NRF: Retail is Detail, Especially for the Q4 Holiday Sell
• According to the last several NRF/BIGresearch shopping surveys, over 40 percent of consumers will begin their holiday shopping this year before Halloween. At this point, this statistic should surprise no one and clearly tells us all that there is no need to wait until Santa hits the mall to help customers complete their list and maximize our holiday opportunities. If retailers properly engage customer when they are in the store they can learn why they are in the store and if they are holiday shopping.
• The numbers attached to gift cards seem to grow every year and time-crunched consumers have always found this gift a reliable way to eliminate stress during this most stressful time of year. Well, here’s a few points of interest culled from NRF research regarding gift cards you should be aware of.
Every customer should be offered the opportunity to purchase a gift card this holiday, regardless of what you sell. However, while most consumers love to receive gift cards, apparently many don’t really like to give them. Research shows that a large percentage of consumers feel they just don’t receive the same satisfaction buying a gift card as they do in picking out a specific item to give. NRF recommends that you invest in some small gift boxes or other method to dress up the gift card and add a bit more “theater” to the purchase itself. Romancing them a bit will make the buyer feel a lot better about their gift card purchase.