According to Adobe Analytics, shoppers spent a record $41 billion in the five days between Thanksgiving and Cyber Monday in 2023. eCommerce businesses achieved the strongest growth during this period.
Americans are shopping more than expected, and sales during the holidays continue to shift from brick-and-mortar stores to online retailers. According to the Mastercard Spending Pulse report, online sales were up 14.6 percent on Black Friday (compared to 2023), while in-store sales increased by less than 1 percent. With consumers preferring to shop online rather than in-store, it’s critical to prepare your eCommerce store for the holidays by implementing Black Friday marketing tips.
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Five Holiday Marketing Tips
Increase brand awareness and drive more eCommerce sales by following this holiday marketing advice:
- Provide a holiday shipping schedule
- Use banners to promote holiday offers
- Offer electronic gift cards
- Use holiday promotional ideas on social media
- Leverage content marketing
Provide a Holiday Shipping Schedule
Chances are that during the holidays, many website visitors are unfamiliar with your brand. Ensure that shoppers know一prior to purchase一the shipping deadlines and last order dates. This way, they'll know when they need to place an order to receive the package before the holidays. Don’t forget to highlight free shipping thresholds; they help customers save money while boosting your average order value (AOV).
This recommendation also applies to returning buyers. Be transparent about the shipping details to prevent customer frustration and increase trust. The holiday season can be very stressful, so be sure to clearly state the shipping deadlines on multiple pages. Explain international shipping policies, overnight or two-day options, and other relevant details.
If you’re using a platform like Shopify or BigCommerce, integrate real-time tracking apps like AfterShip, ShipStation, or Route to supply customers with useful data. Our eCommerce development service can help with integration. You could also use local delivery tools to provide efficient options for customers who live nearby. Consider third-party logistics shipping alternatives, like ShipBob, Deliverr, Rakuten Super Logistics, or FedEx Fulfillment. These services could increase delivery speed and free up your team to concentrate on building your brand.
Use Banners to Promote Holiday Offers
Target high-intent customers by displaying relevant promotional banners. Using banners to advertise holiday deals within site search doesn’t only make your offer more visible to users. It also encourages them to purchase more items than originally intended.
Increase engagement and seasonal online sales traffic with visually appealing holiday-themed banners. Be sure to make your banners eye-catching and seasonal, using holiday colors and dynamic messaging that draws in your target market. Carousel and video banners can boost customer engagement (make sure they’re easily visible on mobile devices). For banner ads outside of your website, be sure to incorporate your brand's colors so that users easily recognize that the banner comes from your business.
Offer Electronic Gift Cards
According to Capital One Shopping, the gift card market in the United States is expected to grow by 17.7 percent each year, producing annual revenue exceeding $324 billion.
Regardless of whether you run a brick-and-mortar or eCommerce business, offering electronic gift cards is a great holiday marketing strategy that caters to last-minute shoppers. When they see that the shipping cutoff date has already passed, they'll appreciate the option to purchase an online gift card. Personalization features—like adding a personalized message or theme—can add a heartfelt touch to what may be a last-minute gift.
We recommend offering physical and virtual gift cards throughout the year. However, virtual cards are of the utmost importance, especially during the holidays when online orders spike. Unlike physical cards, electronic gift cards don't require shipping and reach a buyer’s inbox within minutes. While a seamless checkout process remains crucial throughout the year, it’s especially important for gift card sales during the holiday season, when many customers are in a rush.
Use Holiday Promotional Ideas on Social Media
Engage with your audience through social media to establish your brand's personality and elicit positive reactions. Instagram Stories and TikTok challenges can help you reach your target audience where they are, encouraging them to give your brand a try. To increase brand awareness and grow your social media following throughout the holiday season, we recommend running a giveaway promotion across all platforms. You may also want to consider collaborating with influencers who match your customer avatar to help potential buyers see themselves using your brand.
There's no doubt that people love free stuff一especially when they can re-gift the items they win. Engage more users and reach a wider audience by requiring certain actions to enter the giveaway. We often see brands asking people to follow them, like the post, and share with friends to increase reach and engagement. An important note: Be sure to consider legal restrictions when running contests online. In general, you’ll need to clearly outline the rules, explain how winners will be selected, and mention that your promotion is not sponsored by the social media platform.
Leverage Content Marketing
Whether you sell B2C or B2B, using a content-driven holiday eCommerce strategy helps to personalize the online shopping experience. We encourage both eCommerce retailers and service-based businesses to implement effective content marketing strategies. Our professional web design and SEO services could help your company benefit from well-optimized content. You can also download a free eBook that offers some of our best Black Friday marketing tips.
If you're a B2C eCommerce retailer, improve your holiday marketing strategy by creating gift guides for various customer personas. These guides help to improve the buying experience and make shopping easier by sorting products into relevant categories, such as "For Him" and "For Her." Interactive quizzes can provide shoppers with holiday gift ideas for loved ones or give site visitors ideas for gifts they’d like (along with a convenient link to email friends and relatives who are looking for gift ideas). User-generated content—like reviews and social media posts—can also help potential customers see your products or services in action. For more expert advice on improving your website, request a free performance and accessibility audit.
If you run a B2B service-based eCommerce store, host webinars and create downloadable content (like eBooks or guides) to help other businesses thrive during the holidays. These materials are also great for showing off your industry expertise—one of the many benefits of content marketing. The holidays can be a perfect time to release a behind-the-scenes holiday prep video—especially if you’re looking to humanize your company and show the faces behind the business.
Harnessing Data-Driven Marketing for the Holidays
Effective holiday marketing tactics can change on a dime, so it’s important to regularly analyze and adjust your campaigns in the coming weeks. Try these strategies to use data to your advantage during the holiday season:
Make the Most of Segmented Lists
Segment your audience (VIP customers, last-minute shoppers, etc.) based on their purchasing patterns and browsing history. This helps you develop unique campaigns that appeal to specific markets. To make segmentation easier, consider using the marketing automation platform known as Klaviyo.
Use AI for Predictive Analytics
Artificial intelligence tools like Alteryx and KNIME can provide you with predictive analytics data that helps you anticipate demand, manage inventory, and predict customer needs.
Use Real-Time Data
Monitor trends in real time and make adjustments as needed. Understanding real-time consumer trends and viral videos can help you adjust campaigns to appeal to your target market on their preferred social media platforms.
Sustainability and Ethical Shopping Trends
According to PwC, just over 80 percent of consumers are willing to pay more for a product from a company that prioritizes sustainability. Today’s eco-friendly shoppers want brands to demonstrate transparency in their manufacturing, packaging, and shipping processes. Offering eco-friendly packaging (made of recycled or compostable materials), green shipping methods, and sustainable products can all help to give your brand a leg up against the competition. You could also create a special gift guide that only contains environment-friendly merchandise.
At Groove, We’re Here to Help Your Business Have a Merry Holiday!
It’s important to be flexible when developing a holiday eCommerce strategy. Making data-informed changes on the fly can help you take advantage of holiday trends. At Groove Commerce, we understand how to bring the right eyes to your site, and we’d love to help your business soar to new heights this holiday season. Reach out to our team today to learn more and get started!
