December Is a Key Time for Reaching Holiday Shoppers

A major guide to holiday-season marketing finds that 40 percent of holiday shopping happens after December 14.

Even into December, it’s not too late for brands to engage with holiday consumers and close sales. In fact, according to a major guide to holiday-season marketing from multichannel digital strategy firm ROI Revolution, up to 40 percent of holiday shopping takes place after December 14.

While half of all consumers have fully completed their holiday shopping by the end of November, 20 percent of them don’t even start until December arrives. According to the firm, that makes these last shopping days — Hanukkah 2019 begins on December 22 — a prime time for remarketing messages to last-minute shoppers.

The ROI Revolution report recommends targeting customers reached during Cyber Week to remind them about your brand, encourage shoppers to place new or additional orders and note the need to shop before the approaching holidays. The report also advises being clear about shipping deadlines to help set expectations and also drive urgency. Emphasizing shipping deadlines can also encourage shoppers to buy more.

While half of all consumers have fully completed their holiday shopping by the end of November, 20 percent of them don’t even start until December arrives.

But that doesn’t mean retailers should relax once shipping deadlines — or even the holidays themselves — pass. As ROI Revolution points out, December 26 is the fourth-busiest shopping day of the year; buyers include late shoppers, people exchanging gifts and those looking for post-holiday bargains. Thus, marketing copy should move away from being exclusively gift-focused as consumers return to shopping for themselves and preparing for the new year.

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