Let the holiday shopping begin! Q4 is key for most businesses as it includes some of the largest sales of the year. From Black Friday to Boxing Day, it’s essential to capitalise on this increase in sales from beginning to end.
This period of shopping is a golden opportunity for businesses to connect with their audience, increase sales, and create lasting impressions. However, with the abundance of campaigns and promotions flooding every platform, it’s crucial to stand out and make a meaningful impact.
Here are our essential holiday marketing tips to help your business shine during the busiest—and most competitive—time of the year.
1. Promote “Last-Minute” Deals
We all know someone who waits until the very last minute to buy gifts. Offering special deals or extra incentives for last-minute shoppers can drive additional sales towards the end of the holiday shopping period. While these sales may be last minute, it’s still important to plan them well in advance and integrate them into your holiday marketing plan.
When running these sales, it’s important to highlight expedited shipping options, in-store pickup, or digital gift cards that can be delivered instantly.
2. Run Holiday Themed Promotions & Flash Sales
Everyone loves a deal no matter the time of year. Dive into the holiday spirit and create promotions and campaigns around the holidays. You could keep it simple with various flash sales of best-selling gift ideas or lean into different holiday themes like the “12 Days of Christmas.”
For the past two years, Le Creuset has held a 12-day holiday gifting campaign across all of their platforms (Ads, email, and social media) which has proven successful.
If you want some more insider secrets, check out our other successful strategies in our Le Creuset marketing case study.
3. Create Special Holiday Bundles
Consumers love ease and convenience, especially around the holidays. Creating special holiday bundles or gift sets makes gift-giving even easier and is a great way to highlight a variety of products at once. Pairing popular best sellers with new arrivals is a great way to increase exposure and grow product awareness.
4. Highlight Gift Ideas
Create and promote holiday gift guides tailored to various segments across all channels.
Some ideas include:
- Gifts for Him
- Gifts for Her
- Gifts under $50
- Stocking Stuffers
Categorized guides simplify decision-making for buyers overwhelmed by choices.
5. Offer Gift Wrapping Options
Every year, online holiday shopping increases. Large online retailers, like Amazon, offer gift-wrapping services. Customers love this added convenience, as it saves them time, allows them to send gifts directly to the recipient, and saves on shipping costs.
6. Offer Extended Returns
What’s worse than receiving a gift you hate? Receiving a gift that doesn’t fit and having no time to exchange it!
Offering extended returns around the holidays minimises stress around gifting, as the purchaser knows that gifts can be returned or exchanged with enough time.
As holiday shopping starts earlier and earlier each year, it is also important to start this extended returns period earlier. You could also offer extended returns with a gift receipt only or for members, as an incentive to sign up to mailing lists.
7. Plan and Promote Holiday Content
Keep your audience engaged with festive content and advertisements. To increase engagement, create social and email content based on the holiday season. This could include gift ideas, holiday promotions, and more.
It is also important to make festive ad creatives. Design ads that spark curiosity and interest in holiday shopping with festive elements such as holiday wrapping or other holiday icons.
8. Focus on Gift Cards
Gift cards can make the perfect last-minute gift, giving picky recipients a more flexible option, or could be used as company gifts, among other uses!
Promote gift cards across your marketing channels and emphasise that they make a perfect gift for those hard-to-shop-for loved ones!
9. Optimise for Last-Minute Search Traffic
Shoppers often turn to their preferred search engines to find gifts and deals as the holidays approach, it’s essential to capture this traffic as it can lead to significant sales.
Optimise your website and search campaigns for holiday-related keywords such as:
- Gift ideas for her
- Last-minute gifts
- Fast shipping available
- Guaranteed holiday delivery
This will ensure that your ads and website highlight urgency and will show up for this demographic of shoppers.
10. Engage in Post-Purchase Marketing
The Black Friday & Holiday Shopping periods bring in many new customers for your brand, and it’s important to retain these customers to drive repeat business.
One of the best ways to do this is through email marketing. Leverage email marketing to build customer relationships and provide additional value to your customers.
Some ways you can provide additional value include offering:
- Complementary products: Cross-sell items that match previous purchases.
- Early access to sales: Reward new subscribers with VIP perks.
- Exclusive sales and discounts: Give loyal customers dedicated offers.
- Educational content: Share usage guides, styling tips, and product care.
Email is also great for sharing information with engaged customers about product launches, sales, and more.
If you don’t already have an email welcome flow, adding one before the holiday period would be a great start. Check out our welcome email benefits guide for actionable tips.
As the holiday season approaches, your marketing efforts should reflect the spirit of the season—captivating, generous, and thoughtful. By implementing these holiday marketing tips, you can enhance customer engagement, boost sales, and foster brand loyalty during one of the most competitive times of the year.
Remember, the key to standing out is not just in offering great deals, but in creating memorable and meaningful experiences for your audience. Stay creative, stay authentic, and make this holiday season your most successful one yet!
