While deal hunting is usually associated with the traditional period, such as Black Friday through CyberMonday (i.e. “Cyber 5”), statistics show that it has become an always-on mindset, during October and November. That means brands and practices have opportunities to connect with those looking for the best options.
Last year, 70% of the volume of shopping-related searches containing the term “black Friday” occurred in October and in the days leading up to the day, according to a Mastercard analysis by BCG, in 2022. American consumers spent as much in the three days after CyberMonday as they did on Black Friday and CyberMonday combined. In other words, buyers are starting to make purchases earlier and expanding their purchasing window, well beyond Cyber 5.
What we often see are deliberate bargain hunters, that is, committed and intelligent buyers who do their research in advance and are ready to pounce when the price is right. So much so, that 85% of buyers who plan to buy online usually have their eyes open while they wait for the offers to begin. To research and plan, they use Google properties, such as YouTube and its search engine.
On YouTube, according to a survey conducted by TalkShope, 93% of viewers say that the platform provides all the information they need to make a purchase. This content makes the research task fun and entertaining, which otherwise mode would be overwhelming and that buyers interact for valuable content.
The daily volume of searches related to purchases containing “deals” grew more than 2,300%, during the week of Black Friday and CyberMonday, compared to September. Search not only helps the deliberate deal hunter find good discounts, but also provides shopping tools that help you feel confident that the deals you are getting are the best.
While offering deep discounts is attractive, you can also gain new customers or patients by helping them find the best option, showing ratings, valuable content, and in some cases you can offer free delivery and returns, as these types of initiatives can outweigh the effectiveness. of a 10% discount.
It is time to break the paradigm, begin to generate content and use the tools that are currently within our reach, to attract new patients to the consultation and begin to be relevant within the “wishlist”, in moments of consumption where we will be relevant, by being unique and what we would do is capitalize on the conversation towards a topic that would not be overexploited, such as health.
Fountain:
Manso, R. (2023). Holiday Shopping Insights: Keep up with deal-seeking shoppers. ThinkWithGoogle. https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/deal-seeking-shopper-insights/
