The holiday season is just around the corner, and if you’re a retailer or independent seller, you’ve probably already started planning your holiday sales strategy. It’s no surprise that a huge percentage of this year’s holiday shopping is projected to be ecommerce — even traditional brick-and-mortar stores expect to make the majority of their holiday sales online.
Planning a seasonal advertising campaign can feel overwhelming, but it doesn’t have to be. Here are a few scalable holiday ecommerce tips that can be used by established brands, indie retailers, and individual creators to make the most of the holiday sales season.
1. Prioritize social media in your holiday sales strategy
I can’t overstate the importance of social media to your holiday sales strategy. (Seriously, even the United States Chamber of Commerce is on board the TikTok-for-businesses train.) Regardless of industry, odds are that most of your shoppers are discovering and researching their purchases on platforms like YouTube, Facebook, and Instagram. So when you’re brainstorming your seasonal advertising campaigns, think of social media first. For example, retailers like World Market use shoppable Instagram posts to promote holiday sales:
It's key to know your audience and meet them where they are: You’re going to have a harder time reaching an older demographic on TikTok, and most of your Gen Z shoppers aren’t going to be on Facebook. Although it’s great to cast a wide net, do some research and focus your energies where your efforts are most effective. Of course, you also want to make sure that your social content is engaging and shareable, which leads us to our next tip …
2. Video content strengthens successful seasonal advertising campaigns
Video content is inherently dynamic and engaging, so it should be central to your holiday sales strategy. Plus, today's shoppers watch videos online when discovering, researching, and purchasing products. This tracks for me, as I often obsess over watch lipstick swatch videos before making a purchase and then beginning the cycle anew. Consumer research shows that this behavior is normal and fine.
The point is: When it comes to content, keep in mind that many of your shoppers are watching videos in the information-gathering stage. To that end, try topics like:
- Holiday gift guides or wish lists 🎁
- “How to wear” or “how to style” videos 👗
- Product demos, try-on hauls, or unboxings 📦
3. Partner with an influencer for holiday marketing
Audiences love authentic content, which is part of why influencer marketing is so popular. The good news is you don’t need to start saving now for a Kardashian partnership — many brands find successful partnerships with “micro-influencers.” Micro-influencers usually have an audience between 10,000 and 50,000, but despite the smaller audience, their engagement (and conversion) rates are typically significantly higher than macro-influencers. A micro-influencer partnership is great for holiday sales strategies: shoppers are looking for authenticity; brands are looking for engagement; micro-influencers are great at both.
Influencer partnerships throughout the year can help foster a positive image around a brand, but for seasonal advertising campaigns, focus on content driving sales for a specific product or line. For example, product reviews, try-on hauls, and “how to wear” videos are great for the holiday sales season. While shoppers are in the research stages, these videos answer questions like “How do I use this product?” or “How will this outfit look on different bodies?” ultimately helping viewers make informed purchases.
4. Try shoppable livestreams for engaging ecommerce
Another great way to generate authentic and engaging content is through shoppable livestreams. Livestreaming is one of the most engaging content types marketers can incorporate into their strategy, and now the popularity of shoppable livestreams is skyrocketing. (Of course, getting an influencer to guest host your shoppable livestream is the best of both worlds!)
Live selling is perfect for reaching your audience in the information-gathering stage. With live selling, you can show off and demo products, interact with your viewers, and answer live questions. Plus, you can get real-time viewer feedback, allowing you to market your product and conduct market research at the same time. Never tried live selling before? Check out our blogs on adding live selling to your marketing strategy and creating a one-hour run of show to get started.
There are a growing number of platforms with live selling functionality — including Amazon Live, Facebook Live, and YouTube — so there are plenty of ways to incorporate shoppable livestreams into your seasonal advertising campaigns! Plus, you can repurpose your livestream content to share on other platforms, allowing you to get more bang for your marketing buck.
Live Selling with Switcher Studio allows users to create dynamic, vertical, on-brand shoppable livestreams, with features like multimedia graphics, split-screen views, and on-screen comments. If you use Switcher for your livestreams, your video will also be saved so you can easily create clips in-app to share to other social apps like Instagram and TikTok.
If you want to try using Switcher Studio to create your own branded livestreams, record professional video with no post-production editing time, and drive sales with branded shoppable livestreams, sign up for a free 14-day trial today!