Holiday Marketing Do’s & Don’ts: Straight From The Experts

The holiday countdown is on, and both shoppers and brands are gearing up for the season. While last-minute shoppers might find something on the shelves, brands have less time to boost sales. Crafting a successful marketing plan takes time, but don’t worry if your business hasn’t started yet. There’s still hope!

November is the prime time for B2C sales, marking the official kickoff for holiday gift shopping. Right after Thanksgiving, brace yourself for the shopping excitement with Black Friday, Small Business Saturday, and Cyber Monday. It’s go-time!

Instead of missing out on the holiday market, brands can use the tips on do’s and don’ts below to get some last-minute holiday marketing in motion. It’s time to hustle and make the most of the festive season!

Do’s Of Holiday Marketing For E-Commerce Businesses

1. Optimize For Mobile Shopping: A Strategic Approach to Holiday Marketing

In regions where digital infrastructure is limited, the rapid adoption of mobile devices is significantly influencing the future of shopping. Mobile integration is reshaping the shopping experience, making it more convenient and interconnected.

Key insights into mobile usage.

“During this holiday season, mobile shopping will surpass desktops as consumers increasingly find it more convenient to navigate transactions on smaller screens. The shift towards mobile signifies a growing trend in consumer behavior and a significant evolution in the way people prefer to shop.” – says Suchita Tripathi, Senior Business Development Manager, Mastroke

A recent report from Adobe anticipates over half (51.2%) of online spending will take place on mobile devices this holiday season. Mobile spending is set to hit a record $113 billion, up 13.7% YoY, with usage peaking on days when consumers are likely with friends and family, such as Thanksgiving and Christmas.

2. Leverage Buy Now, Pay Later Option This Holiday Marketing

By prioritizing flexible payment solutions, businesses can effectively address the challenges customers face during the holidays, positioning themselves as valuable partners in their festive spending journey.

” For businesses striving to succeed this holiday season, embracing BNPL isn’t just an option—it’s a strategic move.”- says Shahreen Rizvi, Brand Manager, Mastroke

BNPL (Buy Now, Pay Later) 2023 Projections.

A key strategy for businesses this holiday season is to highlight BNPL as a budget-friendly shopping solution. This isn’t just a service; it’s a commitment to addressing customers’ financial needs, providing a stress-free shopping experience during a traditionally high-spending period.

Recent statistics predict a record $17 billion in online spending through BNPL, indicating a significant trend in consumers seeking flexible ways to manage their budgets. Therefore, by integrating BNPL into their offerings, businesses can not only cater to the evolving demands of consumers but also demonstrate a profound understanding of their financial concerns.

3. Take An Omnichannel Strategy Approach

In the current landscape, brands have an array of opportunities through online publications, influencer, and affiliate marketing, as well as email and social media channels, providing them with extensive avenues to engage consumers throughout the holiday marketing season.

McKinsey’s report reveals the growing preference for multiple channels consolidated on a single platform. The mix of remote, self-service, and traditional sales channels provides customers with the flexibility they seek.

Leveraging these channels is not just advantageous; it has become an essential requirement for brand success.

Holidays bring fluctuating demands. An omnichannel strategy enables meeting diverse customer expectations while securing a cohesive experience. In the digital age, customer allegiance is fragile. Omnichannel strategies are key to retaining satisfaction and loyalty.

A comprehensive customer view facilitates tailored marketing and improved experiences. Don’t delay in integrating omnichannel strategies for a stellar market presence.

4. Market To Last-Minute Shoppers

The holiday shopping time is getting shorter. In the past, people started shopping in October, but this year, most shoppers are keeping a big part of their budget for the last two weeks of November, as per the Deloitte survey.

Ankit Gupta , Marketplace Department Head, says – ” He is expecting more action on Black Friday and Cyber Monday compared to last year, noting that people are more focused on prices and are holding out for promotions”.

To engage these latecomers, prioritize making discovery and purchases easy. When online delivery becomes impractical in the week leading up to Christmas, be available offline. Local retailers become the go-to for last-minute gifts, with mobile searches peaking for local business information, store hours, and product availability.

The Shopify-Gallup Holiday Shopping Pulse survey found that 41% of holiday shoppers plan to start shopping by the end of October to get a head start on the holiday rush, while 39% wait until November, and one in five hold strong until December.

Shopping extends beyond Christmas, with consumers searching for gift card balances and clearance deals in the days between Christmas and New Year’s. Engage with these eager shoppers by offering competitive deals and keeping the lights on post-Christmas.

In the final stretch of this holiday marathon, successful brands will remove barriers to purchase, personalize ads, and optimize for consumer behavior, ensuring a strong finish to the season and a seamless transition into the new year.

5. Promote ‘Seasonal’ Promotions For Sales All Year Long

Nowadays, holiday sales and promotions start early in the fall and continue through the New Year, extending beyond just Black Friday and Christmas. Furthermore, there are also events like Amazon Prime Days that take place in the summer, providing opportunities for promotions throughout the year.

Running promotions during different seasons can help your online business generate sales throughout the year. Each season has its own set of holidays and events, such as Halloween, Christmas, or Valentine’s Day. These times bring in more online shoppers, making it a profitable period for many sellers.

People prefer seasonal shopping more than normal shopping.

Why are seasonal campaigns worth it?

There are two main reasons.

• First, these promotions can show off your marketing team’s creativity and get them thinking outside the box.
• Second, people love a good deal, so customers are likely to take advantage of seasonal promotions.

Seasonal marketing isn’t just about decorating your online store and offering discounts. It’s about timing, creating unique content, and running campaigns that get customers interested and lead to more sales.

