If you were worried the pandemic was going to crash your holiday sales, chances are you’re in for a nice surprise. A poll by Visa last month showed 86 percent of American shoppers plan to buy holiday gifts from small- and medium-sized businesses (SMB).

What’s more, despite the 30 million of us that lost jobs or experienced reduced income, the economy as a whole has been slowly recovering. The Federal Reserve reported last month that American households’ net worth increased nearly seven percent in the April-June quarter.

Couple that with people’s pent-up shopping energy and the pending winter holidays, and you have a recipe for a potentially record-setting shopping season on the way.

 

A note of caution

On the other hand, two looming events could put a damper on this good news: a second-wave of coronavirus outbreaks, followed by an economic downturn as a result.

The first is a distinct possibility. Many individuals have relaxed their vigilance against the virus, and the cooler weather forces us to spend more time indoors in poorly ventilated areas. Also, unemployment claims are rising again. Some industries that struggled to survive the past few months can no longer put off the inevitable layoffs.

This means the next few weeks may turn out to be the “sweet spot” for maximizing holiday sales. So if you haven’t started your holiday marketing yet, you need to begin as soon as possible.

 

Create a plan

The most important component of any marketing success is a planned campaign. Don’t forget that every other retailer from Amazon to Etsy will be competing for all the available holiday dollars.

So, the first thing you should do is create a targeted holiday marketing campaign for your social media presence. Think about what you have to sell, then think how it complements the ways the coronavirus has changed our lives. There will be fewer parties and travel, for example, and more virtual gatherings and gifts.

How do your products or service fit into this new reality? Since the beginning of the lockdown, people have turned to comforting clothes and food to soothe their heightened anxiety. If you sell women’s wear, for example, you’ll want to emphasize cozy loungewear or soft sweaters over party apparel.

Then decide:

    • what kind of discounts you can afford to offer
    • what offers you’ll feature throughout the season
    • how you will attract your fans’ attention

Hint: offers of free shipping are the biggest driver of online sales.

As part of your plan, you need to know which methods you will use to promote your deals.

Here are some holiday marketing tactics:

    • regular social media posts
    • banners and graphics
    • email blasts
    • games or raffles
    • videos
    • live chats on Facebook

Think of ways to engage followers across the various social media sites.

Can you offer virtual classes in making cookies or holiday greeting cards? Can you take an Instagram poll asking fans for their warmest holiday memories? Do you have favorite recipes you could pin on Pinterest? How about quick decorating tips, or how to turn items found on a nature walk into holiday decor?

By the way, it’s best to stick with the platforms you’re familiar with. It’s best to avoid a learning curve as you head into the holiday frenzy.

 

Start now

Black Friday has traditionally kicked off the holiday season, but many retailers are beginning their Black Friday sales early this year. Amazon’s Prime Days are scheduled for this week. Most brick-and-mortar stores began introducing holiday merchandise last month. So don’t wait.

Start with….

    • discounts, coupons, promo codes, contests and giveaways
    • tease upcoming sales
    • offer loyal customers a private, fan-only sale
    • provide gift suggestions
      • research shows this is one part of the holidays that people have the hardest time with.

Remember to mention how you’ve adjusted to the pandemic, especially for nervous shoppers or those who might be reluctant to shop in person. Create Instagram Stories showing the various precautions you’ve put in place. Remind them of your buy-online-pickup-in-store (BOPIS) or pickup-at-door (BOPAD) option, if you have one. If you have special store hours for senior shoppers, let them know!

At the same time, don’t overemphasize it. You want to reassure them but not depress them. So, keep your tweets and posts primarily focused on the holidays. If you have a brick and mortar store, share Instagram videos of you and your staff decorating for the holidays. Or pin photos of specific store decorations on Pinterest. Also post Facebook pictures of the piles of holiday merchandise you’re stocking your shelves with.

For more creative and effective ways to maximize your holiday sales, be sure to talk to our social media management experts today!