Purchasing behavior and digital marketing strategy at the end of the year -

Black Friday, Christmas and the holiday season are some of the busiest times of the year for brands and businesses. To make the most of this year’s holiday season, follow these tips …

Purchasing behavior at the end of the year

The most intense shopping days have already started with Black Friday and will continue in earnest as Christmas and the holiday season approaches. With this in mind, Klarna, specialist in payment, shopping and banking services, carried out a study of 11,000 consumers across 11 countries around the world. Its objective: to highlight their purchasing behavior at the end of the year.

This study gives us a broad idea of ​​these purchasing behaviors, especially for the Black Friday period. Among this information, 5 particularly significant data for the retail and e-commerce industry stand out:

  • 31% of English people will make between 25 and 75% of their Christmas shopping during the Black Friday period;
  • 43% waited until Black Friday to make larger purchases (electronics, jewelry, furniture) and take advantage of good deals;
  • 54% of English people have set an overall budget in advance of their Christmas expenses and 52% already know what they are going to buy during the Black Friday sales, which underlines the good preparation and planning of the English;
  • 80% of English people prefer to spend their money on Christmas gifts during the holiday season. They are also 59% to give preference to outings and restaurants and 26% to Christmas decorations.

In order, concerning the categories of products that the English want to buy as a priority during the holiday season:

  • 34% affects food;
  • 31% beauty;
  • 31% also clothing and accessories.

Based on this data, you can now optimize your digital marketing strategy for Christmas and the holiday season. Follow these tips:

Analyze the data

Your first step is to analyze and learn from previous performance based on the data, especially that of Klarna.

Also analyze statistics on your top-selling products, for example, or the days that had the best traffic. By analyzing this data, you can review what you will do next and what you can improve. Also, you can use Google Analytics to get the answer to some of the important questions that will help you find out what you can improve.

Plan your marketing campaign

When planning your Christmas marketing campaign, you should not only think about a central message and a series of actions, but also the logistics. Think about what resources you will need, both in terms of budget and team members.

Take advantage of all possible dates

Between Black Friday, Cyber ​​Monday, Christmas and New Years, we can say that November and December are a busy time for marketers. If you want to get the most out of your Christmas marketing campaign, make sure you stay active on all dates. As consumers increasingly begin to start Christmas shopping earlier and earlier each year, consider launching offers and promotions well in advance of December if you haven’t already.

Seasonal PPC: Use Google AdWords

Google AdWords is another great way to ensure that your products or services are seen by a large number of people. Make sure you follow these steps:

  • Do a seasonal keyword research;
  • Create seasonal campaigns;
  • Write seasonal announcements;
  • Monitor campaign performance.

As with SEO, do seasonal keyword research and create seasonal campaigns accordingly.

Leverage email marketing

Send emails on specific days that way customers aren’t bombarded with daily reminders. After all, even if you give a great gift, they don’t want their inbox to be flooded with too many emails at the risk of being spamming. Here are some key tips for using email marketing this holiday season:

  • Clean up your list : start by cleaning your email list;
  • Personalize your campaign: speak directly to your client;
  • Segment: Put relevant messages in front of the recipients most likely to convert;
  • Analyze cart abandonment : send emails of regular to people who have left items in their shopping cart without finalizing their purchase;
  • Promote daily deals in real time using email marketing;
  • Remind them of the benefits of buying online : No more queues or cold, winter trips to stores… Introduce a sense of urgency to get a consumer to buy a product now!

Campaign based on emotion

Christmas and holiday marketing campaigns involve a strong connection between logic and emotions. Family, good deeds and happiness are the key themes this time of year. For content, take inspiration from the spirit of Christmas and breathe comfort and joy into your campaign.

It goes without saying that Black Friday and Christmas are the biggest time of year for brands and businesses. So now is the time to step up your digital marketing efforts and make the most of this golden opportunity.