This article is part of Square’s definitive guide on eCommerce best practices during the holidays. Explore the guide to learn how to curate a festive and stress-free shopping experience for your customers and stay competitive.
The leaves are changing and the temperatures are dropping, which can only mean one thing: The holiday shopping season is about to begin. Retailers everywhere, from small-town storefronts to online shops, are preparing for two of the biggest shopping months of the year.
But no two shoppers are alike, and each expects a certain type of customer experience as they go on the hunt for the perfect gift. By understanding these eight personas, sellers can make the best of the most wonderful time of the year.
1. Holiday traditionalist
These shoppers have been compiling their list for months, checking it twice (or more!), and now they’re ready to start buying. They’re looking for much more than gifts, however. A traditionalist is also planning some picture-perfect holiday events, so be sure to have food, beverages, and decorations on hand as well.
Read more about holiday traditionalists here.
2. Brand loyalist
Eighty percent of consumers gradually gain brand loyalty over time, and the best way to attract them is to offer high-quality products at competitive prices. They also love personal touches, like samples or handwritten notes, and they want to have a personal connection to your brand.
Get all the information on brand loyalists here.
3. Conscientious shopper
Consumers are becoming more mindful of their choices every year. Sustainability, zero waste, fair working conditions, and charitable giving are all top priorities for the conscientious shopper, so it’s important to highlight any of these that your business participates in, especially during the holiday season, which is the season of giving. These shoppers also love to get personally involved. Offer a way for them to partner with your business on Giving Tuesday (the Tuesday after Thanksgiving) to support good causes.
Click here for all you need to know about conscientious shoppers.
4. Networked shopper
No one is more dialed in to what’s hip and happening than the networked shopper. These consumers want authentic content, real-life photos, and reviews from other customers via social media and retailers’ apps because they value other people’s opinions and like to share their own.
Feedback and shareability are crucial with networked shoppers. Read more about them here.
5. Impulse shopper
The average American consumer spends over $5,000 each year on impulse purchases, and the holiday season is the perfect time to capitalize on that. Impulse shoppers cannot resist a sale, deal, or discount, and they also love features that let them indulge their impulses without taking too big of a risk, e.g., warranties, money-back guarantees, and easy return policies.
Learn more about these quick-thinking shoppers here.
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6. Experiential shopper
Shopping as an experience and giving experiences as gifts are becoming all the rage, with 40% of consumers saying they would love to receive a gift of experience. These “retailtainment” lovers want to go and see and do — and give something that creates lasting memories.
Check out our experiential shopper profile for ways you can optimize experience gifts and how to turn your retail store into an experience.
7. Bargain hunter
According to a survey, 70% of consumers think the holiday season is the best time for deals — and they have been patiently waiting all year for them. Bargain hunters are not impulsive; they will absolutely wait to purchase something until it goes on sale. But they also go hunting for bargains as a way to have fun with shopping, so if you can turn your sales into a game or interactive countdown of some kind, you’re sure to catch their eye.
Read all about these pennywise shoppers here.
This type of shopper needs your help and they need it ASAP, because they’ve left all their holiday shopping to the last minute. This help can take the form of expedited shipping, shopping guides, suggestions, last-minute deals, or gift cards and certificates. While they do need the most help, these shoppers are not hard to please.
Read more about the holiday procrastinator here.
The holidays can be the busiest time of year for businesses. From helping shoppers find the perfect gift to keeping up with your inventory, sellers need to wear multiple hats. Square is here to help. We have all the tools you need to start, run, and grow your business, whether you’re selling in person, online, or both. And we’ve made all our tools to work together as one system, saving you time and money — and making decisions easier. So you, too, can enjoy the most wonderful time of the year. See how Square works.