Research released today by eCommerce provider Visualsoft highlights the continued dominance of brand websites in driving consumer engagement during the Golden Quarter. Despite the rapid rise of social commerce, websites remain the primary channel for discovery and engagement.
Marketers understand that the peak period is a pivotal time, with consumers actively searching for gifts and discounts. The report reveals that a third (31 per cent) of consumers will reach out to discover more through a brand’s website. Meanwhile, newsletters engage 17 per cent, whilst classic Christmas TV ads capture the attention of a quarter (26 per cent) of consumers. In fact nearly half (46 per cent) say that nostalgia is a key driver.
Generational preferences highlight importance of targeted marketing
Although only 1 in 8 (17 per cent) engage through social media marketing, this figure skyrockets to 67 per cent among 18–24-year-olds. In contrast, only 1 in 10 (8 per cent) of those aged 55-64 engage with brands on social media. Notably, 35 per cent of 18-24 year olds are driven to purchase by social media influencers, compared to just 14 per cent on average. This is crucial evidence that including social marketing for younger demographics is vital, and brands must differentiate their targeting.
Sarah Burke, Head of Social Strategy at Visualsoft commented “We’ve seen a rise in social shopping across TikTok with consumers spending more than 70 minutes daily on the platform and a 200 per cent uplift in live commerce usage. But websites aren’t dying. In fact, they are still the primary source of inspiration and sales. Marketers and retailers need to ensure that all channels are used in conjunction, with a personalised and consistent experience across them all, driving people towards the end goal of making that purchase in this competitive period.”
Value and research drive consumer decisions
Given the recent cost-of-living crisis, shoppers are looking for the best deal. The survey shows, 37 per cent save their big purchases for the Golden Quarter, with 65 per cent identifying price as the biggest influencer.
Just behind websites as a key channel are price comparison sites, which are a key part of the journey for 29 per cent of shoppers. This focus on value is driving an extended research phase, providing brands with an opportunity to influence consumers’ pre-purchase. A multi-channel approach with the brand website at its core, is essential for success.
Ashley Wright, Chief Commercial Officer at Visualsoft, said “Our research shows that brand websites still play a crucial role in connecting with shoppers, especially during the busiest time of the year. While social media and traditional channels like TV are still important, it’s clear that a well rounded approach, with a strong online presence at the core, is essential to grabbing the attention and loyalty of today’s price-savvy shoppers.”
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