This year, planning is critical, and if you haven’t started, you’re already behind. Brands must be sharp in how they allocate budgets, flight campaigns, and balance between awareness, consideration, and conversion phases to maximize their holiday sales.
The Impact of the Presidential Election on Holiday Marketing
Election years are notoriously tricky for marketers, and this year is no exception. In the weeks leading up to Election Day, social media platforms will be inundated with political content, and that means increased competition for ad space and skyrocketing CPMs.
What does that mean for brands? First, reduce your spend during the election week and consider pulling back in the days leading up to it. This isn’t about going dark — brands that pull ads entirely risk resetting platform algorithms and losing momentum — but more about being strategic. Budget shifts should prioritize upper funnel tactics like brand awareness and consideration in early October, with a slow spend during Election Week to avoid competing with political content saturation.
And here’s another key consideration: brand safety. With misinformation rampant during election periods, advertisers need to be hyper-aware of where their content appears. For many brands, the thought of their ads appearing next to political content may be a turnoff. That’s why a delicate balance between staying visible and maintaining a safe brand space is critical.
Strategic Budget Allocation and Campaign Phasing
Given the complexities of an election year and a recommended slow spend during early November, strategic budget allocation is crucial. Start with a phased campaign approach. Brands should begin by focusing on upper funnel activities in October — raising awareness and getting on consumer shopping lists. By the time Election Day rolls around, audiences should already be familiar with your brand.
After the election - and not immediately after, give it a few days, especially depending on the outcome of the election - it's time to ramp up your consideration and conversion efforts, leading into Black Friday and Cyber Monday. But once you’re ready, press the gas and GO! Our expert tip: Cyber Monday is expected to outperform Black Friday in terms of consumer spend. If your brand is online-only, consider allocating more of your budget to Cyber Monday to capture that surge.
The key here is pacing. Don’t blow your budget in October only to have nothing left for the prime shopping days. Instead, reserve a hefty portion of your spend for the weeks leading up to Black Friday and beyond, ensuring you’re ready to capitalize on high-intent shoppers.
Adapting to Consumer Trends and Shortened Holiday Sales Periods
This year, Cyber Monday falls in December, which shortens the time between key sale days and Christmas. As a result, the holiday shopping window is tighter than ever. Expect consumers to be more strategic, filling their carts but waiting to purchase until those high-discount days.
Inflation adds another layer of complexity. Shoppers aren’t necessarily spending less, but they’re being more selective, prioritizing purchasing high-value, big-ticket items during a sale or promotion. Brands that focus on delivering quality and highlighting discounts in their campaigns will stand out.
The post-holiday sales period, known as Q5, is also an opportunity not to be missed. Between Christmas and New Year’s, shoppers are still in spending mode, often using gift cards or buying for themselves. Keeping some of your ad budget in reserve for Q5 can help capture these motivated consumers.
Creative Considerations for Holiday Ads
While timing and budget are critical, they’re only half the battle. Creative strategy is the other part of the formula, and during the holidays, ads need to stand out more than ever. Lean into seasonality with creative that evokes the holiday spirit — whether it’s cozy winter scenes or aspirational gift-giving moments. Your audience should feel the excitement and urgency of the season. Tapping into Meta’s Generative AI features, like the text variation tool, offers seamless opportunities for marketers to develop seasonal copy to allow your ads to stand out.
Another key? Diversity in your ad formats. Mix it up with a variety of creatives—statics, videos, carousels, and shoppable collections can all play a part in driving engagement. Shoppable ads are particularly effective, as they allow users to browse and buy directly from the ad, shortening the path to purchase.
And don’t forget about demographic targeting. The holidays are a time when consumers shop for others, so a female-focused brand should still be targeting men who might be shopping for their partners. Opening up your demographic reach can make all the difference.
Amazon Prime Big Deal Days and Social Ads
Speaking of peak shopping moments, let’s not forget about Amazon Prime Big Deal Days. While some may roll their eyes at the concept of “fall Prime,” the fact is that these days bring in huge consumer interest. If you’re running paid social ads driving traffic to Amazon, ramping up your spend during these days is crucial. Even better, start your campaigns early. Consumers don’t just shop on the Prime Days themselves — they research ahead of time. If you’ve got products on Amazon, use these fall deals to your advantage by running ads that encourage consumers to explore your offerings in advance.
Best Practices for 2024 Holiday Marketing
Let’s recap the best practices to ensure your brand wins big this holiday season:
- Phased approach to the funnel: Start with awareness and consideration in October, leading up to a conversion push during Black Friday and Cyber Monday.
- Strategic budget flighting: Don’t spend evenly—focus your budget on key weeks and adjust for higher competition during the election.
- Creative diversity: Use a variety of formats and seasonal themes to resonate with diverse audiences.
- Demographic flexibility: Open up gender targeting, as consumers are not only purchasing gifts for themselves, but also for friends and family who may be different genders.
- Adapt to changing buying patterns: Be ready for more strategic purchasing behaviors and capitalize on the Q5 post-holiday period.
- Platform Diversification is key: Consumers are now shopping everywhere - you need to be there, too! Hello TikTok Shops!
- Drive traffic purposefully: Leverage gifting-forward landing pages like gift guides and best sellers to make it easier for consumers to find (and purchase) gifting ideas.
Preparing for a High-Stakes Holiday Season
The 2024 holiday season is shaping up to be one of the most challenging yet, with the added complexity of an election and consumer shifts due to inflation. But with strategic planning, careful budget management, and a dynamic creative approach, brands can navigate these hurdles and come out on top. By adapting to the moment and leveraging key sales days like Black Friday, Cyber Monday, and Amazon Prime Big Deal Days, you’ll be well-positioned to make the most of this high-stakes holiday season.