Holiday shopping started earlier this year than ever before. As shipping delays pose an imminent threat in the future with more people purchasing online and shortages plaguing most industries, shoppers are afraid to miss out if they wait too long. As long as you begin your holiday marketing right NOW, there's still plenty of time to reap all the benefits of holiday advertising.
Shoppers already had the holidays on their minds at the end of summer. Not only were 27% of shoppers expecting to begin buying gifts by the end of September, but 13% moved their shopping plans up another month to August. And 22% of shoppers plan to start in October, 24% in November (before Thanksgiving), and 17% are waiting for Black Friday or later to get started.
Here are our most fun and festive holiday marketing ideas to put you top-of-mind this season.
1. Produce a Festive TV Commercial
A festive TV commercial is a perfect way to kick off the holiday season and highlight why consumers are going to want to purchase your products for their beloved friends and family. The more emotionally connected and nostalgic — the better.
Viewers love a commercial that encompasses all the wonderful joys of the end of the year holidays. It reminds everyone why we're celebrating while associating your brand with all the great elements of the holidays. You can tap into emotions that elicit tears, laughter, hope, adoration, love, pleasure, and more. Just be careful not to get too controversial or confusing in your messages.
Take, for instance, Walker's holiday TV commercial with Mariah Carey in 2020. In their "All Mariah Carey wants this Christmas" campaign, viewers get the nostalgia of Mariah Carey and her biggest classic hit, along with a humorous battle with an elf for the last bag of Walker chips. After all, those chips are all she wants for Christmas!
2. Sponsor a Fun Lifestyle Segment on Studio 10
The shoppers that have already started buying have plenty more shopping to do. The ones who haven't started are still keeping an eye out. Now is the perfect time to sponsor a fun lifestyle on Studio 10 to highlight your most incredible features this year.
Just remember to be festive. No matter what type of segment you choose — onset or virtually with Studio 10's Joe Emer and Chelsey Sayasane — incorporate holiday themes, decorations, and maybe even look the part for filming. This will add to the excitement. This time of year is full of so much happiness and hope. You want to tap into that as much as possible with your branding.
Another fun idea is to show how your product can be used for the holidays. Electronics can keep checklists in order. Home improvement items can assist you in putting up decorations. Financial services will ensure you don't overspend. Get creative!
3. Create a Cheerful Email Campaign
Email is arguably one of the best ways to reach and resonate with a large group of consumers. It’s also the best way to build and nourish relationships with existing customers that just might be on the lookout for relevant deals.
The key is to stay personalized and relevant. Forbes reports that 71% of consumers say a personalized experience would influence their decision to open and read brand emails. The report also found that 55% of consumers believe receiving targeted promotions and discounts would create a more enjoyable email experience, and personalized calls to action convert 202% better than default or standard calls to action.
Consider starting with relevant shopping checklists or holiday must-haves to engage recipients. Follow up with more exclusive deals and promotions leading up to the big days. Then, add urgency with 'limited-time only' and 'get it before it's gone' to encourage immediate action. Consumers are always afraid they're missing out — convince them they won't want to miss out on this.
It's Not Too Late to Get Started!
While getting ready for the holidays as soon as possible is essential to getting the most out of this season. There's still plenty of time to get your brand in front of the right consumers.
Fortunately, a media partner can get your campaign up and running in the (St.) nick of time! Contact our Meredith team for more holiday marketing insight and follow our Meredith Gulf Coast blog to stay tuned in on the latest.