3 ways to woo customers this holiday selling season:
- Be judicious with holiday promotions: Two-thirds of consumers will have ‘marketing fatigue’ by November 1, according to an Optimove report. So, space out your customer outreach and be mindful of the volume of messages sent.
- Reward your most loyal shoppers: Retailer and brand loyalty program members make three times as many annual purchases as nonmembers, Salesforce research found. Hence businesses would be wise to tap valuable shopper data to both personalize holiday offers and cultivate lifelong brand devotees.
- Plan self-gifting opportunities according to demographic buying patterns: Millennials (73%) and Gen Zers (68%) are the most likely to treat themselves while shopping for others, while most baby boomers (53%) pass on buying something for themselves.
Uncertainty might be the name of the game this holiday season. For one thing, even the experts don’t quite agree on the forecasts. Deloitte predicts more muted sales growth from 2.2% to 3.3% compared to 2023.
But although the pace of holiday sales might be slower than last year, “we expect that healthy growth in disposable personal income (DPI), combined with a steady labor market, will support a solid holiday sales season,” said Akrur Barua, Economist at Deloitte Insights.
Here are five expert insights on boosting buyer spend this holiday selling season.
Build marketing fatigue into holiday promotions
Holiday marketing fatigue is real: 23% of respondents to The Optimove Insights Report on Consumer Shopping Intentions for Holiday 2024 said they want fewer messages from brands they subscribe to. Seven percent said they felt bombarded by messages. Two-thirds of consumers will have “marketing fatigue” by November 1. On the flip side, 43% want more messages from trusted brands to assist with holiday shopping.
Key solution: Plan timing of holiday messaging carefully to avoid shopper burnout
Avoid overwhelming customers and be mindful of the volume of messages you send. Excessive messaging can lead to consumer alienation and higher email unsubscribe rates. Plan the timing of messages carefully to avoid burnout. With 67% of consumers expecting to feel overwhelmed by November 1, and 81% by December, spacing out communications and avoiding message overload is crucial, the report advised.
[Read: AI and Automation Tactics to Drive Email Marketing Results]
Shoppers will treat themselves this holiday season
More than half of the shoppers surveyed for the Salsify 2024 Holiday Consumer Research report said they would treat themselves while shopping for others. Millennials (73%) and Gen Zers (68%) are the most likely to do so, while a majority of Baby Boomers (53%) will pass on buying something for themselves.
Key solution: Drive self-gifting incentives, from BOGO offers to free gifts with purchase
Make the most of this buying behavior and pay special attention to your key demographics. Consider how your audience fits within this trend and offer specific promotions and discounts that could drive incentives to self-spend, such as buy one, get one free (BOGO) offers, bundle deals, or free gifts for spending a select amount, the report said.
Use loyalty program data to personalize early-season marketing efforts. “Retailers have so much data at their fingertips,” said Lucy McClelland, Senior Customer Success Manager, Retail, at Salesforce, in the report.
Show ‘em the money: Savings drivers will be huge
To control their spending, 81% of consumers will shop on savings mega occasions like Black Friday and Cyber Monday — a 14% increase in traffic over the past two years, predicts Inmar Intelligence in its 2024 Holiday Commerce Report. Savings are not just about events; special offers count as well. A whopping 85% of shoppers would be more likely to purchase from a brand that makes savings easier to find and use. And 75% of shoppers would choose brands they saw advertising with coupons during the holiday season, even after the holidays conclude, the report found.
Key solution: Target consumers with contextually relevant holiday promotions
Across the extended holiday shopping season, ensure your brand garners shoppers’ attention with consistent, contextually relevant discounts and messaging. Support your offers with media like mobile, digital out-of-home, and in-store advertising, so you can reach consumers when shopping is top of mind and drive them to your brand.
[Read: Future Proofing Your Business Tech for 2025 and Beyond]
Reward the loyal
According to the Salesforce 2024 Retail Holiday Planning Guide, retailer and brand loyalty program members make three times as many annual purchases as nonmembers. But just because a consumer is part of your loyalty program doesn’t mean they’re not shopping around, the report cautions. The last few years, consumers have been more price-conscious, often trading down for less expensive products.
Key solution: Tap shopper data to personalize offers and cultivate brand devotees
Reach out earlier, before Cyber Week, so loyal customers turn to you before they even check their gift list twice, the report said. Use loyalty program data to personalize early-season marketing efforts. “Retailers have so much data at their fingertips,” said Lucy McClelland, Senior Customer Success Manager, Retail, at Salesforce, in the report. “When done well, they can use that data to not only increase revenue, but also build programs that drive customers for life.”
Brand trust poised to win wallets this Black Friday
Brand familiarity matters more this Black Friday compared to last year. Twenty percent of consumers surveyed for Microsoft’s Holiday Season Marketing Playbook 2024 said they’d only look for brands they know. While many shoppers start by seeking familiar brands, they’re open to new discoveries during sales events, according to the report. Another 50% said they’d first look for brands they know but would be open to new brands.
Key solution: Play up third-party kudos
Display a positive review, award, or ranking by an independent, respected third-party source in your ads, the report suggests. While brand trust is a long game, adding customer reviews to online portals and in ads is a good way to lure customers who might otherwise be on the purchasing fence.
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