Holiday Digital Marketing Trends for the 2024 Season

The most wonderful time of the year may feel like a long way off, but marketers are already planning their holiday strategies. That’s because 45 percent of consumers began their holiday shopping last year in October, and marketers don’t want to miss a beat this time around.

Yet, it’s not just retail brands that are benefiting from year-end marketing; businesses outside the sphere of ecommerce are also investing in channels where customers are spending their time from now until the new year.

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To help inform your seasonal strategy, here are some of the holiday digital marketing trends for 2024 — and how you might leverage them for your own audience.

1. Inflation-Driven Promotions Are on the Rise

There’s no doubt the pandemic and current-day inflation are having an impact on digital marketing. As a result, marketers are focusing on promotional advertising this holiday season to recover losses from the past couple of years.

For 2022, promotions are going to be a key holiday digital marketing trend, and you can expect to see an increase in special offers from B2C brands like coupons, rebates, contests, giveaways, and games to engage and convert customers — at a much earlier date than ever before.

What does this look like for a B2B audience? Perhaps a limited time offer on your most popular subscription service, an incentive for subscription upgrades, or a referral bonus for existing customers.

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2. First-Party Data Takes a Front Seat

It’s no surprise to digital marketers that first-party data is critical to the future of their advertising strategies. Even though Google may have given third-party cookies some breathing room, marketers are giving owned data greater precedence this holiday season in an effort to retain old and existing customers — rather than rack up additional expenses on acquiring new, more expensive customers.

First-party data is everything from your customers’ email addresses to past purchases, job titles, and even preferences shared with you. Consider leveraging the data you receive from promotional marketing to build a segmented email list and remarketing campaign for your audience.

 3. Shoppable Live Streaming Will Be Everywhere

Social selling has gained tons of ground this year, and this holiday season will be no exception. In fact, we expect to see an uptick in shoppable live streaming, where the audience can purchase directly from your live video feed.

The best part about this holiday digital marketing trend is it’s not reserved for ecomm brands; in fact, 63 percent of sales professionals reported that social selling has become important for closing new deals.

Interested in this strategy? Consider which platforms work best for your audience – or where they spend the most time — and then develop your approach to integrating sales within your video content.

4. Stretching Out the Holiday Digital Marketing Calendar

We mentioned earlier that consumers are starting their shopping earlier in the year, but there’s also another reason to expand the window of time for your holiday marketing: Single’s Day. Once a shopping holiday celebrated only in China, Single’s Day has now become the world’s largest shopping event — with sales numbers easily beating America’s Black Friday and Cyber Monday combined.

Single’s Day takes place every year on November 11, so you’ll need to build that in ahead of other November and December holidays.

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