevitable. Alongside the increasing demand for same-day delivery, which is expected to grow by 21% year-over-year, shoppers are also seeking quick access to information. Retailers must manage fast delivery while providing instant access to products and promotions.
3. Hybrid shopping model takes hold
Consumers continue to embrace both in-store and online shopping. Nearly half of shoppers plan to visit physical stores, according to Experian. As consumers increasingly research products online before buying them in-store, retailers must ensure a seamless connection between digital and physical experiences to meet their expectations.
4. Personalization takes center stage
To cut through the holiday noise, brands should personalize their shopping experiences. This includes targeted promotions, tailored recommendations and loyalty programs. Salesforce found that 63% of shoppers are more likely to purchase from stores where they can earn and redeem loyalty points, highlighting the value of a personalized approach.
How to stay agile during the 2024 holiday season
Embracing technology that enables quick responses to changing consumer behavior and expectations is a must this year. From optimizing customer journeys to delivering seamless digital experiences, tech-driven solutions can help retailers get ahead.
1. Keep your digital touchpoints up to date
With consumers starting their holiday shopping earlier than ever, keeping your digital touchpoints updated is crucial. Make sure email, SMS, social media and in-store displays reflect your latest promotions.
Regularly update your link-in-bio to highlight holiday deals or gift guides to engage shoppers who are browsing ahead of time. Ensure mailers like postcards have clear CTAs that guide customers to relevant information and use dynamic tools like short links and QR Codes to easily adjust promotions throughout the season.
2. Leverage data to streamline shopping journeys
Use the data you already collect to tailor your approach to connecting with shoppers. Whether it’s location-based data for regional ad targeting or customer engagement data that reveals popular products, this information allows you to offer personalized recommendations while ensuring quick access to what shoppers want.
For example, if you uncover that consumers are frequently using their mobile devices to visit your website, you should prioritize creating faster, mobile-optimized experiences. This could include leveraging easy-to-navigate landing pages or offering instant access to promotions.
3. Bridge in-store and online experiences to maximize sales
Because shoppers plan to visit physical stores and shop online, retailers need to bridge the physical and digital worlds. Endless aisle strategies, where customers order out-of-stock items for later delivery, offer a way to avoid missed sales during the holiday season.
By integrating digital solutions like QR Codes to link shoppers to additional stock or online deals while they shop in-store, you can increase sales and customer satisfaction while reducing the risk of lost revenue.
4. Personalize promotions to encourage repeat purchases
To entice existing customers to shop with you again, send holiday-specific SMS promotions with trackable short links that point to exclusive online deals or popular products.
These personalized messages not only drive engagement but also allow you to track click-through data, helping you identify which items are in high demand this season. By using customer data, you can create campaigns that are relevant and timely.
Get ahead of the holiday rush
With a shorter shopping window in 2024, retailers need to plan and stay flexible. By using data and tools like QR Codes, short links and personalized promotions, you can create seamless, connected experiences that meet shoppers’ needs—wherever they are.
