As 2021 comes to a close, retail trends are on the climb compared to 2020’s holiday season. Maximizing this year’s positive trends will help you get the most out of your advertising. Read more to learn which industries, search terms, and markets are booming this season!
In-Store Retail Makes Its Comeback
The travel and auto industries suffered big hits from the COVID-19 pandemic in 2020. As the number of vaccinated individuals increases and people become comfortable traveling outside their homes, these industries have returned to positive ad spending. Travel is expected to rise to pre-pandemic levels by 2022. (eMarketer Oct 2021)
The economic rebound is leading to a surge in brick-and-mortar sales. In-store retail sales growth was 15.4% in 2021 and is projected to total 83.9% percent of total retail sales in 2022 (eMarketer, 2021). After an increase in online shopping during the pandemic, shoppers are looking to combine the convenience of eCommerce with the benefits of in-store shopping. Consumers are choosing options like curbside pickup and ship from store options to fulfill these desires.
Promoting how your advertisers are combining digital experiences with in-store services is a great way to appeal to consumers as we move into 2022. After a long span of online shopping and homebound holidays, consumers yearn for convenient in-person experiences.
- Tip: Show customers how your advertisers can provide these advantages in-store! Create calls-to-action on digital ads or social media posts to give customers curbside pickup or ship from store options.
Search Behavior is a Strong Indicator of In-Store Interest
Growth in brick-and-mortar sales is evident from consumer search behaviors. During 2020, searches and clicks related to in-store queries decreased, but these terms are on the rise as we round out 2021. Increases of 30% YoY for in-store related queries and 199 percent YoY for in-store related clicks show just how quickly times are changing.
Top searches for in-store-related queries include “store near me,” “mall near me,” “mall hours,” and “mall open time.”
- Tip: Revisit your advertisers’ choice of keywords to ensure that their business is front and center! Highlighting post-holiday hours and return policies will prepare your advertisers for early 2022 shoppers and post-holiday exchanges as well.
Gen Z = The Most Marketed to Generation
To reach the largest target market, focus on Generation Z! This age group is the most marketed to generation and holds spending power that totals nearly $150 billion. (eMarketer, 2021) Gen Z are champions of diversity, equity, and inclusion initiatives and appreciate brands that value individuality.
- Tip: Showcase how your advertisers can help Gen Z rock their differences and showcase their personalities. You can also highlight what your advertisers are doing to create inclusive work environments and communities for their associates and customers.
Though Gen Z values freedom and individuality, they are more cautious and less idealistic than Millenials. Creating ads that showcase the real experiences of customers is a great way to build trust with Gen Z buyers. The choice to share diverse and authentic customer experiences will help bolster customer relationships between your advertisers and Gen Z.
Now that you know which trends to keep an eye on next year, get prepared with MatchCraft. To learn more about how AdVantage can help your advertisers succeed in the new year, contact us for a demo!