A medida que nos acercamos a la temporada de compras, los retailers se enfrentan a nuevas dinámicas que influyen en el comportamiento del consumidor. Para colmo, la inflación en EE. UU. se sitúa en un 3%. Aunque las tendencias están cambiando, la inflación es alta y los presupuestos son más ajustados, se espera que las ventas navideñas en EE. UU. superen los $957 mil millones.
Si estás preparándote para captar una parte de estas ventas navideñas, has llegado al lugar indicado. Hemos recopilado opiniones de los mejores expertos de la industria, como Chris Baldwin, Eli Weiss y Kaleigh Moore.
Aquí tienes las cinco principales predicciones para esta temporada navideña que te ayudarán a mantenerte un paso adelante.
1. Los consumidores planearán para una temporada de compras navideñas más corta
Este año, la temporada navideña es más corta, con solo 27 días entre Acción de Gracias y Navidad. Pero que quede claro: una temporada de compras más breve no detiene a los consumidores.
El informe de Tendencias de Consumo de Tapcart para BFCM muestra que casi 6 de cada 10 compradores comienzan sus compras navideñas en octubre o noviembre. Además, el 44% planifica sus compras de BFCM con más de una semana de antelación.
«El menor tiempo entre las fiestas hará que los compradores comiencen sus compras navideñas antes, y, con los desafíos logísticos que eso conlleva, habrá problemas de entrega y retrasos que serán difíciles para los retailers—esto puede afectar negativamente la experiencia del cliente,» dice Kaleigh Moore, colaboradora de Forbes y reportera de ecommerce.
Para gestionar las expectativas de los clientes y satisfacer la demanda, los marketers y minoristas deben preparar con antelación sus campañas navideñas, asegurar suficiente inventario y optimizar las cadenas de suministro para mayor eficiencia.
2. Los presupuestos serán más ajustados este año
McKinsey descubre que los consumidores de todas las generaciones están optando por opciones más económicas. En otras palabras, este año, los consumidores buscan activamente mejores precios o reducen la cantidad de artículos que compran.
Pero los consumidores no son los únicos que enfrentan restricciones presupuestarias este año. Aunque los costos de marketing digital están en aumento, el presupuesto promedio de marketing está disminuyendo en un 15%.
El desafío para los marketers esta temporada navideña será maximizar el ROI a pesar del aumento de costos y los presupuestos limitados. Eli Weiss, VP de Retención en Yotpo, explica cómo los marketers pueden afrontar la situación.
«Los marketers están buscando reducir gastos y optimizar la rentabilidad. En lo que respecta a la retención, la mayoría de las marcas dejarán de lado las tácticas de ‘spray-and-pray’ que cuestan una fortuna y no son rentables, y en su lugar, buscarán oportunidades para concentrarse tanto en la persona adecuada como en el mensaje adecuado.»
Weiss también recomienda cómo los marketers pueden maximizar sus presupuestos este año. «Asegúrate de pagar solo por lo que usas. Elimina los gastos que te obligan a pagar por cada cliente que tienes en tu base de datos. Luego, comienza a medir el margen de contribución por canal y trabaja a partir de ahí.»
3. Las compras omnicanal seguirán siendo populares
Se acabaron los días de los trayectos de compra lineales. En el mundo digital de hoy, los consumidores buscan productos en todas las plataformas, lo que hace imperativo que las empresas estén presentes en todos los canales.
“Afortunadamente, con toda la tecnología disponible para los comerciantes, nunca ha sido más fácil diversificar tus canales de venta. En cuestión de semanas, puedes configurar un sitio web en Shopify, crear perfiles en TikTok e Instagram, establecer un listado en Google, comenzar a recoger suscriptores de correo electrónico e incluso crear una experiencia de compra móvil,” dice Tina Donati, fundadora de la agencia de marketing ecommerce ContentCurve.
