Holiday Marketing Checklist

Getting Ready for Holiday Shopping

Presentation Download:

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clanincreative.com/workshops

Today’s Agenda

Building Your Holiday Marketing Strategy

Email Marketing for the Holidays

Social Media Marketing & Advertising

Crafting Holiday Offers

Exploring Local Opportunities

Website Optimization

Strategy

Email Marketing

Early Planning

• Consumer behavior has shifted: More shoppers are starting earlier, with 41% of consumers beginning holiday shopping before November.

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• Major shopping dates like Black Friday and Cyber Monday are key, but early bird sales and extended promotions spread out demand.

Holiday Marketing Checklist

Social Media

Offers

Local Opportunities

Website

Strategy

Email Marketing

To-Do List

• Review last year’s performance: What worked? What didn’t? Use data to identify trends and gaps.

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• Plan holiday offers: What promotions will you run? Consider bundles, flash sales, free shipping, and gift card bonuses.

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• Prepare logistics: Ensure your supply chain, website, and staff are ready to handle increased demand.

Holiday Marketing Checklist

Social Media

Offers

Local Opportunities

Website

Example

If you’re a boutique store, begin promoting seasonal collections with teaser campaigns in October, not just in November. For larger businesses, consider soft-launching holiday promotions to loyal customers as early as mid-October.

Strategy

Email Marketing

Define Your Goals

• Defining clear goals ensures you're targeting the right areas of your business, maximizing ROI, and staying focused during the hectic holiday season.

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• Goals should be SMART: Specific, Measurable, Achievable, Relevant, Time-bound.

Holiday Marketing Checklist

Social Media

Offers

Local Opportunities

Website

Types of Goals

• Revenue Goals: Aim for an increase in total holiday revenue, e.g., "Increase holiday revenue by 25% compared to last year.”

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• Customer Growth: Are you looking to bring in new customers? A good goal might be, "Increase new customer acquisition by 15% over the holiday season.”

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• Customer Retention: For established businesses, aim for "Increase repeat purchase rate by 10% through loyalty programs and exclusive holiday offers."

Strategy

Email Marketing

Holiday Marketing Checklist

Social Media

Offers

Local Opportunities

Website

Specific Examples

• For a small bakery: "Sell 500 holiday-themed cakes and cookies by December 24.”

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• For an e-commerce business: "Boost online sales by 30% through holiday-specific email campaigns and social media ads.”

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• Tracking Goals: Use tools like Google Analytics, Shopify analytics, or social media insights to track your progress throughout the season.

Strategy

Email Marketing

Holiday Marketing Checklist

Social Media

Offers

Local Opportunities

Create a Holiday Marketing Calendar

• Black Friday (November 27th): The biggest shopping day of the year. Ideal for massive discounts.

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• Small Business Saturday (November 28th): Focused on supporting local businesses—tailor promotions to your local community.

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• Cyber Monday (November 30th): Best for online-only deals—consider running digital ad campaigns or email blitzes.

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• Last-Minute Shoppers (Mid-December): Offer free or fast shipping options, gift cards, and urgent deals for procrastinators.

Strategy

Email Marketing

Let’s Prep

• Ensure that by late October, your promotions and assets are ready.

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• Schedule out when emails, social posts, and ads will go live—use automated tools to help you.

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• Holiday website updates: Have seasonal landing pages or themed homepage banners ready at least two weeks before promotions start.

Holiday Marketing Checklist

Social Media

Offers

Local Opportunities

Website

What to Include

• Key promotional dates.

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• Email sends and social posts.

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• Paid ads start and end dates.Internal prep deadlines (inventory, product shipments, staffing).

Strategy

Email Marketing

Black Friday

• Social Media: Increase the frequency of posts about your offers starting 7–10 days prior to Black Friday. Post once a day leading up to the event, with more focused posts (e.g., countdowns) in the 3–4 days before.

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• Emails: Send 1-2 reminder emails in the week leading up to Black Friday to build excitement.
• Send a dedicated email the night before or morning of Black Friday with clear calls to action.

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• Consider a "last chance" email during the afternoon on Black Friday to catch last-minute shoppers.

Holiday Marketing Checklist

Social Media

Offers

Local Opportunities

Website

(November 27th)

Small Business Saturday

(November 28th)

• Social Media: For local businesses, target your audience 5–7 days in advance using geo-targeting or local-focused hashtags. Post once daily, highlighting your involvement in Small Business Saturday.

