As we approach the most competitive and lucrative time of the year – the festive season – brands and businesses are gearing up for holiday marketing initiatives. This period is marked by a surge in consumer spending as people embark on a shopping spree. The year-end season, with its eagerly anticipated holiday shopping, presents a prime opportunity for businesses to maximize festive season sales. Despite our best efforts at planned spending, the festive season often becomes a time of indulgence, making it crucial for brands to align with the evolving consumer behaviour during this period.
Several factors contribute to the upswing in spending during the festive season, including:
The Urge to Splurge: Understanding Impulsive Buying Behavior
In times like these, the “urge to splurge” becomes prevalent, signifying the tendency to purchase items that are not necessarily essential—essentially, engaging in impulsive buying. Some psychologists posit that this inclination to buy impulsively is linked to a desire for a sense of empowerment and an effort to boost self-esteem. Research indicates that individuals experience a sense of accomplishment when discovering an exceptional deal. Holidays, characterized by a general uplift in mood, are prime times for people to indulge in activities that bring joy, such as acquiring new possessions. During festive seasons, there is a notable uptick in both the frequency and amount of purchases people make, reflecting an increased willingness to spend.
Christmas and New Year Offers and Discounts
For many holiday shoppers, the allure of a good offer surpasses brand loyalty. The festive season provides a prime opportunity for consumers to capitalize on substantial discounts on their purchases, coupled with enticing incentives such as complimentary gifts, free shipping, and other bonus items. As a result, individuals meticulously sift through numerous deals, selecting those that appear most advantageous.
Throughout the holiday season, consumers are inundated with mega offers and sales promotions across various online platforms and traditional advertising channels like television and radio. Leveraging the human tendency to capitalize on advantageous situations, these promotions and discounts serve as powerful motivators for increased purchasing. The fear of missing out (FOMO) plays a significant role, as nobody wants to pass up the chance to acquire their favourite items at unbelievably discounted prices.
The Joy of Gifting to Friends and Loved Ones
Every festival marks a special occasion for celebrating with loved ones. As we delve into the holiday season, especially in November and December, the focus shifts towards the act of gift-giving. It’s a time when we invest in thoughtful presents for our friends, family, and loved ones, providing us with a profound sense of fulfilment and love. This tradition contributes to an increased demand for gift items, fostering a culture of heightened spending during this festive period.
Gen X and Baby Boomers Embracing Mobile and Online Marketing Trends
The COVID-19 era has prompted a significant shift towards increased reliance on technology, notably observed among millennials and baby boomers. According to a recent Facebook report, approximately 50% of baby boomers and 72% of Gen X reported spending more time on their mobile devices during the pandemic. While the online trend was already in motion, the COVID-19 era accelerated it. Globally, an average of 85% of people now shop online, with a noteworthy 80% of this group consisting of baby boomers and Gen X. As these demographics dedicate more time to online shopping, this trend is expected to persist and flourish, particularly as the festive season approaches.
Here are some tips to make the most of spending during these seasons:
Budgeting
Optimizing spending during festive seasons begins with creating a budget, specifying your desired expenditure. Establish a spending limit, such as deciding to spend only 50% of your regular monthly income. This ensures you can partake in festivities without straining your finances for the upcoming year. Stay fully aware of your holiday expenses and anticipated post-festive account balance. Use Kowri’s features to monitor and limit spending, benefit from a diverse vendor network, and timely updates and reminders to help you stay within your plan and budget.
Comparing Prices to Get the Best Deals
Exercise patience and conduct thorough price comparisons to secure the best deals. It’s advisable to explore prices across various e-commerce platforms, comparing them along with their respective terms and conditions to make well-informed choices and prevent overpayment. While festive discounts may appear advantageous initially, it’s crucial to scrutinize the often-overlooked terms and conditions. With emerging Ghanaian apps like Kowri, you gain the ability to compare offers and prices from a diverse range of vendors, enabling you to select the most fitting offer. This approach allows you to monitor your expenses effectively and fully relish the Christmas season.
Hide your Debit and Credit Cards – Use Apps instead
While this tip may seem amusing, it plays a crucial role in managing Christmas spending effectively. In our usual spending routines, credit cards often take centre stage. During the festive season, when the temptation to overspend is high, it becomes imperative to keep credit cards out of sight. Instead, it is advisable to leverage apps that provide real-time, detailed summaries of our expenses. This allows us to track our daily expenditures over a one- or two-day period, enabling us to set limits and exercise restraint in the following days. It’s essential not to succumb to impulsive spending due to peer pressure or easy card accessibility. Utilizing a reliable app like Kowri helps create a seamless experience, almost making us forget about the presence of debit or credit cards. This not only benefits us by providing easy tracking of expenses but also assists in planning how to manage the remaining funds without facing financial strain in the dreaded month of January.
This year’s holiday season is marked by unique factors, prompting a shift towards online preferences. With more people embracing digital options, the relevance and dominance of digital marketing have significantly increased. The need of the hour is to enhance our digital proficiency to elevate our holiday shopping experience. Apps like Kowri are designed to assist you in efficiently tracking and optimizing your spending, allowing you to fully enjoy the festive season with friends and family. Wishing you a joyful and blissful Christmas.
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