The Top 3 Holiday Marketing Strategies for Small Businesses in 2020

In a year like no other, how can your small business effectively reach consumers this holiday season? While things may be different in 2020, it’s not impossible to make your mark. Keep reading for our top 3 holiday marketing strategies for local businesses. 

Want to cut to the chase? Here are the topics we’ll be discussing: 

• Why you need to be starting your holiday marketing season early this year.
• Why offering digital alternatives to suit consumer preferences is crucial, as well as using digital marketing to make them aware of your offerings in the first place.
• Why reaching multicultural audiences, especially Latino audiences, should be a key part of your holiday marketing strategy. To get started and see how we do this, feel free to contact us. 

1.Start your Holiday Marketing Campaigns ASAP 

Consumers aren’t wasting any time this year when it comes to getting started with their annual holiday shopping. Don’t miss out on potential customers by starting your holiday marketing campaigns late - if you haven’t gotten the ball rolling yet, chances are you’re already behind. In a recent survey from AlixPartners, data showed that almost half (49%) of consumers are planning to start their holiday shopping by Halloween or earlier this year. 

Reaching audiences from the beginning of their purchase journeys can make a difference in winning their business. Consumer insights regarding Halloween spending this year also showed a similar pattern: 

• Halloween shopping has started earlier this year, with 4 in 10 consumers who planned to begin their shopping in September or earlier. 
• Despite the impact of Covid-19, the top shopping destinations remain the same: discount stores, specialty Halloween stores, grocery stores and online retailers. 
• Online shopping continues to reign as a preferred shopping method, thanks to its safe and convenient qualities during the pandemic - with 30% of consumers intending to make their Halloween purchases online, compared with 25% who said the same last year. 

What about holiday spending? Businesses are in luck. According to a recent consumer survey from online discount platform RetailMeNot, 66% of respondents said they plan to spend the same amount of money or more this upcoming holiday season.

Why are people willing to spend the same or more than usual around the holidays despite economic uncertainty and a global pandemic? Most likely, it has to do with creating a sense of normalcy by keeping traditions alive as usual. After a bleak year, consumers are ready for a break, even if it means spending a bit more. 

There’s no denying the recent boom in online shopping, but some consumers still prefer visiting in-person. Despite many brands and businesses struggling to keep their brick and mortars alive, businesses of all sizes who maximize their online presence can reach potential customers who do want to buy in person by increasing awareness in the earlier stages of the purchase process. 

If this information has you feeling overwhelmed or behind when it comes to your holiday marketing plans, no need to fear. Feel free to contact us for more information or take a look at what our services can do for you. 

2. Consumers Are Demanding Digital Alternatives - Amp Up your Digital Services and Inform Audiences via Digital Marketing 

Online shopping is no longer a nice-to-have. Consumers of all ages are increasingly embracing online shopping alternatives at rapid rates. Survey data from analytics firm Glassbox found that roughly 70% of respondents planned to do the majority of their holiday shopping online, via the web or mobile.

Consumers are online for many reasons - making digital marketing a key medium for reaching them where they’re already spending a majority of their time. From remote working, e-learning, e-commerce, online entertainment, and connecting socially online, people are spending the most time online than they ever have before. 

Planning purchases is no exception. Consumers immediately begin their purchase journey online, from searching for products and services online to comparing options and making their final decisions. Learn more about our digital marketing services and how they can help you grow your business.

Another great resource that can help your business get started is Google’s new small business holiday hub. The hub contains resources for marketers and small businesses to prepare for the upcoming holiday shopping season. From personalized recommendations to assist businesses via Google Search, Google Shopping, Google Maps, and more, the site offers plenty of helpful tips for reaching local consumers online. With a recent study showing that 71% of US adults plan to do more than half of their shopping digitally, you’re missing out if you don’t reach consumers where they’re already spending their time. 

While 2020 has been a hard year for local businesses, there’s still hope. Consumers have taken notice and are now more willing than ever to support small businesses near them - with over half (66%) of people in the U.S. who plan to shop this holiday season saying that they will shop at local small businesses more. For more info about Google’s resources, check out their video below. 

3.Don’t Forget to Engage with Influential Multicultural Audiences 

Multicultural consumers often get overlooked, despite their immense influence and spending power. For instance, U.S. Latino audiences are growing, and Latinas specifically are one of the fastest-growing segments among the U.S. population - and they’ll represent over 20% of U.S. women by 2024. In addition, they are responsible for more than a trillion dollars of household spend - yet less than 3.6% of U.S. ad dollars are being spent to reach them. 

This audience is eager and ready to be advertised to authentically. Did you know… 

• 4 in 10 U.S. Hispanics stopped purchasing a brand because of its lack of representation. Latinos are are demanding authentic and non-stereotypical shopping experiences and are willing to pay more for brands that represent them in the right context. 

• Latina women over-index across Food at Home, Beauty and Hair Care, Apparel, and Department Store categories - making them a key holiday shopping audience. 

• U.S. Hispanic women are glued to their smartphones and community online - and they’re 29% more likely to perceive mobile advertising as meaningful. They’re also more likely to share information about brands before, during, and after visiting a physical store, spelling out more potential customers for your business through word-of-mouth.

• Going beyond direct Spanish translations and acknowledging culture can go a long way among Latina audiences. Connecting through music, entertainment, food, family values, purpose, etc., are great ways to find common ground between your business and Hispanic culture.
  
  

Auto dealers should also take note of the power and influence that Latino audiences have when it comes to spending. According to Polk data, Hispanics are the only growth lever in the auto market. A whopping 20% of all auto sales in the past 5 years were purchased by Latinos. 

Registration based data shows a direct correlation of sales to advertising, and brands and businesses who engage with this audience via Hispanic digital marketing can see the payoff in the long run. 

Hispanics drove:

• New Car Sales (+8% vs. -4% Non Hispanic)
• Leases (+21% vs 5% Non Hispanic)
• Luxury (+19% vs +7%)
• SUV’s (+41% vs 23%) and Pickups (+41% vs. 16%)

If you haven’t yet considered marketing to the Hispanic market, the time to get started is now! 

How to Get Started with Digital Marketing 

This year, developing and refining your online presence via digital alternatives and digital marketing has never been more important - especially as the holiday shopping season has begun earlier than ever before. 

Whether you go completely digital, or combine in-person with online options, people are eager to know your business hours, what’s in stock, and if curbside pickup or online options are available. With leaving home never being quite as scary as it has been this year in 2020, extra reassurance and accurate online information from businesses is crucial for consumers. Using digital marketing to let consumers know what you have to offer is vital. 

Thinking about getting started? Feel free to contact one of our expert digital marketing consultants or find a location near you today. No question is too big or small!