A Data-Driven guide for brands: Optimising your Christmas campaigns to maximise ROI

As we approach the festive season, brands must start planning their Christmas marketing strategies to capture consumer interest and maximise ROI. Recently, Click Consult conducted a comprehensive study with 1,064 respondents, revealing valuable insights into holiday shopping behaviours. Click analysed this raw data which explores when shoppers typically start planning their Christmas purchases, how much they are willing to spend, and their preferences for online versus in-store shopping, so brands can use these findings to create impactful, data-backed campaigns that resonate with consumers this Christmas.

Start planning early: When do shoppers begin their Christmas preparations?

Christmas shopping is on the minds of some consumers earlier than one might expect, with 17.4% of shoppers beginning their plans in September or earlier, and 28.7% kicking off their holiday shopping in October. However, the majority of consumers (37.6%) initiated their shopping in November. This staggered start provides a valuable roadmap for brands on when to deploy awareness campaigns tailored to different demographics, as revealed by our recent poll.

Interestingly, gender plays a significant role in shopping timelines. According to our findings, women tend to embrace the festive spirit earlier than men, with 56% of female shoppers starting their Christmas preparations in October or earlier, compared to only 35% of men. Moreover, 22% of men wait until December to start their shopping, whereas just 11% of women do the same. This gender disparity underscores the importance of timing in promotional strategies.

For brands targeting male consumers -whether through gifts purchased by girlfriends, sisters, wives, or mothers -it is crucial to launch marketing campaigns focused on male-oriented gifts much earlier in the season. Conversely, brands selling typically feminine gifts should consider ramping up their promotions as Christmas approaches, capitalising on the tendency of men to shop later.
By strategically timing campaigns to align with these consumer behaviours, brands can optimise their reach and engagement, ultimately driving sales and enhancing the holiday shopping experience for all.

Understanding the average spend on Christmas gifts

Our survey highlights that 31.6% of consumers plan to spend between £100-£300 on Christmas presents, while 25.5% expect to spend over £500. These insights indicate that while there is a substantial portion of high spenders, the majority of consumers are looking for good value for their money within a moderate price range.

Brands should consider offering product tiers and bundles to cater to both budget-conscious shoppers and those willing to spend more. Seasonal products that cater to these price brackets can drive purchasing decisions. Having clear product categorisation by price point and relevant gifting suggestions on digital and in-store displays can make it easier for customers to choose and purchase, thereby improving conversion rates and boosting average transaction values.

Shopping preferences: Online, In-Store, or Both?

When it comes to where shoppers are making purchases, 63.7% of consumers reported preferring both online and in-store shopping equally. Meanwhile, 24.1% lean towards online and only 12.2% prefer in-store exclusively. This suggests that brands need to build cohesive, omnichannel experiences that bridge the gap between digital and physical retail.

To capture this blended approach, brands should ensure that both online and in-store campaigns are synchronised, with unified messaging, pricing, and promotional offers. For online shoppers, invest in a seamless eCommerce experience with optimised navigation, fast checkout, and free shipping thresholds. Meanwhile, in-store campaigns could focus on the sensory and experiential elements that attract foot traffic. Tactics like exclusive in-store promotions and localised holiday events can enhance the in-store experience, while click-and-collect options give customers the convenience of online shopping with the immediacy of in-store pickup.

The role of discounts and early promotions

Discounts and early promotions are vital elements in the Christmas shopping experience, significantly influencing consumer decisions. Our recent survey revealed that a remarkable 85% of respondents consider holiday sales and discounts to be important factors in their Christmas shopping choices. To be more specific, 44% of participants indicated that these promotions are “very important,” while an additional 41% viewed them as “somewhat important.” This emphasises the critical nature of strategic discounting in attracting consumers during the festive season.

As shoppers seek value and savings amid the hustle and bustle of holiday preparations, the presence of enticing offers can be the difference between a purchase or a pass. Consumers are increasingly looking for bargains, and the allure of discounts not only drives foot traffic to stores but also encourages online shopping. This behaviour highlights the necessity for brands to implement early promotional strategies that capture consumer interest before the peak shopping days arrive.

By taking these insights into account, brands can develop targeted campaigns that maximise visibility and engagement, ensuring they meet the expectations of consumers eager for festive deals. Creating enticing discount offers, especially in the lead-up to major shopping events like Black Friday and Cyber Monday, will not only improve brand loyalty but also facilitate an increase in overall sales during the holiday season.

The impact of social media and personalised advertising

While 30.7% of consumers say they’re unlikely to make purchases from social media ads, brands should note the projected growth of online advertising, which is expected to have a compound annual growth rate (CAGR) of 14.3% from 2022 to 2027. This reflects a promising opportunity for social media, but with a catch: consumers tend to prefer content that’s value-oriented rather than overtly sales-focused.
Instead of relying solely on direct advertisements, businesses should focus on building relationships with their audience by sharing engaging gift guides, behind-the-scenes holiday preparations, and content that addresses consumer needs. This includes sharing customer testimonials and encouraging user or employee-generated content.

