How to maximise on Autumn as an eCommerce retailer

Posted on
October 10, 2022
retail sales fell

If leaves turning beautiful orange hues, rainy walks, and evenings snuggled in front of the fire marks your favourite time of the year, you are not alone! In fact, 1/3 of Brits say that Autumn is their favourite season. As the fear of a recession looms and retailers are fighting harder for essential sales, we believe now is the time to make the most out of savvy shoppers. Even though retail sales fell by a further 1.6% in September 2022, we are heading towards the most popular time of the year for people to part with their cash.


With budgets being lower than previously, there is still a slice of the (pumpkin) pie to be had, but it means that eCommerce businesses will need to work harder than ever before. In this article, we will examine why consumers love this season so much and what you can do to make your business appeal, even when spending is lower. 

What is it about the Autumn that gets people spending?

Autumn that gets people spending

With every seasonal change, there is an uprising of emotion, whether its happiness or distain. Autumn is the one season that seems to unite everyone, as it provides the best of both worlds with days full of gleaming sunshine for the summer lovers but temperatures that allow people to wrap up for those who prefer winter weather.


Seasonal spending in the Autumn is a trend that has seemingly travelled over the pond from the US, with the ‘Fall’ season being a large contributing factor to the 14.1% digital increase in sales that was experienced in 2021. The UK has been quick to adopt the eCommerce trends over recent years, with trends such as ‘Friendsgiving’ and ‘Black Friday’ becoming staples in the UK calendar.


We think the main reasons that people love Autumn are the very ones that retailers should understand to make their products stand out. Knowing what your consumers are thinking and feeling makes it easier to market successfully to them.


We believe that consumers love to spend more in Autumn because of the following reasons:


- The cosy weather makes people feel more content and happier. Therefore, they are less likely to overthink spending if it is on a product or service that will contribute to them feeling even better about themselves.

- Psychologically, Autumn is seen as a time to make fresh starts. The Autumn months represent the start of the school year and returning TV shows. With people setting new goals and working on adopting new routines, they are more likely to need new products in support of this.

- Scientifically, Autumn offers the perfect temperatures for humans, which means spending money on items associated with the time of year is favoured. Whilst some people will resent having to purchase summer clothing for a season they hate, Autumn provides seasonal comforts that people are willing to spend money on.

- Spending more time in the home encourages people to want to make their surroundings more comfortable. Anything from renting a movie to spending money on a seasonal candle makes for added ambiance in the colder months.

- This is the season that holds the most amount of seasonal holders out of the entire year with thanksgiving, Black Friday, Cyber Monday, Bonfire Night and most of the Christmas festivities taking place before the official start of Winter. Seasonal spending is not just enjoyed with the purpose of buying things for other but also spending on oneself. In fact, 57% of US consumers say they are likely to treat themselves during holiday seasons!


How can you maximise eCommerce activity in the Autumnal months?

How can you maximise eCommerce activity in the Autumnal months

Now that you know exactly why people are spending money, it's essential to understand what you can do within your digital marketing campaign to ensure you are spending on your products.


Organic Social Media Cold and rainy weather can lead to engagement rates that are as much as 90% higher on social media! This proves that it's the right time to work on your organic posting as you have an audience around that is more likely to be interested in the content that you are putting out. There are also lots of brilliant hashtags and trends that you can jump on in the Autumnal months, so it's important to set time or budget aside for organic and reactive content posting.


Paid Advertising There are more people online, but it will still be complex to convert them to paying consumers due to tighter spending habits. Therefore, paid advertising should be more targeted and feature emotional marketing to stop people in their tracks when they are mindlessly scrolling through social feeds. Studies show that advertising can be, on average, 31% more successful if emotive themes are included, which are easy to harness during the months focused on family and hunkering indoors.


Promotions Shoppers will be looking for ways to save money and expect to see the annual promotions that greet them during the upcoming months. If your business fails to participate in Black Friday and seasonal shopping, you will not just miss out on customers but also look irrelevant to consumers.


Tone of Voice and Messaging This is something that we think is important all year round, especially in the shopping-focused months. Now is the time to revisit your product propositions and consumer outreach messaging to ensure you are meeting the ever-changing needs of the modern consumer.


Do you need help harness Autumn's power in your eCommerce digital marketing campaigns? At Kopa Marketing, we specialise in creating compelling messaging and stand-out advertising that guarantees results.


Get in touch with us today to find out more!

Posted on
October 10, 2022

You Might Also Like

We create amazing Webflow templates for creative people all around the world and help brands stand out.


Why its important to repurpose marketing content in 2022

Want to keep your content fresh and exciting? Learn why repurposing marketing content in 2023 is an essential and much overlooked strategy. Check out now!


All-In-One Digital Marketing Agency Launches in North Wales

Get ready to grow your business with the leading digital marketing agency in North Wales - Kopa Marketing! Our experienced team can craft a tailored strategy to boost sales.


Top 5 Paid Advertising Mistakes

With 43% of small businesses choosing PPC, the statistics prove just how popular this outreach method is. While you may think it sounds simple to create an ad and deliver it to an intended audience, there is a lot of complex strategy behind the task. As experts in supporting small and medium-sized companies to make the most out of their budgets, we see mistakes commonly being made, which result in a loss of budget and a lack of results. Keep reading to learn how you can avoid the top paid advertising pitfalls.


Kopa Marketing's Guide to Copywriting

Does your company understand the power that words can have? The art of blog writing, on-page descriptions, and even social content is now a fully automated service; to a certain extent, you would be correct. However, copywriting is an essential practice to consider if you want to create unique content that beats search engine algorithms and provides a competitive advantage for your brand.


How Do You Remain Authentic and Competitive at the Same Time in Marketing?

Marketing is a complex task which requires the perfect balance of strategy and personability. With 88% of customers confirming that they look for authenticity when choosing a brand, the statistics only further anchor this point.


Top 2023 Marketing Trends for Small Business

With budgets decreasing for consumers and faith being lost in big brands, 2023 is the year that small business fights back. In the UK, 99.9% of companies are classed as small to medium-sized enterprises, showcasing how receptive audiences are to unique brands.‍


How you can get to know your customers through digital marketing

Take the guesswork out of understanding your customer base and learn how you can get to know them quickly through digital marketing strategies.


The Kopa Marketing Guide to Social Media Automation

Save time and money with Kopa Marketing's definitive blog to social media automation. Everything for beginners to advanced, visit here!


Why you should be making the most of Small Business Saturday!

Take advantage of Small Business Saturday to maximize your business success. Learn how to do it with this informative blog!


Your Guide to Last Minute Black Friday Preparations

Get your store ready with this blog for last-minute Black Friday preparations. From deals to advertising and more, you'll be ready for the big day!


The Cost-of-Living Crisis: Has Marketing Changed?

Are you curious about how the cost of living crisis is influencing marketers? Get all the insights here with our blog on The Cost of Living Crisis Has Marketing Changed.


The Long-Term SEO guide for Small Business

Make your small business succeed for years to come with our tips focused on long-term SEO. Understand how search engines work and apply tips and strategies proven to work.