Friday, November 10

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🚨 In today’s newsletter 🚨

• A mysterious trend you might want to try

• Holiday tips for Shop

• Holiday dread creeps in

Let’s get into it👇

#1 - 😮 Mystery boxes provide surprise and delight

📰 TL;DR - Here’s a trend in commerce that you might want to try: mystery boxes. Basically consumers purchase the box but have no idea what assortment of items from you are in it. As this article points out, unboxing a surprise is a good time because it releases dompamine. It’s also a great way to move products that are taking up too much space on your shelves. Unboxing these purchases have even proved a viral sensation on social media. Even luxury brands are getting in on the trend.

💡 Insight - If you want proof of the allure of mystery, just look at how crazy popular advent calendars are. It seems like every brand is putting one out and there’s a ton of content on TikTok of people unboxing them. I will recommend that you create some value with these boxes. They’re much more attractive when you can say the contents are valued much higher than the sticker price of the box. And that’s possible to pull off if you’re including a healthy mix of overstocked items with best sellers. Give it a try!

➡️ You can read the article here...

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#3 - ✨ How to shine on Shop

📰 TL;DR - Shopify put out a tip sheet for how to stick out on the Shop marketplace this holiday season. Shop is Shopify’s searchable marketplace of Shopify merchants, kind of like Amazon, and it’s recently been launched on web. Your store’s presence on Shop is customizable, and this guide recommends taking advantage of that with your own branding and store info. As well, you can send updates to shoppers — a feature you should definitely take advantage of. This also recommends using Shop Cash offers.

💡 Insight - Shopify wrote this so obviously its hyping up its own features and trying to get more brands in the marketplace. If you’re a Shopify merchant, it definitely seems worth taking the time to at least set yourself up in the app and try running a promotion. I’m still skeptical about how many people are starting their shopping journeys with Shop, but it’s pretty low-effort to get in on.

➡️ You can read the article here...

#4 - 🛠️ Things worth checking out

🎁 TIKTOK - More than a third of consumers plan to use TikTok for holiday shopping.

📺 AMAZON - Check out Amazon’s global holiday ad here.

🍎 CIDER - Gen Z beloved e-commerce brand Cider is opening its first physical store in NYC.

👎🏼 BIGCOMMERCE - The e-commerce company is laying off employees amid headwinds in the industry.

📆 OCTOBER - This year, October broke online spending records, thanks largely to the sale over at Amazon.

#5 - 😣 Many people are dreading holiday shopping

📰 TL;DR - Holiday marketing really pushes the idea that the holidays and gift-giving are a feel-good time, but that’s not the case this year. According to this survey, nearly half of Americans are “dreading” the holidays due to increased costs. That’s even higher for people with kids. Almost a third of people think holiday shopping will push them into debt. Younger people were more likely to feel this stress and those with lower income are also more worried. That being said, 50% of people are still planning to spend the same this year as last and 20% plan to spend more.

💡 Insight - If people are stressed out about shopping, you can do your part to making shopping easier. That means offering gift sets, bundled items, and offering gift guides. Try emphasizing in your marketing that you’re offering gift giving made easy and affordable, if that jives with your branding. Also smart is to add curated sections such as “gifts under $x.xx” so people can go straight to what’s in their budget.

➡️ You can read the article here...