{"id":2900,"date":"2023-12-19T00:00:00","date_gmt":"2023-12-19T00:00:00","guid":{"rendered":"\/people\/with-gracegiving-movement-christmas-eve-is-no-longer-retails-last-call-for-holiday-shopping\/"},"modified":"2023-12-19T00:00:00","modified_gmt":"2023-12-19T00:00:00","slug":"with-gracegiving-movement-christmas-eve-is-no-longer-retails-last-call-for-holiday-shopping","status":"publish","type":"mrktblog-posts","link":"https:\/\/youradv.com\/mrktblog\/with-gracegiving-movement-christmas-eve-is-no-longer-retails-last-call-for-holiday-shopping\/","title":{"rendered":"With #GraceGiving Movement, Christmas Eve Is No Longer Retail\u2019s Last Call for Holiday Shopping"},"content":{"rendered":"

Formalizing an Existing Trend<\/h2>\n

Data show plenty of shoppers already take advantage of this grace period \u2014 even if they\u2019re not openly talking about it, save for coy text strings with their closest friends. Some 70% of holiday shoppers said they planned to shop the week after Christmas, according to a National Retail Federation survey. December 26, also known as Boxing Day, is projected to be the sixth-busiest holiday shopping day in the U.S. this year, per Sensormatic Solutions.<\/p>\n

\u201cWith this kind of runway, Christmas Eve is no longer retail’s last call for the holiday season,\u201d Hammersmith says.<\/p>\n

The period immediately following Christmas represents an important sales window for retailers and manufacturers, as well, giving them the opportunity to move through holiday goods \u2013 often at discounts \u2013 to make way for post-holiday resets. The savvy sellers also use this window to build new and deeper connections with shoppers whose needs span from post-holiday personal indulgences and wellness items to late-season gifts for their extended network of family and friends.<\/p>\n

And with the rise of so-called social shopping, the #GraceGiving season offers an opportunity for brands and their influencers to sharpen their selling skills on social media platforms, including the emerging TikTok Shop.<\/a><\/p>\n

\u201cI fully expect to get re-inspired by some #TikTokMadeMeBuyIt moments,\u201d Hammersmith quips. But the momentum the platform has built, particularly among women, is no joke.<\/p>\n

Nearly 40.5% of women who have made a purchase on a social platform say they\u2019ve done so on TikTok Shop, according to the Advantage Social Commerce Survey conducted in November. Combined with Instagram, Facebook and other sites, nearly 60% of women report making purchases through social media sites at least once a month, per the survey, which polled 1,120 Americans.<\/p>\n

And even those who aren\u2019t purchasing directly online are mining the sites for gift ideas, often after the final Christmas delivery window has passed.<\/p>\n

\u201cIf you\u2019ve spent any time social shopping, you\u2019ve discovered great ideas for gifts, but we all want to trust our decisions. It helps when we can test what our favorite influencers are claiming online,\u201d she says. \u201cIf you\u2019re like me, you want to pop into a store or score a digital sample to smell the lotion, try those beauty products and taste the components of that charcuterie board you bookmarked online.\u201d<\/p>\n

From Virtual to Reality<\/h3>\n

Plenty of shoppers, in fact, are just like Hammersmith. Some 80% of U.S. shoppers report that their brick-and-mortar purchases are influenced by digital touchpoints on their path to purchase, according to a recent report from MikMak and Circana. The report projects U.S. digital-influenced sales to reach $3.8 billion by 2027.<\/p>\n

What\u2019s more, 94% of consumers prefer to sample a product before making a purchase, according to a 2023 Advantage Solutions survey<\/a> of members of a large national club retailer. Sampling or testing a product before a purchase translates into trust, which in turn translates to repeat purchases, fewer returns and improved consumer satisfaction.<\/p>\n

The #GraceGiving movement reflects evolving consumer retail trends, where flexibility, personalization, and real-world experiences increasingly influence how people shop \u2014 long after Christmas morning.<\/p>\n

\u201cThe whole idea with #GraceGiving is allowing the artificial deadlines of the past to remain there,\u201d Hammersmith says. \u201cWe now have permission to enjoy this new grace period to invest in what moves us most.\u201d<\/p>\n

And if that means there are fewer gifts under the tree on Christmas morning, so be it.<\/p>\n","protected":false},"excerpt":{"rendered":"

Formalizing an Existing Trend Data show plenty of shoppers already take advantage of this grace period \u2014 even if they\u2019re not openly talking about it, save for coy text strings with their closest friends. Some 70% of holiday shoppers said they planned to shop the week after Christmas, according to a National Retail Federation survey. 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