As we approach the 2024 holiday season, the stakes are higher than ever. With a shorter shopping period and ongoing economic pressures, it’s essential to make every connection with your customers count. At Overtop Media Digital Marketing, we understand the challenges that retailers face, and we’re here to help you navigate this condensed holiday season with confidence.
Why the Holiday Season Starts Early — and So Should Your Marketing
This year, the holiday shopping season is shorter, leaving consumers with less time to make decisions and more pressure to get it right. In fact, 61% of U.S. consumers report that they can’t afford to make a wrong purchase decision. As a result, many have already started their holiday shopping earlier than usual. According to a recent study, 34% of U.S. consumers began their holiday shopping as early as July 2024, up from 28% in July 2023.
This shift in consumer behavior means that your holiday marketing strategy needs to kick off early too. At Overtop Media Digital Marketing, we recommend leveraging our consumer mindset framework to connect with shoppers throughout their journey. Whether they’re deliberate in their planning, deal-seeking, determined to complete their purchases, or devoted to specific brands, understanding these mindsets will help you stay top-of-mind.
Capture Attention and Build Confidence
This holiday season, it’s not just about getting noticed; it’s about building trust and confidence with your customers. With Thanksgiving falling especially late this November, there are fewer shopping days between Cyber 5 (the five days between Thanksgiving and Cyber Monday) and the end of the year. This makes it even more critical to reach shoppers early and help them make confident purchasing decisions.
Did you know that 60% of U.S. consumers have abandoned a purchase due to feeling overwhelmed by too many options or too much information? But when shoppers feel informed, their confidence skyrockets, and so does your bottom line. Confident shoppers are 3.2X more likely to complete a purchase, 6X more likely to buy again, and 18X more likely to recommend your brand to others.
How to Reach Shoppers Early and Often
At Overtop Media Digital Marketing, we believe in using a holistic approach to connect with shoppers across multiple platforms. Google’s AI-powered tools, for example, are perfect for creating personalized, meaningful experiences that resonate with consumers throughout their shopping journey.
- YouTube: Online video shoppers are 3.9X more likely to start their journey on YouTube than any other platform. By leveraging YouTube ads, you can reach and influence shoppers as they look to creators for inspiration. Pairing YouTube ads with Search ads through Performance Max campaigns can maximize your reach and impact.
- Search: Performance Max campaigns allow you to target shoppers with relevant ads based on their search behavior, ensuring that your brand remains top-of-mind as they move from consideration to purchase.
Success Stories: Turning Holiday Gains into Year-Round Growth
Best-in-class retailers like Athletic Propulsion Labs (APL) have already seen the benefits of this approach. During the 2023 holiday season, APL used AI-powered solutions like Performance Max to optimize engagement across Google platforms. This strategy led to a 20% increase in new customer growth and a 23% increase in revenue. By staying agile and adjusting their strategy in real-time, APL was able to turn holiday gains into year-round growth.
Get Ready for the Holiday Rush with Overtop Media Digital Marketing
The 2024 holiday shopping season may be shorter, but with the right strategy, you can make every connection count. At Overtop Media Digital Marketing, we’re here to help you build confidence with your customers, capture their attention early, and drive long-term growth.
Let’s work together to create a holiday marketing strategy that not only meets the demands of this condensed season but also sets the stage for ongoing success. Reach out to us today to get started!
