Just like that interesting jumper you’ll get from a loved one that is impossible to fit into, marketing over the festive period can’t be one-size-fits-all.
There’s a common misconception that Black Friday kicks off the holiday shopping season, but instead, the period is a rolling rhythm of commerce. In fact, Intuit Mailchimp’s latest report, Holiday Shopping Unwrapped, found that there are seven phases – from early October through January – with distinct emotional triggers and buying mindsets, some of which may vary across nations. For example, Christmas Day is the most shopped-for moment of the holiday season in the UK (76%), while in Spain it’s Epiphany (77%).
For the majority of marketers, breaking down the holiday season into digestible chunks will come as welcome news – a recent Mailchimp study revealed that the primary feeling regarding current marketing operations is “overwhelm” (37%). Understanding the nuances of psychological phases, shopping moments, and markets can empower retail marketers to engage their customers more effectively, helping them make the festive period a success.
Here’s how brands should adjust their marketing strategies and messaging based on the phases.
Early lead-up (October): don’t jump the gun
During the Autumn months, it’s not uncommon to hear complaints about “Christmas creep” – where festive displays arrive before Halloween has even passed. In fact, 36% of UK shoppers say they’re turned off by holiday promotions that appear too early. And yet there are others who love the idea of getting their festive shopping in early. These are the Gift-Giving Lifers, who take pride in being prepared ahead of everyone else.
The solution is to strike a balance between the two: avoid flooding inboxes with early bottom-of-funnel Christmas cheer, but don’t ignore the planners either. For maximum impact, frame early promotions as ‘proud preparedness’ rather than part of the holiday rush.
Pre-peak sales (early November): spark joy, not panic
In early November, the festive mood begins to build, and holiday sentiment does too. Signs of seasonal film, food, and music emerge, along with first festive ads. It’s this time in November that Joyful Shoppers relish. Those buying during this phase tend to be less driven by promotions and deals, and more by the delight of finding the right gift for friends and family.
While price does still matter, the urgency of time-limited discounts won’t necessarily motivate shoppers during this phase. Instead, story-based marketing that leans into nostalgia, excitement and anticipation will resonate.
Peak sales (mid-to-late November): deliver true value
Mid-to-late November starts bringing a sense of urgency, and consumers shift their focus to the key holidays and gifts they need to purchase. This buying mindset is widespread, as three-quarters (75%) of consumers globally will make a purchase during Black Friday.
However, blanket promos may not have the most impact. The Discount Devotees are most engaged during this time, and while savings are important to them, the satisfaction of gaming the system to their advantage is as big of a reward.
To engage this group, marketers should adopt two bottom-of-funnel activation strategies. First, well-timed personalised promotions to Discount Devotees offering unique or first-access to sales will make them feel valued. Second, retargeting shoppers who abandoned their carts and encouraging them to complete the purchase will spark a sense of urgency for those who don’t want to miss out on good prices. Capitalising on an omnichannel marketing strategy that creates consistency whenever shoppers encounter a brand can pay dividends in both retaining existing customers and retargeting towards new ones.
Festive phase (early to mid-December): focus on storytelling
While some shoppers may have finished before the start of December, others are just getting started.
As consumers move past the key sales moments of Black Friday and Cyber Monday, marketers need to switch their strategies from promoting deals to telling stories. This will entice the Curators. Saving money is less of a driver for this group; they want to find something special and memorable for their loved ones. The right marketing message at this time is one that leans into emotional storytelling rather than simply the transaction – celebrate the craft and uniqueness of the products.
Last-minute sprint (mid-December to observational days): help ease the pressure
By mid-December, panic mode will be setting in for some consumers who are running out of time to complete their holiday shopping. This group of Last-Minute Listers will be on the hunt for the final purchases they need to tick off, and many will be worried about items being out of stock or that gifts won’t arrive on time.
Because of this, shoppers may opt to shop in store rather than online – but that doesn’t mean it’s time for e-commerce marketers to stop their activations. Instead, focus less on the products themselves and more on the services that can ease the pressure, such as express delivery or gift-wrapping services. Messaging conveying that the retailer empathises and supports their shoppers will more likely be met with appreciation and loyalty.
Betwixtmas (Observational days to December 30th): lean into “Me Time”
Just because Christmas is over does not mean consumers are not looking to spend – but rather than shopping for others, they might be looking to treat themselves. It’s the time for the Self-Gifters, the group partaking in sales to get what they actually wanted. Now is not the time for marketers to rest, especially in Australia, Canada, and the UK, where 32% of consumers will buy during this phase.
The overarching marketing message during “Betwixtmas” should emphasise gratification over giving. Reward-focused messaging can entice shoppers to take advantage of lingering discounts or make worthwhile exchanges.
New Year (New Year’s Eve to early January): support the reset
In January, consumers are seeking a fresh start, with 59% of shoppers in European regions making purchases often based on value in order to make up for large spending over the previous months. During this period, the Self-Improvers are shopping to support their resolutions or invest in their wellbeing.
Marketers can cater to shoppers during this phase through a dynamic messaging mix of progress-based messaging, resetting and value. Meet consumers where they are by focusing on health, wellness, personal care, and fitness.
The rhythm of commerce
Holiday shopping is more than just a single moment; it is an extensive season of phases, each shaped by different consumer mindsets. To succeed, marketing strategies need to reflect the ebbs and flows of the holiday period, adapting messages that reflect each phase and distinct market.
Meeting customers where they are is critical, and that means harnessing a true omnichannel marketing strategy to ensure all festive touchpoints feel connected rather than fragmented. This will provide a cohesive, integrated shopping experience across a brand’s sales touchpoints – whether that be brick-and-mortar or online stores.
Harnessing the power of omnichannel alongside a genuine understanding of the full emotional arc of the holiday calendar will be the key differentiators for marketers looking to deliver consistent results all season long.
For more startup news, check out the other articles on the website, and subscribe to the magazine for free. Listen to The Cereal Entrepreneur podcast for more interviews with entrepreneurs and big-hitters in the startup ecosystem.
link