September is back to school month. But the back to school sales started in July, pumpkin spice lattes crowded out our summer margaritas, and the Halloween decorations have to share space with Christmas trees. You may not be ready, but it’s time to prepare your holiday marketing and today we’re looking at some shopping trends.
You may not be ready, but now is the time to prepare your holiday marketing.
Discounts are More Important Than Ever
Everyone is feeling the impacts of inflation. Inflation is making discounts more important than ever. Even as inflation comes down, people are still looking for savings. In fact, 88% of consumers surveyed said inflation would affect their holiday spending, and 67% plan to hunt for big bargains.
Inflation is impacting everyone, so discounts are a big deal this year.
Retailers are feeling it too by preparing for deep discounts. Amazon’s pushing for early deals this year with Prime Big Deals Day in October. So, consider shifting your best bargains earlier in the season, and make a big deal out of those opportunities to save.
Holiday Shopping is Getting Social
Social media, especially platforms like Facebook and Instagram, are where people are looking for purchase inspiration. In the first quarter of 2023, traffic from social channels was up 27%. Don’t forget about the power of video. Short-form videos, like Reels, YouTube Shorts and TikTok, can capture shoppers’ interest and drive purchases.
More people are looking to social media for gift inspiration, especially short videos!
Free shipping is a big perk!
Even if you’re a brick-and-mortar shop, having a strong social media presence is key. Advertising on social media is predicted to generate ten times more holiday visits to online shops than traditional marketing. Be aware that because advertising is an auction and there is more competition, you’ll need a larger budget than at other times of the year.
People Want Flexible Shipping Options
Shipping and return policies are hot holiday items. Shoppers want flexible shipping options, and free shipping is a big perk. Also, buy online, pick up in-store (BOPIS) is in demand, with 39% of consumers seeking this option. Return policies matter too. 93% of consumers research a brand’s return policy before buying, and 78% will abandon their cart if returns aren’t easy.
Authenticity and purpose are key for Gen Z holiday marketing. Gen Z, with over 68 million people, is enthusiastic about holiday shopping. They value honesty and relevance in marketing. They respond well to influencers, but it’s crucial to choose those who resonate with Gen Z’s lifestyle. And diversity matters. Gen Z wants brands to support social issues, and they’re the most diverse generation in history. To connect with Gen Z, engage directly on social media, consider influencer marketing, and celebrate diverse traditions.
Be authentic if Gen Z is part of your demographic.
Well, there you have it! These 2023 holiday marketing trends are your recipe for a successful season. So promote discounts, go big on social media, highlight your shipping and return policies, and focus on authenticity and diversity for Gen Z. And remember, you’ve got this. Start now!
Links in this episode: The Holiday Marketing Trends & Predictions That Will Make (or Break) Your 2023 Sales