The holiday season is in full swing, but this year, it’s moving faster than ever. With Thanksgiving landing late, there are fewer weeks to engage shoppers. For small and mid-sized businesses (SMBs), this condensed timeline makes strategic planning and execution crucial.
Despite the time crunch, the opportunity is significant: According to Deloitte’s holiday forecast, overall retail spending is projected to grow 4% to 6%, totaling between $1.45 and $1.47 trillion from November to January. Here’s how SMBs can capitalize on this growth and make the most of the holiday season.
1. Start Strong: Maximize Limited Time
With fewer days between key shopping events, every moment counts. Starting to embrace a smart strategy can help SMBs stay ahead of the curve.
Tips for Success:
- Focus on Awareness: Kick off with top-of-funnel strategies like Connected TV (CTV) and programmatic ads to build momentum.
- Optimize for Mobile: Many shoppers, especially Millennials and Gen Z, browse and purchase on their phones. Ensure your mobile experience is seamless.
- Highlight Time-Sensitive Deals: Promote Black Friday and Cyber Monday early and emphasize exclusive offers to build urgency.
Pro Tip: Early shoppers often spend more. Offer incentives, like free shipping or limited-time discounts, to capture their attention before the competition heats up.
2. Connect with the Right Audiences
SMBs often operate on limited budgets, making targeted advertising a must. Retail trends and generational preferences highlight effective strategies for success.
Audience Insights:
- Millennials and Gen Z shoppers dominate online. Focus on programmatic, search, and social ads tailored to their preferences.
- Gen Z loves nostalgia. As highlighted in Decryption Marketing’s insights, incorporating retro-inspired creative or throwback campaigns can resonate deeply with their sense of identity.
Example: Consider a campaign that invites Gen Z customers to share their holiday moments using your products, showcasing their creativity while building brand trust.
3. Go Omnichannel: Be Everywhere (Strategically)
Today’s shoppers bounce between platforms and devices, moving from mobile browsing to desktop research to in-store purchases—often consuming multiple formats at once. Think about someone watching CTV while simultaneously scrolling through Instagram. An omnichannel approach ensures your brand meets them at every touchpoint.
Keys to Omnichannel Success:
- Consistency Matters: Align messaging across platforms. Shoppers should encounter the same offers and tone whether they see your ad on Instagram, visit your website, or open your email.
- Personalized Engagement: Use browsing and purchase history to tailor messaging to individual shoppers.
- Retarget Effectively: Remind shoppers about abandoned carts or products they viewed with display and social ads.
Why Omnichannel?
According to The Trade Desk’s and PA Consulting’s latest research report, coordinated omnichannel campaigns are significantly more effective across key performance metrics:
- 1.5x more immersive: Captivating consumers with a cohesive narrative that spans different media.
- 1.9x stronger brand connection: Helping consumers feel more aligned with the brand.
- 1.4x more attention-grabbing: Drawing and holding consumers’ focus better than siloed approaches.
- 2.2x less cognitively taxing: Reducing mental strain by seamlessly transitioning between channels.
Example: A shopper who browses winter coats on your website but doesn’t buy can be retargeted with a discount or free shipping offer to nudge them toward purchase.
4. Leverage Retail Data for Smarter Campaigns
Retail data gives SMBs insights into shopper behavior that can transform campaign strategies. Platforms like Walmart DSP and Target Roundel offer access to purchase data, helping you reach high-intent customers.
Benefits of Retail Data:
- Precision Targeting: Create audience segments based on past purchases or seasonal preferences.
- Closed-Loop Measurement: Understand how digital impressions lead to in-store or online sales.
Extended Reach: Use retail data to optimize campaigns across the open internet, not just within retailer platforms.
I recently joined Chris Brooklier on The Current Report podcast for the episode, “SMBs Gifted with Retail Data This Holiday Shopping Season,” where we explored practical ways small and mid-sized businesses can make the most of their resources, adapt to shifting trends, and connect with customers in meaningful ways.
Fun Fact: According to Deloitte, retail media networks are quickly becoming indispensable for brands aiming to harness data-driven insights for holiday campaigns.
5. Plan for the Last-Minute Shopper
The shorter holiday season makes last-minute shoppers an essential segment. Ensure your business is prepared to cater to their needs with quick, easy solutions.
Tactics for Late Buyers:
- Promote In-Store Pickup: Highlight options like Buy Online, Pick Up In-Store (BOPIS) to appeal to local shoppers.
- Emphasize Deadlines: Clearly communicate “order by” dates for guaranteed holiday delivery.
- Create Urgency: Use countdowns or “last chance” messaging to motivate action.
Example: “Order by December 20 for delivery by Christmas!” can drive urgency for late planners.
6. Stay Nimble and Focus on ROI
In a condensed season, SMBs need to maximize their resources. Efficiency and agility are key to getting the most out of your holiday campaigns.
Budget Optimization Tips:
- Shift Budgets Dynamically: Focus spending on high-performing channels and campaigns. For instance, if a CTV campaign outperforms social, allocate more resources to it.
- Leverage Automation: Automate bidding, ad placements, and creative optimizations to save time and improve performance.
- Measure and Refine: Track metrics like ROAS, conversion rates, and CPA to optimize efforts on the fly.
Pro Tip: A flighting strategy—focusing on awareness early in the season, promotions mid-season, and retargeting during the last-minute rush—can help SMBs maximize returns.
Final Thoughts: Make the Most of this Holiday Season
While the shorter timeline poses challenges, it allows SMBs to refine strategies and focus on high-impact tactics. By starting strong, embracing omnichannel marketing, and using data-driven insights, SMBs can connect with shoppers at every stage of their journey.
With retail spending expected to reach record highs this year, now is the time to act. Get creative, stay nimble, and close the season with a strong finish.
For additional insights, check out our blog, Optimizing Holiday Marketing Campaigns with Connected TV.
The holiday race is on—make every day count!
Adam Woods
Adam Woods is the Chief Executive Officer (CEO) and held two other roles at Choozle — Chief Client Officer and Chief Technology Officer. Throughout his tenure at Choozle, he has been improving the way that advertisers buy media through the Choozle platform. He has led initiatives to ensure that Choozle leads the space in terms of being a consultative partner that helps ensure the effective deployment of media through a combination of omni-channel planning, targeting best practices, upfront goal setting, and effective measurement.
