Preparing for the holidays as a business takes more than just tinsel and bright lights. To engage customers and connect with consumers your holiday campaign must be well-designed and well-executed. The marketing strategies your business chooses to implement during the holidays can have a HUGE impact on the next 12 months–small retailers and business owners can earn 50% or more of their total annual sales during the holiday shopping period between Black Friday and New Years Day. What can your business do to make the most of its holiday marketing efforts? And what are some marketing mistakes your business needs to avoid? In this three-part series on holiday marketing tips, we’ll discuss both. 

HOLIDAY MARKETING TIP#1: DON’T BOMBARD OR OVERWHELM YOUR CUSTOMERS 

The holiday season is a crucial time for businesses to increase sales, improve customer retention, and boost engagement, but you don’t want to chase consumers away by spamming them with never-ending emails or messages. Yes, the holiday season is a great time to send emails, push notifications, and post social media promotions, but don’t overdo it. Over-emailing customers is an easy way to wind up in your subscriber’s junk folder. The same goes for bombarding your followers on social media. 41% of consumers disliked text from a brand or retailer when walking by a store. 40% disliked mobile notification after walking by a store. Holiday burnout is a real thing for consumers, so make sure you handle these relationships properly. The last thing you want to do is annoy customers and devalue your brand. 

HOLIDAY MARKETING TIP#2: DO REACH OUT TO YOUR CUSTOMERS

That being said, DO remind customers of upcoming deals and promotions. Capture the attention of holiday buyers with a thoughtful, personalized message, and multi-channel holiday offers. 91% of consumers are more likely to shop with brands that recognize, remember, and provide relevant offers and recommendations. 51% of consumers want retailers to communicate with shoppers every step of the way during the shopping process.

Send emails that include eye-catching visuals to highlight important messages. Add social sharing buttons to attract new subscribers. Offer contests and giveaways on social media, and make sure to target specific consumer groups to make the experience feel more personal. Avoid generic, brand-centric emails and focus instead on delivering relevant offers and something extra. Use your consumer incentives program to let them know you care. Consumer attention span during the holidays is lower than usual–there is a lot going on–so make your messages short and to the point. This holiday season, make your brand and your messages stand out!

HOLIDAY MARKETING TIP#3: DON’T FORGET ABOUT ONLINE SALES & MOBILE 

In 2018, Cyber Monday was the largest online shopping day in US history, with spending reaching nearly $8 billion. During Cyber Weekend, 78% of e-commerce businesses saw sales grow 30% compared to the previous year, with some brands seeing a 50% growth in revenue. Online sales on Black Friday increased 24% to $6.2 billion, with more than $2 billion coming from smartphones. 33.5% of total sales were attributed to mobile, up from 29% in 2017. The average order value also increased by 8.5%.

62% of consumers think it’s important to have their smartphones with them as they shop. 41% of shoppers spend over half the time they’re in stores on their phones. Make sure your holiday marketing campaign is mobile-optimized. Promotions, quick access to loyalty programs, product recommendations, and other personalized offerings are a great way to keep their attention. On the other hand, a sloppy online shopping situation can turn away buyers. A streamlined online shopping and payment experience during the holiday rush will ensure that you keep your customers happy and your conversion rates high.

HOLIDAY MARKETING TIP#4: DO OFFER A DIGITAL SHOPPING & PAYMENTS EXPERIENCE THAT STANDS OUT

Online shopping is a BIG deal: 

• 80% of shoppers say they are “highly likely” to shop online for holiday gifts. 
• 53% say they will purchase most of their gifts online.
• 80% of smartphone users are more likely to purchase from companies with mobile sites or apps that help them easily answer their questions. 
• 89% of people are likely to recommend a brand after a positive brand experience on mobile. 
• Consumers are 62% less likely to purchase from a brand in the future if they had a negative experience on mobile.

Companies that cater to mobile-enabled consumers can expect to see a rise in business sales during the holidays. Mobile wallet apps that provide flexibility and incentives to consumers can make a big difference. Prepaid is often the preferred payment method for consumers looking to build rewards in mobile wallets. Consumers who use mobile payments are more than twice as likely than average to buy virtual prepaid cards and receive them through a mobile app. Virtual cards offer instant delivery and allow consumers immediate access to funds.

Tune in next week for Part 2 in my series on holiday marketing tips!