The collective holiday season comprising Thanksgiving, Black Friday (the day after), Small Business Saturday, and Cyber Monday has become nothing less than a watershed season for retail marketing. Whether they are selling turkeys, tractors, or anything in between, brands are fighting tooth and nail for a share of the customer-pie in the mad holiday spending rush.
Digest this – National Retail Federation (NRF) expects holiday retail sales in November and December (excluding automobiles, gasoline and restaurants) to increase 4% to USD 678.75 billion in 2017, up from USD 655.8 billion last year. In fact, these 2 months drive 30% higher revenue eCommerce brands than the rest of the year combined.
If you are in frenzy over how to get your Thanksgiving campaign noticed and not let it get eclipsed by the early Christmas and Black Friday marketing some brands do, here are a few social media marketing tips to craft a winner:
#1 Focus on family and food – the core essence of Thanksgiving: Heard about Friendsgiving – the new Thanksgiving trend in the U.S, ushered by millennials? It’s like repeating Thanksgiving multiple times – once with family, then with sets of friends. The trend is fast gaining traction and intelligent retailers are capitalizing on the business opportunity. Last year, IKEA and Uber collaborated to deliver Friendsgiving meal-planning kits to customers, complete with tips on how to host a perfect meal from food experts and social media influencers.
#2 Promote ‘social good’ and not products around holidays: Thanksgiving, particularly, is a holiday that carries a powerful social message – that of being grateful for what we have and sharing the gratitude with others. Tie this core value into your social media marketing message and see the effect it has on fans and followers. Last year, Unilever and Postmates teamed up to launch ShareAMeal campaign aimed at generating 1 million meal donations to Feeding America – a campaign directed to raise awareness of Child Hunger that affects over 13 million children across the United States.
#3 Tap into the growing ‘experiential gifts’ and ‘self-gifting’ trends: Millennials love themselves way more than their predecessors did. Need proof? Self-gifting is the next big thing on the retail horizon. With the population of singles outnumbering married people in the U.S., brands have a tough challenge – that of tweaking the ‘family focus’ of their Thanksgiving messages to ‘self love’ and ‘self goals’ . Not sure how to do that? Let social media experts do it for you to ensure you get it just right.
#4 Build an Omni-channel presence: According to a recent PYMNTS survey, 72% of millennials plan to shop online during this holiday season with 58% saying they planned to shop on their mobile devices and 21% saying they plan to make at least one purchase on mobile. A consistent, seamless shopping experience across channels – online, in-store or via phone, ranks ‘very high’ on the list of priorities for over 60% of millennials surveyed.
#5 Reveal your brand personality: When it’s the holidays, everyone’s in the mood for some fun and frolic and it’s the perfect time to let your brand fans and followers behind-the-scenes. Show fun footage from company events on Instagram or Snapchat, put up candid photographs on Twitter & Facebook, etc. Macy’s took its annual tradition of Thanksgiving Day Parade to new heights when it experimented with Instagram Stories to broadcast behind-the-scenes footage of parade – complete with live shots of the on-street performances, and a variety of additional content exclusive to their Instagram feed.
This year, we at Habiliss are in an overtly generous mood – we are giving away an outrageous 50% off on ‘My Hab 40’ – exclusively on Thanksgiving Day and Black Friday. Click here to know more>>