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Jessica Sheehy, Jackson Hole marketing blog

Holiday Marketing Trends

‘Tis the shopping season and I’m breaking down some holiday marketing trends you need to be considering. Online spending continues to grow each holiday season, and if history holds true, the 2018 holiday season will be another record-breaking year for shopping. Studies show that U.S. online spending during this upcoming holiday shopping season is likely to grow 14.8% this year to $124.1 billion. Are you getting your piece of the online shopping pie?

Black Friday still dominates the holiday shopping season. Last year, brand and retailer websites saw record-breaking sales on Black Friday and Cyber Monday and online traffic was highest of the season.

Tip: Make sure your product pages are in good shape with product descriptions, high-quality photos, and fresh consumer-generated content (ratings and reviews). Consumers will be doing their due diligence in the weeks leading up to Thanksgiving weekend by researching products and checking prices, so make sure the information they need to inform their purchase decisions is available. This is also important for your Instagram presence. Consumers are looking to Instagram to inform their decisions.

You have probably noticed in the past year that retailers have started offering their Black Friday and Cyber Monday deals in advance. Brands are rolling out their Black Friday deals earlier and earlier each year, and many retailers noted Thanksgiving day generated more sales than Cyber Monday.

Tip: Make sure the online shopping experience is as easy and straightforward as possible. Consider serving up personalized product recommendations and integrating your social media with your e-commerce experience; both tactics make the path to purchase shorter and more direct for consumers.

Keeping on the pre-Black Friday trend, many brands alerted only their best customers through email lists and social media secret sales before promotions were made public. By rewarding customers who have created an online account or follow along on social, brands are enticing more potential customers to stay connected throughout the entire year. 

Tip: If you haven’t started planning, start now. Determine your holiday promotions and strategically plan your email and social media campaigns. Remember Black Friday and Cyber Monday fall earlier than usual this year, November 23rd and 26th.

Last year, mobile accounted for more than half of the online traffic. Consumers are now shopping on their mobile from the comforts of their couch or consumers are busy, finding it more convenient to make last minute purchases from their mobile.

Tip: To capitalize, make sure your website and marketing and advertising campaigns are optimized for mobile and that your brand is active on social media throughout major holidays. Now is a great time to make that Instagram shoppable. You could also consider putting a festive spin on your Instagram such as running a holiday giveaway.

Holidays are one of the most lucrative times for businesses, but they can also be the most competitive. One of the best ways to increase brand awareness, grow your followers, and make sales during the holidays is with influencer marketing. And with so many people turning to social media for shopping inspiration, you need to make sure your brand is catching the eyes of eager customers.

Tip: The holidays also happen to be one of the busiest times for influencers, with tons of brands looking to partner up to promote their products. That’s why it’s crucial to get a head start on your strategy this season. Think about your goals, budget, and your product offerings then find the right instagram influencers for your campaign.

Lastly, tell your story. Your authentic story is the easiest way to stand out in the noise. Make an emotional connection with your consumers.

Need help with your holiday marketing campaigns? Reach out. I work with brands on implementing marketing strategies that include content, email, social, website and other digital opps.

Jessica Sheehy