Consumer shopping trends this holiday: omnichannel retailing is good but social responsibility is better.

The end of the year is upon us and marketers should brace themselves for the consumer behaviour trends that are set to arise now and next year. It is evident that today’s brands have more weapons in their arsenal which means they are able to reach consumers through advanced personalised approaches with the help of AI but there should still be a focus on other major trends emerging like omnichannel retailing and growing environmental and financial consciousness among consumers in general and specifically during this time.
Major Shopping Trends Shaping the Holiday Season
Omnichannel retailing:
A multi-channel approach is one of the most prominent trends emerging as 2024 reaches its end-of-year holiday shopping time. This is where in-store shopping meets online shopping halfway.
In-store shopping
Instant gratification – that’s the main thing we have to say about in-store shopping. Consumers want what they want, and they want it now. As opposed to online shopping there is no wait. On top of that, consumers who are looking to ‘try before they buy’ are going to be drawn to physical stores. There is also still the perception that a physical experience and an in-person payment option is more trustworthy. It is also argued that the personal interaction with staff, and even other shoppers, is a significant part of in-store shopping which consumers crave.
The revolution of online shopping
According to some research, over 28 million South Africans are using e-commerce. That is a drastic increase in online shopping from previous years. This could be because of greater convenience and a wider variety of options.
Conscious shopping
The growing consciousness of consumers is two-fold. It is both financial and environmental.
Financial consciousness
On the financial front, people are cutting back on expenses as the cost of living rises. There is a shift in focus to just buying essentials. For this reason, brands are really pushing dynamic pricing into their strategies.
Environmental consciousness
It is no secret that the world needs more responsible human behaviour that prioritises the Earth and its future. Consumers know this and take this seriously and therefore, responsible shopping is trending. While this has always mattered, the environmental and social impact that brands have on society is an evergreen trend that is only gaining more traction.
Buy now, pay later services
Allowing South African consumers to buy now and pay later is on the rise this season. It allows consumers to make bigger purchases who don’t have the initial upfront finances available to make it work at the time. For this reason, paying off purchases in interest-free instalments is increasing in popularity and proving to be successful.
The Growth of E-Commerce
2024 has seen and will continue to see exponential expansion in e-commerce, as it has in recent years. As the number of online shoppers is on a constant rise, brands should ensure that their digital interfaces have been optimised for speed, ease of navigation and smooth transactional experiences.
Putting up mobile applications, crafting easy-to-use websites, and streamlining the payment processes elevates the possibility of the brand attracting the attention and the spending of the festive season shoppers. To fully leverage the potential of social commerce, marketers ought to think about fusing e-commerce tactics with social media.
Leveraging Holiday Trends for Marketing Success
After going over some of the emerging trends, it’s time to examine how marketers can leverage these understandings to create effective holiday season advertising.
Optimising E-Commerce Strategies
It is imperative for businesses to optimise their online sites for holiday visitors to leverage the growing trend of e-commerce. This entails optimising checkout procedures, boosting user experience (UX), and using social media to target advertisements. Retargeting campaigns are another strategy that marketers ought to think about to entice customers who might have abandoned their carts. Finally, during the holiday rush, providing flexible payment choices like buy now, pay later (BNPL) can be a terrific approach to convert hesitant shoppers.
Taking social and environmental responsibility
Brands can revisit their ecological footprint and make positive changes which will no doubt resonate with the kinds of consumers that have purchasing power right now. Equally as important is how brands approach social equality in their communities and the world. Brand should emphasise their corporate social investment efforts and take social and environmental responsibility seriously.

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There are plenty of prospects for marketers who are willing to adopt the latest trends as 2024 draws to a close. With campaign personalisation, AI integration, and e-commerce strategy optimisation, you can turn this into your most successful holiday campaign to date.
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