Stores use social media for holiday offers
Published 3:02 pm Wednesday, November 17, 2010
EVERETT — Retailers will look increasingly to social media this holiday shopping season as consumers expect to spend less money than in 2008.
“While last holiday season was filled with chaotic confusion, adjusting to uncertainty has now become routine for many Americans,” said Tracy Mullin, president of National Federation of Retailers. “This holiday season will be a bit of a dance between retailers and shoppers, with each group feeling the other out to understand how things have changed and how they must adapt.”
On average, consumers plan to spend $682.74 this holiday season, according to a survey sponsored by the retail organization. That’s down from the average of $705.01 that consumers said they spent in 2008. More than half of shoppers will determine where to spend their reduced holiday budgets based on sales and low prices, the retail group said.
“Consumer behavior has changed, permanently,” said Lisa Wehr, founder of Oneupweb, an online marketing firm that conducts holiday shopping research. “Budget-conscious shoppers are now looking online to conduct their shopping, and they’re searching for product information on social media networks.”
Major retailers already are steering consumers to their social media sites for sales. In a national survey, nearly half of retailers said they plan to beef up their Facebook or Twitter presence this holiday season.
For instance, each week until Christmas, Sears reveals a “Black Friday” deal, good on Saturdays only, on its Facebook page. The retailer also offers exclusives to its fans on Facebook.
Toys R Us advertises its store deal of the day on its Facebook page and on Twitter. Shoppers of the children’s retail store also can install a “deals widget” on their computer or mobile phone to receive sales updates.
Target also has a “deal of the day” showcased on its Facebook page. The retailer provides free shipping for those items. But Target isn’t the only major retailer that will be offering free shipping this holiday season.
“Retailers know that times are tough, so they have created promotions and incentives to help Americans save money this holiday season,” said Scott Silverman, executive director of Shop.org, the online division of National Retail Federation. “From free shipping to Facebook, online retailers are combining new initiatives with tried-and-true tactics to make their companies stand out.”
Four out of five retailers told the retail group that they’ll offer free shipping with conditions, such as a total purchase minimum, during the holiday season. And more than half of retailers surveyed, 57 percent, said they’ll offer free shipping without imposing conditions on customers.
Since 25 percent of consumers plan to do more shopping online this year, retailers also are scrambling to improve not only their social media sites but also their company Web sites. Retailers are revitalizing their search options and suggested items lists. They’re also expanding their payment options, according to BIGresearch, which conducts studies for the major retail organizations.
“In a year where every penny counts, many people will start their holiday shopping online to find deals, search customer reviews to select products, and get gift ideas,” said Phil Rist, vice president of BIGresearch. “The benefits of online shopping far outweigh the drawbacks, as far as most shoppers are concerned.”
A few area retailers on Twitter or Facebook:
Greggs Cycles: http://twitter.com/greggscycles
Top Food: http://twitter.com/TOPFoodandDrug
Seattle Premium Outlets: http://twitter.com/premiumoutlets
REI: http://www.twitter.com/rei_coop
Target: http://www.facebook.com/target
Borders: http://www.facebook.com/Borders
Best Buy: http://twitter.com/bestbuy
