The holiday season is an extremely opportune time for many businesses. In fact, we ran an article earlier in the season about making sure your business was ready to take advantage of the holiday selling season. In order to take advantage of this opportunity, however, it’s important to consider the impact that the holiday season has on consumer behavior.
During the holiday season, there are lots of extenuating circumstances that impact consumer behavior. They’re likely spending a lot of their expendable income on presents and travel. They’re more likely to travel and probably have a decent amount of days off, especially during the tail end of the month. If you want to reach your audience, you need to take all of this into consideration.
While this is especially appropriate in the U.S. market between Thanksgiving and New Year’s Day, it’s just as important during any long holiday period, such as Memorial Day or Independence Day. Below, we’ll go over some considerations to think about as you attempt to connect with your audience during the busiest times of the year:
1. Focus on Easing the Burden
Your holiday digital marketing needs to focus on ways you can take the stress off of your audience and make their lives easier. They’re incredibly busy, so anything you can do to help them is going to go a long way. Message around how you can give them some valuable time back to finish shopping or just spend time with their friends and loved ones. Even if you just post a quick, funny video to help destress them during the final shopping days of the season, you’ll have the chance to connect with them and prove you’re empathetic to the holiday chaos.
2. Be Mindful of Seasonal Consuming Spending Habits
During the holidays, consumers spend a lot of money, but not every company can take advantage of that. If you’re not offering something that can easily be bought and given as a gift, you might struggle during the holidays when people are using most of their disposable income on others. If that’s the case, try to find ways to fit into the holiday season, such as offering gift cards for people to buy as presents or running aggressive promotions. If your brand does offer something that’s easily giftable, drive that message home again and again.
3. Switch Up Your Message Delivery Time
Sending emails during most of the year is fairly simple. People tend to check their emails in the morning before work, at lunch (and sometimes even during work!), and at night when they’re relaxing on their couch. During the holidays, the schedule is a bit more jumbled. They might be out shopping late at night, visiting family, or working late. Once the holidays hit, they’ll likely have some time off from work.
Take advantage of your competition that’s just using their tried-and-true messaging. In the days after the holidays, for example, reach out to people during the mid-morning since you know that there’s a good chance they’re home. The key is to think about what message you’re delivering, and what the person you’re trying to deliver it to is likely doing at that time.
4. Keep it Short and Keep it Mobile
The bottom-line is that people are busier during the holiday season and less likely to be sitting in front of a computer. Make sure that all your content is simple, concise, and easily digested. A good rule of thumb is to imagine yourself standing in line at Target. Is the content easy enough to understand and digest as you stand there with your cart? If not, you might want to save it for a less hurried time of the year.