More Related Content Similar to How to Market to Different Generations of Holiday Shoppers (20) How to Market to Different Generations of Holiday Shoppers3. © 2020 Klaviyo
What is Klaviyo?
500 Employees Globally / 50,000 Customers / 82 Countries
Email
SMS
Segmentation
Onsite forms
Analytics
4. © 2020 Klaviyo
What is Klaviyo?
Only marketing platform that helps ecommerce businesses
on day 1 and scales as they grow
6. Agenda
© 2020 Klaviyo
1. 2020 BFCM landscape
2. Consumer survey overview
3. Understanding shopping preferences by generation
4. Q&A
10. © 2020 Klaviyo
$51,100,000,000
Historically, Cyber Weekend has accounted for 4.72% of
ecommerce sales according to Adobe. Cyber Weekend 2020
could be bigger than Cyber Weekend 2021.
This year, Cyber Weekend sales could hit:
11. © 2020 Klaviyo
Klaviyo research shows that 90% of consumers are now
shopping online, which is up from 70%
at the start of the pandemic.
More people are shopping online
90%
18. © 2020 Klaviyo
4 Generations of Shoppers
Gen-Z Millennials
Gen-X Baby Boomers
19. © 2020 Klaviyo
Where they’ll shop:
Reluctantly online
What they’ll buy:
Apparel
Food & Beverages
Toys & Hobbies
When they’ll shop:
December
Holiday shopping plans
Baby Boomer
Born
19471965
Age Range
5573 years old
20. © 2020 Klaviyo
Key takeaways
Baby Boomer
Born
19471965
Age Range
5573 years old
1. They would rather shop in store
2. Only 30% are working full time
3. Price is not the biggest factor in a purchase decision
4. Payment security
5. Trustworthy and credible brands only
21. © 2020 Klaviyo
Shopping preferences
Baby Boomer
Born
19471965
Age Range
5573 years old
9%
If COVID19 wasn’t a concern and things were back to normal,
only 9% of Baby Boomers would want to do the majority of their
shopping online.
22. © 2020 Klaviyo
Discovery of new brands
Baby Boomer
Born
19471965
Age Range
5573 years old
Google Family and friends
23. © 2020 Klaviyo
Finding deals
Baby Boomer
Born
19471965
Age Range
5573 years old
Google
Family and friends
Email
24. © 2020 Klaviyo
“Baby Boomers are more skeptical of advertising.
The concept of retargeting and ads "following
you around" is typically a bit unsettling. That
doesn't mean social advertising and other forms
of retargeting are not effective, but it will be more
common that a Baby Boomer is engaged with a
brand via email. Email is typically a very impactful
channel for Baby Boomers.”
Ben Zettler, Ben Zettler Digital Media
25. © 2020 Klaviyo
Top motivators and detractors
Baby Boomer
Born
19471965
Age Range
5573 years old
Top purchase motivations:
1. Recognizable /trustworthy brand
2. Online customer reviews
3. Satisfactory shipping options
4. Clear returns and exchange policy
Top purchase detractors:
1. “Limited payment options”
2. “If I thought the payment wasn’t secure”
3. “Possible fraud”
4. “Data Hackers”
26. © 2020 Klaviyo
Recommendations
Baby Boomer
Born
19471965
Age Range
5573 years old
1. Gain trust by featuring customer reviews from recognizable,
independent platforms in your emails
2. Highlight payment security wherever you can—include logos
from verified partners on checkout page
3. Clearly communicate and reinforce your shipping & returns
policy on your website and across email
4. Try “refer a friend” incentives to grow your customer base
30. © 2020 Klaviyo
“Brands need to consider long-form messaging
for the Baby Boomer audience. They appreciate
detailed information covering all aspects of their
purchase.”
