Behavior of the purchase of gifts, religious holidays to relationships and beyond

Do you remember the difficulty of finding the perfect gift for all the different people in your life? So. A lot. Pressure.

As PPC marketers, we have the added responsibility of promoting the products offered by our customers as gifts and ensuring that we offer the right products to the right people. It's almost double the pressure.

Microsoft Advertising (my employer) analyzed all the data and trends of last year to provide you with key information to help you optimize your campaigns. Bonus: it also serves as a practical gift guide, backed up by data, to double the gain!

Take a comforting cup of hot chocolate, it's time to dig.

Step 1: Understand the differences between gift models between Hanukkah and Christmas

Buying gifts is buying gifts, no? Not enough. Research has revealed that gift behavior varies considerably between Hanukkah and Christmas.

It begins with the length of decision-making journeys.

Chanukah buyers are instant converters because about 70% of users started and ended the same day. Conversely, about 70% of Christmas buyers took several days to complete their journey i .

While Christmas and Hanukkah buyers took 23 and 5 days on average, respectively, to convert, if we dive deeper into the total length of the trip, we find a marked difference.

With Christmas shoppers, we see several peaks spread over a longer period:

Act: For Christmas shoppers, increase the conversion windows for your remarketing campaigns. Be sure to also show cross promotional ads to converters, to increase the chances of reacquiring.

In contrast, the majority of Hanukkah buyers were decisive converters:

Act on : Since, most conversions are taking place On the same day, you can increase the visibility of these instant converters via in-market audiences.

It is likely that another question would be to know if they were buying similar products at similar sites.

Although the main sites visited were similar (Amazon and Walmart, for example), there were two obvious differences:

  • Christmas shopping was more focused on electronics sites, while Hanukkah were more focused on residential sites.
  • Christmas buyers were more interested in each site, with more than 16 pages viewed on average on each of the top five websites: Amazon, Best Buy, Walmart, Target and Apple.
  • The buyers' engagement in Hanukkah was less deep, with fewer page views per site than for Christmas, but these views were systematically spread over a larger number of sites:

Qu & # 39; are there any cross-shopping sites?

A big problem that Christmas and Hanukkah had in common was that Amazon and Walmart were the most versatile sites for both holidays, probably because of the diversity of their product offerings.

The Act: Review competitors' ads on the most popular sites to see how to customize your ad copy to make them stand out from them.

Step 2: Plan the items to promote (and buy!). ) for different types of relationship

What types of gifts are most popular for the key people in your life? Let's break it down.

Regardless of vacation, children are the easiest to buy.

Research has shown that the majority of buyers have visited several retailers during their journey of gifts, unless they shop for their children. In fact, 58% of gift buyers for their children are more likely to convert after visiting a single site.

Act on: Be sure to target these buyers early in the holiday search journey before they're ready to buy.

Activity-oriented gifts were very popular for kids last year, the most popular categories being smart toys and video games, craft and activity games, as well as than collectibles such as sports memorabilia and jewelry.

Here is an overview of the most popular products for children:

When looking for parents, researchers seemed to want more direction.

Purchases for parents can prove difficult for many – in fact, buyers had 1.98 times more chances to browse a gift guide to find inspiration. We are seeing an emergence of reseller sites of creative gift ideas. These range from original novelties to practical gadgets, but useless.

Buyers were also 1.84 times more likely to purchase purchases on sex-classified sites, while seeking inspiration and ideas from sites such as Esquire and Men's Health because they offer gift ideas and product reviews.

Users were more likely to perform multiple tasks at the same time as they were looking for their parents because they generally had a less clearly defined purchase goal. As a result, they also over-index on the sites of ideas compared to other relationships.

Law: Include gift guides and personalization in site links and copy ads. Also, consider placing bids on top funnel keywords and sending buyers to gift guides specifically for parents, to set you apart from the competition.

Here's an overview of the most wanted products by parents:

When shopping for another important man, why not treat yourself too

The most popular gift among couples shared experiences. Buyers were 1.92 times more likely to buy an experience gift, such as cooking classes or helicopter rides, many of these activities can be done together. Aww.

The classic gift of jewelry was almost as popular, followed by genealogy kits.

It is worth noting that 2018 was the second holiday season where pedigree and DNA kits turned out to be a popular holiday gift between couples. In harmony with the shared experiences, it is another activity-oriented gift that the couple can make together.

Law: Reinforce the joys and benefits of shared experiences within your ad copy.

Here is a list of the main products sought for couples:

Regarding gifts for colleagues, research on the secret Santa and the white elephant was popular and very different.

Although the gifts for Secret Santa and the White Elephants pose a relatively smaller risk than gifts for the family, the trip is still relatively long. It starts with the search when gift exchanges are announced and then enters the purchase phase.

Here is how they differ.

Santa's secret buyers were focused on price points probably because of the limits set for the activity. In contrast, White Elephant's clients focused on ideas . They were looking to offer the "best" or "cool" gift at the party.

Law: For White Elephant gifts, create additional content and landing pages centered on the ideas of the researchers.

The most frequently asked questions were:

Feeling less in a hurry and more inspired? Awesome! Let's recap our points:

  1. Hanukkah buyers are instant converters compared to Christmas buyers who took several days to complete their journey. Consider market audiences for instant converters and increase conversion windows for Christmas shoppers.
  2. Gift guides have emerged as a popular category for all buyers displaying an appetite for ideas and inspiration. Do not forget to include gift guides and personalization in the site links and the copy ad.
  3. Santa's secret shoppers are price aware and White Elephant buyers are looking for "cool" and "best" gifts. Use the landing page recommendations to build loyalty and guide customers in conversion.

The opinions expressed in this article are those of the guest author and are not necessarily search engines. Associated authors are listed here .

About the author

Purna Virji is Senior Manager, PPC Training at Microsoft. Named by PPC Hero as the most influential PPC expert in 2016 Purna specializes in SEM, SEO and voice search. With more than a decade of research, she is a regular speaker at conferences around the world, such as MozCon and SMX Advanced, and is a popular industry columnist. A former award-winning journalist, Purna was the CEO of Purview Marketing before joining the Bing Ads team. In her spare time, she is a passionate traveler, an aspiring chef and an amateur knitter. Say hello @ Purnavirji .

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