Five Shoppers to Keep in Mind When Writing Holiday Copy

By My Web Writers Fido shops stockings

The most wonderful time of the year is right around the corner.  When the snow begins to fly and the trees are lit, if you listen closely you’ll hear, “cha-ching”!  Counting down the days until Christmas equals an incredible amount of shopping.  Shopping means money is being spent, and who doesn’t want a chunk of that change in their pocket?  Which approach or tactics should you employ in order to funnel sales?  When writing holiday copy, it is helpful to keep in mind your audience.  Take a good look at what each type of shopper looks like.  Do your homework, and get into their heads and see what makes them tick.  You’ll be able to expertly craft written holiday material that will bring in sales, and you’ll be singing Jingle Bells to the bank.  Keep in mind five key shoppers this year when writing your holiday copy.

The “I had it first” Shopper
 
This shopper is the one who loves the hype of the newest, up-and-coming product.  Waiting in line for days is never a problem for this type of shopper, if it means getting that desired merchandise.   Setting an alarm for three o’clock in the morning to be ready precisely at the release time of the greatest fad product and clicking online a million times to place the order is what this shopper will do if it wins the prize.  The best way to target this type of shopper is to work early in advance to build hype of showcase items.  This can be accomplished with the help of social media such as Twitter and Facebook.    Market items, blog about them, and put an emphasis on exclusiveness, time-sensitivity, and desirability, and you’ll have this shopper waiting in line and setting an alarm to purchase your product.
 
The Last-Minute Shopper
 
The last-minute shopper is frazzled, harried, and in a time crunch.  This shopper has no choice but to select overnight shipping for purchases made, and will definitely not want to read much.  Target the procrastinator by offering incentives that come in handy when it’s down to the wire.  Discounted shipping on last-minute purchases or an upgrade to quicker shipping is a great tactic to funnel sales from this shopper.  When writing copy for last-minute shoppers, go big or they’ll go home.  Large print and simple verbiage are you best choices; nix the inclusion of long, descriptive, and flowery paragraphs describing the product.  Last-minute emails written concisely are an effective tactic for this shopper.  This shopper wants to get in, get out, and get on with it.
 
The Holly Jolly Shopper
 
This shopper seethes with holiday spirit, anticipating the season well in advance, and may or may not have reindeer antlers on the family minivan.  Wanting to just soak everything in, the holly jolly shopper browses much and often, taking time to scrutinize and decide on just the perfect gift for each person on the Christmas list.  To win over this shopper (and money), spruce up your e-store for the holidays.  Put together sentimental or even humorous videos that will enhance the shopping experience for this shopper.  Take time to write content that is festive and sends out warm, fuzzy, and sparkling vibes-great for winning sales from the holly jolly one.
 
The Shopper on a Hunt

This shopper has a specific product in mind, and is scouring the globe to find it.  Wanting to get in the store, grab the loot, and get out, this shopper has radar set to the product of choice.  To complete a maximized sale from this shopper, send the shopper down your crumb trail by categorizing products with internal linking, making it necessary to delve in further to reach the desired gift.  Maybe on the way, the shiny product you’ve showcased will grab the attention of the hunting shopper, and you’ve got an extra sale.  While writing content, target this shopper by offering other suggestions that are related to the product this shopper is looking for.  Maybe you’ll spark an interest in something else you have to offer. 
 
Deal Seekers
 
We all know one.  You can spot this one a mile away.  Money-saving is often the topic of conversation.  The deal seeker is someone who will spend time to save money.  Prices are compared.  Deal seeking is a little like fishing.  You’re never quite sure how big it really was, but you love to hear the stories recounted as the deal seeker says, eyes gleaming, “And she said, ‘The amount You Saved is..’”,  and her voice trails off and she gazes somewhere, her happy place, as you share in the joy of the dollars not spent.  Get the deal seeker’s holiday sales by writing content that turns shopping into a game, with the prize being discounts.  Give gift cards with a purchase over a certain amount, or free shipping.  Set the incentive within easy reach, and you’ve got a game that any deal seeker will want to win.  You, in turn, will win as well, as the order values increase.  If you can earn the loyalty of deal seekers during the holiday season, they are sure to return, with friends.  Deal seekers talk about deals often, so you’ll be able to sit back while word-of-mouth marketing unfolds all year long.
 
As you prepare for the holiday season, keep your shoppers in mind while writing holiday copy.  When you cater to each, your sales will increase.  Your effective marketing will not only increase holiday sales, but will gain returning customers.  Everyone shops during the holidays, and it is the prime time to build your customer base.  Holiday marketing is the gift that just keeps on giving.

~Tricia

Other Posts:

Ten Content Tips for the Zero Moment of Truth Marketing Plan

Five Ways to Prepare Your e-Store for the Holidays

A Writer’s View of Google’s “Hummingbird” Algorithm Change

Guidelines for Writing E-Tail Category Content

Tips for Giving a Successful Toast

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Filed under Audience, Capturing Audience, Content, Holiday Blog, Personas

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