The landscape of consumer engagement is undergoing a seismic shift, and small business owners need to take note. A recent report by Intuit Mailchimp, in collaboration with behavioral insights firm Canvas8, reveals key insights into evolving consumer mindsets that could redefine how small businesses approach their marketing strategies year-round.
This ground-breaking report, titled The New E-Commerce Calendar, reveals that traditional retail events no longer dictate shopping habits. Astonishingly, a staggering 78% of consumer spending moments are not driven by conventional retail promotions, suggesting that businesses must adapt to a new rhythm of engagement that is personal, cultural, and community-focused.
To help small business owners navigate this landscape, the report dives deep into the perspectives of over 9,000 shoppers across 13 countries, providing a wealth of data that includes expert opinions from six retail and behavioral science authorities.
The report highlights that the end-of-year holiday period now constitutes only 10% of annual engagement opportunities. Instead, brands are now navigating a myriad of up to 15 retail, cultural, and religious moments each month. “Something’s celebrated every day if you look for it,” said Nancy Harhut, author of Using Behavioral Science in Marketing. This fresh perspective opens up numerous avenues for small business owners to connect with their customers meaningfully throughout the year.
However, the crowded promotional landscape presents challenges. Research indicates that 39% of shoppers feel overwhelmed by the vast number of sales and promotions available, prompting 25% of them to shy away from shopping during major sales events. Mark Lodwick, Senior Director of Brand Experience at Intuit Mailchimp, emphasized, “Consumers want to buy from brands that make an effort to connect meaningfully year-round, not just during conventional shopping seasons.” For small businesses, this necessitates an intentional approach to timing and the methods of engagement.
The report identifies six distinct categories encapsulated within the New E-Commerce Calendar: Sales Moments, Advocacy Moments, Celebratory Moments, Together Moments, Holiday Moments, and Entertainment Moments. Each category not only presents unique opportunities but also carries specific emotional drivers that can influence shopping behavior.
Notably, Sales Moments, such as Black Friday, still hold engagement power but require nuance. Celebratory Moments like Valentine’s Day see 54% of shoppers making related purchases. Surprisingly, during the holiday season, price sensitivity drops by 38%, indicating consumers may prioritize joy and tradition over cost. Entertainment Moments, linked to significant events like the Super Bowl, prompted 15% of shoppers to spend in the past two years.
Understanding these moments and aligning marketing strategies with them can be pivotal for small businesses seeking to stand out in a saturated marketplace. While younger shoppers (ages 18-34) are more likely to engage during Advocacy and Entertainment Moments, they also express feelings of being overwhelmed by promotions. Conversely, older shoppers (55+) tend to be more critical of sales and marketing tactics.
In terms of global perspectives, preferences also vary significantly. For example, 33% of shoppers worldwide reported loyalty reward perks led to purchases, but this number spikes to 43% within the UK and Canadian markets. In regions like the Benelux, 66% of shoppers express a lack of concern about missing out on deals during Sales Moments.
The report serves as a strategic guide for small businesses, providing not only a directory of moments but also practical frameworks for engaging authentically throughout the year. By centering marketing efforts around key consumer missions, brands can cultivate stronger loyalty and foster deeper emotional connections with their customers.
For small business owners eager to leverage these insights, access to the full report and its additional regional analyses is available at mailchimp.com.
By adapting to these evolving dynamics, small businesses can turn potential overwhelm into meaningful opportunities, driving not only sales but also lasting relationships with their customers. In a world where every day carries the potential for celebration, the key lies in understanding and leveraging the moments that matter. For further details about the report, you can view the original release here.
Image Via Intuit
