Long, warm sunny days, starry nights, and an occasional evening shower and you pretty much have answered the question as to why consumers spend more during the summer season. We tend to wear less clothes, attend more casual events and spend more time shopping while on vacation. For the most part, consumers spend more and are apt to try new products when they are happy, feeling good, and moving freely about. Guess it’s one of those psychological things.
The season brings about holidays like Easter, Memorial Day, Mother’s Day, Father’s Day, and the Fourth of July, no shortage of reasons to buy a gift this time of year. We could throw in back to school but let’s not rain on the good vibes for now. For marketers wanting to grab a share of all this spending, you should increase targeted messaging and meet customers where they are listening. Where are all the best customers? One-word answer: mobile.
As the temperatures rise and consumers chill, the use of technology tends to slow but smartphone use increases. In 2021, consumers spent one-third of their time on mobile devices, up 30 percent from the previous year. More than half of web traffic and two-fifths of email opens stem from mobile devices. Mobile apps are responsible for more than 30 percent of consumer revenue. 80% of smartphone users will buy from companies with mobile sites and apps that are easy to navigate. Mobile phone data usage is predicted to grow by 46% by the end of 2022.
This summer as consumers continue to flee the confines of the home, office, and the pandemic, mobile apps will become something more valuable than just another marketing channel. It is a season for brands to keep up to date on social media platforms and to be certain that all digital presences are mobile-friendly. As travel increases, the hospitality sector needs to focus squarely on the customer experience and eliminate any negatives that could spoil consumers’ fun. Staff shortages will present significant challenges to the hotel and food sectors, and rising fuel prices and general inflationary trends pose significant roadblocks to a season full of fun.
Keep marketing content concise, timely, and to the point. It is a time to err on the side of brevity. For those sectors that experience a slow-down during the annual “dog days,” focus on attracting new customers with special introductory offers that will bring them back in the fall. Take advantage of summer consumers’ fashion for convenience. Focus on making the purchase experience as seamless and effortless as possible because in the summer, “If you’re not barefoot, you’re overdressed.”