As the holiday season approaches, one of the most anticipated annual rituals is the creation of gift lists. These lists, whether scribbled on a piece of paper, circled in a catalog, drawn in crayon as a picture or meticulously created on a phone, are central to how consumers approach their holiday shopping and wishing. Understanding when and how consumers make their lists offers brands valuable insights into optimizing their marketing strategies to secure a coveted spot on these lists.
The timing of gift list creation varies widely among consumers, but certain trends are evident. Many people start thinking about their holiday shopping as early as September once the back-to-school hype settles, with a significant spike in activity occurring around October. This early planning is typically driven by avoiding last-minute stress, sales, and securing one of the hot items of the year (or else you will hear about it for the next 365 days!). By November, the pace quickens and children are voicing their wants. This also is a time many individuals frantically finalize plans and make purchases to ensure timely delivery. When December arrives, so does the last-minute scramble to find everything on the gift list, especially when online shopping is no longer an option.
For brands, this timeline offers a critical window of opportunity but beware of holiday burnout! Here are some holiday advertising strategies to get on top of the wishlists now:
Start engaging early in the season with a strong-reaching campaign. Launch pre-holiday campaign messaging in September or October to capture the attention of those who are planning ahead. Create content that inspires and informs, connecting not only with your target audience but also your retail partners’ list features and early-bird promotions. Early engagement helps brands establish a presence, create desire, and build anticipation. But, keep wear out top of mind, with a light seasonal focus in your messaging, reducing awareness and consideration declines.
Reach consumers at various stages of their shopping journey with a data-driven approach. Strategies like retargeting, behavioral, and contextual can help maximize your media spend, ensuring you reach your customers with the right message at the right point in their journey. Be mindful of frequency during the holiday shopping season, as too high too early could result in a negative impact and a decline in favorability.
While video is a strong brand-building medium, social media is a powerful platform for influencing gift-list decisions. Use interactive posts and engaging campaigns to capture attention. Encourage consumers to share their wishlists with friends to create buzz in an otherwise crowded space during the peak season. Tap into influencers to help build connection and awareness.
Always ensure these products are easy to find in-store or online. Employ strategies that will ease the path to purchase for your customers, such as partnering with retailers or placing a unique URL on your digital ads. Otherwise, failing to find that one desired item can create distrust and add stress to the already stressful season.
In a crowded marketplace, getting on a holiday gift list requires strategic planning and timely execution. By understanding the timing of gift list creation and employing a strong tactical holiday plan, brands can enhance their visibility and appeal. Ultimately, the goal is to create memorable and compelling reasons for consumers to include your products on their lists as top choice during the holiday season
Lauren Baker is the Senior Insights Director at DISQO. She connects with a range of brands, agencies, and media partners to measure full-funnel and cross-platform campaigns. Prior to DISQO, she served in analytic and consumer strategy roles at media agencies.