Holiday Marketing Tips (1)

Summer brings sunshine for everyone and lengthy holidays for many students, but it also means longer hours for retail marketers finishing their Christmas plans.

To make the most of the increasingly popular and lucrative Christmas shopping, retailers typically finalise their Christmas plans in the heat of the summer. For those still Googling for last-minute inspiration to set this year’s Christmas season apart from last year’s, we’ve collected 18 of our best tips.


1. Start planning for Christmas early.

According to research, 40% of consumers begin their Christmas shopping by Halloween, which means your campaigns should launch by mid-October. This spreads awareness of your brand for Cyber Monday and the rest of the Christmas season.

2. Avoid creative fatigue.

Ad fatigue happens when customers have been exposed to the same message one too many times and no longer “see” the ad. To keep your ads looking distinct and fresh, update your creative once or twice a month. Refreshing ads requires low-effort changes, like tweaking old concepts with new colours, buttons, borders, or images.

3. Use last year’s data.

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Take a look at last year’s Christmas campaign and sales figures. What products were the most popular? What had better ROI, email or display ads? Campaigns that use data improve their marketing ROI by 15–20%. Looking at your data will help you focus your attention on your highest-performing channels and highest-converting customer bases.

4. Make sure tools are in place before code freeze.

Most digital properties lock down their marketing tools and web code during Christmas to prevent bugs from ruining sales during the busiest season. Place all the elements you need for Christmas before the chill takes effect.

5. Use social media.

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Facebook and Instagram are no longer just brand-awareness channels. These platforms drive real, measurable sales for companies. Use well-lit, high-quality Christmas images to grab your customer’s attention, and then seal the deal by driving them to your site using one of Instagram or Facebook’s many call-to-action buttons.

6. Let your film reels roll.

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Can’t wait to show off your snazzy Christmas ad? Shoppers who view video are almost 2x more likely to purchase than non-viewers. Add videos to your social media accounts to demonstrate your products in action.

7. To catch a customer, think like a customer.

Identify your target audiences and create content they’ll like. Your audience doesn’t log in to Facebook or surf a website to see ads. Have fun with your Christmas campaigns.

8. Use segments to personalise your ads.

This year over 90% of marketers plan on personalising their campaigns. If you’re retargeting this Christmas, personalise your ads by segmenting your audience into different groups based on the products and pages they view on your site. Try a segment for flagship discounts or special offers to retarget and convert more shoppers.

9. Attention small businesses, take advantage of local awareness ads.

An estimated 80% of consumers will shop at brick-and-mortar stores over Christmas. Facebook local awareness ads are a great way for small- and in-store-focused businesses to target only customers that live within—or visit—their local community. Think of it like local newspaper advertising, but with the ability to reach customers on their desktop and mobile devices.

10. Retailers, consider Pinterest for your campaigns.

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Pinterest drives a higher average order value than any other major social platform, including Facebook and Google. In fact, 59% of Pinterest users have bought something during Christmas that they saw on the site.

11. Get ready for Cyber Monday and Retargeting Tuesday.

Nearly 75% of consumers say that sales or price discounts help them decide where they shop. Discounts are the most frequent Black Friday and Cyber Monday sales strategies; however, the bigger win is driving all those users back to your site on Retargeting Tuesday.

12. Create a gift guide.

Create a gift guide to showcase the varied products and services that you offer during Christmas. Don’t forget to be creative with how you display your products. Many buyers are unsure of what to buy and want recommendations. The more unique and thoughtful your gift guide, the more likely that potential customers will stop and take the time to shop for more of your products.

13. Mobile optimise your site.

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Make sure your site is setup for mobile shoppers. By the end of 2016, mobile devices are set to make up 33% of eccomerce sales. Make sure your site is mobile optimised and can handle all the extra traffic you expect to get. This is crucial to marketing success as a whopping 79% of shoppers who have trouble with a website’s performance say they will not return again.

14. Use Christmas imagery and creative.

Spruce up your ad creative, landing page, and site navigation for Christmas. Incorporate a wreath, snowflakes, and other Christmas imagery. It’s important to demonstrate that you are in the Christmas spirit and are excited about the festive season.

15. Use discounts to create urgency with shoppers.

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Stress the importance of short-term and once-in-a-year sales. Marketers should be clear about discount deals and when they expire. In 2013, 92% of consumers used voucher codes and 57% of shoppers say they would not have made a purchase if there was no voucher.

16. Fill customer stockings using dynamic creative.

Dynamic creative is a technology that serves unique ads to customers based on the actions they took on your site. If your company has a variety of products or pricing models, you can use dynamic creative to target those segments with ads relevant to them. This helps keep your brand top of mind for customers who may not have been ready to convert the first time around.

17. Plan for an increase in site traffic.

Work with the team that oversees your website to ensure your pages will be able to handle the increase in traffic. Studies show that 47% of people expect a page to load in two seconds or less.

18. Use a clever subject line to increase open rates.

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Long gone are the days when calling out a discount in an email subject line was enough to pique your customer’s interest. During the fourth quarter, 83% of retailers sent generic Christmas or winter-themed campaigns. Test shorter subject lines that focus on a common pain point your products can help solve to break through the noise.