Our data shows that Millennials are the most likely to purchase Christmas gifts through social media ads, with 52% indicating a willingness to do so. If the majority of a brand audience falls within this demographic, ad campaigns are the way to go. Also, personalisation can play a significant role in this strategy, particularly among younger generations as Gen Z and younger Millennials are more likely to prefer personalised gift suggestions based on previous shopping behaviour, with 65% indicating that this approach enhances their shopping experience.

With this in mind, brands should use personalised paid social ads for younger audiences. However, it is also crucial to diversify their advertising approach by incorporating various types of paid ads, including influencer partnerships and native advertising, to maximise reach and engagement. Native advertising, as a subset of paid ads, seamlessly blends promotional content into the media where it appears, allowing brands to capture attention without disrupting the viewer’s experience. This method is increasingly popular on platforms like TikTok and Instagram, where ads that resemble organic content are more likely to resonate with users – capturing the attention of those who might not be influenced by typical ads. By crafting thoughtful ads that balance personalisation with value-driven content, brands can effectively engage their target audiences and enhance overall interactions during the holiday season

Enhancing brand engagement with interactive campaigns

Interactive campaigns, such as holiday-themed quizzes, contests, and virtual games, are becoming increasingly appealing to consumers. Our recent survey indicates that 82% of respondents are open to participating in Christmas-themed interactive campaigns, although their willingness often depends on the brand executing the campaign. This highlights the importance of aligning interactive elements with brand values and reputations, as consumers are more likely to engage with brands they trust.

When analysing how different age groups feel about interactive campaigns, some clear trends stand out. Younger consumers, especially those between 18 and 34, show a strong interest in interactive elements. Specifically, 35.14% of people aged 18 to 24 express a definitive interest, while 45.97% of those aged 25 to 34 share the same enthusiasm. Moreover, many in these younger age groups are open to participating in these campaigns, but it often depends on the brand. For instance, 56.76% of 18 to 24-year-olds and 46.77% of 25 to 34-year-olds said their willingness to engage could hinge on whether they trust or like the brand running the campaign.

In contrast to the younger demographics, interest in interactive campaigns declines as age increases. Among those aged 45 to 54, only 25.11% stated they would participate, while 58.01% noted that their engagement would be contingent on the brand. This decline continues with the 55 to 64 age group, where only 21.91% expressed a willingness to participate, alongside a substantial 24.70% indicating they are not interested at all. The trend persists with the 65+ age group, where only 17.34% expressed a definite interest in interactive campaigns, and 30.64% stated they were not interested.

These findings reveal a clear pattern in consumer engagement, suggesting that while interactive campaigns are relevant, brands focusing on older generations during Christmas campaigns may need to consider alternative methods of engagement. For instance, strategies that can resonate more effectively with these audiences include personalised content that speaks to their interests and values, informative newsletters providing valuable insights or tips relevant to their holiday shopping, and in-person events or workshops that engage the community and offer hands-on experiences. Additionally, using traditional marketing channels like direct mail or radio advertising may prove more effective, as these methods are often more familiar and trustworthy for older consumers.

Clear and straightforward messaging that highlights practical benefits is essential to further enhance engagement with older demographics. This should be combined with accessible customer service through channels that are comfortable for them, such as phone calls or face-to-face interactions. Brands may also find it beneficial to seek the support of expert teams or a comprehensive digital marketing agency to develop a well-rounded strategy tailored to specific target audiences, ensuring that their Christmas campaigns are both effective and impactful.

Building loyalty through strategic and creative Christmas campaigns

As brands prepare for the festive season, the insights gleaned from Click Consult’s comprehensive data collection and research are invaluable for crafting successful Christmas campaigns that maximise return on investment. The findings indicate that strategic timing, understanding consumer spending habits, and recognising shopping preferences—whether online or in-store—are essential components in shaping effective marketing strategies. Furthermore, the data highlights the critical role of discounts and early promotions in attracting shoppers seeking value during the busy holiday season. As we’ve seen, consumer engagement is increasingly driven by interactive campaigns and personalised advertising, particularly among younger demographics, underscoring the need for brands to tailor their approaches accordingly.

To realise this vision, businesses can rely on the support of a skilled content creation team or a digital marketing agency that takes into account all relevant factors when designing campaigns for diverse target audiences. Understanding specific consumer behaviours related to Christmas shopping—such as timing, spending habits, and preferences—is vital. Moreover, teams that collect and analyse this data are crucial in supporting Christmas campaigns, providing insights that refine brand messaging and ensure that campaigns resonate with the intended audience. By applying these insights, brands can differentiate themselves in a competitive marketplace and build lasting relationships with their consumers, ultimately enhancing their success during the festive period.