4 Insights to Make Marketers Merry This Holiday Season

Even though concerns such as rising costs and supply chain issues will likely shift consumer behavior this holiday season, the sales forecast is still heading in a positive direction.
‘Tis the season to be jolly, marketers! Even though concerns such as rising costs and supply chain issues will likely shift consumer behavior this holiday season, the sales forecast is still heading in a positive direction.

According to eMarketer, holiday sales will reach roughly $1.3 trillion for brick-and-mortar and e-commerce retailers this year, a 3.3% increase compared to 2021. This is gift-wrapped news for any brand, retailer, or advertiser, especially considering the holiday season is the largest U.S. retail event of the year.

Like every holiday season, gaining significant market share is on every marketer’s wish list. To make this happen, marketers need to leverage key insights about holiday consumer real-world behavior and implement recommended tactics to better connect with relevant audiences.

Staying true to the spirit of the gift-giving season, here are the top four holiday tips and insights our research has uncovered:


Offer holiday deals like sale days and special offers for consumers looking to save this season.

Inflation continues to rise, which means higher prices of consumer goods for the rest of the year. For example, the average cost of goods is seeing double-digit increases compared to 2021, according to the U.S. Bureau of Labor Statistics.

This means value will likely trump loyalty this year. Based on a Salesforce survey, 50% of consumers in the U.S. are already expecting to switch brands to save money and cut costs. Take advantage of deal shopper behavior by promoting sale days or special offers based on price point this holiday season.


Utilize digital channels that drive in-person sales.

In-person shopping is back! Even though sales volume declined in 2021 for Black Friday Weekend and Cyber Monday, in-store foot traffic increased as some shoppers stuck to time-tested traditions and hunted for good deals. According to Afterpay, 442% more shoppers were expected to buy items in-store in 2021 YoY rather than waiting for online orders to arrive due to supply chain issues.

With brick-and-mortar growth outpacing e-commerce growth for the first time in the holiday season last year, it’s necessary to leverage the complementary nature of in-store and online purchase channels. Make sure to utilize digital channels to drive visits to in-person stores, such as experimenting with click & collect, curbside pick-up, and so on.


Use Proximity Targeting or Retail Block Targeting to guide customers to restaurants.

Ready to order, marketers? From snack breaks to festive dinners, the holiday season drives more traffic to restaurants throughout the country. Restaurant locations, such as fast casual and fine dining, saw a 42% increase the Saturday before Christmas and a 85% increase in foot traffic the Saturday before Thanksgiving.

Guide customers to storefronts by implementing tactics like Proximity Targeting or Retail Block Targeting in holiday marketing campaigns. By understanding and leveraging past visitation behaviors, advertisers can better connect with audiences and achieve their marketing goals.


Start your omni-channel marketing strategy early!

Get the wreaths ready! Consumer demand continues to pull forward earlier in the holiday season. According to Deloitte, 50% of consumers plan on beginning their holiday retail shopping before Thanksgiving.

With 37% of individuals planning to start their holiday shopping earlier in the year, it’s important to reach customers as soon as possible in their consumer journey. Grab their attention early by implementing tactics such as Cross-Device Targeting, which reaches potential audiences earlier and across more screens.

Try GroundTruth’s 2022 Holiday Season Strategy Guide

So which holiday season marketing strategy should you use? Of course it depends on your business and customer base. For a more targeted holiday marketing strategy guide, we’ve put something together for you. Want to sleigh your upcoming winter marketing campaign? Our 2022 Holiday Season Strategy Guide will help direct your omni-channel strategies for engaging consumers, what it means to elevate the in-store shopping experience, and how to deliver ahead of the uncertainty of the global market. Download our guide below. Need better data to make better strategies? GroundTruth can predict valuable customer trends, inform strategic business decisions, and provide industry insights. Contact us today to see how GroundTruth can help your business achieve its marketing goals.