How To Effectively Use Christmas Marketing
There are 12 days of Christmas, as the old song goes. So, in this spirit, we’ve compiled a list of 12 things you should keep in mind when using Christmas marketing.
From handy tips, insightful statistics, and things to avoid – if you following these rules, you’re sure to end up on Santa’s nice list.
But, firstly, what is Christmas marketing?
Christmas marketing is using the holidays to change your marketing campaigns for the festive season, and use everyone’s favourite day of the year to push your products.
No matter your business – whether you’re a clothing store, a law firm, a homeware shop, or even a teaching school – you can benefit from Christmas marketing.
So, how do you do it?
Read on to find out.
1. Start Early
38% of shoppers in the UK start their Christmas shopping in October, rising to 70% by December 1st, according to RCS UK.
Meaning, Christmas is on our minds earlier than we think!
Make the most of this and launch your Christmas marketing campaign sooner rather than later.
Not only does this give you more time to use your Christmas tips, but it also means you catch the attention of all the eager shoppers out there.
2. Customise Packaging
If you’re the type of business that sends physical packaging out, then you should really maximise special packaging for your Christmas marketing campaign.
Not only does this make it more desirable, but, given how much people spend for the season, you’ll likely be able to charge that little bit more for special packaging.
What’s more, if your Christmas packaging is that good, it may end up on social media.
As soon as one person sees it, 10,000 people see it.
It’s a great way to establish a Christmas brand identity.
And, leading on from this…
3. Create Christmas Bundle Items
One of the best Christmas marketing campaign ideas you can utilise for your business is to create Christmas bundles or gift guides.
Consumers love it when the hard job is done for them – so if you’re marketing your products as “perfect for Dad” or “requiring no gift wrap”, you’re bound to see an increase in sales.
According to WooCommerce, consumer perception of the prices they’re paying are a lot better if they’re paying for a package/bundle, rather than using a discount code.
Even if the price difference isn’t that big!
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4. Deck Your Website With Boughs Of Holly
Christmas is the one time when you, as a business, can really flex your design skills.
And the best way to do this? With your website.
Once you’ve created your Christmas marketing campaign, it’s time to change your website. Website themes geared towards Christmas and the festive period seem a lot more compelling for consumers, compared to ones that are the same in December as they are in March.
Whether it’s festive plugins, Christmas colours, a holiday theme, or anything else – turning your website into Santa’s grotto is a great way to maximise your Christmas marketing scheme.
Just be sure that in doing this, your website is still clean, clear, and user friendly.
Try not to overdo it. Falling snow on your web pages may sound like a good idea, but when your cursor gets lost in the digital flurry, it may be a bit annoying.
5. Use Seasonal Hashtags
When it comes to marketing, you’ve likely already been told the benefits of hashtags and keywords. I won’t bore you by explaining anymore.
But, the one thing you should also know, is how to maximise seasonal trends too.
People’s search history changes in the Christmas period, as consumers search for more specific items which they normally wouldn’t outside of the festive period.
But how do you find out which hashtags and keywords are best?
There are lots of different websites which demonstrate the popularity of certain keywords and terms. But, a personal favourite is UberSuggest. (No, not that Uber.)
Their website allows you to search a keyword or term and find others like it, as well as analyse its popularity and ROI.
That way, you can make sure you’re using the best search terms for your Christmas marketing campaign.
6. Make The Most Of Social Media
You’re a fool if you’re not using social media to boost your business’s online presence, let alone during the Christmas period.
According to the Digital Marketing Magazine, 26% of consumers report that they use social media to become more familiar with new brands.
And this number only increases during the festive season.
Desperately searching for inspiration, consumers turn to social media to see if they can find a gift perfect for that difficult-to-buy person in their life.
When, suddenly, they happen across your ad. It’s just what they’ve been looking for.
When it comes to Christmas marketing, social media is one of the best ways to shout about your brand. Don’t underestimate it.
7. Get Punny With It!
Humour is one of the best tools to use when it comes to Christmas marketing campaigns.
Whether it was Kevin the Carrot, or John Lewis’s Buster the Boxer, Christmas is a great time to use humour and comedy to boost your business’ reach.
But how do you do this?
Slogans and phrases, of course!
When you’re creating your Christmas marketing campaign, a funny phrase or slogan is a great way to create a sense of brand identity and attract consumers.
What’s more, if you repeat this slogan in your Christmas social media ads and on your website, it creates cohesiveness around your marketing campaign and lets the consumers know they’re in the right place.
Humour is the key to virality. A funny ad, whether it’s Christmas themed or not, is a great way to blow up on social media and have people talking about your business.
8. Don’t Be Generic
On the heels of being funny, you also have to be careful that you’re not being generic.
Humour is a great way to catch your consumer’s attention, but if it’s a joke they’ve heard before, it’s likely to fall flat.
As well as this, you have to be careful when it comes to social media too. Using hashtags like #christmasgifts, #christmasgiftguide, or, Heaven forbid, #christmas is not a good way to get seen.
Your post is likely to fall into the sea of thousands of other posts and not get seen. So, try to be original.
An example of this?
Marks and Spencer’s 2016 Christmas campaign, with the ensuing hashtag #loveMrsClaus, blew up on social media. It was a unique take on the Christmas period (focussing on Mrs Claus rather than the big man himself) and got people talking.
9. A Countdown To Christmas
Who doesn’t love a Christmas countdown? Consumers certainly do.
A great tip for Christmas marketing is to create a Christmas countdown, with each day offering something special. Whether it’s a 10% off code, free shipping, or a free gift if you spend over a certain amount. You can create a countdown that offers something exciting every day leading up to the big day, valid only for 24 hours.
However, if your business doesn’t have the budget for this. A weekly countdown works too!
Creating something special to entice the consumer and compel them to purchase is a great way to increase sales, especially when it’s so festive.
10. Be The Solution Your Consumer’s Need
With this in mind, no special offer on your website is as attractive as speedy shipping.
Think of how many last-minute Christmas presents people have had to buy!
We’ve all been there.
Checking to see if Amazon still does next day delivery, running into the local supermarket to buy a generic gift… we’ve forgotten to buy the secret Santa present for tomorrow!
So, be the solution your consumer needs.
Offering speedy shipping, even free speedy shipping, is a great way to attract consumers during Christmas. Not only does it motivate buyers, but sets you apart too.
Who doesn’t love next day delivery?
11. Christmas Content
Content marketing is King, and this sentiment doesn’t lose any truth when it comes to Christmas.
So, when it comes to Christmas, try to gear some (not all!) of your website content towards something festive. Don’t flood your website with Christmas themed topics, but include a few shows that you’re on-trend and capitalising on current ideas.
All good Christmas marketing strategies have related content. Using the aforementioned keyword tools, and doing a little bit of research, find out what’s hot this Christmas period.
It could be recyclable and environmentally friendly packaging, or ethically made gifts… either way, make sure you switch things up a little this Christmas time.
12. Don’t Be Afraid To Get Emotional
If it’s one thing that Christmas evokes, it’s emotions.
The good, the bad, the sad, the nostalgic… good Christmas marketing strategies include emotional and wholesome content.
After all, consumers are emotional buyers. We make emotional connections to the brands we love.
How many of us can’t wait to catch this year’s John Lewis Christmas advert?
It’s bound to make us cry, in a good way, and each year we love to guess what it is.
Christmas is a very nostalgic and wholesome time of year. So, creating a Christmas marketing strategy that utilises this and provokes an emotional response in your audience is a great way to drive sales.
After all, it is the most wonderful time of the year.
