Why Every Retailer Should Have a Post-Holiday Marketing Strategy

The holiday season has passed, but this year shoppers aren’t putting their wallets away yet.

Software Advice surveyed over 1,400 consumers about their buying behavior ahead of the 2021 holiday as well as their plans for early 2022. We found that 32% of consumers plan to shop during the week after Christmas, and up to 45% plan to shop in January.

In 2021, the shopping doesn’t stop when the Christmas sales end. Shoppers are spreading their spending over multiple days due to supply chain concerns (which appear to persist for the foreseeable future). That’s why you need a post-holiday marketing strategy.

Without a post-holiday marketing strategy, your retail business could miss year-end goals and opportunities in the new year. A post-holiday marketing strategy can help retailers drive sales to end this year and start the new one off on a high.

In this report, we’ll share key insights from our consumer survey, along with recommendations on how you, as a retailer, can take action and develop an effective post-holiday marketing strategy to meet the shopper demands that continue. to buy in and after the New Year.

Insight 1: Consumers are spreading their purchases out over a longer period, in part because of supply chain worries

According to our survey, 95% of consumers started shopping for the holiday season as early as October 2021. Many extend their shopping period after the holidays, with 45% planning to shop in January 2022.

Why this is important for your post-holiday marketing strategy:

Online sales for Black Friday and Cyber ​​Monday fell for the first time in 2021.

With widespread supply chain delays, early deals in October, and retailers encouraging advance shopping for the 2021 holidays, shoppers weren’t waiting for traditional big shopping days. Consumers spread out their purchases before, during and after the holidays.
That’s good news for retailers looking to boost post-holiday sales. More than ever, a post-holiday marketing strategy is a must-have in every retailer’s toolbox.

How to implement as part of your post-holiday marketing strategy:

Start building yours by analyze your customer data for the previous year’s holiday shopping season (as well as previous years if you have access to this data).

Ask and answer a few questions, such as: Which marketing channels generated the most sales during the same period last year? Which products were best-sellers at that time? Which emails drove the most conversions? Leverage this insight to inform your post-holiday marketing strategy.

Insight 2: Consumers are ready to spend on themselves after the holidays

The end of vacation does not mean the end of shopping. What keeps buyers engaged? Most are attracted by attractive discounts and offers.

When we asked consumers why they plan to shop after the holidays, 57% cited early discounts, 50% plan to use gift cards, and 38% of respondents said they would shop for themselves.

why consumers plan to shop after the holidays

Why this is important for your post-holiday marketing strategy:

Going back to full price once the holidays are over is a missed opportunity, especially when consumers are still open to a bargain after the holiday rush.

How to implement as part of your post-holiday marketing strategy:

As much as possible, try to stay consistent in your post-holiday strategy. Launch your promotions and offers around the same time so customers know when to expect them.

Next, you’ll want to calculate how much cashback you can afford. There are ways to offer smart discounts and promotions without killing your profit margin while increasing profitability.

An example is a classic buy, get one free deal. Volume-based discounts entice customers to buy more products in order to get a discount and can help you move specific inventory that you may be struggling to sell.

Insight 3: Gift cards don’t disappear

As consumers grapple with shipping delays and potential out-of-stock issues, the ease of giving a gift card is more evident than ever during the 2021 holiday shopping season.

Consumers are spending more on gift cards and buying them earlier than in 2020, with digital gift cards accounting for nearly 30% of gift card purchases, up from 20% the year before.

According to our survey, 50% of consumers plan to use gift cards for post-holiday shopping, and an overwhelming 87% say they are somewhat and very likely to spend more than the value of their cards -gifts.

How much money do consumers plan to spend on top of their gift cards? About one in five says $41-50, while nearly one in seven says $51-60.

likelihood that consumers will spend more than the value of the gift card

Why this is important for your post-holiday marketing strategy:

Gift cards remain a popular choice among shoppers and retailers.

This option gives retailers the opportunity to extend the holiday season and generate a revenue stream into 2022 as shoppers postpone purchases due to supply chain delays or take advantage of post-holiday discounts.

In addition to standard gift card purchases that customers give as gifts, you can run a gift card promotion where customers themselves receive a gift card if they spend a certain amount (for example, they receive a $5 store credit/gift card for every $50 value). gift cards purchased).

How to implement as part of your post-holiday marketing strategy:

Here are some tips for implementing a successful gift card program:

  • First of all, create a marketing campaign to spread the word to your customers. Make sure your gift card promotion is advertised prominently across all marketing channels (such as social media and email).
  • Communicate the policies and terms and conditions of your gift card promotion to make sure everyone is clear on the term and redemption parameters.
  • Set goals and track performance. Possible metrics include number of gift cards sold, revenue generated, and purchase-to-redeem ratio.
  • Have a specific call-to-action after Hollidays. To produce a faster and more efficient revenue stream after the holidays, your call to action should generate trades during a specific time after the holidays or in the new year. Offering an attractive gift card promotion will entice and motivate loyal buyers to make a purchase for a set period of time, providing a stable revenue stream for your business.

DSW Gift Card Promotion

An example of a DSW gift card promotion (Source)

Insight 4: Consumers buy on Amazon (and your competitors sell on Amazon)

One in three consumers will browse Amazon as part of their post-holiday shopping plans, according to our survey. If buyers aren’t buying from you, they’re buying from your competitors.

where consumers shop after the holidays

According to the e-commerce giant, independent third-party sellers (almost all of which are small and medium-sized businesses) have increased their sales on the platform by more than 55% year over year.

Why this is important for your post-holiday marketing strategy:

Retailers should look to the e-commerce giant as another online route to reach customers and drive sales, especially when many of their competitors are selling on the platform.

How to implement as part of your post-holiday marketing strategy:

If you decide to sell on Amazon, it is important to optimize your SEO on the platform. Including:

  • Optimization of search terms and categories: This is a key factor for the visibility of your products in Amazon search results. Think about what your target buyer might be looking for and work on a combination of search terms to include your product in their results.
  • Optimization of product descriptions and images: Take the time to submit a detailed product description along with a high quality photo of the product.

Asked about their post-holiday shopping plans, 35% of consumers say they plan to browse online groups with deals, email follow-ups, and the websites of big-box brands and retailers.

Even if you don’t decide to sell on Amazon, consider other online channels such as E-mail Where social media ads to reach new customers which you would not have had access to before.

Prepare your post-holiday marketing strategy now

It’s tempting to relax and take a step back at the end of the year after investing so much in your holiday marketing campaigns. But to do so would be a missed opportunity.

A post-holiday marketing campaign is just as important as a holiday marketing campaign when it comes to achieving your year-end goals and objectives, as well as preparing your business for success in the new year. .

For more help with your marketing efforts and strategy, check out these resources:

Survey methodology

* The Software Advice Post Holiday Marketing Survey was conducted in October 2021. We collected 1,455 responses from the general US population planning to shop after the holidays. The goal of this survey was to learn consumer behavior and sentiment about how they plan to shop after the holidays.

William L. Hart