We all know that, for many businesses and brands, the holiday season can make or break company profitability for the entire year. But just how important can the year’s last two to three months be to the bottom line?
Consider this: According to statistics, the year’s final quarter of retail sales accounts for, on average:
- Nearly 35% of annual sales for hobby, toy and game stores
- Over 33% of annual sales for department stores
- Nearly 32% of annual sales for gift, novelty and souvenir stores
- Over 30% of annual sales for clothing stores
- And nearly 27% of total annual retail sales.
Of course, at least to some extent, the above-outlined surge in sales is naturally built into the holiday season. But with the right brand planning and tactics, brands and marketers can move the needle even more. If you’re looking to take advantage of the year’s most profitable period for your brand, consider implementing these holiday marketing tips centered around discounts, cadence, and deadlines — all designed to step up your holiday sales even more:
Boosting holiday marketing campaigns: 3 key metrics to track
When it comes to optimizing your holiday marketing campaigns, focusing on the right metrics can make a world of difference. And zeroing in on these three key areas can help your brand drive added success during the most competitive time of the year:
1. Number of purchasers
The number of purchasers is a foundational metric for measuring campaign success. More buyers indicates that your messaging, promotions and targeting are resonating with your audience. Focus on tactics like leveraging limited-time offers, exclusive holiday deals and well-timed ads to entice potential customers and convert them into buyers. Further, consider tapping into holiday-specific influencer collaborations and social media marketing to drive engagement and increase the volume of transactions.
2. Average order value (AOV)
Maximizing your AOV during the holiday season is a great way to boost revenue without needing to increase your customer base. Upsell strategies such as bundling products, offering free shipping over a certain threshold and highlighting gift ideas can encourage customers to spend more. Displaying relevant product recommendations on checkout pages or offering gift-wrapping services for an additional fee can also help you increase your AOV.
3. Retention
The holiday season also offers a prime opportunity to build long-term customer relationships. While new customers are key to growth, retaining them after the holiday season is often even more valuable. Use loyalty programs, post-holiday discounts and personalized follow-up emails to maintain engagement. Building retention strategies into your holiday marketing campaigns can help you ensure that your seasonal successes continue to pay off throughout the year.
Creative holiday marketing ideas that drive results
To stand out during the holiday season, you need creative, cross-channel marketing ideas that capture consumer attention and drive conversions. Here are six proven strategies that can help your brand boost its holiday campaign success:
1. Bundles, kits and “basket builders”
Bundling products into kits or themed baskets encourages customers to buy more, often at a higher price point. Offering complementary items together as “basket builders” taps into the convenience factor — perfect for gift-givers who are looking for ready-made solutions. And creating holiday-specific bundles such as themed gift sets or product pairings can add ease and speak to your target audience’s specific needs.
2. Coherence across multiple channels
Delivering consistency across all of your marketing channels is essential. Ensure that the same sales, promotions and messaging are synchronized across organic social media, paid ads, PPC, SEO strategies and marketplaces like Amazon. This multi-channel cohesion helps reinforce your messaging and makes it easier for customers to engage with your brand no matter where they interact with it.
3. Gift guides
Gift guides simplify the buying process for consumers, especially during the holidays when many are seeking inspiration. Curate guides tailored to specific audiences (e.g., “Gifts for Her,” “Tech Gifts Under $100”), and promote them across your website, social channels and email newsletters. These guides not only provide value but also serve as a subtle sales funnel for products you want to highlight.
4. Social media roundups
Social media roundups are a great way to showcase the most engaging and relevant content from your brand or from your customers. Curate collections of user-generated content, influencer posts or standout campaign moments and share them as holiday highlights. These roundups boost engagement and provide social proof while creating a sense of community around your brand.
5. Testimonial videos
Testimonial videos can help your brand build trust and provide consumers with validation during the buying process. Showcase happy customers or influencers reviewing your products as the perfect holiday gifts. These videos can be featured on your website, social media and in email campaigns, helping to drive conversions through authentic and relatable content.
6. How-to’s
“How-to” videos and blog posts that guide customers through the process of using your products make great holiday marketing content. Whether it’s a tutorial on setting up a new gadget or creative ideas for using your brand’s products as gifts, these guides provide value to your audience while subtly promoting your offerings.
Layering sales for maximum impact
Creating tiered sales offers can help your brand boost engagement, conversions and customer satisfaction during the holiday season. By layering your promotional tactics, you cater to different buying motivations and encourage repeat purchases. Here are five ways to strategically layer your sales for optimal results:
1. 20% off or up to $75 off
Offering a percentage discount alongside a dollar-based incentive (e.g., “20% off or up to $75 off”) gives customers the freedom to choose the best deal for their needs. This flexible approach can attract a wider range of buyers, from smaller purchases to higher-ticket items.
2. 25% off works better than $75 off
When targeting mid-range purchases, a 25% off promotion often outperforms a $75 off offer because customers perceive the percentage as a greater value. Use percentage-based discounts to maximize the perceived savings, particularly on items priced under $300.
3. Early-bird sale with free gift
Create urgency with early-bird sales that reward early shoppers with a free gift. This incentivizes immediate action, helping you capture sales early in the holiday season while also fostering goodwill. The promise of a bonus item can increase average order value (AOV) and lead to more substantial holiday revenues.
4. Special bundle + order bumps
Special product bundles paired with order bumps (small add-ons suggested at checkout) can significantly increase AOV. Customers are already in a buying mindset, and offering them a small, relevant addition to their order — like gift wrapping or an accessory — can boost the final purchase amount without feeling pushy.
5. Rotating deal of the day
Introduce a sense of excitement with rotating “deal of the day” promotions. Changing your featured deals daily encourages repeat visits and purchases from customers looking for the best discounts. These limited-time offers also create urgency and can help you move inventory quickly while driving up your overall sales volume.
5 key holiday season sales to drive revenue
Timing your promotions strategically throughout the holiday season can help you maximize sales and keep customers engaged. Here are five essential sales events to consider integrating into your holiday marketing plan:
1. Prime Early (October)
Kick off the holiday shopping season with an early Prime Day-style sale in October. This type of event is designed to capture early-bird shoppers who want to get a jump on their holiday purchases. Offering discounts on best-selling products during this time allows you to secure revenue ahead of the busiest months while also creating buzz for the upcoming season.
2. Early BFCM (Black Friday/Cyber Monday)
Leading up to Black Friday and Cyber Monday (BFCM), consider running an early BFCM sale. Offering pre-holiday discounts in mid-November allows you to tap into consumer excitement early. This can alleviate pressure from the traditional shopping days and encourage customers to make purchases without waiting for the rush, giving you an advantage over competitors.
3. BFCM
The cornerstone of holiday sales, Black Friday and Cyber Monday are must-haves in your campaign strategy. These events typically draw the largest crowds of deal-hungry shoppers, so make sure to promote significant discounts and exclusive offers. Ensure your BFCM promotions are well-publicized and include a multi-channel approach to reach the widest possible audience.
4. Green Monday
Green Monday (the second Monday of December) is an often-overlooked but highly valuable sales event. It’s the last major online shopping day before shipping deadlines hit, making it a perfect opportunity to capture last-minute shoppers. Use Green Monday to promote quick-ship products, offer expedited shipping options, and provide strong incentives for customers looking to complete their holiday shopping.
5. NYE Sale (Countdown From Christmas)
Keep the momentum going after Christmas with a New Year’s Eve sale that counts down the days between Christmas and New Year’s. Whether you’re clearing out inventory or promoting new arrivals, offering special deals leading up to New Year’s Eve can drive post-holiday sales and help you start the new year with strong revenue.
See your seasonal marketing efforts surge — with help from Brandon
Could your business use the assistance of a team of expert marketers to help you get ahead of the competition this holiday season? As a fully integrated marketing firm, Brandon can cover all of your brand’s marketing needs, including social media, email marketing, creative, SEO, analytics, media, public relations, brand strategy, web design, e-commerce and beyond. To learn how you can put our seasoned team of marketing professionals to work for your business, contact us today.