Ultimate guide to festive marketing

Its the most wonderful time of the year for businesses. Year on year sales at Christmas time continue to rise. What’s more, online sales now account for around 20% of all retail sales.

This means that businesses with an online presence have a lot to gain during the festive period – from gaining brand awareness, bagging new customers to generating sales.

But, as we all know, the internet is a busy place – there are a whopping 1.7 billion websites live right now, and this figure continues to grow. So how can your site cut through the clutter to win the battle of the online businesses this Christmas?

In our ultimate guide to festive marketing we’ll be offering our top tips and tricks to help your business get ahead of the game this holiday season. So, whatever you’re hoping for this Christmas, we’ve got the gift of a killer festive marketing strategy that will help drive real returns.

Give the gift of Google Shopping


Google Shopping is a key tool for any business selling physical products.

For those that aren’t familiar with Google Shopping, it was set up by Google to streamline user’s online shopping experience.

Google Shopping lets users search for, compare and shop physical products from different sites who have paid to advertise their products. Google Shopping results appear as thumbnail images with retailer name, product name and price at the top of the Google search engine results page.

For example, this is what was returned when we searched for Christmas Tree:

christmas tree ad

This makes shopping a whole lot easier and quicker for searchers who can instantly find the product they want – meaning increased sales and brand awareness. In fact, Google Shopping ads drive 76.4% of retail search ad spend, responsible for 85.3% of all clicks on Google Ads

For more help with Google Shopping check out this comprehensive guide by HubSpot.

Unwrap the benefits of retargeting

A mere 4% of web traffic converts on the first visit. That means the vast majority of traffic is leaving your site without buying anything, signing up to your newsletter or subscribing to your blog.

So what can you do to win back the 96%? Retarget.

Users that see retargeted ads are 70% more likely to convert.

Retargeting is important all year round, but especially during the holidays when so many businesses are all battling out to win over that all-important consumer.

What’s more, retargeting campaigns don’t just generate sales, they also lead to an 1046% increase in brand awareness.

Remember – when carrying out retargeting campaigns during the festive season it’s important to ensure that your membership duration is shorter than usual. So, if you usually allow visitors to be added to your retargeting list for 30 days, make this 15 instead. This will improve the likelihood of that searcher seeing your ads.

For more help with retargeting read this guide by Neil Patel.

Get in the festive spirit with a giveaway

A great way to engage with and grow your audience is to run a festive giveaway on social media. After all, everyone loves a freebie.

Giveaways are the perfect way to encourage your followers to engage with your content by commenting, tagging friends, liking and sharing.

Giveaways not only encourage your audience to engage with your content and strengthen brand loyalty – they also bring new members to your audience. After all, 62.13% of contest entrants share it with a friend to suggest they take part too. What’s more, an average of 34% of new customers are acquired through contests.

On Instagram alone, accounts that run contests and giveaways expand their followers a whopping 70% faster than those that don’t.

If you’ve been toying with the idea of running a giveaway, it will certainly pay off this festive season.

Create seasonal Google Ads


Google Ads reach a whopping 80% of global internet users. Users who click on your ad are 50% more likely to make a purchase than organic visitors. What’s more, Ads boost brand awareness by up to 80%.

Ads are a powerful tool, and if you want your business to come out head and shoulders above the competition this Christmas you’ve got to ace your PPC strategy by optimising your ads for the holidays.

There are several ways to do this, including:

  • Create seasonal copy: include festive language in your ad copy such as ‘holiday’ ‘Christmas’ ‘gifts’ ‘festive’ etc. Use holiday messaging to target Christmas shoppers.
  • Shout about offers and promotions: 1 in 3 holiday shoppers claim that their purchases were driven by promotions – if you’ve got special offers and promotions, make it super obvious in your ad copy.
  • Create a sense of urgency: presenting users with a time-bound offer makes them more likely to act, straight away. Simply adding a countdown to your ads can turn a potential customer into a buying customer. After all, reports have shown that adding a countdown timer increases revenue by 10%.
  • Utilise Ad extensions: Google has stated that using ad extensions typically increases an ad’s click-through-rate by several percentage points. Offering more information about your product, service or business, ad extensions give searchers more reason to choose you over the competitor.
  • Budget accordingly: bid prices can increase by 140% over their yearly average during the festive season. This means marketers need to adjust their budgets to stay in the game. Although cost-per-click increases, conversion rate and sales do also, meaning increasing your budget will pay off.