Aunque diversificar tus canales de venta es fundamental, solo es la mitad de la batalla. “Todavía tienes que ofrecer una experiencia fluida para garantizar que el trayecto de compra no se interrumpa,” añade Donati.
Esto significa que cada punto de contacto, desde tu sitio web hasta tus perfiles en redes sociales, debe ser fluido y estar optimizado para contar la misma historia—en cuanto a tu marca, el contenido de marketing omnicanal para las fiestas, la estética visual y la experiencia general del cliente a través de todos los canales.
Zack Elias, COO de Reactiv, comparte este sentimiento. Dice: “Un cliente puede comenzar su trayecto de compra navegando productos en un sitio web de escritorio, descargar la app móvil para obtener una oferta especial, recibir una notificación push recordándole los productos en los que está interesado, y luego finalizar la compra en la tienda. Donde terminen comprando no es lo más importante—lo clave es asegurar que cada canal de venta sea consistente y personalizado.”
4. Veremos un aumento en las compras móviles
¿Por qué deberían los consumidores enfrentarse a los elementos cuando pueden hacer sus compras navideñas desde la comodidad de su salón con sus dispositivos móviles? Este sentimiento es muy fuerte, y está respaldado por varios estudios recientes.
Por ejemplo, Retail Dive descubrió que el 40% de los compradores de Gen Z comienzan sus trayectos de compra visitando aplicaciones móviles o sitios web. Tapcart encontró que el 81% de los consumidores planean usar aplicaciones de compras móviles durante BFCM. eMarketer informa que las ventas de m-commerce en EE. UU. alcanzarán los $558.29 mil millones, lo que representa el 7.4% de las ventas minoristas totales.
Los expertos en ecommerce creen que los marketers ya están al tanto del aumento del comercio móvil, y los que están preparados para tener éxito se enfocarán en ofrecer experiencias excepcionales a los clientes donde están comprando (es decir, en dispositivos móviles).
“Los canales móviles uno a uno, como SMS y notificaciones push, se utilizarán este año para enviar mensajes personalizados directamente a los clientes, asegurando alta visibilidad y relevancia. Además, los marketers usarán códigos QR estratégicamente ubicados en el packaging y encuestas post-compra para impulsar la instalación de aplicaciones móviles y aumentar el tráfico móvil,” dice Donati.
Los marketers que quieran llegar a los compradores navideños deben optimizar la experiencia de compra móvil, implementar soluciones de pago móvil convenientes (como Apple Pay, Google Pay y Shop Pay), e incorporar el comercio social en sus estrategias de marketing personalizadas.
5. Auto-regalarse está ganando popularidad
La tendencia de auto-regalarse está ganando popularidad, según DigiCommerce, con el 61% de los compradores, especialmente millennials (73%) y Gen Z (68%), que probablemente comprarán artículos para sí mismos mientras buscan regalos.
Según Chris Baldwin, VP de Marketing en Insider One, “Esta tendencia representa una excelente oportunidad para que los minoristas aumenten el compromiso a través de promociones personalizadas, especialmente con ofertas en redes sociales donde también podrías atraer nuevos clientes, como ofertas de compra uno y lleva otro gratis, animando a estos compradores a darse un capricho.”
Esta tendencia también refleja un cambio más amplio en las actitudes de los consumidores. Según HappyOrNot, el aumento del auto-regalo es parte de un movimiento mayor hacia el autocuidado, un comportamiento que se ha intensificado con la pandemia, ya que los consumidores buscan consuelo y alegría en pequeños placeres personales.
Preparándote para tener éxito en la temporada de compras navideñas
A medida que las economías fluctúan y la tecnología avanza, las preferencias y comportamientos de compra de los consumidores cambiarán.
Este último año ha sido testigo de una inflación constante, innovaciones revolucionarias y cambios de mercado sin precedentes. Y las personas están respondiendo de maneras únicas. Están ajustándose a los recursos limitados, planificando ahora para una temporada navideña más corta y aprovechando los avances en tecnología de compras móviles.
