5 Things Brands Should Be Doing Now to Win Over Female Holiday Shoppers during a Pandemic
With local lockdowns looming and Covid cases spiking in many states, holiday retailers will have to re-think the holiday shopping season in order to meet sales goals. In a recent survey by BSM Media of 958 female shoppers, 83% indicated they will be doing over 60% of their shopping online this year. This means that retailers can expect fewer women strolling their aisles and even fewer children pointing to must have toys gripping mom’s hand. All is not lost for brands who are willing to pivot to align their products and shopping experiences to the current shopping behaviors of female holiday shoppers. Here’s 5 things to do today to boost seasonal sales.
1. Make sure online reviews are fresh and numerous.
Ninety percent of women admit to reading reviews before purchasing a product. With limited trips to the store to touch and feel a product, there will be increased need to read reviews. Reach out to your current customers and remind them to leave a review or reward recent buyers with future discounts for leaving their review but remember never pay for a review. It’s likely to come off unauthentic. Recently BSM Media helped a client go from 3.5 stars to 5 stars in just two weeks with an online version of our Social Spotters program.
2. Gain placement in digital gift guides for your product.
Most marketers look to influencers for Instagram posts but many influencers also publish digital gift guides. Influencers not only recommend products in these guides but they heavily promote them to their followers. If you are currently working with influencers ask them if they publish a gift guide. Every day on HARO bloggers and influencers with digital gift guides solicit products for consideration. Subscriptions to HARO are free. We suggest visiting the influencer’s blog to decide if the audience is the right fit for your product.
3. Don’t forget about Pinterest.
In a separate BSM Media survey of 600 Moms, 76% say they start their buying journey on Pinterest seeking out creative ideas. The digital gift guides mentioned above are always promoted on Pinterest making it a great source for shoppers. Women search Pinterest by solutions or challenges so make sure your content has a benefit twist to it. For instance, “3 Gifts for the Hard to Buy for Man” or “Hot Toys for Teens.” BSM Media was able to create over 100 Pinterest pins for Party City during the Halloween season with influencers who all linked their content back to PartyCity.com.
4. Promote curbside pick-up.
According to “Marketing to Millennial Moms in a Post Pandemic World,” , more than 80% of women say they have adapted curbside pickup since last March and will continue to use it well after Covid is eradicated. Include your delivery and pick up options in social posts as well as print advertising. Curbside pickup is a must for 2020 retailers if they want to attract female shoppers.
5. Host virtual parties that showcase your product.
This most likely is the newest and effective marketing tactic of 2020. Influencers receive a virtual party kit with your product and invite friends to join along as they experience it. Everyone from Blues Clues to USOPOLOY to Just Dance are seeing the benefits of hosting virtual parties with influencers and their families. It’s the perfect combination of in-home sampling party meets social media and is the newest way to host MommyParties.
It’s not too late to win over the female shopper in time to capture her holiday spending. Best of all these tactics are easy to implement and can be done quickly. To learn how BSM Media can help you engage in last minute holiday campaigns, email Maria@bsmmedia.com
BSM Media, Inc. is an award-winning and internationally recognized Marketing to Moms agency specializing in strategic outreach, influencer engagement, and content creation. BSM Media also owns and operates MomSelect Influencer Network, MillennialInfluencers.com, GenZInfluencers.com, and Mommyparties.com.
Maria Bailey is the CEO of BSM Media and the author of “Marketing to Moms: Getting Your Share of the Trillion Dollar Market,” “Power Moms,” “Millennial Moms: 202 Facts Marketers Need to Know to Build Brands and Drive Sales,” and the soon to be released “Marketing to Gen Z Moms.” She is a frequent keynote speaker and media expert. She can be reached at Maria@bsmmedia.com. Learn more about Maria Bailey at www.MariaBailey.com.