2024 Holiday Marketing Essentials for Business Owners
As a business owner, you know the holiday season isn’t just about celebrations—it’s a critical time for driving sales and strengthening your brand. In 2023, Australians spent $361 billion on retail goods, with $63.6 billion of that spent online (Australia Post). As consumers increasingly turn to online shopping, this holiday season presents a prime opportunity to maximise your sales. Let’s explore how you can make the most of this festive period and ensure your business shines.
1. Plan Ahead: Your Holiday Calendar is Key
Be proactive! Don’t wait until December to start thinking about your holiday strategy. Get ahead of the game by mapping out a detailed calendar that covers all the key shopping dates. It’s not just about Christmas—think Halloween, Black Friday, Cyber Monday, and Boxing Day. Each of these days is a golden opportunity to boost your sales.
Did you know that over a third of Australians (32%) begin their holiday shopping before the last quarter of the year, with 11% starting as early as April to July (Shop Association ANZ)? Planning early gives you time to strategise, fine-tune your campaigns, figure out your promotions, and avoid the last-minute scramble. So, grab that calendar and start pencilling in those dates!
2. Why Holidays Are a Big Deal in Digital Marketing
Holidays aren’t just about the festivity; they’re a powerhouse in the world of digital marketing. Here’s why:
- Heightened Consumer Engagement: During the holidays, people are actively looking for gifts, deals, and ways to celebrate. In fact, 32% of Australians begin their holiday shopping before the last quarter of the year (bandt.com), showing how engaged consumers are with ads and promotions during this time, making it an ideal moment to connect with your audience through targeted, timely campaigns.
- Increased Traffic and Sales: The festive season brings a surge in online activity as people search for deals and spend more. In 2023, Australians spent $63.6 billion online, highlighting the potential for significant sales growth during this period when paired with strategic promotions.
- Boosted Brand Visibility: The holiday season is a prime opportunity to enhance your brand’s visibility. Through festive-themed ads and special promotions, you can make your brand stand out, ensuring it’s memorable during this peak shopping period.
Understanding these dynamics can help you craft campaigns that hit the mark and drive results during this crucial time.
3. Create Festive Content
The holiday season is all about spreading cheer—and your content should reflect that. Here’s how you can create content that resonates with your audience:
- Thematic Visuals and Branding: Give your social media profiles a holiday makeover with festive banners, profile pictures, and cover images. A little visual flair can go a long way in setting the mood.
- Storytelling and Emotional Connection: Share heartwarming stories, nostalgic moments, or user-generated content that captures the spirit of the season. Encourage your followers to share their own holiday stories related to your brand.
- Countdowns and Sneak Peeks: Build anticipation by counting down to special holiday deals or product launches. Sneak peeks of upcoming promotions can keep your audience excited and engaged.
For example, each year during the holiday season, Amazon runs a highly successful campaign featuring their “12 Days of Deals.” Each day offered limited-time discounts on different product categories, driving significant daily traffic and increasing sales. This strategy works well because it creates a sense of urgency and excitement, encouraging repeat visits as customers check back each day for new deals. It also helps spread out sales over multiple days, reducing the pressure on inventory and logistics, while keeping customers engaged with the brand throughout the holiday season. You can read more about it here: https://pay.amazon.com/blog/for-shoppers/12-days-of-deals
How Small Businesses Can Adapt: You don’t need Amazon’s massive scale to make this strategy work for you. Instead, consider running a “5 Days of Deals” or a “Holiday Countdown” campaign. Each day, offer a special discount on a different product or service. This creates excitement and gives customers a reason to keep coming back. Plus, it helps you manage inventory and spread out sales over several days, making the holiday rush more manageable. It’s an easy, effective way to engage your audience and boost sales without overwhelming your resources.
Another great idea is to feature your Christmas menu specials, especially if you’re in the hospitality business. This approach can showcase your expertise, engage your community, and create a warm, festive connection with your audience. For example, St. Ali’s Christmas content is a great example of how to capture the attention of last-minute shoppers. In their posts, they directly address those in need of quick gift ideas, promoting their curated range of thoughtful provisions. By emphasising convenience and quality, they cater to the urgency of the season. Additionally, their post about being open on Christmas Eve with a special holiday-themed treat highlights availability and adds a festive twist. These posts effectively combine urgency with enticing offers, making them highly engaging and relevant during the holiday season.
Links to posts:
View this post on Instagram
View this post on Instagram
4. Run Special Campaigns and Contests
Holidays are the perfect time to get creative with your campaigns and contests:
- Holiday Giveaways and Sweepstakes: Who doesn’t love a good giveaway? Organise contests that get your audience involved—think holiday-themed photo contests, caption competitions, or challenges that tie into your products.
- Exclusive Offers and Discounts: Create limited-time offers or bundles that are too good to pass up. Use urgency to encourage quick decisions and boost sales.
- User-Generated Content (UGC): Get your audience to create and share content featuring your products. Share this UGC on your social channels to build community and authenticity.
The holidays are the perfect time to get creative with your marketing campaigns and contests. Myer’s approach is a great example of how to mix exclusive offers with a meaningful cause. By offering their Charity Bear, where 5% of sales go to support children in need, they’re not only driving purchases but also fostering goodwill among their customers. Additionally, their promotion of “Festive Fragrances” with attractive visuals and limited-time availability encourages quick decisions, enhancing sales. These strategies leverage urgency and emotional connection, making them highly effective for holiday engagement. Plus, by integrating user-generated content or hosting holiday-themed contests, you can further amplify your brand’s reach and create a community-centred festive atmosphere.
Link to posts:
View this post on Instagram
View this post on Instagram
5. Don’t Forget Retargeting
Not everyone will buy on their first visit, but that’s okay! Retargeting ads are a great way to bring them back and stay top of mind. Set up campaigns that remind visitors of the products they’ve viewed or the items left in their carts. Sometimes, a gentle nudge is all it takes to close the sale.
And don’t forget to send out email reminders for abandoned carts. A small discount or free shipping offer can be the perfect incentive to complete the purchase.
6. Monitor Performance and Be Ready to Adapt
As your campaigns roll out, keep a close eye on how they’re performing. Use analytics to track key metrics like conversion rates and return on ad spend (ROAS). The holiday season moves fast, so be ready to pivot if something isn’t working as expected.
After the holidays, take some time to review what worked and what didn’t. These insights will be invaluable for planning your next big campaign.
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Wrapping Up
The holiday season is a time of opportunity, and with the right preparation, you can make 2024 your best year yet. From planning ahead and creating festive content to running special campaigns and engaging with your audience, every step you take now will pay off when the holiday rush hits. At Conversion Digital, we’re here to help you navigate the season with confidence and creativity. Let’s work together to make this holiday season a success for your business.
