'Tis the season to be prepared
Is it too early to talk Christmas? If you’re a small business the answer is no and, if you haven’t done so already, now is the time to put your Christmas marketing plans in place. Whether you are a retail or non-retail brand, it is important that your marketing activity addresses your customer’s changing needs and behaviour at this time of year.
Against the backdrop of financial uncertainty and the pandemic, the previously predictable seasonal consumer behaviour continues to change. According to The Centre for Retail Research, retail sales rose by 7.3% over Christmas 2021 compared to 2020 and the overall sales total even exceeded 2019's results by £2billion reflecting a return in consumer confidence*.
The lockdowns of 2020 saw a dramatic rise in online shopping, increasing by 46.3%. However, last year saw a turnaround with online spending dropping by 7% as consumers looked to support their local High Street and take the opportunity to interact with retailers in person as restrictions were lifted. Yet, it is interesting to note that, at £17.618bn, the total of online sales in Christmas 2021 was still 36.1% higher than online Christmas sales in 2019.
Throughout recent years, B2C and B2B businesses alike were called to evaluate their online offering as customers became more reliant on digital search to find a product or service. Supply chains also needed to be reassessed as shipping, production and supply were all affected by economic and political change.
As a small business, how can we learn from the experience of the last few years and how do we cut through the noise to deliver a relevant and effective Christmas marketing strategy?
Back to basics – Be brand relevant
Make sure your plan is relevant to your brand. Some of the most successful Christmas marketing campaigns focus on the company’s overarching brand values and how these align to the core message of Christmas. Think John Lewis – from the launch of the big-budget ad, through to their accompanying website landing page, social media activity and themed gifting. Each touchpoint is carefully thought through and offers an inviting and cohesive customer journey.
Black Friday – Should you take part?
Consider how you want to address the popularity of Black Friday and whether it needs to be incorporated into your marketing strategy. The answer is not always yes. Despite a high percentage of UK retailers taking part in 2021, many big brands shunned the American-export, including Next, M&S and Wilko who used the month to highlight their focus on delivering value all year-round. Your Black Friday offering does not necessarily need to include discounts but, as a small business, time-limited incentives could feature.
Still interested? Black Friday 2022 will take place on 25th November.
Small Business Saturday
Small Business Saturday is a non-commercial initiative which first took place in the UK in 2013, supported by American Express, who understand how crucial small businesses are in our local communities and encourages consumers to ‘shop local’ in the run up to Christmas. Now celebrating its 10th year, the grassroots campaign highlights small business success and all types of businesses are encouraged to get involved, from family businesses, to wholesalers to business service providers. There is also an opportunity for larger business to support the campaign via mentoring, advertising and sponsorship.
With 15.4million people choosing to shop small on Small Business Saturday UK 2020, spend hit £1.1 billion, exceeding the billion-pound mark for the first time ever as shoppers showed support for their local high streets. In the 8th year of the campaign, over 250 small businesses took part and #SmallBusinessSaturday was the UK’s top Twitter trend during the day. A real sense of community spirit was evident nationwide as 48% of buyers shopped local, providing welcome support to independent businesses after a tough year**.
This year, Small Business Saturday UK takes place on 3rd December. Find out how you can get involved.
Online & mobile – Is your website ready?
Over the past couple of years, the digital landscape shifted on a seismic scale. The importance of having a website that is mobile-friendly and easily navigated has never been greater. Your site should be fully optimised for search through a targeted SEO strategy to ensure your audience is able to find you. It is well worth carrying out a Digital Audit of your website to make sure it is performing as well as it can be.
If you think your business could benefit from a Website Audit, follow this link.
Social media – Let’s talk
The social commerce industry in the United Kingdom is expected to grow by 37.5% on an annual basis to reach US$21,133.9 million by the close of 2022. A growth rate that is expected to continue over the forecast period to 2028, according to a report by ResearchandMarkets.com***.
The opportunity for smaller retailers to make use of the growing number of in-app check-out facilities across social media is huge. Take time to understand how best to use each application and decide which option would be right for your business and where you are most likely to find your target audience.
As consumers increasingly turn to shop on social platforms, remember to pay attention to the quality of your social feeds and engagement levels. Are you listening to the conversation and responding to posts that are relevant to your business?
Ask yourself how consumers will find you. Research relevant hashtags and make use of the latest developments on social media such as Reels and Shops to reach a wider audience. Running a Pay Per Click (PPC) campaign on your chosen social platform can be a cost-effective way of reaching a very targeted audience (defined by location, age, gender and interests).
Social Influencers can also have a big impact on attracting new customers and sales conversions. Are there influencers speaking to your target audience who would be interested in partnering with your brand in the lead up to Christmas? Micro-influencers (with a smaller number of followers) often represent a good option for smaller businesses, as they can typically enjoy a more loyal, targeted following.
Product selection – Standing out from the crowd
Consumers are bombarded with gifting options this time of year. Can you offer an exclusive, limited-edition piece? The product doesn’t necessarily need to be Christmas-themed, but a unique piece or service that would make a great gift. Make sure you understand fulfilment deadlines from your supply chain, particularly with on-going disruption to manufacturing and shipping, and ensure these are clearly communicated to your customers with last order dates for guaranteed Christmas delivery.
Non-retail businesses? – Time to reconnect & reward
Christmas is the perfect time to reward customers, incentivise employees and reconnect with prospects through hosting and gifting. The hospitality industry has been especially hard hit over the festive season recently. As well as rewarding customers and employees, you could help give a much-needed boost to a local hospitality business by choosing their venue or service to entertain your guests. Start your research now to ensure you can secure your chosen venue and understand order deadlines for the personalisation and prompt delivery of gifts.
Community and charitable events can help to raise your company’s profile within your chosen location and target demographic through sponsorship, event support and/or raffle gift donations. It is important that any involvement is relevant to your company’s core values and your commitment to the cause should be genuine.
With all of this in mind, it’s certainly not too early to be talking Christmas. Now is the time for businesses to consider the needs and behaviour of their target customer in the weeks and months leading up to the festive season. Relevance and authenticity should sit at the heart of your strategy and be implemented consistently across all communications.
Do you need help developing a marketing strategy, PPC campaign or updating your website? Contact our team to see how we can help.
* : Retail Research
*** : UK Social Commerce Market Report 2022