Para llegar a los consumidores donde están, revisa los datos más recientes, sé creativo con tu presupuesto y ten en cuenta estas predicciones de expertos y estrategias de marketing para la temporada navideña.
Estén atentos a nuestro próximo blog en la serie, donde compartiremos los casos de uso con mejor rendimiento para la temporada alta de fiestas que hemos visto en la última década. Hemos recopilado años de datos sobre mensajes y personalización para mostrarte los mejores desempeños que necesitarás durante la temporada de compras navideñas más corta que hemos visto en medio decenio.
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/*!***************************************************************************************************************************************************************************************************************************************!*\
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/**
* The following styles get applied both on the front of your site
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*/
.wp-block-insider-custom-gutenberg-blocks-custom-blockquote {
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/*# sourceMappingURL=style-index.css.map*/
</style>
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/*!***************************************************************************************************************************************************************************************************************************************!*\
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/**
* The following styles get applied both on the front of your site
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margin-bottom: 20px;
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color: #394157;
padding: 10px;
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letter-spacing: 0.01rem;
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.ins-caption {
text-align: center;
padding: 11px 30px;
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<h1 class="post-title">5 predicciones de expertos para la temporada alta de compras</h1>
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<p class="author-info"><span class="authname"><a href="https://insiderone.com/es/author/christopher-baldwin/">Chris Baldwin</a></span><span class="hipen"> - </span>VP Marketing, Brand and Communications</p>
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8 min. </p>
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<!--<p><span>Published</span> on </p>-->
<p><strong>Updated</strong> on 26 May 2025</p>
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8 min. </p>
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<div class="table-of-contents-accordion"><ul><li class="parent-level-item"><a href="#1-los-consumidores-planearan-para-una-temporada-de-compras-navidenas-mas-corta">1. Los consumidores planearán para una temporada de compras navideñas más corta</a><li class="parent-level-item"><a href="#2-los-presupuestos-seran-mas-ajustados-este-ano">2. Los presupuestos serán más ajustados este año</a><li class="parent-level-item"><a href="#3-las-compras-omnicanal-seguiran-siendo-populares">3. Las compras omnicanal seguirán siendo populares</a><li class="parent-level-item"><a href="#4-veremos-un-aumento-en-las-compras-moviles">4. Veremos un aumento en las compras móviles</a><li class="parent-level-item"><a href="#5-auto-regalarse-esta-ganando-popularidad">5. Auto-regalarse está ganando popularidad</a><li class="parent-level-item"><a href="#preparandote-para-tener-exito-en-la-temporada-de-compras-navidenas">Preparándote para tener éxito en la temporada de compras navideñas</a></li></ul></div> <div class="social-links-container">
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<?xml encoding="utf-8" ?><html><body><p><strong>A medida que nos acercamos a la temporada de compras, los retailers se enfrentan a nuevas dinámicas que influyen en el comportamiento del consumidor. Para colmo, la inflación en EE. UU. <a href="https://www.bls.gov/news.release/cpi.htm" target="_blank" rel="noreferrer noopener nofollow">se sitúa en un 3%</a>. Aunque las tendencias están cambiando, la inflación es alta y los presupuestos son más ajustados, se espera que las ventas navideñas en EE. UU. superen los<a href="https://www.uschamber.com/co/good-company/launch-pad/how-holiday-spending-will-shape-retail-in-2024" target="_blank" rel="noreferrer noopener nofollow"> $957 mil millones</a>. </strong></p>
