For years I used to wake up in the dead of night the day after Thanksgiving and interview Black Friday shoppers while they stood in line, enduring cold weather as they waited for stores to reward their patience with door buster sales. Eventually I stopped doing so, mostly because Black Friday has been gradually losing its significance. Oh, Black Friday still matters very much. But the holiday shopping season continues to expand its reach well beyond Black Friday and its love child, Cyber Monday. My new post for SIM Partners, “The 2016 Holiday Shopping Season Starts Now,” reflects this reality. In my post, I discuss how offline retailers especially are facing a stronger threat from online retailers, as businesses such as Amazon develop more on-demand delivery capabilities. My post urges retailers to adopt a one-two approach:
- Be present when people use their mobile devices to search for things to do, places to go, and things to buy during the holiday shopping season. Mobile fuels holiday shopping behaviors.
- Offer something that online retailers cannot. You cannot visit Santa on Amazon.com.
Between now and the holiday shopping season, retailers should hone their mobile chops and strengthen their offline experiences. One way is to practice through special events, both the ones you create and natural ones caused by milestones such as non-winter holidays. The holiday shopping season starts now.
Image credit: ABC News