According to marketing-research firm RadiumOne, the weeks leading up to Christmas will see around 98 million Christmas-related online shares per day - presenting an ideal opportunity for retailers to engage with their market.
The research found that the most popular content shared were festive pictures (65%), videos (49%), present ideas (45%) and sales & promotions (43%). Analysis of 10 million shares identified four sharing 'spikes' , outside Black Friday and Cyber Monday: on 11-12 and 18-19 November and 3-4 and 18-19 December.
Electrical goods, clothing, gadgets and toys were found to be gift-ideas most likely to be shared - with each share reaching an average of 11 people.
"The vast majority of purchases result from recommendations by friends and family people trust, so sharing behaviour is a hugely powerful retail signal at this time of year", said Craig Tuck, RadiumOne’s Managing Director.
He added, "Sales, promotions and present ideas will each be shared by about 15.9 million people. This is a real-time trigger of consumer intent and the most likely moment they’ll interact with a brand at the most important retail period of the year."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Martha Sparrius. To subscribe to ESM: The European Supermarket Magazine, click here..