<p>Si estás preparándote para captar una parte de estas ventas navideñas, has llegado al lugar indicado. Hemos recopilado opiniones de los mejores expertos de la industria, como Chris Baldwin, Eli Weiss y Kaleigh Moore. </p>
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<p>Aquí tienes las cinco principales predicciones para esta temporada navideña que te ayudarán a mantenerte un paso adelante.</p>
<h2 class="wp-block-heading" id="1-los-consumidores-planearan-para-una-temporada-de-compras-navidenas-mas-corta">1. Los consumidores planearán para una temporada de compras navideñas más corta</h2>
<p>Este año, la temporada navideña es más corta, con solo 27 días entre Acción de Gracias y Navidad. Pero que quede claro: una temporada de compras más breve no detiene a los consumidores. </p>
<p>El informe de <a href="https://www.tapcart.com/report/bfcm-consumer-trends-2024" target="_blank" rel="noreferrer noopener nofollow">Tendencias de Consumo de Tapcart para BFCM</a> muestra que casi 6 de cada 10 compradores comienzan sus compras navideñas en octubre o noviembre. Además, el 44% planifica sus compras de BFCM con más de una semana de antelación.</p>
<p>«El menor tiempo entre las fiestas hará que los compradores comiencen sus compras navideñas antes, y, con los desafíos logísticos que eso conlleva, habrá problemas de entrega y retrasos que serán difíciles para los retailers—esto puede afectar negativamente la experiencia del cliente,» dice <a href="https://www.kaleighmoore.com/" target="_blank" rel="noreferrer noopener nofollow">Kaleigh Moore</a>, colaboradora de Forbes y reportera de ecommerce.</p>
<p>Para gestionar las expectativas de los clientes y satisfacer la demanda, los marketers y minoristas deben preparar con antelación sus campañas navideñas, asegurar suficiente inventario y optimizar las cadenas de suministro para mayor eficiencia.</p>
<h2 class="wp-block-heading" id="2-los-presupuestos-seran-mas-ajustados-este-ano">2. Los presupuestos serán más ajustados este año</h2>
<p><a href="https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/the-state-of-the-us-consumer" target="_blank" rel="noreferrer noopener nofollow">McKinsey</a> descubre que los consumidores de todas las generaciones están optando por opciones más económicas. En otras palabras, este año, los consumidores buscan activamente mejores precios o reducen la cantidad de artículos que compran. </p>
<p>Pero los consumidores no son los únicos que enfrentan restricciones presupuestarias este año. Aunque los costos de marketing digital <a href="https://s21.q4cdn.com/399680738/files/doc_financials/2023/q4/META-Q4-2023-Earnings-Call-Transcript.pdf" target="_blank" rel="noreferrer noopener nofollow">están en aumento</a>, el presupuesto promedio de marketing está <a href="https://www.marketingweek.com/marketing-budgets-total-revenue/" target="_blank" rel="noreferrer noopener nofollow">disminuyendo en un 15%</a>. </p>
<p>El desafío para los marketers esta temporada navideña será maximizar el ROI a pesar del aumento de costos y los presupuestos limitados. <a href="https://www.linkedin.com/in/eliweisss/" target="_blank" rel="noreferrer noopener nofollow">Eli Weiss</a>, VP de Retención en <a href="https://www.yotpo.com/" target="_blank" rel="noreferrer noopener nofollow">Yotpo</a>, explica cómo los marketers pueden afrontar la situación.</p>
<p>«Los marketers están buscando reducir gastos y optimizar la rentabilidad. En lo que respecta a la retención, la mayoría de las marcas dejarán de lado las tácticas de ‘spray-and-pray’ que cuestan una fortuna y no son rentables, y en su lugar, buscarán oportunidades para concentrarse tanto en la <em>persona adecuada</em> como en el <em>mensaje adecuado</em>.» </p>
