With Thanksgiving coming late in November, this year marks the shortest holiday shopping season in more than a decade. Small-business owners are moving quickly to make the most of the time they have. For many SMBs, this means tapping into the buying power of millennials.
Half of some 1,000 SMBs that Manta polled in September and October say that, with Thanksgiving falling on Nov. 28 this year (leaving only 25 days for the traditional gift-buying span), they’re adjusting their sales plans for the holidays.
Offering hope for a successful season is Gen Y, which continues to be a potent buying force. These younger shoppers–the so-called “millennials” who reached adulthood around the year 2000–represent some $1.3 trillion in consumer spending, according to the Boston Consulting Group.
By targeting millennials, SMBs are also changing the way they market and sell, according to the Manta data. Business owners say that some 30% of their millennial customer base is mobile-based, and about 20% of the owners surveyed expect an increase in mobile business as millennials complete their holiday gift lists with online purchases.
“We’re seeing the astounding effects of the continued shift to online holiday shopping — especially from mobile devices — to the small business community,” says Kristy Campbell, director of marketing at Manta. “With the changing demographics and mobile habits of millennials coming to the forefront, these trends will continue to accelerate and gain importance.”
According to Manta, it will be important for SMBs to focus their content development and brand awareness campaigns not only on mobile and social channels, but also in terms of tone and frequency.
Manta recommends creating engaging content mapped to your company’s strategic timeline. “Make the tone of your e-mails and social media posts reflective of the timeline for consumer shopping behaviors,” suggests Manta. For example, develop content and begin outreach early using phrases like, “Get ahead of the holiday rush!” Later, as you move closer to the end dates, Manta, build urgency into your subject lines, tweets and Facebook posts. For example, use subject lines including phrases such as, “There’s still time!” or It’s not too late!”
With your holiday sales on the line and precious little time to make your goals, it may pay to focus on millennials and target their habits and the channels they tend to spend the most time on.