OND (October, November, December): The holiday season is rapidly approaching, and the spirits industry faces a particularly unique challenge this year. This year, the holiday shopping period is compressed into just 27 days between Thanksgiving and Christmas. The pressure is on brands to make the most of a shorter but undoubtedly impactful sales window and start planning ASAP.
Here’s a comprehensive guide to help you navigate this crucial season. It takes into account the distinct factors of 2024, including the constantly fluctuating consumer behaviors surrounding this year's economy.
This year’s holiday shopping season is notably shorter, spanning only 27 days between Thanksgiving and Christmas. This condensed timeframe demands efficient planning and agile strategies. According to Search Engine Land, brands must adapt their marketing strategies to capture consumer attention quickly and effectively.
1. Early Promotions: According to Shopify, many retailers begin their holiday sales and promotions early in October. Some brands even roll out Black Friday and Cyber Monday promotions at the start of October. Another article suggests launching seasonal promotions before the holiday season begins. A recent survey showed that over 50% of respondents started their holiday shopping season in September.
Shopify Holiday Shopping Stats
10 Holiday Shopping Promotion Ideas
2. Streamlined Checkout: Ensure your online checkout process is quick and efficient to help reduce cart abandonment.
Best Shopify Checkout Customization Examples
3. Clear Communication: To mitigate customer grievances, it’s vital to display all shipping deadlines, promotional details, potential delays, and gifting options on your website on both mobile and desktop platforms.
Boosting Sales through Bundling and Upselling The holiday season is an ideal time for product bundling, which can enhance sales and average order value. This is particularly effective when paired with upselling tactics. Leveraging AI solutions like Rebuy can enrich the shopping experience by offering AI-guided product suggestions, customizable search and merchandising based on user preferences, and tools for post-purchase engagement.
1. Bundle & Save: The holiday season is an excellent time for product bundling. Offering curated bundles can increase sales and average order value, providing added value to consumers. This is especially effective when combined with upselling strategies.
2. Rebuy: Leveraging AI-powered solutions such as Rebuy can significantly enhance the shopping experience.
Rebuy’s platform provides:
TechCrunch - Rebuy is out to change the customer buying experience
In the realm of holiday marketing, captivating visuals are key. Professional photography should be a priority, capturing your product range in a winter setting.
Here are some strategies:
1. Holiday Formats: Create scenes that transport consumers into the holiday spirit. Think rustic settings with a touch of holiday magic. This could include your product amidst a festive feast or nestled by a warm fireplace.
2. Seasonal Cocktails: Encourage creativity among your audience with unique cocktail ideas. This could range from a warm cider with a twist to a festive margarita, all set against a backdrop of holiday decor.
3. Diverse Representation: Embrace the diversity of the holiday season. This could involve showcasing your product in various cultural celebrations or focusing on using universal gifting imagery.
Important Note: The Word “FREE” can not be used in any promotional material involved with the selling of alcoholic beverages.
Ad Copy: Start developing engaging and festive ad copy that resonates with your audience early. Emphasize:
1. Unique Selling Points: Emphasize what sets your spirits apart, such as a distinct palate, notable awards, or innovative production methods. For example, "Savor the rich, smoky notes of our award-winning bourbon, perfected with a hint of vanilla and caramel."
2. Limited Edition: To create urgency, highlight the exclusivity of limited-edition SKUs. For instance, "Don't miss out on our limited-edition holiday blend—available only this season!"
3. Holiday Spirit: Use evocative language that conjures warmth and festivity. "Be the holiday hero this Christmas morning with the Speakeasy Core Bundle. With notes of rich vanilla, warm spices, and a hint of caramel, it’s the perfect sip for every festive occasion.”
Gifting Copy: Focus on the convenience and appeal of gifting. Examples include:
1. Pre-Packaged Gifts: Promote the convenience of ready-to-gift bundles. "Our holiday gift sets come pre-packaged and ready to delight, making your holiday shopping effortless."
2. Custom Packaging: Offer personalized options to add a special touch. "Customize your gift with elegant bottle sleeves or engravings for a memorable holiday present."
3. Shipping Time: Clearly communicate deadlines to ensure timely delivery. "Order by December 15th for guaranteed Christmas delivery – give the gift of exceptional taste this season."
To maximize your holiday marketing impact, developing a comprehensive content calendar for your email campaigns is essential. Here’s how to structure it for optimal results:
1. Early Holiday Announcements: Start your holiday marketing by sending advanced notifications about upcoming promotions and exclusive products. This strategy not only builds anticipation but also allows customers to plan their purchases. For instance, you could send out teasers for limited-edition releases or early-bird discounts in early October to attract early holiday shoppers.
2. Abandoned Cart Emails: Target shoppers who’ve left items in their carts with personalized follow-ups. Use dynamic content to remind them of what they’re missing and offer incentives, like a limited-time discount or complimentary shipping, to encourage them to complete their purchase. Segment these emails based on the items left behind and their previous interactions with your brand.
3. Leverage Marketing Expertise: Consider partnering with services like Speakeasy Co. marketing to craft tailored email and SMS campaigns, optimize send times, segment email lists, and utilize advanced tools like A/B testing and analytics for improved results.
Speakeasy Co. Email Marketing Services
Budgeting:
The holiday season is a critical time for the alcohol and beverage e-commerce industry, often requiring a larger marketing budget to fully capitalize on the increased consumer spending. With the 2024 holiday season forecasted to bring in at least $278 billion from digital channels, it’s recommended to allocate more funds to areas that will yield the highest return on investment.
2024 Holiday Shopping Predictions
Promotional Strategies:
1. Small Business Saturday (November 30, 2024):
2. Black Friday (November 29, 2024) & Cyber Monday (December 2, 2024):
1. Enhanced Digital Advertising: Increase your spend on PPC and social media ads by at least 50-100% compared to the regular monthly spend for the rest of the year. Focus on high-ROI platforms like Google Ads, Microsoft Ads, and Meta.
2. Email Marketing: Investment in email campaigns, including automated sequences for cart abandonment and personalized holiday promotions.
3. Influencer Partnerships: Set aside a portion of your budget for collaborations with influencers or bloggers who can create buzz around your products. Allocate funds for sponsored posts and product reviews.
4. Content Creation: Invest in high-quality photography and video content. Allocate extra funds for seasonal shoots to make your products stand out in a crowded market.
With just 2.5 months until the holiday season, now is the time to start your OND planning. The compressed shopping window demands immediate action. Implement strategies like early promotions, efficient checkouts, and effective bundling now. Invest in compelling visuals and ad copy to boost your visibility and sales. Start today to ensure your brand thrives this holiday season. Cheers to a successful OND!
For further reading and resources, consider exploring:
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Articles are written by Flaviar for Business team's seasoned ecommerce professionals. We help forward-thinking producers, retailers and publishers take beverage alcohol businesses direct-to-consumer, online. The topics we cover include:
