No matter what time of year it is, the holidays are always just around the corner for small businesses. For many businesses, the holiday season represents a large portion of annual sales, so preparing early and carefully can make a big difference.
The holiday season brings fierce competition, but it also presents an opportunity to acquire new customers. According to the National Retail Federation, online sales during the 2021 winter holidays totaled $218.9 billion, while in-store sales reached a record $667.8 billion.
Find out how small businesses can increase their holiday sales and have the best season ever.
Holiday season marketing strategy
Follow these 13 tips to maximize your holiday earning potential.
1. Decide what discounts to offer.
American consumers are savvy shoppers. They know that businesses are competing for customers and are always on the lookout for discounts and sales.
Plan your strategy early and brainstorm ways to appeal to your customers' desire for great deals. For example, he might offer one valuable discount to attract bargain hunters, or he might plan a series of short-term promotions that change weekly to incentivize shoppers to return. You can also use discount codes to increase your e-commerce sales.
Although they cost nothing to distribute, digital coupons can increase customer engagement and retention among current and past customers.
2. Provide gift suggestions.
As the holiday season approaches, customers' lives become even busier. Consider making your holiday shopping easier by preparing an email marketing campaign that includes gift ideas. Include a call to action like “Buy Now” and a shoppable link that takes customers directly to the product page on her website.
Personalize gift suggestions based on previous purchases, introduce unique gift suggestions, and show you how to combine multiple items into one perfect gift. As a bonus and incentive, we offer discounts on gift bundles.
3. Express your gratitude in advance.
Instead of waiting until the traditional Christmas or Hanukkah card-giving season, stand out from the crowd by sending thank you cards to your loyal customers on Thanksgiving. An unexpected thank you card can give your customers a real sense of appreciation and will ensure you get top of mind when shopping for family and friends.
4. Feel the nostalgia.
The holiday season is wrapped in the glow of childhood and magical memories. It was a time when snow was falling and Santa Claus was real. Why not design a marketing campaign that taps into holiday nostalgia?
Consider using black and white photos, old-style fonts, and nostalgic photos from the past. Whether you're planning an in-store display or an online landing page, this year's campaigns are likely to go in a nostalgic direction.
Evoking nostalgia deepens customers' emotional connection to your brand, increasing their affinity for it.
5. Focus on customer loyalty.
You want to attract new customers, but don't ignore your loyal shoppers. According to Annex Cloud, repeat customers account for nearly two-thirds of his sales, so it pays to stay connected with them.
Take advantage of the opportunity to offer special gifts to your best customers, including valuable discounts and exclusive sneak peeks at new products. You can also go old-school and send handwritten holiday cards to your loyal customers in the mail. This strategy grabs your customers' attention and shows them that you care.
According to data from Clarus Commerce, customer loyalty is valuable. According to data from Clarus Commerce, 81% of consumers shopped at a brand during the 2021 holiday season because they were part of a loyalty program, and 61% joined a loyalty program to receive a discount. did.
6. Get the most out of mobile.
SMS marketing and mobile marketing have become increasingly important for e-commerce over the past few years. Adobe found that during the 2021 holiday season more than $88 billion in sales were generated via mobile devices. And in his six days of Thanksgiving, December 18th, December 19th, Christmas Eve, Christmas Day, and the day after Christmas, more than half of his online sales were made on mobile his devices.
Create mobile-friendly email marketing campaigns and optimize your online store for mobile devices. If you decide to use her SMS messaging via text for your holiday marketing, your customers can easily click a link and go directly to your product page on their mobile phone.
7. We offer free shipping.
When selling online, free shipping is the best special offer you can offer year-round. However, free shipping is very important if you are aiming for strong sales during the holiday season.
Consider offering free shipping on all holiday purchases and make sure your customers know about it. Feature your free shipping offer in your marketing emails and display it prominently throughout your online store.
To reduce abandoned e-commerce carts, send automated emails to your customers offering free expedited shipping.
8. Get in the holiday spirit.
Consumers don't just buy gifts. They also want a holiday feel. Update your window displays, homepage, and landing pages with warm holiday scenes and lots of sparkle.
Consider offering holiday gift wrapping services both in-store and online, or consider selling special, limited edition items that are only available during the holiday season. If your company does charity work during the holiday season, include photos on your social media feed to let customers know you're not just paying lip service to the holiday spirit.
9. Leverage niche social media channels.
You're probably already using social media marketing on Instagram and Facebook, but have you considered other channels? Social media networks like Quora, Reddit, and Pinterest don't get as much attention. It has millions of loyal users waiting for your content.
For example, marketing on Pinterest is a great holiday strategy because people come to the Pinterest social platform to plan and make purchases. Choose niche social channels that fit your product and plan special marketing and advertising efforts.
10. Turn to video marketing.
Video is increasingly being used to grow brands. Consumers love behind-the-scenes videos about their favorite brands and businesses.
This holiday season, give your company a peek into what's involved in preparing your business for the holidays by asking your employees to share their favorite holiday memories and giving your customers a peek into what's involved in preparing your business for the holidays. Show your human face. Cute or funny holiday marketing videos are a great opportunity for non-product related businesses to take advantage of the holiday season.
Video can go a long way in establishing brand authenticity, a requirement in today's marketing, especially if your customer base includes millennials who prioritize experiences over products.
11. Holding in-store events.
Despite the increase in online purchases, consumers still prefer to shop in-store during the holiday season. According to a Mintel survey, 94% of Americans who said they shopped or planned to shop during the holiday season last year shopped in-person, compared to 83% who planned to shop online. reported being most likely to shop.
When customers come into your store, greet them with something special like free hot cocoa, entertainment, or product demonstrations to entice them to buy.
12. Take advantage of Small Business Saturday.
Small Business Saturday 2022 was November 26th. This is your opportunity to showcase your products and show that purchasing from you supports our community. More than one-third of U.S. adults holiday shopping said they plan to shop local or buy from small businesses to support their local communities, according to CNBC data.
13. Become a partner in vacation planning, hosting, and gifting.
The holiday season can be stressful as we plan and host festive meals, holiday parties, and more. Reduce stress for your customers by providing content, products, and services that lighten their load.
One example is alcohol delivery service Drizly. The company provided white glove services for holiday events such as recommendations and deliveries. Free gift wrapping can also take some of the stress off your customers.
