How to attract last-minute holiday shoppers to your online store

Conectando con los compradores de última hora.

The end-of-year sales season, full of holidays, can be the perfect opportunity for businesses to close their fiscal year with good results. However, economic challenges could dampen that optimistic scenario.

Although many consumers begin their Christmas shopping early, there is always a significant group of last-minute shoppers waiting for the final sales, just before the celebrations. As the person in charge of your ecommerce, you won't want to miss this valuable opportunity.

In this article, we'll explore effective strategies to attract and convert last-minute shoppers during the holiday shopping rush. But first, we will analyze the different types of buyers in the Christmas season so that you can design specific strategies for each profile.

Let's start!

What are the most common types of holiday shoppers?

Knowing the different customer profiles is key to developing effective sales strategies during the festive season and promoting customer loyalty. Precise segmentation allows you to create personalized messages that not only convert, but deeply connect with current and potential customers.

According to Retail Dive, there are four main types of holiday shoppers. Discover below the categories of clients you are likely to find this season!

1. The Bargain Hunters
   These shoppers live to find irresistible bargains. They are essential for businesses, especially if you are looking to liquidate inventories. They tend to avoid buying at full price and carefully search for the best discounts before deciding.
   
   This type of customer is resistant to upselling strategies, shows less loyalty and does not hesitate to change stores if they find a better offer. They usually make their purchases during events like, when brands launch their biggest discounts of the year.
   
2. The Constants (Evergreeners)
   Consistent shoppers are an important group during the holiday season. Their shopping calendar is extensive and can extend from October to just before the holidays.
   
   To attract these customers, businesses must maintain a constant presence throughout the festive period. Start Christmas Marketing Early and employing multiple channels is essential. For this profile, ecommerce is key, with a peak of activity in November and December.
   
3. The Foresighters (Early Birds)
   Foresighters are those who complete their Christmas shopping months in advance. They hate crowds and prefer to stay organized. They usually have a clear plan for holiday gifts and avoid waiting for big last-minute promotions.
   
   This traditional group has similar expectations every holiday season. If you can satisfy their desires, they will likely return next year for their Christmas shopping.
   
4. Last Minute Shoppers
   On the opposite side of the forecasters we find the last minute buyers. These clients leave everything until the last minute. Even on Christmas Eve, they will be searching for that perfect gift. They can spend hours browsing the internet or hurriedly browsing physical stores.
   
   Due to busy schedules or a work-life imbalance, many don't find time to buy gifts until the last minute, making them impulsive buyers.
   
   These customers often go shopping without a predefined list and make spontaneous decisions. As the second most promising target market after loyal customers, impulse buyers represent a huge opportunity for upselling.
   
   Additionally, this type of buyer responds well to product recommendations. Continuously informing them about your news can significantly increase the profitability of your online store.

Well, now that you know what are the different types of buyers that you can find during the holidays, the time has come to know what are the most effective strategies to attract this last profile: last-minute buyers. And… how to get them to open the wallet.

5 Tactics to Attract Last-Minute Holiday Shoppers

#1 Fast delivery is the best strategy

One of the biggest fears of last-minute shoppers is whether their orders will arrive in time for the holidays. Be sure to prominently display shipping options and delivery times on your website. Offer express shipping or same-day delivery if possible, and clearly communicate deadlines to ensure delivery before the holidays, managing customer expectations.

If you have a physical store or local pickup options, highlight these services to last-minute shoppers in your area. Many will prefer to pick up their gifts in person rather than wait for delivery.

#2 Makes product discovery and purchasing easier

The rush to find the perfect gift can be overwhelming for customers. As a merchant, you can make it easier by creating gift guides and product bundles. Organize categories like “Last Minute Gifts for Her” or “Gifts Under €50” to direct shoppers to relevant products.

Get ready by optimizing your online store with a smart and fast search engine, plus easy-to-use product filters on listing pages. These elements are key allies in helping customers find what they are looking for. You can also group complementary products and offer discounts on the packs, encouraging higher value purchases.

Last-minute shoppers often rely on their smartphones. Make sure your website is mobile-friendly and provides a seamless shopping experience. Check mobile responsiveness, loading times, and checkout to remove barriers to purchase.

To reach a younger audience, don't underestimate the power of social media. Share gift ideas, flash promotions, and user-generated content like unboxing videos or reviews. Use holiday-themed hashtags to increase your visibility this season.

#3 Create urgency with accountants

Use timers strategically on your website to create a sense of urgency. Accountants for the end of BFCM offers, shipping deadlines, or limited stock alerts can motivate last-minute shoppers to make quicker decisions.

Email marketing and remarketing campaigns are also valuable tools for highlighting the urgency of holiday shopping.

Send personalized emails with recommendations and reminders. Use subject lines like “Last Chance for BFCM Offers” or “Final Times to Guarantee Holiday Delivery.”

Don't forget about those who visited your website but did not make a purchase. Implement remarketing campaigns to retarget, focusing on products they have viewed, added to cart or to their wish list.

#4 Offer live support and customer service

Provides real-time assistance to customers who may have questions or concerns. A live chat can quickly resolve questions and build confidence about shipping and product details. Make sure your customer service channels are accessible and responsive.

#5 Post-holiday sales and promotions

Don't forget the period after the holidays. Many customers continue to look for deals once the celebrations are over. Plan post-holiday promotions and sales to capture this audience and increase your income after the high season.

Conclusion

Last-minute shoppers represent a huge opportunity for merchants during the BFCM season. You can attract them and convert them into satisfied customers by optimizing your website, offering fast shipping options, creating urgency, and connecting with them through multiple channels.

Prepare to offer an exceptional shopping experience and you will close the year with great success, both in sales and customer satisfaction. Go for them!