Joshua Dreller, Sr. Director, Content Marketing @ Skai
Every year around this time, each of our publisher partners provides internal research with valuable data & tips that can shed some light on some of the forces and factors that might come into play during the all-important fourth quarter. This post is part of a Skai 2021 holidays series that shares these publisher insights to help you make any last-minute adjustments to your holiday shopping season advertising plans. Click the links within the content below to visit the publisher sources to get even more information.
Gopuff is becoming the world’s go-to solution for immediate everyday needs. Through their network of micro-fulfillment centers distributed across the country, Gopuff is able to deliver from their inventory to customers in less than 30 minutes. Unlike courier services that add on costs for each item, Gopuff offers a flat, $1.95 fee per order and touts quick delivery to get the 2500+ essential items they stock into consumers’ hands—the company’s motto is “Order in seconds, delivered in minutes.”
Gopuff is also one of Skai’s Retail Media advertising publishers enabling marketers to access and manage Gopuff ads via our partnership with CitrusAds. Recently, Gopuff shared with Skai some end of the year data and tips to help advertisers strategically plan for Q4 which we, in turn, are sharing with you.
For more great news and info from Gopuff, visit the Gopuff news page.
Gopuff Research: How consumers view their winter breaks
The period between Christmas and New Years is often one of the slower times of the year. Students are away from school and many office workers have those days off. All of the end-of-the year holiday shopping is over with many wallets a bit lighter than they were a few months ago.
In the U.K., this time is now called Boxing Week to extend the British “Boxing Day” when employers give employees the day off after Christmas along with a small present in a box.
It’s a time when many people are home and pretty shopped out. It also might be cold in some regions which could keep folks from going outside. Either way, it’s a perfect time to order some food deliveries and why Gopuff decided to run a consumer survey to better understand how people view this week and how it might impact their Gopuff ordering behavior.
For marketers, check out this research as it is fairly unique—I’ve personally never seen any studies done on it before. After all, with regards to business, it’s just another one of the fifty-two weeks available to drive the bottom line.
When asked about the activities they engage with during this end-of-the-year break, here’s how consumers answered
- Relax at home (65%)
- Spend time with friends/family (58%)
- Practice self-care (30%)
- Vacation (21%)
- Study/Do school work (9%)
- Nothing special (10%)
When asked to describe the time between Christmas and New Years in one word, these were the top answers:
- Relaxing (56%)
- Happy (47%)
- Fun (41%)
- Exciting (38%)
- Thoughtful (29%)
- Playful (26%)
- Freeing (23%)
- Stressful (21%)
- Depressing (13%)
- Boring (13%)
What is the likelihood a consumer would order Gopuff during the holidays?
Of course, for Gopuff and its advertisers, this week is a key opportunity for snack brands to cash in on the stay-at-home nature after the chaotic months leading up to Christmas. When asked about key holiday dates, the week between Christmas and New Years was the top period identified by consumers.
Why would you order Gopuff at this time of year?
- To get anything I forgot about (76%)
- To avoid doing errands (73%)
- To get treats or other indulgences (66%)
- To avoid bad weather (53%)
- To focus on friends/family (41%)
- To get gifts (28%)
Maximize your holiday return with Skai’s Retail Media solutions
Automation, optimization, campaign management & reporting made easy with a feature-set that includes:
- Automated keyword harvesting
- Rules-based and algorithmic options are available, including support for negatives
- Dayparting for Sponsored Products, Sponsored Brands & Sponsored Display
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- And much, much more!
For more information, visit the Skai Retail Media solutions page.
You can also reach out to schedule a quick demo to see all of these great features in action.