‘Tis the season for festive e-mail marketing


59% of marketers state that e-mail is their most effective channel when it comes to revenue generation.

E-mail marketing is a hugely powerful tool, after all, consumers who buy products through e-mail go on to spend 138% more than those that don’t receive e-mail offers. What’s more, e-mail marketing returns an amazing 3880% return on investment, generating $38 for every $1 spent.

Failing to incorporate the holiday season into your e-mail marketing campaigns is a big mistake.

From seasonal copy, emotive subject lines to festive imagery – enticing your audience with fun, festive email marketing is a great way to build brand loyalty, gain more traffic and generate sales.

A few areas of e-mail to optimise for this festive season include:

  • The e-mail Subject line: this is key, being the most prominent element in an inbox when an email arrives. Use fun, festive language and remember to personalise the subject line with the recipient’s name – this is proven to increase open rates by a whopping 26%
  • Copy: again, use seasonal, creative copy and festive language. Use this space to give your readers a reason to shop with you this Christmas rather than your competitor.
  • Offers and promotions: got a special offer or promotion? Shout about it. Consumers are incentivised to purchase by special offers and deals.
  • Product recommendations: using your customers’ recent purchase data will mean you can send them targeted emails recommending products they will enjoy based upon their buying history. 49% of e-mail recipients have purchased an unintended product upon receiving a personalised recommendation from a brand.
  • Imagery: use topical, seasonal imagery in your email. If you don’t have access to a graphic designer, you can easily create fun festive images yourself for free using online graphics tools such as
  • Make it mobile friendly: 61% of all emails are now opened and read on mobile. If your email marketing campaigns aren’t optimised for mobile they won’t be met with much success. In fact, a whopping 70% of people will delete them straight away. To make the most out of your festive email marketing strategy, make sure they’re optimised for mobile.

Have fun with video


How better communicate your festive message than with video?

Throughout the year video content has continued to grow in popularity. In fact, by the end of the year it’s estimated that 80% of all worldwide traffic will be video.

This year alone, 78% of us watched online video every week, whilst 55% of us viewed online video content every single day.


Video is a hugely powerful marketing tool, and the festive season is the perfect time to create fun, festive video content that catches the attention of your audience.


Again, it’s not as difficult as it sounds. You don’t need tons of specialist equipment and professional editing software to create kickass video content. A smartphone and app will do the trick.

Here are a few of our favourite video editing platforms everyone can use:

  • Splice: this is a free and easy to use app from the guys behind GoPro. Within Splice you can crop footage, change speed, mix up your transition styles, add music, text and much more.
  • Riplfree and easy to use, Ripl is a site that allows you to create short and snappy videos to be shared across your social networks. Add text, images and even track your engagement to optimise results.
  • Typitothis online drag-and-drop free online video editor is super simple to use. A great little feature of Typitois that it allows you to add a customised branded banner to your video which is great for brand awareness.

In 2019 consumers expect to see video content from brands and businesses. What’s more, it’s proven to keep audiences engaged longer than any other type of content.

Next Steps – ready to create a killer festive marketing strategy?


Christmas time is a crucial period for all businesses. If you want the gift of increased traffic, conversions and sales this festive season you’ve got to put in the time, energy and effort to creating a killer festive marketing strategy that will get your audience members to sit and listen.

We hope you enjoyed our guide to festive marketing, for more help and advice on all things digital, get in touch with the Report Central team today.  Our creative, data-driven approach means we’re dedicated not just to getting a lead, but obtaining high quality leads that convert into customers, every single time.

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