Most Popular Reads

When it comes to holiday shopping, rarely do customers save all of their shopping for the last minute. In fact, 29% of consumers began shopping before Halloween in 2014. So, as you plan out your holiday campaigns, remember this: the earlier, the more widespread, the better.

To compete with big box brands this year, fostering a consistent brand experience for your customers across all channels is key. Step back and plan before you begin writing blog posts or crafting email nurture streams. Evaluate your wins and losses from last year’s strategy and determine your holiday ecommerce season goals. The more big picture planning you do early on, the less you will have to worry about whether a promotion aligns with your overall strategy when time is tight.

Creating Your Holiday Marketing Campaign Calendar

The first step to preparing your business for the holiday season and establishing consistency is to create a holiday campaign calendar. This will display the relevant events of the holiday season alongside the promotions you are planning. You should consider crucial dates such as:

  • When you will launch advertising campaigns for promotions (and where)
  • When you will send initial and follow-up email promotions
  • When you will post blogs and what the topic will be
  • If you have a brick-and-mortar, when you will change in-store merchandising
  • When you will launch pop-up shops

Holiday campaign calendars take time to develop, but prove their own worth once the holiday season reaches its peak and you need to reference your planning efficiently. Help your customers through the stress of the holidays with well-timed promotions and a logical progression of content. Your campaign calendar is your chance to decide how the pieces of your holiday marking fit together and form a cohesive strategy. Then, of course, be sure to assign each task to specific people to stay organized.

Here’s a calendar to get you started:

Once the calendar is complete, don’t wait to write blog posts and create digital assets. Set a goal to prepare as much as you can before October, and then automate to save time later. Use Bigcommerce app to sync your customer data, write personalized inbound emails and create workflows to increase average customer lifetime value.

Remember, the more campaign preparation you do now, the more you can focus on serving your customers during the height of the shopping season. To begin your own campaign calendar, use this framework to plan your strategy around major retail industry dates.

Leave a Comment
  • Hey @disqus_HA5fivEkJw:disqus, great question! Depending on your campaign, I’d use blog posts to announce sales (i.e. if you are giving a Veteran’s Day discount) and explain the reasoning behind why you are offering the discount or promotion. Give customers a chance to emotionally connect with you –– let them know that you aren’t just doing this to sell products, you’re doing this because your father, friend, etc. was in the military and supporting veterans is a high priority to you. You can even offer additional discounts for those who read through a full blog post. Say you have a promotion on your site like “Use code WeLoveVeterans” to get 10% off.” On the blog, at the end, let people know they can use “VeteranStan” for a 15% off. Give them a reason to read: the emotion, the story and the discount.

    Figure out the why behind anyone would buy on a particular day and speak to it, the same way you would if you were at your brick-and-mortar. Tell them it isn’t too late to buy gift cards. Write a post about all those times you procrastinated –– but how someone helped you out last minute, which is what you are doing for them.

    Whatever it is, use our own life experiences to write posts to help promote your business and win customer loyalty. Hope that helps!

  • Hoa

    Megan, what are some types of blog posts you would create to accompany these campaigns?

Less Development. More Marketing.

Let us future-proof your backend. You focus on building your brand.