<p>Weiss también recomienda cómo los marketers pueden maximizar sus presupuestos este año. «Asegúrate de pagar solo por lo que usas. Elimina los gastos que te obligan a pagar por cada cliente que tienes en tu base de datos. Luego, comienza a medir el margen de contribución por canal y trabaja a partir de ahí.» </p>
<h2 class="wp-block-heading" id="3-las-compras-omnicanal-seguiran-siendo-populares">3. Las compras omnicanal seguirán siendo populares</h2>
<p>Se acabaron los días de los trayectos de compra lineales. En el mundo digital de hoy, los consumidores buscan productos en todas las plataformas, lo que hace imperativo que las empresas estén presentes en todos los canales. </p>
<p>“Afortunadamente, con toda la tecnología disponible para los comerciantes, nunca ha sido más fácil diversificar tus canales de venta. En cuestión de semanas, puedes configurar un sitio web en Shopify, crear perfiles en TikTok e Instagram, establecer un listado en Google, comenzar a recoger suscriptores de correo electrónico e incluso crear una experiencia de compra móvil,” dice <a href="https://www.linkedin.com/in/tina-donati-61ab02b2/" target="_blank" rel="noreferrer noopener nofollow">Tina Donati</a>, fundadora de la agencia de marketing ecommerce <a href="http://contentcurve.ca" target="_blank" rel="noreferrer noopener nofollow">ContentCurve</a>.</p>
<p>Aunque diversificar tus canales de venta es fundamental, solo es la mitad de la batalla. “Todavía tienes que ofrecer una experiencia fluida para garantizar que el trayecto de compra no se interrumpa,” añade Donati. </p>
<p>Esto significa que cada punto de contacto, desde tu sitio web hasta tus perfiles en redes sociales, debe ser fluido y estar optimizado para contar la misma historia—en cuanto a tu marca, el contenido de marketing omnicanal para las fiestas, la estética visual y la experiencia general del cliente a través de todos los canales.</p>
<p><a href="https://www.linkedin.com/in/zack-elias-046ab2111/" target="_blank" rel="noreferrer noopener nofollow">Zack Elias</a>, COO de <a href="https://www.reactivapp.com/" target="_blank" rel="noreferrer noopener nofollow">Reactiv</a>, comparte este sentimiento. Dice: “Un cliente puede comenzar su trayecto de compra navegando productos en un sitio web de escritorio, descargar la app móvil para obtener una oferta especial, recibir una notificación push recordándole los productos en los que está interesado, y luego finalizar la compra en la tienda. Donde terminen comprando no es lo más importante—lo clave es asegurar que cada canal de venta sea consistente y personalizado.” </p>
<h2 class="wp-block-heading" id="4-veremos-un-aumento-en-las-compras-moviles">4. Veremos un aumento en las compras móviles</h2>
<p>¿Por qué deberían los consumidores enfrentarse a los elementos cuando pueden hacer sus compras navideñas desde la comodidad de su salón con sus dispositivos móviles? Este sentimiento es muy fuerte, y está respaldado por varios estudios recientes.</p>
<p>Por ejemplo, Retail Dive descubrió que el <a href="https://www.retaildive.com/news/gen-z-shoppers-ecommerce-product-discovery-social-media-walmart/722737/?utm_source=signup.growthdaily.com&utm_medium=newsletter&utm_campaign=thursday-august-1" target="_blank" rel="noreferrer noopener nofollow">40% de los compradores de Gen Z </a>comienzan sus trayectos de compra visitando aplicaciones móviles o sitios web. Tapcart encontró que <a href="https://www.tapcart.com/report/bfcm-consumer-trends-2024" target="_blank" rel="noreferrer noopener nofollow">el 81% de los consumidores </a>planean usar aplicaciones de compras móviles durante BFCM. eMarketer informa que las ventas de m-commerce en EE. UU. alcanzarán los <a href="https://www.emarketer.com/insights/mobile-commerce-shopping-trends-stats/#:~:text=As%20smartphone%20use%20increases%2C%20so,retail%20ecommerce%20sales%20in%202024." target="_blank" rel="noreferrer noopener nofollow">$558.29 mil millones</a>, lo que representa el 7.4% de las ventas minoristas totales. </p>
<p>Los expertos en ecommerce creen que los marketers ya están al tanto del aumento del comercio móvil, y los que están preparados para tener éxito se enfocarán en ofrecer experiencias excepcionales a los clientes donde están comprando (es decir, en dispositivos móviles).<br></p>