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• Emails:
• Send a dedicated email mid-week before Small Business Saturday to your local customers, emphasizing the importance of supporting local businesses.

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• Follow up with a reminder email on the day of the event with a personal touch.

Strategy

Email Marketing

Cyber Monday

• Social Media: Start building anticipation for Cyber Monday deals right after Black Friday. Post at least 2-3 times over the weekend leading up to Cyber Monday.

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• Emails:
• Saturday/Sunday: Send a preview email of what’s coming on Cyber Monday.

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• Monday morning: Send a reminder email with specific deals and a sense of urgency (“Today only!”).

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• Monday afternoon/evening: Send a “last chance” email for anyone who hasn’t purchased yet.

Holiday Marketing Checklist

Social Media

Offers

Local Opportunities

Website

(November 30th)

Last-Minute Shoppers

(Early December)

• Social Media: Start offering incentives for last-minute shoppers around mid-December (December 14th–20th). Post 1-2 times daily emphasizing urgency, quick shipping, or gift cards.

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• Emails:
• Send an email about “last-minute gift ideas” during mid-December.

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• 2–3 emails: One focusing on fast shipping or local pickup, one on gift cards, and a final one with “time is running out” messaging a couple of days before the shipping cutoff.

Strategy

Email Marketing

Holiday Marketing Checklist

Social Media

Offers

Local Opportunities

Audience Segmentation

• Holiday shoppers are diverse—from bargain hunters to last-minute buyers. Tailoring messages based on audience segments ensures your marketing resonates and drives action.

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• First-Time Shoppers: Focus on attractive introductory offers, discounts, or first-purchase bonuses.

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• Loyal Customers: Offer VIP access, early bird deals, or exclusive discounts as a way to reward loyalty.

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• Gift Givers: Highlight gift cards, bundles, and curated gift guides to appeal to those shopping for others.

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• Last-Minute Shoppers: Urgency is key—focus on fast shipping, pickup options, or digital gift cards.

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Strategy

Email Marketing

How to Tailor Your Marketing

• First-Time Buyers: Provide simple gift suggestions or "Top Picks" to make the process easy.

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• Returning Customers: Show appreciation with personalized messages like "We saved this just for you!" or offer early access to sales.

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• Example: A local spa might offer “First-Time Visitor Gift Cards” for new clients while reserving “Loyalty Rewards” or “Spa Day Bundles” for repeat clients

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Holiday Marketing Checklist

Social Media

Offers

Local Opportunities

Website

Strategy

Email Marketing

Holiday Marketing Checklist

Social Media

Offers

Local Opportunities

Let’s Recap

• Start Early: Plan promotions, campaigns, and logistics ahead of time.

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• Set SMART Goals: Define clear targets for sales, customer engagement, and traffic.

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• Map Your Calendar: Align campaigns with key holiday dates.

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• Segment Your Audience: Tailor messages to first-time, loyal, and last-minute shoppers.

Strategy

Email Marketing

Email Marketing

• Email marketing remains one of the most effective tools for reaching your audience directly, especially during the holiday season when people are actively searching for deals, gifts, and promotions.

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• Emails allow for tailored messaging based on customer behavior and past purchases, which can drive higher engagement and sales.

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• People are in a buying mood—holiday-themed emails stand out in inboxes full of personal and promotional messages.

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Holiday Marketing Checklist

Social Media

Offers

Local Opportunities

Website

Compelling

Subject Lines

• Use a sense of urgency, curiosity, or exclusivity:
• “Hurry! Black Friday Deals Ending Soon!”

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• “Exclusive Early Access to Our Holiday Sale!”

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• “Last-Minute Gifts You Can Still Get!”

Holiday Marketing Checklist

Personalization

Address your customer by name and, if possible, offer product recommendations based on their previous shopping behavior:

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• Example: “John, we’ve picked the perfect gift for you!”

How to create eye-catching, high-converting holiday emails:

Strong CTA

Make your CTA clear and prominent.

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• Example: “Shop Now”, “Get Your Discount”, or “See Our Holiday Collection”.

Holiday Design

Use festive imagery, holiday colors, and seasonal elements in your email design to stand out. Be sure to balance this with your brand identity.