Nadine Iacocca, Chief Strategy & Growth Officer
31. © 2020 Klaviyo
Where they’ll shop:
Online, Amazon
What they’ll buy:
Electronics
Apparel & Accessories
Toys & Hobbies
When they’ll shop:
Over Cyber Weekend
Holiday shopping plans
Gen-X
Born
19661981
Age Range
3954 years old
32. © 2020 Klaviyo
Key takeaways
1. Price is very important
2. Financial obligations and dependents
3. 63% in full-time employment
4. Looking for deals
5. Sensitive to shipping costs
Gen-X
Born
19661981
Age Range
3954 years old
33. © 2020 Klaviyo
Shopping preferences
59%
Percentage that did holiday shopping online last year
75%
Percentage that plan to do holiday shopping online this year
Gen-X
Born
19661981
Age Range
3954 years old
35. © 2020 Klaviyo
Finding deals
Gen-X
Born
19661981
Age Range
3954 years old
Google Social Advertising
Email
36. © 2020 Klaviyo
Top motivators and detractors
Top purchase motivations:
1. Recognizable /trustworthy brand
2. Online customer reviews
3. Satisfactory shipping options
Top purchase detractors:
1. “If it was cheaper elsewhere”
2. “If it was cheaper on Amazon”
3. “If shipping was expensive”
Gen-X
Born
19661981
Age Range
3954 years old
37. © 2020 Klaviyo
Recommendations
1. Heavily promote discounts over email leading up to BFCM
2. Add a discount incentive to your email signup form
3. Offer different shipping options at different price
points—standard vs. express
4. If you’re on Amazon, limit number of products listed and offer
rest of items exclusively on your site
5. Validate your brand and products with customer reviews
Gen-X
Born
19661981
Age Range
3954 years old
40. © 2020 Klaviyo
Reducing Amazon
dependency through
owned marketing
Watch the episode:
https://www.klaviyo.com/readysetgrow
41. © 2020 Klaviyo
Where they’ll shop:
Online
What they’ll buy:
Apparel & Accessories
Electronics
When they’ll shop:
Before Black Friday
Holiday shopping plans
Millennials
Born
19821999
Age Range
2138 years old
42. © 2020 Klaviyo
Key takeaways
1. Price is important but not the most important factor
2. Financially independent
3. 63% in full-time employment
4. Earning $5075K a year
5. Ethical standards and social responsibility are key
Millennials
Born
19821999
Age Range
2138 years old
43. © 2020 Klaviyo
Shopping preferences
57%
Plan to have done all their holiday shopping before Black Friday
79%
Plan do there holiday shopping online this year
Millennials
Born
19821999
Age Range
2138 years old
44. © 2020 Klaviyo
Discovery of new brands
Millennials
Born
19821999
Age Range
2138 years old
91%
Said they’re interested in discovering new brands this holiday
season
Google Social Advertising
45. © 2020 Klaviyo
Finding deals
Millennials
Born
19821999
Age Range
2138 years old
Google Social Advertising
Organic Social Media Email
46. © 2020 Klaviyo
Shopping preferences
73%
Said discounts were important
26%
Said ethical brand values or a brand's community contribution
influenced their decision to purchase from a brand
Millennials
Born
19821999
Age Range
2138 years old
47. © 2020 Klaviyo
Top motivators and detractors
Top purchase motivations:
1. Recognizable /trustworthy brand
2. Online customer reviews
3. Clear returns and exchange policy
4. Satisfactory shipping options
5. Discount or free gift with purchase
Top purchase detractors:
1. “If they weren’t environmentally friendly”
2. “The brand’s social responsibility”
3. “Ethical values”
Millennials
Born
19821999
Age Range
2138 years old
48. © 2020 Klaviyo
“Though Millennials tend to be high spenders,
they love a good discount and perks. Make it
worth their while.”
