It may be fair to say that 2022 felt somewhat more normal than the last few years with life after COVID becoming the new-norm. Whilst we've had major economic factors affecting spending this year - like rising interest rates and a dip in the real estate markets, we still expect a Christmas this year to be a major revenue driver for businesses, especially ecommerce businesses. It seems like from the end of September to the New Year, time flies, things get busy, so now is a crucial time to plan ahead for your 2022 Christmas period.

1. Plan for any major sales and promotions now

With the Christmas Shopping period generally signalled by Black Friday, it’s a good idea to think ahead about what kind of sales or promotions you would like to run during these key shopping events, or even if you’d like to run a sale. Planning ahead will mean you have plenty of time to prepare your email marketing, social media content and other marketing collateral and communications in time.

Whilst Black Friday is typically an American tradition, more and more Australians rely on Black Friday to purchase the best deals on gifts they want to buy. It’s becoming more and more ingrained in our purchase culture, with many large retailers almost always having some kind of Black Friday sale each year.

It’s also a good time to think about any other pre-Christmas sales or promotions you’d like to run, including Boxing Day sales or New Year sales. The more prepared you are now, the least stressed you’ll be when you are closer to the key sale dates. As the end of the year nears, things usually get busier and busier. Preparation is the key to minimising stress!

Note: You don’t always have to offer a discount during a sale or promotion. If you don’t really like the idea of cutting into your direct product margins, think about other value add offers you could offer like gifts with purchases, non-tangible items (like a free consultation) or discounts on shipping.

2. Communication is key

When is the last day to order to get delivery in time for Christmas? Are you open during the Christmas/New Year break?

Customers and clients want it to be spelled out to them. They don’t want to guess. Having clear and concise communication of key dates, availability and serviceability over the holiday period will make life easier for you and your customers.

For service based businesses, start contacting your clients now to find out if you can help them before things get crazy with Christmas events. Have a timeline of communication where you’ll advise when you are open and how things will operate over the holiday break, whether there’s changes to your regular process or not.

Ecommerce businesses should have clear messaging on their websites for Christmas delivery cut off dates, delivery time frames and if there will be any delays for processing orders over the holiday period.

Updates can be communicated through email marketing, in-store posters, SMS marketing, digital advertising, over the phone - whatever method is the most relevant for your business.

3. Get your digital marketing sorted

If one thing is true, it’s that digital marketing is the new way for businesses to attract and convert their customers. It encompasses everything from email marketing to an existing database to advertising to a completely cold audience.

Depending on your unique business, there’s a digital marketing strategy for you. If you’re new to digital marketing, it’s a good idea to choose one element to start with and fine-tune it until you are comfortable with the performance of it and then move into a new area.

This might mean getting more consistent with your social media content, or it might mean starting Facebook Ads for brand awareness and lead generation. There’s an option out there that is best suited to your business and your budget.

Here’s a list of platforms and digital marketing activities that you might want to consider for your business:

• Social media content across Facebook, Instagram, LinkedIn, Pinterest, TikTok
• YouTube video content
• Google Ads, including Search, Shopping and YouTube
• Facebook/Instagram ads
• Ads across LinkedIn, Pinterest, Tik Tok and other platforms if they’re relevant
• Email marketing
• Set up and refine your digital business profiles and listings (e.g. Google My Business)
• Google Analytics tracking set up
• Website optimisation
• Website redesign

It’s the perfect time to start thinking about the Christmas period - things aren’t too busy yet! Plan your time, think ahead and get creative about new methods of getting your business out there. At PupDigital we are happy to offer free consultations to anyone who is looking to increase or improve their online presence. We can help you prioritise your marketing activities based on your business and budget. If you’re interested in having a chat with one of our directors, please Get in touch today.