7 MIN READ

The holidays—a time for giving, togetherness, and consumerism. With the amount of good tidings and cheer that the season brings, you might think that empathy is in surplus, especially as marketing messages center on valuing our loved ones by giving them the perfect gift. But, as consumer behavior has shifted in the years post-2020, so has our responsibility as marketers to create meaningful campaigns that resonate with our ideal customers.

As the air turns crisp and you order your fifth iced pumpkin cream chai latte, it’s time to hone your empathetic marketing skills and set your brand up for a holiday season full of love and conversions.

Consumer Holiday Planning

Not to cause anyone stress, but planning your holiday marketing campaign in September or October already has you lagging behind. According to Pinterest, people begin planning their holidays as early as June. This doesn’t mean they’re making buying decisions at this time. Instead, they’re searching for inspiration and ideas. Maybe this year they’re looking for a recipe for the fluffiest challah bread, or maybe they’re trying to decide if they could pull off a tartan mini skirt in the holiday card photos.

By the time September rolls around, people are in decision-making mode. They’re locking down those recipe ideas and travel plans before holiday activities officially kick off in November. I know what you’re going to say—when did November automatically mean the holidays? After all, Thanksgiving isn’t until the end of the month. Shopping trends reveal people are starting their holiday shopping in October and checking off their gifting list by the time Black Friday rolls around in November. In fact, there was an 11% increase in October holiday shopping from 2021 to 2022. That’s not something to shake a peppermint stick at.

It’s not enough to just start putting your usual holiday plan in action. Not only have consumers’ buying timelines changed drastically, they also have different expectations and needs from their favorite brands than years before. If your brand doesn't meet these expectations, new and loyal customers alike will not be buying from you this season. These are the key areas to focus on when building your holiday marketing plan:

Care About Budget Restrictions

Consumers across income levels are feeling the impact of inflation, and this will be reflected in their buying habits this holiday season. Retail Dive surveyed shoppers, and 87% report that they feel it’s important to save money during their holiday shopping. How can you appeal to consumers who are budget conscious while still meeting your year-end goals? Here are a few strategies:

Implement exclusive discounts

67% of consumers surveyed by Numerator shared that their top solution for being budget conscious this season is to look out for big bargains. As you plan out what discounts you’ll be offering in the coming months, look for opportunities to run promotions earlier in the season when the bulk of buying is happening. This could look like offering an exclusive discount to newsletter subscribers or hosting a friends-and-family event that offers a larger discount to current customers and those who sign up for your mailing list.

Create mobile-friendly coupons

In addition to looking for bargains, shoppers are also relying on coupons more. But we’re not talking reality TV extreme couponers. To use these discounts effectively for your brand, the first essential component is prioritizing digital coupons over paper—even for in-store purchases. No one has time to locate a pair of scissors and keep track of a one-off coupon when they already have hundreds of other things on their mind for holiday planning. Make coupons mobile-friendly and easily accessible, and your consumers will reward you with their business.

Reconsider your shipping strategy

This year, shipping frugality is top of mind with 91% of shoppers identifying free shipping as the most influential perk when holiday shopping. Often customers are willing to spend more money to earn free shipping because they feel like they’re actually receiving something for their money. I, for one, have been known to add an extra beauty product or hair accessory to my cart due to the allure of free shipping. Setting free shipping at accessible thresholds for your customers will encourage customers to spend more and ultimately earn you more sales.

Don’t Overlook Inclusivity

While price is a top consideration for shoppers, people will still be shopping with their hearts this holiday season. In the year of the Barbie movie, people across generations are looking for brands to reflect their values—and reacting strongly when they don’t. This makes it essential to remain focused on your brand’s ESG and inclusivity efforts, representing these values in your marketing materials.

In regard to their shopping habits, Gen Z and Millennials are more likely to buy from brands that stand for their shared beliefs. Research also reports these age groups take into consideration how products are being made and who makes them. In fact, they’ll prioritize a gift being locally made or owned by underrepresented groups over expedited shipping. To stay true to the spirit of the holidays, keep these tips in mind:

Take a stand

Remaining neutral on social issues in an effort to attract a larger customer base is a dangerous game. That doesn’t mean you have to voice an opinion on every current event, but it’s important to have a point of view on matters that are related to your brand. Without clear values, you’re more likely to drive away your target audience. This holiday season, make it clear what causes you support and what work your brand is doing to make the world a slightly better place. After all, it is the season of giving.

Put sustainability center stage

Caring for the environment is a top concern for younger generations. They’re pivoting away from fast fashion and putting more focus on sustainable brands. While there’s still a slow transition to people investing in more sustainable brands (mostly thanks to the economy), gift giving is a more thoughtful, intentional process than everyday consumerism. If protecting the planet is one of your brand’s values, make sure to share this in your marketing and show potential customers how they can positively impact the environment with your products. But as every good empathetic marketer knows—don’t make your messaging all about your brand’s accomplishments.

Make Customers’ Lives Easier

With our endlessly busy schedules, consumers are also prioritizing ease for their holiday shopping. As we’ve seen in the recent findings from Edelman, the purchase funnel has changed its shape into a loop as Gen Z heavily influences how people shop. For the 2023 holiday season, we can expect to see consumers relying on social media to influence their buying decisions—more so than ever before.

In fact, 75% of holiday shoppers will use social media to learn about products to gift their loved ones. On top of that, data from last year’s holiday season shows that social media advertising will generate ten times more traffic than traditional marketing methods.

But, here’s the trick—it’s not enough just to show up on social media anymore. Brands need to create content that is meaningful to today’s customer—ideally solving the problem of “what should I get for this difficult to shop for person?”

Another important component to keep in mind is the people you’re marketing to during the holidays may not be your year around target audience. Instead, they’re looking for a gift that aligns with their values and budget, but speaks to the desires and interests of a loved one (or forced acquaintance).

To take advantage of social media this holiday season, keep these best practices in mind:

Sell directly on social media platforms

As we see more platforms continue to successfully roll out online shops within the confines of their sites and apps, there’s no better time to start testing out selling your products. Just make sure you’re picking the platforms that best match your business model. Each platform has its own set of rules that may not be feasible for your business. While Instagram’s storefront is well established, you may also want to consider experimenting with TikTok’s new shop function as well as the new features available for shopping on Pinterest.

Center messaging around the consumer

Empathetic marketers know the importance of focusing all your content efforts on the customer’s needs and pain points, rather than centering the narrative around what the brand has accomplished. The struggle we all face during the holiday season is finding the perfect gift for the people on our shopping list. Instead of proclaiming what makes your brand and its products great, focus your organic and paid content on how your product or service is the answer to their holiday shopping needs. Right now your customer cares less about your brand’s awards and best-in-class materials, and more about the luxurious materials you use that will make their best friend feel pampered.

Holiday marketing can feel overwhelming, but leaning on your empathetic marketing skills will ensure you’re reaching the audience who wants to buy your products for their loved ones. To learn more about empathetic marketing, download our free eBook. If you’d like help with your holiday marketing strategy, our team can help—reach out to us here.