Hannah Liszewski, Creative Brand Manager
49. © 2020 Klaviyo
Top motivators and detractors
Top purchase motivations:
1. Recognizable /trustworthy brand
2. Online customer reviews
3. Clear returns and exchange policy
4. Satisfactory shipping options
5. Discount or free gift with purchase
Top purchase detractors:
1. “If they weren’t environmentally friendly”
2. “The brand’s social responsibility”
3. “Ethical values”
Millennials
Born
19821999
Age Range
2138 years old
53. © 2020 Klaviyo
Where they’ll shop:
Online
What they’ll buy:
Apparel & Accessories
Electronics
Beauty & Cosmetics
When they’ll shop:
Black Friday
Holiday shopping plans
Gen-Z
Born
20002020
Age Range
020 years old
54. © 2020 Klaviyo
Key takeaways
1. Sensitive to Price
2. Income is on average less than $25K a year
3. 42% have part-time jobs or are students
4. Like to shop around
5. Social is a key channel
Gen-Z
Born
20002020
Age Range
020 years old
55. © 2020 Klaviyo
Shopping preferences
75%
Said they’ll do their holiday shopping online this year
23%
Plan to do their holiday shopping on Black Friday
39%
Plan to do their holiday shopping over Cyber Weekend
Gen-Z
Born
20002020
Age Range
020 years old
56. © 2020 Klaviyo
Discovery of new brands
Gen-Z
Born
20002020
Age Range
020 years old
Google Social Advertising
89%
Said they’re interested in discovering new brands this holiday
season
57. © 2020 Klaviyo
Finding deals
Gen-Z
Born
20002020
Age Range
020 years old
Google Social Advertising
Organic Social
59. © 2020 Klaviyo
Top motivators and detractors
Top purchase motivations:
1. Recognizable /trustworthy brand
2. Online customer reviews
3. Discounts or free gift with purchase
4. Payment options
Top purchase detractors:
1. “If I could find it cheaper elsewhere”
2. “Not supporting current trends like BLM”
3. “Unethical practices”
Gen-Z
Born
20002020
Age Range
020 years old
60. © 2020 Klaviyo
“Highly produced content has become less
effective in garnering any real conversation or
value from Gen-Z. As digital natives, they are all
about natural and honest content that speaks to
their values. Traditional marketing avenues and
content are seen as ‘out-of-touch.’”
Robert Pearson, CMO
61. © 2020 Klaviyo
Recommendations
1. Optimize email automations for instant purchases, like
abandoned carts & browse abandonments.
2. Use your first-party data to advertise to engagers and
customer lookalikes on Facebook & Instagram.
3. Promote discounts on social ads and email—and do so in time
for Black Friday
4. Promote your brand values—feature in your social posts
5. Offer flexible payment options
Gen-Z
Born
20002020
Age Range
020 years old
63. © 2020 Klaviyo
“The use of social, email, and SMS have been the
biggest drivers of brand awareness with the
Gen-Z demographic. One of our clients in the
wellness space has seen videos go viral on
TikTok, due to creative user generated content.”
John Surdakowski, Founder
66. © 2020 Klaviyo
1. Capture age and preferences on your website signup forms—add
a birthday field
2. Segment using this data to create more generationally relevant
marketing experiences
3. Always be learning about your customers—surveys and quizzes
work great
4. Practice empathy—audit your email, mobile, and web experiences
from the customer’s perspective
5. This is not the end-all-be-all—use the trends that make sense for
your brand
Takeaways
67. © 2020 Klaviyo
“Remember that they are not a single box to be
ticked. Be as personalized as possible. People are
more complex than that. Core marketing
principles remain the same, despite new
technology and platforms.”
Louis Thompson, Marketing Director
69. © 2020 Klaviyo
● Pre-built
integrations
● CRM
● Activity history
● Segmentation
● Content designer
● Workflows and
automations
● Deliverability
● Revenue attribution
● Predictive analytics
We built the first marketing platform with customer data baked in
70. © 2020 Klaviyo
Use API endpoints from all
customer touchpoints to
request data.
Use Klaviyo’s Event, Custom
Property, and Javascript API
to pass this information
to Klaviyo.
With Klaviyo, you can leverage data from all of your channels
to build relationships