Today I bring you a blog in the spirit of the holidays. It’s a golden time for marketing. Brands around the world are seizing the opportunity to capture consumers’ attention, drive sales, and leave an emotional impression. In a sea of ads and campaigns, the best brands stand out with their creativity, authenticity, and ability to connect their message with the holiday spirit.
Understanding consumer behavior during the holidays
Consumer behavior during the holidays can significantly affect the improvement of annual income . During the holidays, shoppers are in a shopping mood, but their decisions are influenced by a variety of factors, from price sensitivity to emotional connection. I will present those factors in more detail below.
Changing shopping trends: From physical stores to e-commerce
We are witnessing an increasing number of online purchases these days. The convenience of e-commerce and online discounts are attracting busy shoppers who are looking for the easiest and fastest way to buy gifts . So, the best option for businesses is to focus their business on an online presence . They need to ensure that their websites are mobile-friendly and optimized for a seamless shopping experience. Clear navigation, fast page loading, and a simple checkout process are what will attract and retain customers .
Price sensitivity and discount shopping
During the holiday season, consumers’ price sensitivity is more prominent than usual. Seasonal sales, promotions, and discount shopping have a big impact during this period. The best-performing promotion is “buy one, get one free ,” which encourages customers to make purchases. For e-commerce, this would be providing exclusive online offers with free shipping .
The role of social networks
Social media is a truly powerful tool for product discovery and consumer influence. More and more consumers are turning to social media to plan their holidays , follow influencers and see what they are promoting on their profiles. It is up to marketers to take advantage of this opportunity and promote their products on social media. They need to come up with targeted ads, engage influencers for promotion, and so on.
Gift preferences and emotional connection in holiday shopping
Gift giving is a hot topic during the holidays. That’s why understanding consumer gift preferences is key for marketers. Many consumers choose gifts based on an emotional connection and that the products they choose have meaning. For example, personalized gifts and handmade products will attract attention from shoppers because it makes their gifts special . Similarly, highlighting the story behind a product or its craftsmanship can evoke an emotional response, which can influence a customer to purchase that particular product.
Increase in last-minute purchases
We already know that many businesses are starting holiday promotions early, but last-minute shopping remains a prominent phenomenon. Many consumers are delaying their purchases, waiting until the final weeks or even days before the holidays to make their purchases. This is likely because they expect lower prices in the run-up to the holidays. Retailers can respond to this group of consumers by offering last-minute discounts , expedited shipping options , and in-store pickup after online purchases .
Promotions and marketing strategies
Brands that strategically plan their holiday campaigns in line with consumer behavior trends see better engagement and higher sales . For example, using holiday themes in ads and incorporating festive visuals can capture consumers’ attention and create a sense of urgency and excitement. Email marketing is another effective strategy. Personalized email campaigns that highlight exclusive discounts, early access to sales, or limited-edition products can attract customers and encourage them to make a purchase. Similarly, using push notifications through mobile shopping apps can remind consumers of current sales or restocked products, adapting to the needs of the convenience shopper.
If you have a small business, I suggest you visit this article and check out 7 marketing ideas for small businesses . And I’ll highlight just a few of the most successful holiday campaigns :
- Coca-Cola: “Holidays are Coming” – The classic campaign with red trucks and recognizable music has become synonymous with the start of the holiday season.
- John Lewis: Emotional Short Films – Every year, this British retail chain releases commercials focused on themes of love, kindness, and togetherness.
- Starbucks: Winter Mugs and Limited Offers – Holiday mug designs and special hot beverage offers have become a tradition among Starbucks fans.
- Spotify Wrapped – Spotify uses personalized data to give users unique insights into their listening habits over the past year.
The interesting thing is that Coca-Cola decided to take a risk this year. They used AI for this year’s ad , and the audience’s opinions were divided. Many called it a “creepy and ugly” ad, saying it lacked emotional warmth . I would agree with that, but I don’t think it will jeopardize their holiday campaigns and that they will have a chance to make up for it.
How do you feel about the use of AI in holiday advertising? Do you think this is a step forward or that Coca-Cola should stay true to the traditional warmth we are used to seeing?
Source: rolify.com
