Multi-Platform Marketing Strategies to Maximize Thanksgiving Sales
A few years back, NAA (Newspaper Association of America) ran this ad to remind the readers how newspapers play a big role in making special occasions even more special.
Online sales expected to rise:
The late start of holiday season this year will result in a surge in online sales growth on Thanksgiving. According to a report by Adobe, “Pent-up consumer demand will translate into strong year-over-year online sales growth on Thanksgiving, which is expected to break into the “billion-dollar-day” club with online sales up 21 percent to $1.1B. Although many retailers have announced that they will be open, very few families come out to shop as they prefer to stay home and spend time with relatives on Thanksgiving, but they surely don’t want to miss out on the deals. This makes Thanksgiving a natural online sales day for couch surfing mobile users to get a jump on their shopping. Brick-and-click retailers will benefit most from online shopping that day as they receive the lion’s share of online spend early in the season.”
Many stores and retail stores use online ads to serve as ready-to-use coupons for their customers. So, viewers can just print these ads and redeem them to avail discounts in the stores or ordering online.
Another online shopping trend that is quickly becoming the preferred option is referred to as "ship to store," "click and pickup," and "click-to-brick," which allows customers to shop at their leisure on their computers, and pick up their purchases in a physical store at their convenience. This saves online shoppers both shipping time and shipping charges.
Most stores open on Thanksgiving:
As shopping appetites of young consumers grow, more and more retailers are planning to keep their stores open on Thanksgiving. Chief Industry Analyst Marshal Cohen of NPD Group says, "Online retailers had Thanksgiving all to themselves so now brick-and-mortar retailers are going to make their sales days Tuesday and Wednesday" of Thanksgiving week. More than 100 Simon Malls will open at 8 p.m. Thanksgiving Day. Last year, none of its malls opened that early. Target, JC Penney, Macy's, and Kohl's are each opening at 8 p.m. on Thanksgiving. Gap Inc. will have approximately 1,300 stores across its brands open at various hours on Thanksgiving Day. The list also includes brands like Kmart, Walmart and Best Buy, who say they’re merely responding to consumers who would be shopping online if they didn’t have the option to hit the stores.