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Market to the right people this holiday season or your business will get a lump of coal

Time to get the ball rolling on your holiday marketing. Studies show it’s crucial to market differently to each demographic for the furthest reach.

black friday shopping

women shoppers

Ho-ho-hope you’re ready for the holiday shoppers

The holiday season is upon us. If you’re a retailer, you’ve dreamed of this time for months and months. Hopefully, you already have your marketing plan lined up and ready to go. If not, you better get on the ball. Whatever stage of planning you’re in, you should be aware of who you are marketing to. Men and women may be equal in the workplace, but when it comes to shopping, they’re much different.


Women look for bargains; men will spend more to get it over with

Epsilon, a global marketing company, surveyed American internet users in June, asking them about their upcoming holiday shopping plans. Specifically, they were seeking information about who would be bargain shopping and using coupons. Their findings show that women are much more likely, almost 22 percentage points higher than men, to use coupons and shop for bargains.

People who’ve been in retail for years really shouldn’t be surprised by this. After all, who traditionally goes out the week before Christmas looking to do all their shopping, last minute? Men. They aren’t in it for the hunt. Men want to get in and out of the store, with the least effort. Women, on the other hand, they enjoy finding just the right gift. Sure, there are exceptions, but overall, you need to know your audience.

The more you know

Epsilon recommends that coupon promotions be directed at women. If your target shopper tends to be a man, then you may need another type of promotion. Be creative. Men may want someone to wrap the gift so it looks pretty. Figure out your own niche in the market.

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Know your customer to get the most out of your marketing dollars. Don’t waste your money on advertising promotions that won’t get your customers in the door and making a purchase. Take advantage of the season when you know your shopper.


Dawn Brotherton is a Sr. Staff Writer at The American Genius with an MFA in Creative Writing from the University of Central Oklahoma. She is an experienced business writer with over 10 years of experience in SEO and content creation. Since 2017, she has earned $60K+ in grant writing for a local community center, which assists disadvantaged adults in the area.

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  1. Pingback: How to tap into consumers' "coupon high" this season - The American Genius

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