Welcome to the Holiday Marketeer blog series in which Boost Media serves up hearty portions of 2015 holiday digital marketing strategy. In this installment, we talk about last-minute holiday marketing tips and metrics e-commerce marketers should know.

 

Final shipping cutoff dates before Christmas used to signal that the e-commerce marketer’s job was done. However, with the rise of same-day shipping, in-store pickup, e-gifts, and mobile shopping, that’s no longer the case.

Boost’s Holiday Marketeer shares key metrics around last-minute shopping and mobile behavior to consider as you gear up to finish a strong holiday marketing season.

 

1. Get ready for “mobile eve”

Christmas Eve was the biggest holiday shopping day in 2014. Combine that with consumers’ love of shopping on their mobile devices at home and in-stores and you’ve got a “mobile eve” of sorts. Here are last minute holiday marketing tips and metrics on mobile eve:

Metrics that matter

  • $583 million. The amount of revenue generated directly from mobile on Black Friday, 2015.
  • Christmas Eve. The biggest holiday retail shopping day of the year.
  • 45%. The percentage of shoppers ordering online and picking up in-store who then purchase additional items while in-store.

Facilitate “mobile eve” shopping behavior

  • Prominently feature your store locator, price lookup, and inventory checking tools on your mobile site and app.
  • Update your mobile advertising call-to-action to facilitate in-store shopping by messaging “Free same-day in-store pickup” or “Check inventory.”
  • Use mobile to facilitate in-store shopping by ensuring that your Google My Business and Bing Places feeds are up-to-date and that you’re utilizing location extensions in mobile search advertising.

 

2. Promote e-gifts, virtual goods, and gift cards

E-gifts like electronic games or gift cards are a blessing for last-minute gift givers. They don’t have to be purchased in advance and don’t require shipping or in-store pickup. Here are last minute holiday marketing tips and metrics on e-gifts:

Metrics that matter

  • $25.9 billion. The projected spending level on gift cards for the 2015 holiday shopping season.
  • $1.2 billion. The December 2014 revenue from digital gaming.

Help out your last-minute customers

  • As Christmas Eve approaches, prominently feature electronic delivery offerings on your site like gift cards, subscriptions, and virtual goods.
  • Support last-minute shopping with advertising messaging such as “deliver gifts via email” and “it’s not too late.”
  • Update your search keyword list to include modifiers like “gift card,” “e-gift,” “last minute gift,” and “send a gift via email.”

 

3. Holiday marketing: It’s not over on Christmas Eve

As global influences reach the U.S., marketers are likely to see opportunities for “after Christmas sales” to morph into “Boxing Day” sales (December 26th)—now the U.K.’s version of Cyber Monday. Here are last minute holiday marketing tips and metrics on generating revenue on and after Christmas day:

Metrics that matter

  • 8.3%. The increase in Christmas day e-commerce sales from 2013 to 2014.
  • 2X.  Boxing Day revenue growth in the UK from 2013 to 2014.

 


Source: Google Trends. “boxing day” slightly outpaces search volume on “after christmas sales” in the U.S.

 

Capture holiday shopping demand on and beyond Christmas day

  • Flight your December online advertising budget to capture both Christmas day and Boxing Day revenue.
  • Update your search keyword list to include modifiers like “christmas day gifts,” “boxing day,” and “after christmas sales.” Update your ads and sitelinks accordingly!
  • A/B test fear-of-missing-out messaging such as “Don’t miss out on after Christmas sales” or “Missed the Christmas sales? It’s not too late to save on Boxing Day deals.”

 

Putting it all together

The e-commerce holiday marketer’s job isn’t done until customers are finished turning to digital channels to support their last minute holiday shopping efforts. Try out these last minute holiday marketing recommendations to bring a strong finish to your Q4!

 


About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale.

The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.