• by Jeff Pearson , October 21, 2024

This year’s holiday shopping season will unsettle the usual routine for marketers, requiring them to be much more tactful amid the sky-high expectations of consumers. In the aftermath of a presidential election, rising inflation, and a shorter-than-usual holiday shopping timeline,  consumers will be fatigued from ads, pressed for time, and deliberate deal-seekers. With retail brands contending for a dwindling share of consumer focus, your brand’s success will hinge on the following three key objectives:

Get on Wish Lists Early

Getting on consumer wish lists early will require memorable ads and flexible placements within your awareness media. Programmatic display, YouTube preroll, and CTV are best at driving broad awareness; however, political ad dollars will saturate these channels until Nov. 5, driving up costs.

To circumvent this, consider intermixing product-discovery platforms that are shielded from political advertising such as TikTok or Pinterest. TikTok, in particular, stands out, with users twice as likely to discover new brands compared to other social media platforms, thanks to its algorithmically curated “For You” page. You can also expect a surge of “gift idea” searches starting in late October. Calibrating your SEO, Google Shopping Ads, and paid search to position your product as the answer to these searches will be especially profitable.

Stay Top of Mind

Maintain traction with consumers by nurturing their decision-making journey without being intrusive.

While retargeting campaigns add valuable touchpoints, the most meaningful interactions will be those initiated by the consumer. Understanding where and how these self-initiated touchpoints occur allows brands to deliver content that builds trust. For example, consumers often turn to YouTube to educate themselves about products and listen to reviews. Address these searches with concise, engaging videos that cater to time-crunched shoppers.

Collaborating with YouTube influencers to review specific products can add another layer of credibility. By shaping the responses at these self-initiated touchpoints, brands can effectively nurture and retain consumer attention during this crowded holiday season.

Convert With a Personalized Deal

To cut through the thicket of holiday promos, prioritize personalization over pricing. Leverage your first-party consumer data to craft personalized emails or ads that forward unique offers to match customer preferences. Emphasize a Dec. 15 shipping cutoff date in your communications to instill urgency as the holidays approach.

Though deal-seekers will have set budget limits, personalized and value-driven offers can turn wish list items into must-haves.The compressed holiday timeline of 2024 poses a formidable challenge for the unprepared brand. Acting early and strategically will secure your spot on holiday shopper radars and yield a favorable sales trajectory.