December is the season of holiday cheer…and last-minute shopping. Although the season’s biggest shopping days, Black Friday and Cyber Monday end in November, there are still many moments in December for brands to appeal their audiences. In fact, analysts predict the 2020 holiday shopping period will be more extended than usual, which means December could be vital in hitting your Q4 goals this year.1 Here’s how brands can use December’s energy moments to connect with consumers.
Some argue that holiday commercialism has made society lose sight of the season’s true sentiment. In addition, consumers are becoming increasingly conscious of purchasing from businesses that represent their values. In a recent survey, 84% of shoppers said it’s important that a company supports charitable causes, and half indicated they would switch to a company that supports a cause they value.2
Giving Tuesday, known as #GivingTuesday on social media, is a way for brands and consumers to give to charitable causes and capture the true spirit of the holiday season. Brands can give back to the community by matching philanthropic gifts from their customers, donating a percentage of sales to a charity, or holding a contest and contributing to the winner’s choice of charity.
Brand example: Sevenly
Sustainable clothing company Sevenly knows that making the planet a better place is essential to their customers. Sevenly sent an email to subscribers outlining their different clothing collections, which charity would receive a donation if a shopper bought from one of the collections, and exactly how much the charity would receive. The transparency of the campaign, along with a well-designed email, let customers know that Sevenly shared their values.
Hanukkah is the Jewish winter holiday, also known as the Festival of lights. The holiday lasts for eight days and celebrates the Second Temple’s rededication in Jerusalem at the time of the Maccabean Revolt against the Seleucid Empire. Hanukkah isn’t associated with sales, which is surprising because the holiday does include eight nights of gift-giving. Many brands take to social media to wish their followers a Happy Hanukkah; however, there is more opportunity for brands looking to connect with their followers who celebrate this holiday.
Brand example: Walmart
Walmart created a funny but touching video on parents’ struggles as they try to pick out eight nights’ worth of presents. The brand titled the video, “Hanukkah 2018: We got this…?” along with the caption:
“When you crush it too hard on the first night of gifts, where do you go from there? Small sensible gifts for the other seven nights? Ha! Shop big, or don’t shop at all. There’s no such thing as a “meh” gift with us. Be the best gift-giver you can be. You got this.” Watch the video below:
Festivus is a made-up secular winter holiday that went viral. Introduced on the 90s sitcom Seinfeld, Festivus is celebrated with a series of absurd rituals – such as “the airing of grievances” and the “feats of strength.” This satirical take on the traditional holiday season gives brands space to have fun with their marketing efforts and connect with audiences through humor.
Brand example: Ben & Jerry’s
Ben and Jerry’s introduced the Festivus flavor as a limited batch. The ice cream included brown sugar-cinnamon ice cream mixed with gingerbread cookie chunks and a ginger caramel swirl with the holiday’s irreverent catchphrase “for the rest of us” on the packaging.
Christmas is the biggest holiday of the year in the U.S. Brands have a few options to connect with consumers. They can offer last-minute shopping deals to help bail out procrastinating shoppers, send Christmas emails, or post sentimental seasons greetings to their social media pages. No matter your approach, Christmas is one of the best times of year to build goodwill with shoppers.
Brand example: Fleur & Bee
Beauty brand Fleur & Bee wanted to capture the attention of procrastinating shoppers with an email touting a 7-piece skincare kit that wouldn’t look or feel like a last-minute purchase. They also offered shoppers express 2-day shipping. Expedited shipping is crucial this holiday season, as eleventh hour shoppers might not find it safe or even possible to run to a brick and mortar store for last-minute gifts.
Starting the day after Christmas and lasting until January 1st, Kwanzaa is an annual celebration of African-American culture. The holiday was created in 1966 by Maulana Karenga. Kwanzaa festivities include gifts exchanged on the first day of the new year, along with a ‘feast of faith’ called Karamu Ya Imani. Like Hanukkah, Kwanzaa isn’t associated with sales; however, brands should address the holiday through social media or email.
Brand example: Twitter
Twitter created a Kwanzaa emoji to help their users celebrate the day. The emoji is an image of the kinara and 7 candles, representing the principles of unity, self-determination, collective work and responsibility, cooperative economics, purpose, creativity, and faith.
1 https://www.advertisingweek360.com/3-bold-predictions-for-2020s-unprecedented-holiday-season/ 2 https://progressivegrocer.com/companies-charitable-giving-important-73-american-shoppers-report
As Content Marketing Manager, Natasia is responsible for helping strategize, produce and execute Data Axle's content. With a passion for writing and an enthusiasm for data management and technology, Natasia creates content that is designed to deliver nuggets of wisdom to help brands and individuals elevate their data governance policies. A native New Yorker, when Natasia is not at work she can be found enjoying New York’s food scene, at one of NYC’s many museums, or at one of the city’s many parks with her two teacup yorkies.