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While it may feel early given the hot weather, most retailers are already fully immersed in Christmas 2023 marketing plans. Given the UK sees a 25% increase in spending during the Christmas period compared to any other time of the year, planning is crucial to ensure you hit the ground running.
The festive season always poses a challenge for marketers. You need to find innovative ways to capture the attention of your target audience during the most competitive time of the year to reach consumers.
And while that’s unlikely to be any different this year, according to data from Brandwatch, there was nearly a 10% uplift last year in social media conversations about Christmas shopping between June and November 2022, as consumers looked for bargains in a time of growing inflation.
Fast-forward to H2 2023, and the cost of living has increased further with UK inflation running at 8.7% in May. Given the current pressure on household incomes, it’s vital your marketing campaigns are in-step with consumers this Christmas. Here’s 5 ways to ensure you don’t drop a clanger and stay in tune with your target audience:
1. Understand your audience’s finances. Take the time to research and understand your target audience's current financial situation. This will allow you to tailor your campaigns and messaging to resonate with their needs and desires. While families are undoubtably feeling the pinch, pensioners have just received a 10% increase in the state pension – those that own their own home are likely to do so without a mortgage and won’t be as impacted by changes in the BOE base rate.
So, while those under 66 maybe cutting back on Christmas gifting, perhaps the UK’s pensioners will be the big spenders this year! Your messaging will need to flex depending on the age group you are targeting.
2. Showcase value. Brands will need to prioritise value-driven marketing strategies and showcase the affordability, durability, and practicality of their products or services. Branded content can prove to target audiences how your product can enhance the Christmas experience without breaking the bank.
3. Tap into the emotional aspect. Christmas is a time of heightened emotions, so communicate the joy, warmth, and nostalgia associated with the holiday season, but beware creating content that could be seen as making consumers feel guilty for not spending on loved ones.
Craft content that evokes positive emotions, tells heart-warming stories, and creates a sense of connection with your audience. It may sound counterintuitive, but now is not the time for pure consumerism!
4. Align with values. Christmas is all about giving, sharing, and being together. This year, consumers are seeking genuine connections and meaningful experiences. It may have been a trend that started during the pandemic, but as the nation faces a different set of problems, marketers should emphasise the true spirit of Christmas.
Another angle is targeting conscientious consumers who value corporate social responsibility initiatives and sustainable practices. By creating compelling and relevant content that aligns with their brand values, brands can effectively market their unique propositions to consumers in a less salesy way.
5. Ease of transaction. As consumers return to the high street and the rapid growth of online shopping slows, it makes sense to communicate how easy you can make shopping with you, whether on- or offline. From offering click and collect, to making returns easy, explain how buying with you can reduce consumer’s pain points at a stressful time of year. Don’t silo this messaging – in a previous post, we explain how online campaign can drive offline footfall.
Contact us today to see how we create and distribute inspiring, on-brand content that performs.
