Holiday Retail Marketing Checklist to Optimize Your Campaigns
2021 is the comeback year. People are becoming more comfortable with in-store shopping and in-person celebrations for the holidays, but are still taking advantage of online experiences. Retailers and brands that develop a performance marketing strategy to capitalize on hybrid in-person and online experiences to reach their customers will find success this season.
Based on the Adlucent B2C & B2B Retail Data Report, 2020 Cyber 5 YoY ROAS was up 21%. And similar growth is expected to be seen for the upcoming Cyber 5 dates.
Holiday retail sales are likely to increase between 7% to 9% in 2021, likely resulting in ecommerce sales between $210 billion and $218 billion through the season. While we’re not expecting this upcoming holiday season to look like 2019, predictions point to ecommerce bringing in 73% of the holiday retail growth.
Although ecommerce is stealing the show, people are also planning to turn to in-store shopping again. 85% of consumers plan to shop in-store and 78% plan to stick with familiar stores. Plus, people are taking advantage of convenience options to grab their gifts:
Curbside is still a popular shopping option, expecting to grow more than 15% in 2021
Our marketing experts at Adlucent have put together a holiday digital marketing checklist with your customers’ shifting on- and offline shopping preferences in mind. Use this handy list to polish your campaigns for the upcoming holiday season and reach your customers across multiple channels. Let’s jump right in!
PREPARE YOUR MARKETING CHANNELS FOR THE HOLIDAY SEASON
Take a deeper look into each of your channels to ensure you aren’t overlooking anything outdated, like budgets or messaging.
On TikTok, think of ways to reach holiday shoppers through creators, ads, and branded posts. And, keep up with relevant hashtags like “#HolidayTok” and “#TikTokMadeMeBuyIt”
Include holiday messaging in your campaigns
Run campaigns ahead of Cyber 5 to garner traffic and conversions
Review your performance from last year to see what products did well
Build out campaigns (Sponsored Brands, Sponsored Products, and Sponsored Display) for any new products and any new keyword coverage
Make sure any deal ASINs are visible in your campaigns for Amazon’s “Deal Badging” that lets customers know they’re getting a deal on your product
Are some of your products seasonal? Be sure to boost bids on those campaigns!
Leverage Sponsored Brand campaigns because they offer more product visibility and are performance drivers. We saw 66% of sponsored brand ads were New-to-Brand customers/orders during Prime Day 2021
DISPLAY + YOUTUBE
Check audiences and placements
Upload holiday-centric video creative
Change your headlines to holiday-focused CTAs and call out promotions in your headlines during sale periods
Review your promotion plan and see what can be included on YouTube
Take advantage of the following TrueView ads:
TrueView for Reach for awareness: optimize toward reach and impressions
TrueView In-Stream for consideration: optimize toward views
TrueView for Action for conversions: optimize toward conversion action set
Have various sets of visually appealing creative that highlight your biggest holiday value props and capture the spirit of your brand
Experiment with improving brand awareness through YouTube and general prospecting leading up to the holidays
Follow up with dynamic remarketing ads to focus on your lower-funnel efforts
MARK THESE DATES ON YOUR CALENDAR
Thanksgiving – November 25, 2021
Black Friday – November 26, 2021
Small Business Saturday – November 27, 2021
Hanukkah Begins at Sundown – November 28, 2021
Cyber Monday – November 29, 2021
Christmas – December 25, 2021
Kwanzaa – December 26, 2021
New Year’s Eve – December 31, 2021
Hopefully, you’ve found some tips and tactics that you can implement into your holiday marketing plan. Don’t forget to take a look at how your holiday campaigns performed last year, so you can get key insights into trends and consumer behavior you can anticipate this year. And, if you are looking for more ways to take your paid social creative to the next level this holiday season, sign up for our upcoming webinar!
Victoria Flores is a Demand Generation Manager at Adlucent. She has a background in content marketing, SEO, and graphic design. Her passion for creative marketing allows her to develop unique and effective solutions to drive demand. You can find her out on the Texas trails or bouldering when she is not at her desk.
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