Holiday Marketing, Consumer Psychology, B2C Marketing
If there was ever a time to gain expert advice on how to meet consumer needs and predict purchasing behaviors, it’s during the holiday season. The stakes are high for consumers and brands that are equally hoping to exit the season with a positive outcome.
For consumers, this may mean gifting and receiving items that promote holiday cheer. For brands, this may look like record-high sales and conversions. According to three consumer psychology experts, brain science can support these goals and drive positive results.
Here are a few consumer psychology tips for your B2C brand this holiday season:
1. Leverage personalization at point-of-sale
“Around this time of year, consumers can feel that shopping is impersonal, transactional, more business-like and less enjoyable. I’d recommend retailers look for small ways to surprise and delight their customers. It could be something easy like popping a wrapped sweet (candy for US) in their shopping bag. Online retailers could include a quick handwritten thank you using the customer’s name. Both these examples rely on the very simple psychology of reciprocation and personalization.”- Sue Moore, founder of Virtual Gold Dust
2. Fast-moving consumer goods should prioritize holiday season
“Recognise that Christmas is great for fast-moving consumer goods (fmcg) companies as well as large one off purchases. That’s because Christmas and the new year are 'fresh start moments' in people’s lives where we are more motivated to build new habits. So, if you’re an fmcg brand hoping to build consumer habits, driving acquisition during the holiday season is a great idea!" - Peter Judodihardjo, Behavioral Science Practitioner at Ogilvy
3. Emphasize quality presentation
“Brands that offer product options whose quality and appearance manage 'to hide' (so to speak) their low price or even value price will reduce shopper anxiety. Also, merchandise options that keep the original price tag but offer a deal via non-publicized coupons (for example, in-store coupons or in-catalog coupons — a tactic many brands already employ) will assure shoppers their gift will not look cheap.”- Dr. Banwari Mittal, marketing professor at Northern Kentucky University
Catering to consumers’ psychological needs is just one of the ways your brand can create holiday cheer for your audience during the holiday season. Look to these tips for guidance on how to incorporate consumer psychology into your holiday marketing.