Strategy

Email Marketing

Social Media

Offers

Local Opportunities

Website

Email Frequency

Timing and frequency are key to ensuring your emails aren’t overwhelming or ignored. Here’s a breakdown based on industry best practices:

Holiday Marketing Checklist

Strategy

Email Marketing

Social Media

Offers

Local Opportunities

Website

Pre-Holiday (October – Early November):

• Send 1-2 emails per week to build anticipation for your holiday products and offers. Highlight upcoming events like Black Friday, early-bird specials, or holiday gift guides.

Black Friday & Cyber Monday Week:

• Send 2-3 emails in the week leading up to Black Friday to build excitement.

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• On Black Friday, send a morning email with your main offers and a late afternoon email for a “last chance” reminder.

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• For Cyber Monday, use the same approach: 1-2 emails on the day, reminding customers of your exclusive deals.

Email Frequency

Holiday Marketing Checklist

Strategy

Email Marketing

Social Media

Offers

Local Opportunities

Website

Mid-Holiday (December):

• Send 1-2 emails per week throughout December, promoting special offers, new products, or best-selling gift guides.

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• Include shipping deadlines and last-minute gift ideas in your messaging.

Last-Minute Shoppers (Mid-to-Late December):

• Send 2-3 emails during the last week before shipping cutoffs. Focus on urgency: “Still time to order!”, “Order today for guaranteed delivery!”, or “E-Gift Cards Available!”

Post-Holiday & New Year:

• Send a “Thank You” email after the holiday rush to thank your customers for their support. Include a promotion for the New Year to keep engagement high.

Holiday Email Campaign Ideas

Holiday Marketing Checklist

Strategy

Email Marketing

Social Media

Offers

Local Opportunities

Website

Countdown Campaigns:

• Run a series of countdown emails leading up to major events like Black Friday or Christmas. Use language like, “Only 3 Days Left Until…”, “Shop Now Before It’s Gone!”, or “Last Chance for These Deals!”

Gift Guide Emails:

• Help your customers find the perfect gift by creating gift guides categorized by price (e.g., “Gifts Under $50”), recipient (e.g., “Gifts for Her”), or type (e.g., “Gifts for Tech Lovers”).

Last-Minute Shopper Offers:

• For those who wait until the last minute, send targeted emails featuring fast-shipping offers or digital gift cards.

Abandoned Cart Emails:

• During the holidays, customers are often distracted, leading to abandoned carts. Set up automated emails to remind them of what they left behind and offer an incentive like free shipping to complete their purchase.

Holiday Marketing Checklist

Let’s Recap

• Start Early & Plan Strategically

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• Segment Your Audience

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• Craft Engaging Emails

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• Optimize Frequency & Timing

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• Leverage Automation & Test

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• Monitor & Adjust
• 35% open rate; 2.5% click rate

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Strategy

Email Marketing

Social Media

Offers

Local Opportunities

Website

Strategy

Email Marketing

Social Media

Offers

Local Opportunities

Website

Social Media

Social media is a powerful tool to connect with your audience during the holidays, helping you build excitement, engage followers, and drive sales. It allows you to:

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• Reach a Wider Audience: Social platforms let you engage not only with your followers but also new customers through shares, likes, and paid ads

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• Create a Festive Brand Presence: You can easily switch to holiday-themed posts, graphics, and stories to align with the season.

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• Instant Engagement: Social platforms let you interact with customers in real-time, answer questions, and respond to comments quickly.

Holiday Marketing Checklist

Instagram & Facebook: Ideal for visual storytelling, product showcases, and ads.

Reels/TikTok:

Short, engaging videos are perfect for promoting holiday trends or sales.

Social Media Frequency

Striking the right balance with your posting frequency is essential to keep your audience engaged without overwhelming them. Here’s a breakdown of best practices:

Holiday Marketing Checklist

Pre-Holiday (October – Early November):

• Post 3-5 times per week to build anticipation for holiday sales.

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• Focus on creating excitement around your upcoming promotions and holiday collections.

Black Friday & Cyber Monday Week:

• Post 1-2 times per day leading up to and during the sales events.

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• Utilize Instagram and Facebook stories for real-time updates.

