The busiest shopping season of the year is upon us. Hopefully, you would have already started planning your marketing attack or at the very least, have some thoughts on what your action plan will be. If you are in the latter, don’t worry, I’ve got you!
This
year’s holiday shopping season will be different from any other that we have
experienced in recent times. Although the pandemic is effectively
over, some consumer behaviours and habits which were formed over the past two
years will not soon change. For example, 14% of shoppers who shifted to eCommerce
shopping post-pandemic, will not return to physical stores.
Another
factor that will impact how shoppers respond to holiday offers is undoubtedly
the worldwide economic conditions. With the world on recession watch, marketing
strategies that benefit both businesses and customers will be very popular.
While sales and discounts will be most popular among customers, businesses must
ensure that there is a long-term benefit to each strategy.
So
even though there are contending issues, businesses must still prepare for the
best (even in the worst of times). The following are some marketing strategies
recommended to small businesses to capitalise on the upcoming holiday season.
1.
Prepare
for each holiday separately but with a cohesive marketing strategy – Between November and December, the major
shopping seasons are Thanksgiving, Black Friday and the big one, Christmas.
Create a common thread through the holiday offerings based on customer needs,
trends and any data that you can garner. This will ensure that you are
providing in-demand products which will allow for the seamless movement of
these products from storefronts and websites to homes.
2.
Create
and distribute a holiday catalogue – A holiday catalogue gives the business a
defined set of products that will be acquired and sold during the period. It
also gives the customer an idea of what will be available from your business
for the season. Create your holiday catalogue as soon as possible and include
any specials such as bulk order specials or other price considerations. Aim for
a distribution date no later than the first week of November so that when
purchasing decisions are being made, your offerings will be included in the
considerations.
3.
Update
your visuals –
All seasons have a look and feel and these holidays are no different.
Capitalise on those visuals that are unique to this time of year; fall leaves,
snowflakes, the Christmas Tree and Father Christmas, himself. The visuals must
reflect the look of holidays and resonate with how your audience is feeling.
Emphasise the joys of giving with your graphics and show off gift ideas.
Consider what customers are hearing as well; nothing like the sweet sound of
Mariah belting ‘All I want for Christmas is you.'
4.
Treat
your customers –
The holidays are the perfect time of year to show appreciation to your
customers. You may choose a specific date or simply stretch it over the season,
but show your customers that you appreciate their business. A great idea
customer appreciation idea is a gift card with a particular dollar figure or
percentage that is effective after the holidays. A gift such as this almost
guarantees a future purchase from said customer.
5.
Up
your social game –
Whether you believe it or not, customers who plan to buy this holiday season begin
their shopping journey online. They research gift ideas for affordability,
availability and convenience. This is whether they buy online or not. It is
therefore advisable that you ensure that your online spaces are updated not
only with products but with the appropriate visuals (and videos). Additionally,
ensure that a practical social media strategy is in place that taps into the
client group regardless of which platform they are on.
