The Christmas Creep Is Here And It’s Time For Holiday Promotions
Although the holiday season doesn’t “officially” begin until after American Thanksgiving, retailers continue to get more aggressive in their marketing and promotions, with some introducing advertising or markdowns in September or October. The Christmas Creep is here, and so is the time to start gearing up for the holidays.
Deloitte’s annual retail holiday sales forecast predicts an increase in sales of 4 to 4.5 percent over last year’s shopping season. Total expected holiday sales? $1.05 trillion between November and January. Your business needs to grab a slice of that seasonal pie, and a great way to ensure that is by offering holiday promotions.
According to RetailMeNot, 70 percent of retailers started promoting Black Friday offers before Thanksgiving. Cushman & Wakefield data says 16% of retailers are marking down prices as early as September, while 46% are introducing holiday promotions before Nov. 1 and 54% start marking down prices after Nov. 1.
Circle the following dates down on your calendar:
Halloween – Oct 31: Fourth largest online sales holiday
Thanksgiving – Nov. 23: Average online spending of $400 per person
Black Friday – Nov. 24
Cyber Monday – Nov. 27
Green Monday – Dec. 11
Free Shipping Day – Dec. 16: Largest online sales day in December
Christmas Eve – Dec. 24: Great chance for last-minute shopping sales
In order to stand out from the competition, your business needs to offer something unique: sales, gifts, discounts, etc. Here are a few marketing tips to follow to make the most of the Christmas Creep.
– The benefit of the promotion needs to be simple and obvious. Make sure the customer can clearly and immediately know what is in it for them. Also make sure that the expiry date of the promotion is easy to spot.
– Make your promotions memorable. Word of mouth and social virality can make or break your marketing campaign.
– Knowing your audience is important. Offering a discount on items won’t always work, and it isn’t suitable for every situation.
– Target the right demographic! A great sale/promotion can go to waste if you market it towards the wrong group.
Offer free shipping or a discounted shipping upgrade for last-minute holiday shopping orders to help make things more affordable for customers.
– Call your customers to action: always offer something to click or a number to call in your promotional materials.
– Keep the promotion running. Sometimes people need to see the promotion over and over (and over…) again before they decide to hop on the sale.
Looking for some interesting and exciting holiday promotional ideas? Check out our Holiday Season Marketing Guide for tips on how to engage customers, motivate employees, and spread holiday cheer.