Research reveals websites are still the primary channel for consumer engagement during the Golden Quarter, with a multi-channel approach essential for success.
Introduction
As the Golden Quarter approaches—a critical time for retailers during the lead-up to Christmas—brands are ramping up their marketing efforts to capture consumer attention. Despite the meteoric rise of social media and live commerce, new research from Visualsoft indicates that websites remain the primary channel for consumer engagement and discovery during this peak shopping period. While social media, newsletters, and traditional advertising still play important roles, the study underscores the continued dominance of brand websites in influencing purchasing decisions.
This article explores the key findings of the report and highlights how marketers can strike the right balance between social media and websites to maximize their impact during the Golden Quarter.
The Power of Brand Websites in the Golden Quarter
According to Visualsoft’s research, 31% of consumers turn to brand websites as their primary channel for discovering products and engaging with brands during the Golden Quarter. This period, which spans from October to December, is the most crucial time for retailers, as consumers actively search for gifts, deals, and discounts. Websites serve as the primary hub for this activity, offering detailed product information, user-friendly navigation, and a direct path to purchase.
In contrast, 17% of consumers engage through newsletters, while traditional Christmas TV ads capture the attention of 26%, particularly driven by nostalgia, which influences nearly half of consumers. Despite the increasing importance of social media, particularly for younger shoppers, brand websites remain the foundation for discovery, research, and purchase.
Generational Preferences and the Rise of Social Commerce
The report reveals significant generational differences in how consumers engage with brands. While only 17% of the general population engages with brands through social media, that number skyrockets to 67% among 18–24-year-olds. Social media influencers, in particular, play a crucial role in driving purchases among younger consumers. 35% of 18-24-year-olds say they are influenced by social media influencers, compared to just 14% on average.
This generational split highlights the importance of targeted marketing. For younger demographics, platforms like TikTok are becoming critical for driving engagement and sales. Sarah Burke, Head of Social Strategy at Visualsoft, points out that TikTok users now spend more than 70 minutes daily on the platform, with a 200% increase in live commerce usage. However, she emphasizes that despite the rise of social shopping, websites “aren’t dying” and still play a pivotal role in overall consumer journeys.
Value and Research as Key Drivers
Amid rising costs and economic challenges, consumers are more price-sensitive than ever. The study reveals that 37% of shoppers save their big purchases for the Golden Quarter, with 65% citing price as the biggest influence on their decisions. Price comparison sites also play a significant role, with 29% of consumers using them as part of their research process.
This increased focus on value has extended the pre-purchase research phase, giving brands a crucial window to influence consumer behavior. Ashley Wright, Chief Commercial Officer at Visualsoft, notes, “Our research shows that brand websites still play a crucial role in connecting with shoppers, especially during the busiest time of the year.”
For brands, this means that having a multi-channel marketing strategy is essential, with the website serving as the core hub of engagement. While social media, email, and traditional advertising can help capture initial interest, websites are where most consumers finalize their decisions.
The Importance of a Multi-Channel Approach
As the Golden Quarter approaches, retailers must recognize the importance of integrating multiple channels into their marketing strategies. While social media offers opportunities to reach younger consumers, particularly through influencer marketing and live commerce, websites remain critical for offering in-depth product information and a seamless shopping experience.
“A well-rounded approach with a strong online presence at the core is essential to grabbing the attention and loyalty of today’s price-savvy shoppers,” says Wright.
Marketers should ensure that all channels—whether social, email, or traditional—work together cohesively, guiding consumers from discovery to purchase. By creating a consistent experience across these platforms, brands can enhance engagement, build trust, and ultimately drive sales.
Conclusion
As the Golden Quarter gears up, the findings from Visualsoft’s research highlight the continued dominance of brand websites as the central hub for consumer engagement and purchasing decisions. While social media and traditional channels still hold sway, particularly for younger demographics, websites remain the primary source of discovery and research for the majority of shoppers.
In a period defined by high consumer activity, retailers must adopt a multi-channel approach, ensuring that their websites, social media platforms, and other marketing efforts work in harmony to capture attention and convert interest into sales. With value-driven decisions and extended research phases shaping this Golden Quarter, brands that can offer personalized, seamless experiences across all touchpoints will be well-positioned to shine.
About the Research: The findings in this article are based on a survey conducted by Visualsoft in June 2024. The study involved 2,000 UK consumers aged 18 to 65 and over, from various regions, to understand their online shopping habits and preferences leading up to the Golden Quarter.
