iphone-518101_1920

This holiday season, more consumers will be in-the-moment than ever before… or, in-the-micro-moment, that is. If you don’t closely follow the world of digital marketing, then you might not know about the “micro-moments” label–even though you, yourself, frequently experience countless micro-moments every day like the rest of us.

What is a Micro-Moment?
A micro-moment is a tiny, immediate need or desire you may have. This could be “how to change a guitar string,” “where to buy a mixing bowl tonight,” or “what restaurants are open near me on Christmas?” (The team over at ThinkWithGoogle has put together an excellent collection of resources that can help you understand micro-moments here.)

If you want to see how micro-moments are at work in specific mobile shopping behaviors, check out our recent write-up about car shopping.

Holiday Shopping Micro-Moments
Back to holiday shopping… ThinkWithGoogle’s latest report on 2015 Holiday Shopping Trends makes three bold predictions regarding micro-moments and anticipated mobile shopping behavior patterns…

#1 Mobile will make the prominence of big shopping days smaller
We’ve already seen this prediction come true via IBM’s report on Black Friday 2015:

“Smartphones remained the Black Friday shopper’s device of choice. Smartphones accounted for 44.7 percent of all online traffic, 3 and a half times that of tablets at 12.5 percent. Smartphones surpassed tablets in sales, driving 20.6 percent of online sales (up nearly 75 percent over 2014) versus tablets at 15.5 percent.”

Google tells us, “Shopping-related searches on mobile have grown more than 120% year-over-year.”

#2 Mobile shopping will influence more purchases than ever
According to Google, “32% of shoppers say they plan to use online video more this year for holiday purchases.” Undoubtedly, many of these views will be on mobile. Even back in May, 50% of all YouTube views were on mobile. It’s likely that figure has only increased since then.

#3 YouTube videos will be a popular gift guide and owner’s manual
“In 2015 alone,” reports Google, “Americans have watched 60 million hours of unboxing videos on YouTube, totaling 1.1 billion views.” Wow! The value of unboxing videos and product review videos can’t be underestimated for the holiday retail season. If creating this type of content isn’t your forte, then partner with a creator and trend-setter who does excel in this department.

What do you predict for the December retail season?
Do you think mobile shopping behavior will impact your business? In what way?