Digital Marketing for the Holiday Season
Catherine Reimers
The 2020 festive season was the biggest ever for digital sales, with $1.1 trillion (R15.5 trillion) in global sales, up 50% from the previous year. It is expected that this year’s festive season will follow the same trajectory – especially with the fourth wave approaching leaving online the best space for businesses to focus on.
This isn’t to say that only e-commerce businesses will benefit. Debadeep Bandyopadhyay, a Google research analyst overseeing Search trends across Europe, the Middle East, and Africa, says, “People aren’t just going online to buy. They are browsing. There’s sustained interest in online window shopping and searches for inspirational shopping ideas.” This is something that any business/brand can leverage on.
““People aren’t just going online to buy. They are browsing. There’s sustained interest in online window shopping and searches for inspirational shopping ideas.””
In the US, Google has published its annual Holiday 100 list, which highlights product searches that are predicted to trend the most. Although these are trends that relate to the US specifically, if you have an international audience or want to get an idea of general products on people’s wishlists, it’s worth having a look here: https://drive.google.com/file/d/1-67nUuAq85Y0VE0ai6lrKmwwN_9TABoi/view?usp=sharing
The biggest takeaway is that home equipment, including coffee makers and fitness gear, make the list. We’re also seeing more items that suggest people are getting out more, like fragrances and beauty products. The 2021 trending categories span ages and interests and include tech, gaming, kitchen gear, sports and fitness, health and beauty, fragrances, and toys and games.
The added social dynamics of gaming will also play a role in the coming metaverse shift, with younger users now frequently engaging with friends in virtual environments, like Roblox and Fortnite, and via avatars that represent them in these spaces.
Speaking of the metaverse, Facebook spent November giving businesses some easy tips to keep up with the holiday season digital marketing rush. SocialMediaToday compiled these into an easy-to-understand infographic > > >
It’s easy to feel overwhelmed and stressed by the pressure online performance means for your business/brand. That’s what we’re here for. With actionable insights, a professional and knowledgeable team, and a determination to support you and your business online, Digital Republic Consulting can assist you with your holiday campaigns and beyond. Send us an email: hello@digitalrepublic.com.
