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Local Louisiana Marketing Blog

Finalize Your Holiday Marketing Calendar.

[fa icon="calendar"] Oct 25, 2017 12:26:54 PM / by TEGNA Local Louisiana

TEGNA Local Louisiana

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Winter Holiday Sales account for more than 80% of the year’s total holiday sales according to the National Retail Federation.   A recent survey conducted by the National Retail Foundation predicts that holiday sales in 2017 will increase between 3.6 and 4 percent.

Christmas falls 32 days after Thanksgiving this year, one day more than last year, and is on a Monday instead of Sunday, giving consumers an extra weekend day to complete their shopping.

Almost 60% of consumers begin shopping for the holidays in November and December which means there is still time to refine your holiday marketing plan.

To keep your business top of mind for holiday shoppers, plan to fill all of those 32 days with promotions.   This sounds like a lot of work, but not all of your promotions need to be unique.  In fact, there are many promotions that consumers are already seeking for their holiday shopping.

Themed holiday sale days have become appointment shopping for consumers.  The traditional Black Friday after-Thanksgiving sales now compete with Small Business Saturday, Cyber Monday, Green Monday and more.  #GivingTuesday has also emerged from this trend of calendar themed shopping days turning consumer's focus to causes around holiday giving.  Retailers have also jumped in creating "12 days" campaigns or "free shipping days" that keep consumers focused on shopping during the busy holiday season.   


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National Retail Federation, 2017 Holiday Planning Playbook

Develop a promotional schedule - Take some time this week to map out the remainder of the holiday season.  

Keeping track of all of those days and incorporating them into your marketing messages can be difficult.   One of the tactics we suggest to clients is to map out your messaging a month in advance. Putting everything on a calendar - advertising schedules,  social media posts,  email campaigns,  sale dates, events - can help you identify holes in your planning and opportunities to combine projects to make your marketing more efficient.

To help you get started, we compiled a list of items to consider including:

  1. Special Holiday Shopping Days:
    • Black Friday - November 24, 2017
    • Small Business Saturday - November 26, 2017
    • #CyberMonday - November 27, 2017
    • #GivingTuesday - November 28, 2017
    • Green Monday - December 11, 2017
    • Free Shipping Day - December 15, 2017
  2. Special Holiday Shopping or Customer Events:
    • Open House
    • Special Hours
    • Charitable Partnerships
  3. Holiday Marketing Ideas:
    • 12 Days of Gift Ideas
    • Countdown to Christmas with a number of shopping days remaining
    • Flash Sales
    • Last Minute Gift Ideas
    • Contests or Sweepstakes
    • Gift Certificate Promotions
    • Themed Gift Guides - (Men, Women, Kids, Techies, Foodies, etc)
  4.  Holiday Days:
    • Since Christmas and New Year's both fall on a Monday in 2017 - remember that consumers have an extra weekend day for last minute shopping compared to last year,  so you may need to tweak your calendar from last year.  
    • Hanukkah falls a little earlier this year compared to last.  It runs from from December 12 - December 20.

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National Retail Federation, 2017 Holiday Planning Playbook

Use multiple platforms to communicate your holiday marketing to ensure that you reach more consumers during a hectic time of year.

After you put these on a calendar - consider the platforms that will best help you communicate with your customers.  

  • Social Media: Social Media is a great platform for short term promotions.  Each one of these holiday marketing ideas is great content for your social media accounts.  If you normally post on social media a couple of times a week, the holiday season is a great time to ramp up your efforts and post more frequently.  
  • Email Marketing:  Email is a great way to connect directly and personally.  Using your existing database, you can create emails that communicate your offers, holiday inventory and special events.  If you want to reach new consumers using email, targeted email campaigns are a good solution.  You can send email blasts to outside email databases and segment your recipients to meet geographic and demographic profiles that mimic your existing customers.  
  • Paid Advertising:  Much of your paid advertising can be updated from generic branding to include marketing messages that match your holiday marketing calendar.  You can weigh the benefits of each marketing theme or idea and decide which ones merit simple edits to your existing ads and which ones merit the creation of unique marketing messages.

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Make your Holiday Marketing Festive and Visually Appealing.

No matter the platform, you will want to add holiday flair or a festive touch to your marketing materials during the holidays.  One of the best ways to do this is to use holiday themed artwork and photos in your marketing materials.  

If finding new and unique holiday photos is just one more item on a long to-do list for holiday marketing that takes time and budget, we can help.  

We created a photo pack of FREE New Orleans Photos with holiday themes to help you save time and money on your marketing materials.   Eye-catching local holiday photos will help you stand out from the crowd and attract attention to your marketing messages.

These photos feature local iconic scenes, landscapes and holiday decorations allowing you to create visually appealing content with your marketing message.  

Download the FREE New Orleans Stock Photos Holiday Themed Pack to use in your holiday marketing materials today!


Topics: marketing strategy, holiday advertising, Social Media, email, Local retail, cross-platform advertising, Holidays

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