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Preparing for a Different Holiday Marketing Season

by Amy Paul - October 21, 2020 - 2 minute read

It may still be October, but it’s never too early to get into the holiday spirit...or at least start talking about your holiday digital strategy. In honor of Hallmark kicking off its Christmas movie season this weekend, we’re highlighting some branding essentials to keep in mind as you plan for this holiday season.


While this year has been anything but predictable, e-commerce proved itself a bright spot for retailers. Many consumers have already shifted to ordering more online. E-commerce is expected to continue to dominate the holiday shopping season, with 71% of US adults saying they plan to do more than half of their holiday shopping digitally this year (eMarketer).

User Experience Website Audit

Now is a great time to audit your site and address any usability concerns. This will make sure your consumers have the best user experience possible while shopping. Mobile usage is also expected to soar this holiday season, so pay extra close attention to your mobile experience and site speed to prevent your consumers from getting frustrated and bouncing before making a purchase.

Launch Holiday Campaigns Early

The holiday shopping season is starting earlier this year, with many major retailers launching their deals well before Black Friday. It might be too early to start decorating for Christmas (for some... anyone else a before Thanksgiving decorator like me?), but now is the time to begin your holiday campaigns if you haven’t already. By starting now, it gives you time to collect campaign performance data, optimize, and pivot as needed before the season passes.

Adjust Your Messaging

This holiday season will be different. Your customers are celebrating in new, unconventional ways. Many are missing their loved ones and bummed about canceled travel plans, so your messaging matters now more than ever. Be mindful that social gatherings and traditions may not happen this year. Depicting this imagery in your campaigns may even evoke negative feelings for some. Instead, focus your messaging on inspiration or hope, and bring the festive spirit of the season to life through your creative.

Also, pay close attention to geographic messaging. Different regions of the country have been impacted differently by the pandemic and a one-size-fits-all approach to messaging may not work.


2020 has been difficult and different. But, by encouraging people to support local and adapting your digital strategy, we can make this holiday season successful and festive in its own way. Who knows, changes you make now could very well have positive effects on your business for years to come as consumers continue to change. Happy (early) holidays!

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