What do you expect for the 2022 holiday season?

The holiday season is a great time to maximize your income, with many consumers spending big to end the year on a high. So what do you need to know to succeed in your year-end marketing campaigns?

Big increase in sales with Black Friday

This year, the Black Friday period begins on November 21, which is the Monday of the D-Day week. Since November 14, many brands and companies have already launched their promotions by offering discounts of – 30%, – 40% or even – 50% on their flagship items.

In 2022, Black Friday includes Black Week, November 21-25, D-Day, November 25, Black Weekend, November 26-27, and Cyber ​​Monday, November 28. A perfect opportunity for brands to compete with many meticulously prepared marketing operations to stay on top of the list in buyers’ priority companies.

Small traders in particular can benefit from Small Business Saturday, as they are not yet able to compete with the big retail and e-commerce brands during Black Friday and Cyber ​​Monday. This little known event in France, takes place in the United States the day after “Black Friday”.

Buyer growth during year-end shows

In order to increase your sales, and therefore your turnover, bet on advertising during the festive periods. According to Pinterest, users who used ads during various holiday periods had a conversion rate 4 times higher than those who launched ad campaigns only at Christmas.

According to a study by Meta, in 2021, nearly 55% of surveyed users made a purchase during the holiday season. In 2022, this number will increase as more people take advantage of year-end promotions to shop.

The growing success of influencer marketing

Working with influencers on social networks is more than beneficial to effectively share information about the products being promoted and interest your target. In order to simplify buying products while also spurring your sales especially during Black Friday, also ask them to post affiliate links on their page.

Choosing influencer marketing can improve your Black Friday ad campaigns. In fact, according to a survey conducted in the United States, during Black Friday and Cyber ​​Monday, 15% of consumers purchased an item promoted by an influencer.

To find ideas for gifts or shopping, consumers consult social networks. They are often easily influenced by content provided by influencers, ads, or even branded content. Nearly 60% of consumers surveyed in McKinsey’s analysis admit that their holiday shopping decisions are influenced by social media. So in 2022, influencers will continue to play a vital role in driving purchases during the holiday season.

Consumers regularly check creator posts for recommended products. According to the same study by Meta, in the US, 29% of consumers say that influencers help them choose gifts during the holiday season. 25% testify that if an influencer promotes an item, they can buy it faster.

On the other hand, the #tiktokmademebuyit hashtag used on TikTok, the social network that continues its rapid rise, shows that content creators still influence consumers’ purchasing decisions.

The challenge of social networking

Practical social commerce saves time and simplifies the daily lives of consumers. During the holiday season, many of them make purchases on social networks. In 2022, in the United States alone, more than half of American adults will use these platforms to make purchases.

Trends on social media vary with each platform. For example, Instagram’s social commerce offering has evolved with DMs (direct messages) that make it easier to buy products. This feature helps increase sales on the platform and is especially useful for small businesses aiming to increase their sales during the holiday season.

In addition, at the end of 2021, several live social shopping events were held on Twitter, YouTube and Instagram. For the 2022 holiday season, this trend may resurface on YouTube. This platform, which has partnered with Glossier, offers short shoppable videos on YouTube along with other new live shopping features.

With YouTube being voted the number one trusted social commerce platform, it has the potential to bring strong social commerce features to brands throughout the year-end holiday season.

However, Meta and TikTok decided to hold back on their investments in terms of direct commerce for the holiday season. This provision has been provided to allow them to put forward their priorities in respect of their expenditures. If TikTok undergoes a restructuring, Meta will prioritize content from Reels.

But whatever the trends on social media, know how to adapt!

And don’t forget, remember to practice regularly because web marketing trends are constantly changing! This certificate course Develop your business through internet marketing. It prepares you to implement an effective web marketing strategy adapted to your marketing goal and objectives. Take a look 🙂

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