Dont’s Of Holiday Marketing For E-Commerce Businesses

1. Don’t Neglect Adding Value to Your Holiday Offerings

During this festive season, people might be enticed by various offers, but unfortunately, these deals often lack any real added value. Instead of meaningful benefits, customers are bombarded with superficial promotions that fail to enhance their overall experience or satisfaction.

Too many offers end up distracting consumers, leaving them disappointed and unsatisfied. In the midst of the promotional frenzy, the crucial element of value addition is notably absent, contributing to a less-than-satisfactory shopping experience.

Keep in mind, for most B2B buyers, it’s not just about the price.

Data from 15 years at B2B International shows that:

In simple terms, salespeople who focus only on price are missing out on value in 80% of cases!

Even in markets like utilities, where products are similar, less than half of buyers prioritize price. The idea that everyone only cares about price is a myth perpetuated by salespeople who only know or want to sell based on price.

2. Overlooking Audience Retargeting This Holiday Season Can Cost You

Many brands focus on getting new customers, thinking a bigger audience means more sales. But here’s the thing: not paying attention to retargeting during the holidays is like leaving money on the table. Sure, reaching out to new customers is crucial, but don’t ignore the ones who already know your brand.

Imagine this: a Facebook Ad with a special deal for people who’ve been to your website before. It’s more likely to grab attention than one targeting strangers.

Retargeting is like reconnecting with old friends. It taps into people who already know your business, boosting your holiday sales. It’s about sending personalized ads to folks who’ve checked out your stuff before.

And guess what? Stats say 8 out of 10 customers are more likely to buy when they get personalized experiences.

Now, let’s talk about trust.

Remarketing is like saying, “Hey, we remember you.” Displaying personalized ads isn’t just about selling; it’s about making customers feel seen.
According to Epsilon, personalized experiences make customers way more likely to hit that ‘Buy’ button. And get this: folks who see ads after visiting your website are 70% more likely to buy. So, retargeting isn’t just effective; it’s like having a holiday sales booster!

My advice is to view retargeting during the holidays as more than just a sales tactic—it’s an opportunity to deepen your connection with customers. Beyond personalized ads, consider offering exclusive content or early access to loyal customers. Become the brand that not only sells a product but also creates memorable and valuable experiences, turning one-time buyers into loyal advocates.

3. Poor Checkout Experience

Abandoned carts – the biggest challenge of every online business! Take a peek into the stats to truly grasp the magnitude of this problem.

Don’t lose customers at checkout!

Make buying stuff a breeze. Keep it simple—cut down on the form fields, show progress bars so people know it’s going fast, and say no to slow checkouts.

Let customers buy without signing up, ditch those annoying captcha forms, and get the goodies to them quickly.

If your website checkout is a hassle, it’s like throwing your hard work out the window. No fancy marketing can save you if customers struggle to finish their buys. So, get that checkout in top shape. Less hassle, more happy customers.

Think about adding cool ways to pay or giving the option to check out as a guest. No fuss, just fast shopping fun!

4. Don’t Stop B2b Marketing

During the holiday season, some businesses wonder if it’s a good idea to keep promoting their products or services. Here’s the key point: don’t stop your B2B marketing efforts.

Why wait until Q1 to start your sales efforts?

Don’t wait! Q4 is the perfect time to set the stage for next year’s sales and maybe snag a deal that’s ready to close before year-end. Don’t let your sales momentum take a break.

Concerned that prospects will be unavailable during the holidays?

Think again.

While people might not be jet-setting, they’re at their desks, working, and planning for the coming year. It’s an excellent opportunity to introduce your company and make those cold calls, especially since senior executives are more likely to be in the office.

Worried your sales team will be busy in December?

Sales teams are never too busy for new prospects. Introductions in December can be a welcome change of pace during the end-of-year rush. Take a break from the hustle and spend some time meeting that important executive you’ve been wanting to connect with.

Think it’s all about the bottom line at this time of year?

Don’t let financial concerns in Q4 freeze your marketing programs. Present ROI studies, advocate for your programs internally and secure full-year commitments to your budgets.

5. Not Measuring Your Holiday Marketing Results

If you don’t keep tabs on how your holiday marketing is doing, it’s like driving blindfolded. You need to know what’s working and what needs a tune-up for next year. Skipping this step is like tossing away valuable insights that could totally change your business game.

Use handy tools like Google Analytics, social media trackers, and email stats to figure out how you’re doing. It’s not just about numbers; it’s about getting the scoop on what you rocked at and where you can shine even brighter. After all, numbers talk, and they could be the secret sauce to making your business sparkle.

Remember, the real magic happens when you not only run the show but also know how well it played out. So, dive into the stats, learn, and get ready to ace your holiday marketing game!

Over To You……

Now, equipped with smart insights, it’s time to win at your holiday marketing. Mark those important dates, tailor your approach to your audience, and match it to what you’re selling.

As you gear up for the festive season, remember the shopping trio: Black Friday, Cyber Monday, and Thanksgiving. These are your tickets to big sales, especially in the US.

With online sales hitting $65.3 billion worldwide in 2022, the digital world is your arena. Combine this fact with practical dos and don’ts, and you won’t just keep up; you’ll surpass the holiday competition.

About The Author

Prachi Bisht

She is an avid writer and contemplative soul who finds her greatest inspiration in the quiet moments of life. When not engrossed in writing, she enjoys exploring nature, sipping on a cup of tea, and finding beauty in the ordinary. She believes that the most profound stories often lie in the spaces between words, waiting to be discovered.