Holiday Marketing Guide

Your Comprehensive Guide To Black Friday, Cyber Monday and ‘Q5’

1. Increased Use of AI for Personalization

AI is playing a bigger role in optimizing content, product recommendations and timing. For example, hyper-targeted dynamic emails powered by AI are becoming more of the standard for boosting consumer engagement.

2. Greater Focus on Sustainability

Consumer demand for eco-friendly practices has continued to grow, with more emphasis than ever on offering and promoting sustainable products and services.

3. Evolving Payment Options

The popularity of Buy Now, Pay Later (BNPL) has continued to rise, with more prominent options needed to accommodate budget-conscious shoppers.

4. Election-Driven Spending Changes

The 2024 election may affect how consumers view the health of the economy, causing them to adjust their spending habits in anticipation of change. Some might feel optimistic and spend more, while others could become cautious and hold back.

“Advertisers should be prepared to address post-election sentiment in their ad copy to try to become more relatable and thus more likable as a brand.”

— Dani Roberts, VP of Key Accounts

“I think the wide adoption of AI has made consumers expect a high level of personalization.”

— Jordan Nowlin, Director of Paid Social

3. Creatively Engage In-Person Shoppers

While online shopping has exploded in recent years, people still prefer the in-person shopping experience during the holiday season. eMarketer reports that:

• In-person sales made up the majority (81.1%) of total holiday retail sales in 2023
• Over a third of U.S. adults will research products on a retailer’s website but wait to buy them in a physical store

Take advantage of increased foot traffic in malls and shopping centers with thoughtful digital out-of-home placements and geofenced programmatic campaigns that stretch branding dollars further.

“Brands should explore experiential, event-based marketing campaigns to reach shoppers in memorable ways.”

— Seth Davis, Senior Media Planner

4. Influencers and Content Creators Will Be a Driving Force

Adobe predicts influencers and content creators will convert shoppers 10X more than social media this BFCM. Given the saturated and competitive advertising landscape, investing in influencers may be a more efficient use of your brand’s dollars than traditional paid social campaigns.

Add Comprehensive Comparison Features

Google increasingly favors comparative content in search results. Create easy-to-scan tables or guides for similar products.

Include Detailed Specifications

Provide precise measurements and insights that go beyond basic product or service sizing (e.g., S/M/L).

Leverage User-Generated Content (UGC)

Use UGC to enhance search rankings, boost your brand’s credibility and attract qualified traffic.

Enhance Visual Search Optimization

Improve your visibility in search results by implementing imagery best practices.

Use High-Quality, Original Images

Prioritize images that clearly showcase product features or service details for easy visual comparisons.

Categorize Images Effectively

Write keyword-rich, descriptive alt text and file names.

Create Highly Visual Collections

Design layouts that display well in Google’s visual search features.

Compress Images for Faster Loading

Try to keep file sizes under 100KB while still maintaining image quality.

Structure Content for Enhanced Readability

You can cater to user preferences and search engine algorithms when you do.

Content

Turn Your Brand Into A Resource

Emphasize Your Benefits

With inflation hitting hard, consumers are being more choosy than ever. To win their business, it’s crucial to clearly communicate the value your products or services provide. People want to feel confident that their purchase is worth it, especially when they’re already feeling squeezed by prices on necessities.

“Consumers will crave straightforward, no-nonsense messaging, especially after months of election ads filled with questionable claims. Since people are aware they’re being marketed to, authenticity will stand out.”

— Laasya Vulimiri, Associate Director, Paid Media