Holiday Thought Leadership
It’s time for companies to get creative when it comes to creating a memorable holiday season for their consumers, who are still mostly stuck in their homes, as they have been throughout this year. With many consumers and businesses cutting their spending at this time, businesses should be thinking outside of the box when it comes to cutting down their own marketing spend, and making sure they have enough funds for the next few months.
The holiday season means that many businesses will have holiday prices. Customers have been looking forward to making these purchases all year, which means companies should be making this holiday season the merriest of all previous ones. All businesses are already looking to get their audience’s attention, which means marketers should both understand what their audience is searching for and the best way to reach those people.
Over half of consumers start shopping around for holiday gifts for their friends and family long before December rolls around, and a big number of them start making purchases at the start of the month to make sure everything they buy arrives on time for the gifting season. That’s why top marketers are looking to pursue those consumers long before the holiday season, when these shoppers are still building their holiday shopping lists, to get their attention and secure a purchase early on.
Countries around the world have already announced or even put restrictions or lockdowns in place for the end of the year to avoid having big gatherings for the holidays. With no large gatherings at the end of this year, businesses should be focused on celebrating the little things, too, such as focusing on small occasions that bring people joy. National holidays such as Maple Syrup Day, Ugly Sweater Day, or even Bake Cookies Day are perfect marketing events to celebrate smaller occasions that will bring smiles to consumers’ faces and get their attention while everything is still relatively dreary.
On that note, marketers should also be focusing more on their audience’s specific needs instead of marketing to broader groups such as holiday shoppers. The people who will be buying gifts for their friends and family are now a very diverse group, making personalized efforts fruitless. That’s why marketers should pay attention to the ones who are celebrating smaller occasions or the audience’s specific needs during this time.
Plenty of businesses tend to reward early holiday shoppers, who were researching special deals during the past couple of months with bigger discounts, which is a great strategy that markets should implement to lock down on purchases and potentially create loyal customers in the future.
Additionally, all digital marketing strategies should have in-store data incorporated into them to help marketers target their audience better and further optimize their campaigns, based on that research and those results.