5 Tips to Sleigh Your Holiday Marketing Strategy 

October 27, 2022

Amidst consumers’ concerns around inflation and lingering supply chain issues, advertisers will need a robust holiday marketing strategy to reach the right audiences and capture share of wallet this holiday shopping season. 

We surveyed* over 10K US consumers, to help advertisers understand:

  • What they’re most worried about this holiday season
  • Where they plan to look for gifting inspiration
  • How they prefer to receive holiday deals and offers

Whether you’re in the early planning stages or ready to put a pretty bow on your holiday marketing plans, check out our top tips for making the most of your marketing budget in Q4 and beyond.

Table of Contents:

1. Reach the right audience with an omnichannel marketing approach 
2. Launch an affiliate marketing campaign to reduce wasted ad spend
3. Leverage influencer partnerships to drive brand awareness
4. Streamline the shopper journey with a social commerce strategy 
5. Increase customer retention with a loyalty program  

How to Enhance Your Holiday Marketing Strategy

1. Reach the right audience with an omnichannel marketing approach 

From how consumers discover brands to where they learn about deals, the path to purchase is rarely linear. This upcoming holiday season, it won’t be enough to focus solely on social media, SMS, or email marketing – an omnichannel approach will be key to engaging consumers at multiple touchpoints and guiding them down the purchase funnel. 

To capture consumers’ attention, make sure to amplify your marketing messages across the channels that are most relevant to your audience. For example, we found that social media will be a top resource for Gen Z and Millennials this holiday shopping season. Gen X and Baby Boomers prefer more traditional media such as TV ads and email newsletters to learn about holiday deals and offers. 

Preferred Channels for Learning About Holiday Deals and Offers

Preferred Channels for Learning About Holiday Deals and Offers

If you’re looking to scale your CRM data for activation across channels, learn how Fluent can help >> 

2. Launch an affiliate marketing campaign to reduce wasted ad spend 

In the an economic downturn, now more than ever advertisers are under pressure to prove ROI. At the same time, inflation and higher prices top the list of consumers’ worries this holiday shopping season, surpassing factors like delivery delays by 73%. The good news for retailers? While 26% of consumers are worried about higher prices, 45% of those are still planning to spend the same amount or more on gifts compared to last year. 

To combat price sensitivity and maximize your marketing dollars, leverage affiliate partnerships to promote discounts, free trials, and buy-one-get-one deals. According to a report from CommerceNext, affiliate will surpass paid social as the second most used acquisition strategy (behind search) this holiday shopping season – and for good reason. Not only do affiliate campaigns benefit consumers, they also guarantee results for advertisers via a cost-per-action pricing model. 

Top Consumer Concerns for the 2022 Holiday Shopping Season

Top Consumer Concerns for the 2022 Holiday Shopping Season

3. Leverage influencer partnerships to drive brand awareness 

From paid campaigns to organic engagement, social media will continue to serve as a huge piece of the omnichannel marketing puzzle this festive season. While Facebook and YouTube remain the top 2 social platforms consumers look to for gifting inspiration, respondents who selected TikTok increased by 42% and those that prefer Instagram increased by 33% YoY.  

To capitalize on this explosive growth across TikTok and Instagram, lean on influencer partners to promote brand discovery and build excitement around your product offering. With 37% of consumers placing their trust in social media influencers’ recommendations, the holiday season is the perfect time to leverage product reviews, gift guides, and brand challenges to generate hype via influencer marketing. 

Top Social Media Platforms for Gifting Inspiration

4. Streamline the shopper journey with a social commerce strategy 

Not only are consumers looking to social media for tips on what to buy, 53% are also likely to purchase gifts directly through their favorite platforms. Social commerce – a selling model that allows consumers to complete purchases without leaving their favorite social media apps – creates a more seamless experience for shoppers who already discover new products while scrolling through their social feeds.  

53% are likely to purchase gifts directly through their favorite social platform

If you’re planning to incorporate social commerce as part of your holiday marketing strategy, be sure to choose platforms that your target audience will trust. We found: 

  • Women are 29% more likely than men to make a purchase through Facebook. 
  • Men are 31% are more likely than women to buy through Instagram. 
  • Gen Z and Millennials are most likely to purchase on Instagram and TikTok, while Gen X and Baby Boomers prefer Facebook. 

5. Increase customer retention beyond the holiday season with a loyalty program 

While flash sales and seasonal promotions are key to driving quick wins, a flurry of one-off holiday transactions won’t do much to support your long-term retention goals.  

29% of consumers are likely to sign up for a loyalty program

According to our survey, 29% of consumers are likely to sign up for a loyalty program to access exclusive deals this holiday season, offering a simple solution for brands looking to build lasting relationships with new and existing customers.  

To get started, offer early access to holiday sales or special discounts based on loyalty status to encourage shoppers to join your loyalty program. Not only do consumers benefit from the savings, but you can grow your email database to help support lifecycle marketing initiatives throughout the year. 


*This survey was conducted online via Fluent’s portfolio of owned and operated media properties. Data was self-reported by 10,208 US adults from August 23 – 24, 2022. Results are specific to the Fluent audience and not reflective of the general US population.