We know—pumpkin spice lattes just arrived, and sweater weather isn’t consistent just yet, but it’s time to start thinking about the holiday season. In a year that’s been anything but typical, it’s more important than ever for businesses to plan ahead, especially if you’re counting on Q4 sales.
The COVID-19 pandemic has brought about many changes, including the way consumers shop and use social media. While we can expect many of these behaviors to continue, it’s important to head into the holidays with a plan, while also remaining adaptable. Here are a few ways you can start preparing for the holidays now:
Evaluate Your Digital Marketing Strategy
Each year, online shopping grows in popularity for holiday shoppers. With COVID-19 concerns looming in consumer minds, it’s no surprise that online sales are expected to be front and center during the 2020 holiday season, including Black Friday. To make the most of the shopping season, it’s important to evaluate your holiday marketing strategy now and consider which digital campaigns will be most effective in the months ahead. By testing campaigns early and to different market segments, you can determine the most beneficial way to advertise your products/services and who to advertise them to when holiday shopping is in full swing.
Optimize Your Website
With online sales expected to increase through the holiday season, there are some important questions you need to be asking yourself about your website, including, but not limited to:
- Is your website prepared to handle extra traffic?
- Are the products/services you have listed current?
- When was the last time you confirmed inventory?
- Can the checkout process be improved?
Knowing the answers to these questions now and making necessary updates will save you a lot of trouble in the coming months. No business wants their website to crash during a big promotion. And incorrect inventory can lead to a myriad of problems: If a stocked product mistakenly shows as sold out, you run the risk of losing sales—with online shopping, it’s easy for customers to quickly locate and purchase an alternative. You also don’t want to risk overselling a product and be forced to issue returns. And as for the checkout process—simplifying purchasing results in higher conversion rates and less cart abandonment.
Focus on Social Media
When consumers began spending more time at home earlier this year, they also began spending a lot more time on social media. As we head into Q4, the pandemic continues, as well as increased social media usage. We also know 90% of consumers buy from brands they follow on social media, making it important to reconnect with your audience, as well as forge new connections, ahead of major shopping events.
Consumers are more likely to check your social channels to learn about your products and services, as well as holiday promotions and sales. If you’re not posting consistently, social media algorithms will not prioritize your content. During the holidays, you’ll be dealing with a lot more competition, so getting ahead now is essential. If you want the algorithm to work to your advantage make sure your posts are engaging, images are appealing, and the purchasing process is simple.
Offer Transparency Regarding COVID-19
This year, businesses have made many changes to ensure the health and safety of both consumers and workers. Not only are masks a must in many places, we’ve also seen stores close fitting rooms, others have paused the return process, limits have been placed on the number of shoppers in stores, delayed shipping times have been reported across the globe, and more. Heading into the holiday season transparency will be key. Share your COVID-19 precautions and policies in-advance so everyone knows what to expect, whether they’re shopping online or in-person.
COVID-19 has changed many aspects of our daily lives, as well as business practices. One thing is hasn’t changed is anticipation for the holidays and a sense of normalcy. While this holiday season may look a bit different, it’s important that both businesses and consumers plan ahead and remain adaptable as we continue to navigate the pandemic.
If you need help preparing for the 2020 holiday season, Business House is here for you. Reach out today, we’d love to chat about your business goals and how out team of digital marketers can help make a difference.
