When Incented, Consumers Will Buy

Even in a recession, consumers have shown that they will buy if they are given a reason or incentive to do so. Programs such as Cash for Clunkers have breathed life into the Auto industry, generating 700,000 new car sales and jetBlue's 'All You Can Jet' promotion ran in August and was so successful, they sold out their airline passes in 2 days. So even if money is tight, consumers respond to a strong value proposition.

A simple way to capitalize on this consumer behavior is through advertising your discounts and free shipping online. 87% of consumers plan to take advantage of price discounts or sales this holiday season [2] and, as we see in the Google Insights for Search graph below, search interest in 'discounts' is consistently trending above 2008 levels online.

Likewise, 73% of consumers plan to take advantage of free shipping this holiday.[2] And, as we see below, "holiday free shipping" is trending well above where it was last year.

Though not all retailers offer free shipping, discounts, or other rebates, know that these value propositions resonate with consumers so begin thinking about how your company or product is providing value and incorporate that messaging into your online marketing campaigns. Consumers are eagerly looking for a reason to buy from you.

Source: Google Insights for Search. [1] Google/OTX Consumer Intentions for Holiday 2009, 9/09. (Q12) In general, how likely are you to take advantage of the following holiday offers and promotions during the upcoming Holiday Season? n=2002

Posted by Eric Lopez, the Google Retail Team