With the Christmas season officially in full swing, consumers across the nation are in search of magical holiday presents. While it’s easy to get swept up into the spirit of giving, it’s interesting to think about what goes into organizing this monumental shopping season. From the way a product is designed to the storytelling power of a brand, the holidays bring a certain appeal to the buying experience.
This week’s Wrap takes a fun look into how holiday shoppers are getting smarter, why Disney’s Frozen is a merchandising powerhouse, and a few of the sneaky ways companies get you to buy more.
ABC News
How Holiday Shoppers are Getting Smarter
While marketers are busy in their offices devising plans to get you to spend more, shoppers are at home getting smarter. With new levels of patience and an increased sense of purpose, shoppers know what to ask for. According to the chairman of America’s Research Group, C. Britt Beemer explains that 75 percent of those who went shopping on Thanksgiving and Black Friday wanted only deeply discounted specials — and wouldn’t settle for anything less. These shoppers utilize online shopping tools to find the best deals to reduce impulse purchases. Check out this article to see how your awareness as a shopper is driving sales within the marketplace.
The Independent
Disney’s Frozen: The Power of Princess Merchandising
In the 21st century, consumers are less loyal to companies and are always in search of what’s
new. As a result, brands rise and fall as quickly as trends come and go. For Disney, Frozen has
hit a note-worthy tune that has kept the movie in the starlight for more than a year. As explained by Josh Silverman, the executive vice president for Disney’s global licensing, “We create products that extend the storytelling – the emotional connection that the consumer has when they’re seeing the film carries on in the three-dimensional world.” Whether or not you’re a princess fan, explore this fascinating read to see how Disney’s Frozen has captured the attention of consumers just in time for Christmas.
Time Inc.
10 Ways Companies Trick You into Buying More
When you enter a store, it isn’t by chance that your mouth begins to water as you walk by the delicious looking chocolate cake; and it isn’t by chance that you run into a 2 for 1 deal near the checkout aisle. The aromas you smell, the sounds you encounter, and the encouraging touch of the salesman are all part of a strategic plan. From nostalgic memories, to the small sized packaging and the illusion of free treats, as a shopper, you are a small piece of a grand puzzle. Use this article as a friendly reminder of how the consumer experience is not simply designed; it’s engineered.
You’re smart, you’re informed, and you know where to find the deals. The next time you shop online, you’ll be scouting for more savings by visiting multiple sites. When you purchase the $80 Disney Princess Elsa doll for your daughter’s Christmas present, you’ll understand the power of storytelling. And when you walk into the retail store, you will find more constraint when you run into the so-called “sales.” As always, thanks for wrapping up your week with us. What holiday advice do you have for consumers shopping this holiday season? Share with us in the comments below!
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Julia Pizzutti is an intern for WordWrite Communications. You can find her on Twitter @julzutti93.