<p>“Los canales móviles uno a uno, como SMS y notificaciones push, se utilizarán este año para enviar mensajes personalizados directamente a los clientes, asegurando alta visibilidad y relevancia. Además, los marketers usarán códigos QR estratégicamente ubicados en el packaging y encuestas post-compra para impulsar la instalación de aplicaciones móviles y aumentar el tráfico móvil,” dice Donati.</p>
<p>Los marketers que quieran llegar a los compradores navideños deben optimizar la experiencia de compra móvil, implementar soluciones de pago móvil convenientes (como Apple Pay, Google Pay y Shop Pay), e incorporar el comercio social en sus estrategias de marketing personalizadas.</p>
<h2 class="wp-block-heading" id="5-auto-regalarse-esta-ganando-popularidad">5. Auto-regalarse está ganando popularidad</h2>
<p>La tendencia de auto-regalarse está ganando popularidad, según <a href="https://digicommercegroup.com/insights/2024-holiday-shopping-trend-predictions/" target="_blank" rel="noreferrer noopener nofollow">DigiCommerce</a>, con el 61% de los compradores, especialmente millennials (73%) y Gen Z (68%), que probablemente comprarán artículos para sí mismos mientras buscan regalos. </p>
<p>Según <a href="https://www.linkedin.com/in/iamcbaldwin/">Chris Baldwin</a>, VP de Marketing en Insider One, “Esta tendencia representa una excelente oportunidad para que los minoristas aumenten el compromiso a través de promociones personalizadas, especialmente con ofertas en redes sociales donde también podrías atraer nuevos clientes, como ofertas de compra uno y lleva otro gratis, animando a estos compradores a darse un capricho.” </p>
<p>Esta tendencia también refleja un cambio más amplio en las actitudes de los consumidores. Según <a href="https://www.happy-or-not.com/en/insights/blog/holiday-retail-trends-2024-heres-what-to-expect/" target="_blank" rel="noreferrer noopener nofollow">HappyOrNot</a>, el aumento del auto-regalo es parte de un movimiento mayor hacia el autocuidado, un comportamiento que se ha intensificado con la pandemia, ya que los consumidores buscan consuelo y alegría en pequeños placeres personales. </p>
<h2 class="wp-block-heading" id="preparandote-para-tener-exito-en-la-temporada-de-compras-navidenas">Preparándote para tener éxito en la temporada de compras navideñas</h2>
<p>A medida que las economías fluctúan y la tecnología avanza, las preferencias y comportamientos de compra de los consumidores cambiarán.</p>
<p>Este último año ha sido testigo de una inflación constante, innovaciones revolucionarias y cambios de mercado sin precedentes. Y las personas están respondiendo de maneras únicas. Están ajustándose a los recursos limitados, planificando ahora para una temporada navideña más corta y aprovechando los avances en tecnología de compras móviles. </p>
<p>Para llegar a los consumidores donde están, revisa los datos más recientes, sé creativo con tu presupuesto y ten en cuenta estas predicciones de expertos y <a href="https://insiderone.com/?post_type=ebook&p=428717">estrategias de marketing para la temporada navideña</a>.</p>
<p>Estén atentos a nuestro próximo blog en la serie, donde compartiremos los casos de uso con mejor rendimiento para la temporada alta de fiestas que hemos visto en la última década. Hemos recopilado años de datos sobre mensajes y personalización para mostrarte los mejores desempeños que necesitarás durante la temporada de compras navideñas más corta que hemos visto en medio decenio. </p>
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<p class="author-bio">Chris is an award-winning marketing leader with more than 12 years experience in the marketing and customer experience space. As VP of Marketing, Brand and Communications, Chris is responsible for Insider One's brand strategy, and overseeing the global marketing team. Fun fact: Chris recently attended a clay-making workshop to make his own coffee cup…let's just say that he shouldn't give up the day job just yet.</p>
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