Christmas Is Coming! How To Plan Your Christmas Marketing

Just like that, we’re already in the second half of 2023. Which means that Christmas is coming!

If you have a product-based business then NOW is the time to be planning your marketing strategy for the Christmas period if you haven’t started already.

We all know that Christmas is an expensive time of year – for businesses and our customers – with lots of advertising and what feels like never-ending email campaigns. To find success with your Christmas marketing, you need to get strategic.

We’ll cover why ads cost more at Christmas, exactly how much more you might need to invest, and what you need to do to get your marketing strategy sorted for Christmas.

Christmas Is Coming! How To Plan Your Christmas Marketing In 2023

‘Tis The Season For More Competition
Every year, customers are buying more of their Christmas gifts online. And just like you, your competition wants to get eyes on their products, too.

That means the holidays are a cluttered time for digital marketing. There’s lots of competition, including those big-name businesses with large marketing budgets.

Some Christmas cheer though: this doesn’t mean that Christmas marketing strategies with smaller budgets will necessarily be drowned out. You just need to think strategically about what paid advertising you’ll do this Christmas.

It’s Beginning To Look A Lot Like Christmas So Bid Price Increases

Increased demand = increased bid prices.

Unfortunately, the cost to advertise does begin to increase steadily from October through to Christmas when demand is at its peak. 

So, what kind of price increase are we talking about here?

Well, bid prices can increase by up to 140% leading up to Christmas. So, you’ll need to be prepared to throw some more spend at your digital advertising during the holiday season.

What Should Your Budget Look Like?

It’s worth looking at your ad budget to see if you can invest more in your Christmas marketing campaign. You know that there is increased competition and that the bid prices will increase.

But, remember that consumer spending goes up, too, so when looking at your cost per click or return on investment, it can sometimes be worthwhile investing more money into ad spend in the lead up to Christmas. We’ve also been seeing shoppers getting more organised and starting their shopping EARLIER each year too. 

Whether you can invest more or not, it pays to get strategic about your paid marketing at Christmas to ensure your cost per click is still a good investment.

Get Your Christmas Marketing Plan Wrapped Up Early

Now is the perfect time to start planning your marketing strategy for the holiday season and how much extra you can (or can’t) invest in ad spend.

These are the main things you need to consider when planning your Christmas marketing strategy:

Revisit last year’s results
Did you have a specific marketing strategy last Christmas? Now’s a great time to look back at its results and analyse what worked, what didn’t, and areas that you should focus on this year.

Check in on your audience
When was the last time you looked at consumer behaviour and data on your target market? This is a great time to make sure that you still have a good understanding of your customer’s buying behaviours.

If they’ve changed, make tweaks to your customer avatars before you start planning your marketing strategy for Christmas.

Decide what promotions you’ll run
Now’s the time to decide on any Christmas-related promotions. Will you only run a sale on Boxing Day? Or will you entice customers early with special offers in November?

The cool thing about Christmas is that you can run themed promotions such as advent calendars. This involves using a combination of competitions, deals and bundle offers throughout the month. And, you can even collaborate with other businesses to extend your reach.

Make sure your website is set up to convert
Consider whether you want to decorate your website for Christmas with festive icons, colours, and Christmas specific marketing copy.

Do some of your products make great gifts for grandparents, while others make great gifts for kids? Make it easy for your customers to find their ideal gift with a Christmas menu listing gifts for different age groups or preferences, such as ‘Gifts for Grandma’.

Focus on existing customers
Christmas is a great time to run marketing campaigns that target customers who have already purchased something from you (this kind of advertising is called retargeting).

In all the noise, as a customer it’s reassuring to shop with a business you have already bought from previously. Targeting past customers through email can be a cost-effective method to include in your Christmas marketing strategy.

Include social media in your plan
Social media is a must for your marketing this Christmas. The potential for getting eyes on your products on social media is huge. Promote your products and Christmas offers across your various social media platforms. And don’t forget to spread some Christmas cheer while you’re at it with themed posts!

Get Help Planning Your Christmas Marketing

We all know that Christmas is a huge business opportunity for product-based businesses. If you want to maximise your potential through marketing this year, get some expert help.

Working with us will leave you confident that you’ve got the best strategy for your business and your goals.

Got any questions? Book a complimentary 30-minute discovery call with me to find out how our team can help you map out your marketing strategy this holiday season.