It is a busy season! Our time is filled with getting ready for great times; holiday parties, gift giving, and time spent with friends and family. Great Northern Instore has been hard at work as well, in the busiest season for retail. Building our library of insights, our team has been auditing stores across the country and keeping our ears open for the latest insights and strategies that are being executed instore. As an early holiday present, we are sharing some of our initial findings.
First, according to Deloitte’s 2015 holiday study and the National Retailer Federation, this is shaping up to be a great season for holiday spending. The economy is continuing its gradual improvement, with households finally feeling a little better about spending. Obviously, there is gift shopping and holiday preparations, but shoppers are also more likely to spend on themselves as well. Jewelry, gift cards, and food/liquor are categories that have trended up over the past five years.
Continuing the trend, brick and mortar retailers are building bigger events and experiences to bring back wonder to the holiday shopping season. Music, Santa visits, and grand merchandising displays beckon shoppers and create a reason for the family to stop and shop in a store. These elaborate displays set the mood and also help the stressed shopper find the right gift or solution.
There are also great examples this season of strong omnichannel campaigns to win the wallet of the ever valuable shopper that engages across platforms. Retailers agree this shopper spends more. We observed some great campaigns that are connected with the consumer throughout the entire shopping process, including instore, the final moment of choice.
Great Northern Instore looks forward to hearing from you, to share and apply the insights we have gained this season. Insights are great stocking stuffers that lead to the real present, a great execution that activates on an insight, getting the shopper to engage. That is where Great Northern Instore can help your brand win. A full holiday report will be completed as we enter the 2016.
Have a very Merry Christmas, and best wishes for 2016! Enjoy the holiday season with your friends and family, the preparation is worth it.
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