Cyber Monday is fast approaching and while most retailers have long since laid out their holiday media schedule, many small and local retailers may be wondering how they can grab a piece of the $3 Billion in online spend on the most beautiful day for retailers. shop-local
Online shopping doesn’t just have to be for the big box stores and major retailers. Local businesses can take advantage of the growth in online shopping with a clear advantage…local consumers looking for local deals. Last year, 27.6 % of online sales came from mobile last holiday season. That’s up from 25% in 2014.  Online shopping is affecting in store traffic even during the holidays. According to data from analytics firm RetailNext, in store traffic was down 1.5% last year and average spending per consumer is down 1.4%.  Conversely, the average ticket on mobile sales is up to $102.
How can local businesses attract some of this spend over the holiday shopping period that is moving online? Well, here are a few ideas:

Paid Search Advertising

Online searches soar leading up to Cyber Monday. Take advantage of this with a paid search campaign using keywords that we know shoppers are using to find deals. You don’t  have to run a long lasting search campaign, but a burst of  spend in the week or two before and after Thanksgiving can get you  top of mind for shoppers. Last year searches with the term “cyber monday” rose to over  7 million per month in November and December.

  • Cyber Monday, Deals, Coupons, Black Friday, Sale/Sales, Delivery (Pro tip: Since you’re local, offer in-store pickup for online orders or offer delivery service to local customers for free!)
  • Offer special coupons to drive people to your  location or allow people to call and place an order over the phone if you don’t have an order online option
  • Use new search enhancements like images in your search ads and mobile click-to-call campaigns. Add map features for people to locate you easily.
  • Create a very easy landing page on your site with print at home coupon options

Local businesses that  want to drive customers to the store don’t have to be left out of the online shopping juggernaut this season. With a few of these suggestions, shopping local can mean online experience in a neighborhood way.