4 classes from the 2021 holidays

With the holiday season coming to an end, it’s common for companies to look back at the year’s biggest trends and consider how to improve their strategies for the year ahead. To help the e-commerce market do this, Adobe just published a report on 2021 Holiday shopping trends and insights.

But what made the 2021 season unique for online shopping? Well, it was the year e-commerce hit the record for online sales: Americans spent $204.5 billion between November and December.

Those who have already shopped online are becoming more sophisticated every year and there is also a new consumer base that has emerged as a result of the COVID-19 pandemic.

So if you want to find out how you can increase your share of this thriving market, read on as we walk you through some of the key takeaways from this report.

1. Plan early

Research has shown that consumers start shopping in early November, which may mean many are already looking for what they want to buy in September and October.

If you want to stand out in 2022, go ahead. Don’t wait 20 days before Christmas to start your campaign.

Also, by starting earlier and tracking the results of your marketing strategy, you will have more data on your audience’s behavior and be able to make more reliable sales forecasts.

2. SEO

Many of your customers come from Google or other search engines, so watch yours page speed and the quality of your product images.

You can also use keyword studies to analyze which products are most searched for in your market niche and then align your strategy with those long tails.

And just a reminder, your site will not rank on the first page of Google overnight. This is a medium-term process. So once again, go ahead and start thinking about your strategies for the 2022 holiday season now.

Here is a Ecommerce SEO Checklist to learn more about this topic and ensure your website is up to date with the most effective tactics for acquiring new customers organically.

3. Customer Experience

According to the Adobe report, desktop computers are still the most popular shopping device with better conversion rates. Still, mobile phones accounted for 43% of total sales throughout the period.

In fact, the data showed that In 2021 we spent a third of our waking day on our mobile devices. We have to take that into account.

Therefore, besides SEO, it is important to provide a good user experience on your websites for both devices so that they are responsive to the type and size of screen your customers are using.

Personalization is also key to improving your customer experience: By using quizzes and reviews that guide your visitors through your products and services, you can guide your users into the buying journey faster.

4. Curbside pickup

Curbside pickup accounted for nearly a quarter of all online sales during the 2021 holiday season.

Enabling your business to take advantage of all the different digital approaches, such as B. Curbside pickup, BOPIS (buy online, pick up in store), BNPL (buy now, pay later), social trading, and others, will definitely help you increase your sales and stand out from your competitors.

Remember to educate your customer base about each of these solutions and find out which ones actually fit your business.

So are you ready to rock your ecommerce in 2022?

Even with 6 billion out-of-stock messages sent to shoppers, e-commerce sales hit a new high in 2021, showing that people are genuinely engaged in online shopping.

However, we can expect companies to be better prepared in 2022, with a better planned supply chain that will position them to sell even more this year.

So let me give you two final pieces of advice to help you prepare yourself and your brand:

First, study the trends. Pay attention to what is changing in consumer behavior. Start your plans earlier. And of course, don’t forget to measure everything you do so you know what’s working and what needs improvement.

Second, I highly recommend subscribing to our newsletter below this article to receive a roundup of all the trends in marketing, tech, and business in your inbox every Friday (and our expert take on how to use that information in your brand favor).

Take advantage of this online shopping growth and enjoy the good results for your business.