Shopper behavior demonstrates that it’s never too early for marketers to start gearing up for the holidays. According to Bazaarvoice, 21% of shoppers begin gift shopping in August, rising to 54% in October. With the last quarter of the year accounting for 25%-30% of annual sales, marketers need to start planning their holiday campaigns earlier than ever before to drive awareness and demonstrate why customers should shop with them.

Make the Customer the Main Focus

Salesforce reports that 80% of customers say that customer experience while shopping is as important as the products and services on offer. Preparing for the holiday season is a vital part of a good customer experience, and proactive service is valued.

Sweetwater, an online music retailer, is a great example of providing value to customers and building trust. Their customer service executives get to know their customers personally, almost like a corner mom-and-pop store, to provide recommendations and technical expertise.

Leveraging customer data and factors like the number of days left to crunch time can help you determine where a customer is in their buying journey and tailor your marketing efforts accordingly. For example, early shoppers are likely to make carefully thought-out purchases, balancing factors like price, discounts, and time to delivery for big-ticket items. Last-minute shoppers are more likely to make impulse purchases and look for bargains.

Omni Channel Presence

Holiday shopping is as serious as it gets. Customers look for items on their laptops, tablets, and mobile phones. They bounce from e-commerce websites and social media platforms to mobile apps in search of their perfect present. Customers aren’t averse to receiving hot (relevant) deals via push notifications, SMS, or email, either, as long as they have consented to such communications. Mobile shopping is particularly important, according to Adobe, with 51.1% of online sales coming through smartphones in 2023.

Marketing campaigns need to leverage the various channels where the target audience prefers receiving their holiday-themed promotions. Social media posts and videos are a great way to reach out with high levels of engagement, with 36% of shoppers in 2023 actively engaging with such posts.

Don’t Ignore Artificial Intelligence

The role of AI cannot be ignored. Generative AI can create personalized promotions, product recommendations, product descriptions, and a whole lot more. It can allow marketers to drive conversions by showcasing personalized offers to customers exactly when they need them.   To do so, however, marketers need to have data profiling, cleansing, validation, and monitoring steps in place. This allows AI to help marketers build rich customer profiles based on behavioral data signals as well as transactional data to create bespoke experiences for their customers.

AI is still new enough to be exciting. Salesforce found that 54% of shoppers are interested in using generative AI for gift ideas. A great AI experience can help increase lead generation as satisfied customers tell their friends.

You can also use AI to help customers with self-service options that can resolve simple issues faster, letting your human customer service agents deal with more complex issues.

Loyalty & Payment Options

The holidays are all about togetherness, and showing customers that their loyalty is valued can go a long way. 63% of customers prefer purchasing from stores where they can earn and redeem loyalty points.  Reward their loyalty by creating personalized offers for their loyal customers.

Payment options are important to customers during the shopping season. Shoppers used the “Buy Now, Pay Later” option heavily on Cyber Monday in 2023, increasing the previous record by a whopping 42.5%. Letting customers know what payment options are available via marketing campaigns can drive conversions.

Post-Holiday Marketing

The period after the holidays is crucial to remind customers why they enjoyed shopping with you. Follow-up emails for reviews, smooth returns, and exchange processes, or even customized discounts will matter. Customer data collected can (and should be) used to drive retention after the holiday rush is over. Consider retargeting campaigns to upsell or remarket products.

Holiday marketing is a mixture of providing value and making the customer feel like they are family. If you need help creating that perfect holiday campaign, 4ThoughtMarketing is here for you. Get in touch with our marketing experts today.

As the holiday season kicks off in full force, marketers have a unique opportunity. Obviously everyone wants to meet their end-of-year goals. But beyond that, holiday marketing offers your team a chance to establish customer relationships that will last long after the new year.

Let’s look at a few crucial steps toward holiday marketing success.

1. Start Early with a Clear Plan

Successful holiday campaigns are made long in advance. Planning early ensures you can develop a consistent theme across all touchpoints, from social media to email. Most importantly, the earlier you get started, the more time you have to test and adjust before the holiday rush begins.

2. Create Eye-Catching Discounts & Time-Sensitive Offers

Consumers are deal-driven during the holidays, actively seeking discounts. Match their sense of urgency with flash sales or week-long discounts. Online-only discount codes or similar offers also help to drive online sales. Not only will these promotions appeal to your current customers, but they can also attract plenty of new ones.

3. Make Gift-Giving Easy with Bundles & Guides

Holiday shoppers are often overwhelmed with choices. Providing curated gift guides or wish lists—whether in email campaigns or as a feature on your website—can ease decision fatigue. These guides should feature popular products segmented by recipient type or interest, making them shoppable with clear CTAs like “Shop Now.” Discounting these gift bundles will also streamline the experience and encourage future purchases.

4. Tap into Nostalgia

The holidays bring a desire for warmth and familiarity. Incorporating nostalgic elements—like vintage design, traditional holiday music, and classic imagery—allows your customers to associate those positive elements with your brand. Try using specific content like sepia-toned photos and traditional holiday elements in your marketing.

5. Build Customer Loyalty Through Personalization

While the holiday season is a great time to attract new customers, loyal ones are often the highest spenders. Personalized holiday emails for loyal customers can strengthen loyalty and encourage repeat purchases. Offer your top customers exclusive previews, special discounts, or even handwritten thank-you notes. These gestures demonstrate appreciation, helping keep your brand top-of-mind as they shop for gifts.

6. Engage on Mobile & Social Channels

With more shoppers shopping on mobile devices and browsing on social media, optimizing both channels is essential. Focus on mobile-friendly shopping experiences with easy navigation and fast checkout processes. Social media, particularly Instagram, Pinterest, and TikTok, offers high engagement potential. Use these platforms to showcase visually appealing content, video product demos, and shareable holiday-themed posts that encourage interaction and sharing.

7. Offer Convenience & Value with Each Purchase

Today’s shoppers are not only looking for deals—they also value convenience. Offering features like free shipping, gift-wrapping, or seamless return policies can set your brand apart. Consider including perks like early access to holiday sales or fast, reliable shipping, as these are especially attractive during a busy season and can reduce the likelihood of cart abandonment.

8. Keep a Close Eye on Metrics

Finally, closely track the performance of your campaigns. Identify and analyze KPIs such as engagement rates, conversion rates, and ROI for specific promotions. Monitoring these metrics allows you to make data-informed adjustments, refine your campaign approach, and maximize your impact in real time.

The Challenge of Holiday Marketing

With a combination of early planning, customer-centric tactics, and thoughtful, authentic engagement, marketers can position their brands for holiday success. Embracing nostalgia, delivering convenience, and investing in loyalty-building strategies will not only drive revenue but also strengthen customer relationships, ensuring that the holiday season is both profitable and meaningful.

Don’t let the holiday season get away from you! Contact us today to get a head start.