This month, the delivery platform wants users to stay at home and make last-minute deliveries of decorating, cooking, and gifts all through the app.
For years, same-day delivery services like DoorDash, UberEats, Instacart, and Shipt have expanded their non-restaurant offerings by partnering with major retailers. What started as a last-mile delivery solution proposition for retailers has become a huge part of these companies’ growth strategies. Several platforms are currently promoting huge sales to get users to buy holiday gifts.
This comes as many of these delivery services began preparing for holiday shopping earlier this year. And these deep discounts are part of a larger holiday season trend in the retail industry. Many major retailers and online DTC brands have started offering deep discounts starting in early November.
For example, UberEats is promoting discounts of up to 40% off items like decorations from retailers like Petsmart and Target, and as Christmas approaches, it’s stocking stuffed animals from select retailers like Target. Masu. The distribution app also partnered with its newest celebrity publicist, Real Housewife Luanne de Lesseps, to promote the holiday shop.
On Dec. 17, Instacart launched its first-ever “Tis a Big Deal Week” campaign, offering up to 40% off from retailers like Best Buy, The Container Store, and Petco until Dec. 23. . “Whether you’re looking to ‘jump ship’ and want something delivered quickly or as a thoughtful gift to a loved one who lives far away, Instacart and its 1,400+ retailers The brand will take care of it.”
Meanwhile, Shipt, a Target company, is your go-to assistant for last-minute gift deliveries, essentials and other grocery pickups through Dec. 24.
Earlier this month, Shipt announced its “Season of Savings” campaign, giving customers access to numerous deals throughout the month. The promotion kicked off with the “5 Days of Delight” campaign, offering customers exclusive member benefits and special discounts on holiday hosting and gifting essentials. Shipt has also partnered with celebrity partners Tan France, Meredith Hayden, Issa Rae, and Chef Meredith Hayden to offer discounts on their hand-picked products.
The company said the week leading up to Christmas saw the largest increase in order volumes compared to all of December, and some of the highest increases of the year. During this week, Shipt subscribers receive additional discounts, including $10 off orders of $25 or more.
According to Shipt, the most popular search terms this month include “decorations,” “gifts,” “hot chocolate,” and “wrapping paper.” The company is expecting big activity this year after shipping more than 250,000 items as Christmas gifts during last year’s Christmas season. The company announced that batteries were the most purchased item in Shipt’s gift category in 2022.
In a statement to Modern Retail, Katie Stratton, Shipt’s chief growth officer, said the company has been preparing for the holiday season with its retail partners throughout the year, adding, “We are offering savings to customers by Christmas Eve. We are excited to be able to provide this solution.” ” Stratton said the platform’s offering includes thousands of gift options and helps shoppers “get last-minute stock-ups delivered in time.”
Distribution apps are also promoting the acquisition of members through promotion of such campaigns. Instacart currently sells annual delivery memberships for $19 instead of $99. Meanwhile, Shipt is offering his annual membership, which normally costs $99/month or $9.99, at half price until December 30th.
Gopuff, an instant delivery app primarily focused on groceries and household items, started discounting FAM membership fees from $7.99 per month to $36 per year during the week of Black Friday. As a result, sign-ups jumped 128% week over week, according to the company.
This membership promotion was promoted alongside a sale of up to 75% off CPG products, from Quip toothbrushes to Ben & Jerry’s pints. The sale also featured many products suitable for gifts. This has led to a significant year-over-year increase in sales of products such as PF Candle Co.’s Ojai lavender soy candles, which he said are up more than 1,200% compared to the same week last year. IGK dry hair mask sales increased 2,200% year over year, and What Do You Meme Core game sales increased his 1,700%.
“As consumers feel the pinch of inflation amid rising costs of living, we are committed to delivering exceptional value not just during Black Friday, but every day,” said Daniel Folkman, GoPuff’s senior vice president of business. We are focusing on doing that.”
While in-store shopping is back in full force, experts say last-minute shopping with instant delivery is here to stay.
Mehmet Artug, director of the Center for Retail Transformation at George Mason University’s Costello College of Business, told Modern Retail that the seasonal boost from delivery services is also a leftover behavior from the peak of the coronavirus. Ta.
“The pandemic has changed consumer behavior,” Altag said, adding that more people are now comfortable getting essential items, gifts and more through delivery services. Regarding delivery services, he said, “These intermediaries are expanding their reach and market share, and retailers are realizing that platforms can solve last-mile delivery logistics.” In fact, many retailers have begun warning of Christmas shipping suspensions, while delivery services partnered with these retailers are also ramping up seasonal promotions.
The items sold here are convenient for those who don’t want to shop around for essentials and gifts. “These services are targeted at people who don’t want to wait days after ordering,” Altag said, pointing to the two-day delivery standard set by Amazon. “Same-day delivery is another way to bridge the omnichannel gap.”