The holiday season is underway, and despite having 6 less days in the Thanksgiving-to-Christmas season, sales are expected to rise between 2.5% and 3.5% over last year, potentially reaching nearly $989 billion, according to the NRF’s 2024 holiday forecast.
To seize this opportunity, brands must have constant pivot plans in place and be ready to react and adapt to every opportunity and challenge the season presents. Here are four ways you can immediately capture consumer interest and boost sales:
Provide a Unified Shopping Experience Across Every Channel
Today’s consumers want seamless shopping experiences. To meet this demand, ensure your brand presence is cohesive across both in-store and online channels. According to Experian, 47% of shoppers plan to shop in-store this season. Align your digital and physical touchpoints to create a consistent journey, making it effortless for consumers to complete purchases. This isn’t optional – brands that nail omnichannel integration will drive higher conversion rates and capture a larger slice of the holiday spend.
Brands that are already seeing success have implemented an omnichannel strategy that unifies promotions, branding and customer experience. Keep the momentum going throughout the holiday season by ensuring a streamlined checkout process and returns across all channels. Even if initial performance is strong, continue to audit your online and in-store experiences for consistency.
Maintain a Strong Social Presence to Inspire Purchases
Social media isn’t just about likes; it’s the modern consumer’s search engine. GWI reports that 49% of consumers use social networks for shopping research, with 48% discovering brands through platforms like TikTok and Instagram. Make your brand stand out by delivering content that directly answers consumer needs. Show how your products fit into holiday routines and solve common problems to make your brand start apart.
Brands with a robust social media strategy, especially those with a focus on video, are better positioned to surface when consumers are actively searching for related products or services. This holiday season, leverage social listening to stay on top of trending customer questions and concerns. Use insights from consumer reviews, user-generated content (UGC), and real-life product benefits to craft a content strategy that speaks directly to what shoppers are looking for. By aligning your social content with customer needs and seasonal trends, your brand can capture attention and drive engagement when it matters most.
Engage Consumers with High-Impact Video Content
Video is non-negotiable if you want to grab attention. Short-form video content on platforms like TikTok, Instagram Reels, and YouTube Shorts engages shoppers and increases the likelihood of conversion. According to a study by HubSpot, 62% of consumers have watched a video to aid in product discovery, and 37% indicate that short-form videos are their preferred method. Brands that leverage video content effectively can enhance product visibility and engage consumers more deeply during the holiday season.
If video content isn’t part of your holiday strategy yet, there’s still time. Leverage existing video, testing different versions across platforms and placements. Use UGC video to tell authentic stories, connecting emotionally with your audience while showcasing product value. As we move further into Q4, focus on short-form videos spotlighting holiday deals, product demos, and gift ideas.
Offer Flexible Payment Options to Drive Conversions
Consumers are shopping smarter, looking for ways to budget their holiday purchases. Adobe predicts that spending onBNLP (buy now, pay later) services are set to increase by 11.4% YoY. Offering these flexible payment options can make the difference between an abandoned cart and a completed sale. Most brands have relationships with BNPL providers like Affirm, Afterpay, and Klarna. Make those options clear to consumers before checkout to empower consumers to purchase without immediate financial stress.
Make Your 2024 Holiday Season Count
The holiday season is in full swing, but there’s still time to boost performance. Prioritize seamless omnichannel experiences, engage shoppers with relevant social and video content, and promote flexible payment options to remove barriers. These actions can capture attention and maximize sales while it matters most.
