When most people think of the holidays, they consider the months of November and December. But when it comes to holiday shopping, many consumers don’t necessarily follow that timeline. Studies show that 54% of shoppers start before Thanksgiving and continue throughout the fall and winter months. That means your holiday advertising strategy needs start early and build to the most profitable days of the season.
Tips for Building a Successful Holiday Native Advertising Strategy
1. Start early.
That doesn’t just mean prepare early, it also means launch early. With consumers shopping earlier and earlier, there’s no need to wait until the season gets going to jumpstart your holiday advertising campaigns. Build momentum by initiating campaigns months in advance. Learn how to prepare: Download our Recipe Card for Holiday Advertising Success and talk to your rep about ad planning strategies.
2. Lean into major dates.
Consumers are accustomed to the major holiday shopping days. You can play into that by preparing your strategy to accelerate before and during the biggest seasonal days. You can hook customers by offering incentives in your ads that highlight limited inventory or fast delivery options via shipping and in-store pickup. Use your data insights to see where you’re most successful and experiment with formats to extend the reach of campaigns on these special days.
3. Play the long game.
In a recent survey, 24% of shoppers said “there wasn’t a single best time for holiday deals.” While major holiday dates are important, don’t forget that holiday shopping is active on regular days during the months of August to December. This allows you to play with the length and reach of your advertising specials to attract shoppers on quieter days. During these moments, consider advertising that can help you not only get an immediate sale, but also for campaigns that generate long-term customers you can continue to market to throughout the holiday season.
4. Stand out visually.
No matter when you start, the visual quality of your ads will impact performance. Whether you’re using traditional formats like images, or leveraging modern native advertising formats like cinemagraphs, carousel, or video, make sure your creative assets are top-notch and visually enticing.