Seasonality of D2C – November Edition

Halloween has passed, summer is a far-gone memory, and Christmas is looming ever closer. As such, November is a month of seasonal change away from spooky, scary skeletons and our summer wardrobe, and towards preparation for the most festive – albeit most stressful – time of the year. Considering this change towards preparatory attitudes as the Christmas period unofficially begins, it’s no wonder that November sees a set of distinct purchasing habits come to the fore, all of which are important for D2C businesses to understand in order to make the most of the season. But what precisely happens in November, and how can you optimise your operations to make way for the pre-Christmas rush?

The Value of D2C

Direct-to-consumer e-commerce is becoming the standard for consumers thanks to its convenience, 24/7 accessibility and a broad range of items available. This is reflected in the fact that mobile shopping is more popular in the UK than in any other nation, making up 30 per cent of the total retail market. There is a blatant, strong preference for online shopping which has only been exacerbated by the pandemic, which showed consumers that they can still receive high-quality products at a great price without leaving their sofa. As a result, 70 per cent of British consumers claim that they far prefer shopping online and via their phones when compared to the in-store shopping experience – this is a significant boost since the pre-pandemic era, wherein fewer than 50 per cent of Brits claimed that digitised shopping was their preferred method of consumerism. This is likely due to the stress that in-person shopping can cause, especially in the run-up to Christmas. In short, if you take anything from this blog, it’s that e-commerce is absolutely vital for the success of your business, especially in November as consumers stock up in time for Christmas.

A Change In Scale

November and December are the busiest months for e-commerce sales in terms of volume, which is largely due to the influx of Christmas shoppers searching for small stocking fillers and large, main gifts for their loved ones. Large-scale consumer products, such as game consoles, televisions and sound systems make fantastic Christmas gifts, especially when consumers can grab a bargain in the Black Friday and Cyber Monday sales. As a result, businesses can expect to see the sale of large-scale, big-ticket items being purchased in preparation for the Christmas period. This isn’t to say that your smaller items won’t be purchased – your loyal, returning customers will likely be providing you with reliable custom, and smaller items as stocking fillers will remain popular.

As Christmas approaches, consumer attitudes will change as people aren’t thinking just about what they need, but what other people in their lives want. This form of selfless shopping makes consumers more susceptible to adding additional items to their baskets, especially if they are of seemingly good value, in the hope that somebody they know will enjoy them. If you’re trying to maximise basket size, try adding bonus incentives just before checkout in order to encourage your purchasers to try new things – they may be more interested in the lead-up to Christmas!

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Black Friday and Cyber Monday

15 per cent of those on the open web were online for Black Friday, which is historically the busiest day of the month thanks to its guarantees of excellent prices on a range of items. As such, most consumers will anticipate deals from all online retailers from Black Friday to Cyber Monday: if you wish to keep up with your competitors, it is highly advisable that you promote impressive deals on your e-commerce platform. After all, this is the one day (or month) that you surely will not be able to provide as impressive value as your competitors and their range of offers and deals.

Flash sales such as these provide an excellent opportunity for consumers to pick up items in time for the upcoming holiday season at a particularly competitive price. The brilliance of flash sales is that the immediacy of the deal can be matched by the immediacy of access, specifically from mobiles – in fact, over 2 billion purchases happen per year via mobile. Amazon is a testament to this, with many consumers now ditching the riotous stress associated with in-store shopping on Black Friday, and instead spending their time scrolling through the flash deals the D2C giant has to offer.

Singles Day

As the alternative to the ever-popular Valentine’s Day, Singles Day takes on November 11th as an ode to the single 1’s in 11/11. Although this is a more common celebration in Asia having been promoted by Chinese e-commerce platform Alibaba, evidence suggests that Singles Day is becoming an increasingly important consumer event in the UK. 2021 saw a steady increase in traction for Singles Day, with £1.7 billion being spent on the occasion. As such, you can anticipate self-indulgent items to sell particularly well in the run-up to November 11th: think chocolates, alcohol and clothing. With its roots in e-commerce, Singles Day is a fantastic opportunity for direct-to-consumer brands to celebrate singlehood.

Ready for your best November yet?

This November is set to be a fantastic opportunity to grow your e-commerce business, attract more customers and take advantage of increased traffic. At Codestorm, we specialise in e-commerce fulfilment to ensure that your products reach your customers on time and in perfect condition, allowing you to focus on what matters most to your business – whether it be brand awareness, creating your next best product or marketing. Consider us your partner in creating a seamlessly integrated system that gives you ultimate control of your operations and invaluable insights into your product performance and inventory, all without the stress of packing your parcels yourselves! For more information on how Codestorm can add value to your e-commerce operations this November, contact us via the link below: we can’t wait to hear from you! Alternatively, check out our comprehensive guide to seasonal direct-to-consumer fulfilment here.

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