Strategy

Email Marketing

Social Media

Offers

Local Opportunities

Website

Social Media Frequency

Holiday Marketing Checklist

December (Holiday Season):

• Post 3-7 times per week throughout the month to maintain engagement.

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• Mix product highlights, special offers, and user-generated content (e.g., customer photos of your products).

Late December (Last-Minute Shoppers):

• Post daily updates around shipping deadlines, last-minute gift ideas, and promotions like gift cards.

Strategy

Email Marketing

Social Media

Offers

Local Opportunities

Website

Creating Engaging Holiday Content

Holiday Marketing Checklist

Festive Visuals: Use holiday colors, themes, and elements to make your posts more festive.

• Example: Product photos with holiday backgrounds, decorations, or seasonal overlays.

Strategy

Email Marketing

Social Media

Offers

Local Opportunities

Website

To stand out during the crowded holiday season, your content needs to be eye-catching and relevant. Here’s how to craft engaging posts:

Gift Guides & Product Showcases: Help your followers choose the perfect gifts.

• Create carousel posts on Instagram showing different gift ideas.

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• Use Pinterest for curated gift boards that link to your products.

User-Generated Content: Encourage customers to post photos of your products and tag your brand.

• Run a holiday-themed contest where customers can submit photos for a chance to win.

Stories & Reels: Use short-form video for behind-the-scenes content, product demos, or flash sales.

• Example: “Unboxing” videos, quick product highlights, or festive clips of your team at work.

Holiday Marketing Checklist

Strategy

Email Marketing

Social Media

Offers

Local Opportunities

Website

Facebook & Instagram

Carousel Ads

Holiday Marketing Checklist

Strategy

Email Marketing

Social Media

Offers

Local Opportunities

Website

Facebook Ad Manager

Strategy

Email Marketing

Social Media

Offers

Local Opportunities

Website

Let’s Recap

Holiday Marketing Checklist

• Create Engaging Content
• Utilize Paid Ads
• Engage & Respond
• Stay Authentic to Your Brand
• Monitor & Test

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Strategy

Email Marketing

Holiday Offers

• Holiday shoppers are driven by exclusive deals and limited-time promotions—make your offer stand out.

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• Discounts:
• Percentage off (e.g., 20% off everything).
• Dollar amount off (e.g., $10 off purchases over $50).

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• Free Shipping:
• A major incentive, especially for last-minute shoppers. Offer free or expedited shipping for a limited time.

Holiday Marketing Checklist

Social Media

Offers

Local Opportunities

Website

• Bundled Deals:
• Package complementary products together at a discount (e.g., "Buy 2, Get 1 Free").

• Gift With Purchase:
• Encourage larger orders by offering a free gift with a certain purchase amount (e.g., "Free holiday tote with orders over $100").

• Gift Cards:
• Promote gift card specials (e.g., buy a $50 gift card, get $10 extra) for last-minute shoppers.

Strategy

Email Marketing

Promote Your Holiday Offers

Holiday Marketing Checklist

Social Media

Offers

Local Opportunities

Website

• Website Banners:
• Feature your offer on your homepage and product pages with eye-catching banners or pop-ups.

• Email Campaigns
• Social Media Posts & Stories
• Paid Social Media Ads
• In-Store Signage
• SMS/Text Message Alerts

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• Influencer & Affiliate Partnerships
• Partner with influencers or affiliates to promote your offers to their audience with unique discount codes.

Leverage Local Opportunities for Holiday Marketing

Say they are more likely to shop at a business that supports local bauses or is involved in the community

82% of consumers

Make an effort to shop at small businesses during the holiday season, specifically to support their local community

70% of consumers

Strategy

Email Marketing

Holiday Marketing Checklist

Social Media

Offers

Local Opportunities

Website

• Shoppers love to support local businesses during the holidays.

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• You can tap into community-driven campaigns and local events to increase visibility.

Key Local Opportunities

• Participate in Local Shopping Events:

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• Small Business Saturday (Nov 28^th)
• Focus on special deals for local shoppers and community involvement
• Holiday Markets & Craft Fairs
• Sponsor a booth or provide exclusive offers to attendees

Holiday Marketing Checklist

Strategy

Email Marketing

Social Media

Offers

Local Opportunities

Website

• Collaborate with Neighboring Businesses:

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• Create cross-promotions with nearby stores or restaurants (e.g., “Shop here, get a discount at the café next door”).
• Build bundle packages with other local businesses (e.g., "Gift Basket from Local Favorites").

