5 Trends and Tips to Improve Your Seasonal Campaigns
The holiday shopping season provides marketers with an excellent opportunity to raise brand awareness, generate leads, and enhance revenue. The holiday shopping period, known as ‘the Golden Quarter’, generally begins with Black Friday and ends with post-Christmas deals.
With so many excellent AI tools at our disposal, ecommerce firms have more options than ever to attract new clients and reconnect with old ones, especially as people become more cost-conscious in an uncertain economic situation.
Furthermore, according to the ‘The Future of Retail’ survey, 89% of American consumers believe that browsing for deals, discounts, or promotions online is beneficial, and 75% enjoy it.
To help you make the most of this golden season, check out some of our insider tips and tactics.
Create wish lists:
Many people create lists to aid them with their seasonal buying. It’s human nature to feel a flush of gratification when an item is crossed off. According to Google’s Global Retail Study, 40% of shoppers believe their shopping experience would be improved if businesses provided a Wishlist where they could save things they are interested in. So nearly half of consumers are interested in Wishlist, and it is up to businesses to profit from this.
Plus, if you include a Wishlist or ‘favorites’ feature, you may encourage individuals to join up and target them with relevant email campaigns. Consider IKEA as an excellent example. The Swedish furniture shop understands that customers want to browse and look at possibilities on its website. So, they have a ‘Favorites’ tool that allows users to create lists once logged in. To get people started, the sign-up page simply says, ‘Start organizing your fantasy space’. Remember to make your Wishlist easy to use on mobile devices, as most consumers prefer to browse on the move or when they have some free time. This is especially true given the increase in social commerce.
Top Tip:
Use email to persuade individuals to log in and make a Wishlist or check out their existing one.
The market abandoned items to customers and urge them to save them to a Wishlist. Offer a discount on the item. Customers can share their wish lists with friends and family. Offer gift cards as an alternative to assist fulfill someone’s ‘Wishlist fantasies’ and remove the decision and worry of shopping.
Include Other Holidays Relevant to Your Audience.
From Black Friday to after-Christmas sales, there are several possibilities to reach out to and interact with your target audience, as well as showcase your products or services to a potentially engaged audience. Online purchasing is more personalized, value-driven, and accessible than ever before, allowing you to expand your campaigns beyond Black Friday, Cyber Monday, Christmas, and New Year’s. More than a billion people celebrate Diwali, a five-day Hindu festival that takes place between late October and November.
And in the United States, Thanksgiving is worth looking at on its own, rather than in conjunction with Black Friday, which follows the next day. Take a look at this email promotion for Thanksgiving from No & Lo, a non-alcoholic bottle shop. In Scandinavian cultures, Christmas Eve is the most important holiday event. Millions of people throughout the world celebrate Hanukkah over eight days, while Kwanzaa, an African American festival, culminating in a community feast known as Karamu on the sixth day of January.
Top Tip:
- Create an annual calendar to record major events that occur in your target locations.
- Create content centered on events that are important to your target audience.
- Create compelling, individualized content, and construct product sites for those enjoying these annual events.
Offer deals and discounts:
In Europe and the United States, the last weeks before Christmas Day provide the best internet buying chances. According to Deloitte’s 2023 holiday poll, consumers intend to make this holiday season special by spending an average of $1,652, which exceeds pre-pandemic levels for the first time. However, businesses are also dealing with cost-conscious customers looking to take advantage of this year’s reductions and bargains. Economist Intelligence discovered that, while spending has climbed since 2020, individuals are still being frugal in several areas, such as household items and apparel, while hotels and restaurants have witnessed an increase.
Top tips:
- Use your email lists to target them with targeted offers.
- Offer discounts on popular items or services on social media to increase click-throughs and traffic.
- Do not underestimate the impact of loyalty programs for customer retention.
- Consider referral programs that incentivize current prospects or customers to spread the word and generate new leads.
- Prepare for last-minute buyers by providing incentives such as free or next-day delivery and discounts on eGift alternatives.
Prioritize the user experience.
Shopping online can be a lifesaver for many people over the holiday season, but today’s customers want their experience to be straightforward and fun. And it is your responsibility as a marketer to make that happen.User experience (UX) combines design, consumer interaction, and strategy. It strives to make a customer’s journey as frictionless as possible, with the ultimate goal of converting them. When a person switches from one channel to another, you want to make sure they feel reassured about each one. For example, if customers switch from a social network ad to a custom landing page, would the branding remain consistent?
Does the material correspond to what they read on the initial click? Is there a delay in switching from one channel to another? There is also the problem of data security and privacy. According to The Wall Street Journal, half of consumers are afraid that their devices are subject to security breaches, and 41% are concerned that their devices allow companies or individuals to spy on them. So it is up to you to make them feel safe.
Top Tips:
maximize your performance in generating seasonal internet sales, examine the following factors:
- Use data to acquire insights into what your customers are doing, such as GA4.
- Use A/B testing and heatmaps.
- Optimize your landing page.
- Perform dummy runs as a consumer before launching campaigns to understand the trip.
- Be clear about how and why consumer data is used.
- Help customers understand their options for protecting their data, such as cookies consent on your website.
- Get up to speed on GDPR legislation and other regional rules, such as the CCPA.
- Perform frequent security audits.
Leverage Social Commerce:
With such reach and power, social media is a valuable avenue to use throughout the holiday season. Revenue has steadily increased since social networks such as TikTok and Facebook enabled customers to buy straight from them. Here’s a great example from Fenty Beauty: a Christmas collection of items attractively packed and presented on Instagram. Along with enticing users to visit a URL in the copy, it includes a ‘View Shop’ banner that directs them to the brand’s social shop.
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