For many retailers, the holiday season is the most important time of the year—requiring preparation and planning long before the Black Friday deals go live.

How Advertising Storytelling is Evolving with Consumer Demands

According to eMarketer, 2018 holiday retail sales totaled $998.32 billion, a 5.4-percent increase over 2017 sales. Meanwhile, holiday online sales fared even better, increasing by 16.7 percent. Consumer confidence in the U.S. continues to remain high, and retailers will be battling to capture the largest possible share of those consumer dollars.

We expect online commerce to take an increasingly larger share of holiday sales this year. In addition, we’re predicting continued growth of mobile sales, an increased focus on cybersecurity and protecting customers who are shopping online, and tapping into the shopping power of digital natives, particularly via personalization and social media.

The question becomes: How can your brand stand out during the critical, yet overcrowded, holiday season? Explore these impactful marketing strategies you can employ to take advantage of these trends and drive online sales this year.

Ecommerce is expected to grow to 17 percent of U.S. retail sales by 2022.
Source: Forrester Data: Online Retail Forecast, 2017 to 2022

Optimize your commerce site for the holiday influx

Online commerce continues to be a growing channel for holiday sales. In order to claim a chunk of the ecommerce business for your brand, focus on enhancing your website design, content, functionality, and seasonal promotions.

We’re predicting a larger share of holiday sales going to online commerce, as well as the continued growth of mobile sales.

  1. Design for mobile
  2. Select your special offers and promotion days
  3. Prepare your website for holiday traffic
  4. Take advantage of discounts and free shipping

Nine out of 10 people said free shipping was the No. 1 incentive when asked what would make them shop online more often.
Source: WalkerSands Communications, The Future of Retail 2019: The Paradox Between Convenience and Connection

Enhance your email marketing program

After you’ve optimized your commerce site and selected your offers to drive major shopping traffic, you need to consider how to promote those offers. Email is a channel proven to get attention from consumers, and provides a wide range of options for reaching your customers.

You can use email to promote sales, invite subscribers to holiday events, showcase unique gift ideas—the list is endless. The increased traffic during the holidays also makes this a great time of the year to focus on email acquisition, just make sure to work on maintaining these customer relationships in the new year.

Upgrade your holiday marketing with our new ebook

Part 1: Building Loyalty for Your Brand

Discover strategies—including paid media and influencer marketing, as well as return policy updates and cross-channel campaign ideas—for improving your holiday marketing plan by downloading our latest ebook 7 Proven Methods to Drive Holiday Sales.

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