Why (& How) to Market During the Holidays

The holiday season is a golden opportunity for businesses to connect with customers, boost sales, and reinforce brand loyalty. It's not just about the festive spirit—this is a time when consumers are actively seeking out products, services, and deals. However, breaking through the noise of holiday marketing requires understanding both the “why” and the “how” of holiday shopping behavior.

In this blog, we’ll dive into why marketing during the holidays is critical, supported by statistics that paint a clear picture of consumer habits, and explore actionable strategies to capitalize on these trends effectively.

Why Holiday Marketing Matters

1. Shoppers are in Buying Mode

The holidays bring heightened consumer activity. A staggering 60% of U.S. shoppers plan to spend over $250, with 80% influenced by something they see online before making a purchase. This highlights the importance of being present across digital platforms to capture these buying intentions. Shoppers are actively researching, comparing, and deciding, making your marketing efforts crucial to influencing their decisions.

2. Social Media Is a Key Shopping Platform

Different demographics gravitate toward specific social media platforms for holiday inspiration. For example, 56% of Gen Z uses TikTok to discover gift ideas, while 38% of Boomers turn to Facebook. Crafting platform-specific content ensures your business connects with its target audience. For Gen Z, this could mean short, visually appealing TikToks, while Boomers might prefer more detailed and informative Facebook posts.

3. Savings Events Are Huge

Events like Black Friday and Cyber Monday dominate holiday shopping. 81% of consumers participate in these mega-sales events, drawn by steep discounts and exclusive deals. Businesses that align their marketing with these events can capture a massive share of holiday spending.

How to Market During the Holidays

1. Emphasize Shopping Influences

Understanding what drives holiday purchasing decisions allows you to tailor your marketing efforts. Factors like price, sales or discounts, free shipping, fast shipping, online pick-up, and easy returns consistently top the list. Highlight these benefits prominently in your campaigns, whether through ads, emails, or on your website, to appeal to value-conscious consumers.

2. Create Urgency with Deadlines

Time is of the essence during the holidays. Highlighting shipping deadlines in your ad copy motivates shoppers to act quickly. Messaging like “Order by [date] for guaranteed Christmas delivery” or "Offer ends [date] can create urgency and drive conversions.

3. Harness the Power of Email Marketing

Email remains a powerful holiday marketing tool. During Christmas, 68% of holiday shoppers pay more attention to company emails, making this channel a valuable way to share promotions and updates. However, keep your emails mobile-optimized—42.3% of shoppers delete emails that aren’t mobile-friendly.

While 77% of small businesses see click-through rates ranging from 1% to 10%, businesses with well-crafted email content report click-through rates of 6% or more. Plus, 40% of people who click on an automated email end up making a purchase, proving the direct sales potential of this channel.

4. Don’t Ignore SMS for Abandoned Carts

SMS marketing is a rising star, particularly for abandoned cart follow-ups. While only 3.2% of consumers click on cart abandonment emails, 36% engage with SMS messages. Including personalized messages and exclusive offers in your SMS strategy can make the difference between a lost sale and a happy customer.

5. Leverage Festive Branding

Update your branding to reflect the holiday spirit. Incorporate festive colors, themes, and imagery in your logo, website, emails, and social media profiles. This creates an emotional connection and reinforces the seasonal appeal.

6. Provide Flexible Payment Options

Offering options like Buy Now, Pay Later (BNPL), or installment plans can make high-value items more accessible during the holidays, encouraging shoppers to complete their purchases.

7. Focus on Holiday Customer Care

The holidays often come with increased customer inquiries and complaints. Meeting shoppers where they are is crucial—66% of consumers ranked Facebook as their top choice for customer care on social media. Offering responsive and empathetic support through social platforms can build trust and convert frustrated customers into loyal ones.

8. Tap into Local Marketing

Highlight your connection to the local community with messages like “Shop Local” or “Support Small Businesses.” Participate in local holiday events or markets and emphasize your role in the community.

9. Optimize for Mobile Shopping

Ensure your website is mobile-friendly and offers a seamless shopping experience. Many holiday shoppers browse and purchase on their phones, and a clunky mobile experience can lead to lost sales.

10. Showcase Social Proof

Share customer testimonials, reviews, or user-generated content to build trust and influence holiday shoppers. Highlighting satisfied customers and their experiences can encourage hesitant buyers to act.

11. Plan a Post-Holiday Campaign

Conclusion 

The holidays represent a critical time for businesses to maximize their impact. With consumers actively searching for deals, engaging on social platforms, and responding to personalized marketing, the season offers endless opportunities to drive sales and deepen customer relationships. By understanding holiday shopping habits and implementing strategies like mobile-friendly email campaigns, responsive customer care, and urgency-driven messaging, your business can thrive in the festive frenzy.

Take advantage of the holiday buzz—start planning your marketing campaigns today!