Five marketing tips for the holiday shopping season

Tuesday, November 30, 2021 4 minute read
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4 minute read

*Editor's note: This article was updated on November 30, 2021 from its original publish date of November 25, 2019.

Businesses aiming to exceed sales expectations this holiday season are planning their strategies now. That means focused attention on driving customers into your store and to your website—or a mix of both.

Follow these five marketing tips to help you promote your business and capitalize on this peak retail season.

1. Prepare your ecommerce site

While holiday shopping used to be all about the in-store experience, ecommerce and online sales have taken a huge share of consumer spending—just look at the stats.

  • In 2020, ecommerce sales worldwide jumped to nearly $4.29 trillion, a 24.1% increase from 2019.
  • In 2021, it's estimated that 2.14 billion people will buy their goods and services online.
  • Mastercard expects to see holiday ecommerce sales increase by 7.6% from 2020.

This year, don't overlook the opportunity to increase your ecommerce sales during Small Business Saturday by making sure that your online storefront is ready and that you've optimized your checkout.

2. Embrace omnichannel shopping

Omnichannel shopping is on the rise, as customers want to choose where they buy their goods and services–and how they receive those items. By enabling omnichannel shopping, you can deliver that experience seamlessly.

Buying online and picking up in store is one of the most popular omnichannel shopping expectations. To meet this need, give your customers the choice of having their items shipped to their home or picking them up in store. They'll appreciate the option that works best for them, and you’ll have created a seamless customer experience that’ll keep them coming back.

3. Offer deals and promotions

It shouldn't be a surprise that your customers will be looking for holiday shopping deals. Use this time to offer a specific holiday promotion, and consider some of the following ideas for offers that help you stand out over your competition:

  • Buy one get one free deal
  • Free gift with purchase
  • In-store raffles or giveaways
  • Discounts for providing contact information
  • Future discounts for services or appointments booked on the day

No matter what you offer, holiday shopping deals are a great way to attract new customers and maintain your trusted and positive relationship with existing ones.

4. Identify your best promotional channels

For every company that attracts customers through million-dollar advertising campaigns, there's a small business that draws them in with a local digital marketing campaign.

First, make sure your Google My Business page is up-to-date with your hours, location, and contact information. Google can increase your visibility from searches that reference your business name, product or service, or even “near me" results. You can also get discovered more frequently by setting up local search ads.

And don't forget about social media. Make sure you're actively engaging with your customers on your key social media channels well ahead of the holiday season.

Of course, there's always a direct line of communication to your established customers through your email marketing list. Put together a campaign in the lead-up to the holidays and promote your holiday deals and discounts to drive foot traffic on the day.

In addition to digital channels, you can also draw in passersby with chalkboard sidewalk signs, seasonal decorations, and window displays that reflect the holiday spirit.

5. Stock up on gift cards

For many businesses, the holiday season is when they make their money. Which means you should be fully stocked up on your inventory—including gift cards. For your small business, gift cards.

are an opportunity to make an easy sale, bring in new customers, and even increase your average transaction value. According to data from Allied Market Research, the global gift card market is projected to reach over $2,076.51 billion by 2027. Taking even a fraction of that could be a big business boost for you.

Whether you act on one tip or all five, make the most of this holiday shopping season. Be proactive and drive the communal rush through your doors with smart marketing that engages customers before, during, and after the sale—online, in store, or both. Let us help you prepare with our full suite of customer engagement capabilities that can help you drive sales and build long-term relationships. The holidays will be here before you know it. Will you be ready?