• Leverage Local Media & Publications:

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• Buy ad space in community newspapers or local radio stations.
• Look for holiday-themed guides or gift guides that showcase local businesses.

• Partner with Local Influencers:

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• Identify local influencers who can promote your holiday offers to their followers through social media shoutouts or reviews.

Promote Your Holiday Offers

• Community Sponsorships:
• Sponsor holiday events, parades, or charity drives to get your business name seen by locals.

Holiday Marketing Checklist

Strategy

Email Marketing

Social Media

Offers

Local Opportunities

Website

• Local Digital Advertising:
• Run geo-targeted ads on Google and Facebook to reach people in your area.
• Utilize hyperlocal platforms like Nextdoor or local Facebook groups to spread the word about your offers.

• Flyers & Direct Mail:
• Use physical marketing like flyers, postcards, or door hangers to promote special offers to nearby neighborhoods. (Every Door Direct Mail)

• Collaborate with Local Chambers of Commerce:
• Partner with your local chamber or business association to be part of their holiday marketing campaigns or receive discounts on ad placements

and more!

Explore Local Opportunities

Holiday Marketing Checklist

Strategy

Email Marketing

Social Media

Offers

Local Opportunities

Website

Website Optimization

• Your website is often the first impression shoppers get—make it count!

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• Smooth, fast experiences can turn holiday traffic into conversions.

Holiday Marketing Checklist

Strategy

Email Marketing

Social Media

Offers

Local Opportunities

Website

Key Areas to Focus On

• Seasonal Updates:

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• Add holiday-themed banners and landing pages.
• Promote holiday offers prominently on your homepage with clear calls-to-action (CTAs).

Holiday Marketing Checklist

Strategy

Email Marketing

Social Media

Offers

Local Opportunities

Website

• Mobile Optimization:

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• Ensure your site is fully responsive and optimized for mobile—holiday shoppers often browse on their phones.
• Make it easy for users to navigate, view products, and checkout on mobile devices.

• Speed & Performance:

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• Test your site’s loading time—40% of consumers will abandon a website if it takes more than 3 seconds to load.

• Streamline Checkout:

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• Reduce cart abandonment by simplifying your checkout process (e.g., guest checkout options).
• Highlight any offers like free shipping or holiday discounts on the checkout page to encourage purchases.

Enhance User Experience

• Optimize for Easy Navigation:

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• Simplify navigation so customers can find your holiday deals and best-sellers with fewer clicks.
• Add a "Holiday Gift Guide" section to group products by categories like "Gifts Under $50" or "Top Holiday Picks."

Holiday Marketing Checklist

Strategy

Email Marketing

Social Media

Offers

Local Opportunities

Website

• Utilize Pop-ups Wisely

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• Use exit-intent pop-ups offering discounts or free shipping to capture last-minute shoppers before they leave.
• Create limited-time offers in pop-ups (e.g., "Holiday Flash Sale – 20% off for the next hour!").

• Highlight Key Features:

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• Make sure your customer service details (like return policies, shipping deadlines, and FAQs) are easy to find.
• If offering gift cards or gift wrapping, promote these prominently.

• Add Reviews & Social Proof

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• Display product reviews and testimonials to build trust during the decision-making process.
• Include user-generated content on product pages to show how others are using your items.

Key Takeaways

• Plan Ahead:
• Mark key holiday dates and schedule your promotions, emails, and social media posts early.

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• Optimize Email Marketing:
• Personalize your holiday emails, build urgency, and schedule multiple sends to drive sales.

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• Leverage Social Media:
• Engage your audience with festive visuals, holiday stories, and targeted ads for maximum reach.

Holiday Marketing Checklist

Key Takeaways

Holiday Marketing Checklist

• Promote Holiday Offers:
• Use website banners, email, social media, and local channels to highlight your special holiday deals.

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• Capitalize on Local Opportunities:
• Participate in community events, collaborate with other businesses, and run local ads to attract nearby shoppers.

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• Prepare Your Website:
• Optimize for mobile, speed up load times, and create dedicated landing pages to drive holiday conversions.

Scott Clanin

scott@clanincreative.com

217-402-8077

clanincreative.com