BBB Business Tip: 10 holiday marketing ideas to boost brand engagement

As the holiday season approaches, businesses prepare for one of the most critical times of the year. In fact, Deloitte's annual holiday retail forecast shows that e-commerce sales for the 2024-2025 holiday season to grow between 7% and 9%, reaching up to $294 billion.  Additionally, holiday retail sales are likely to increase between 2.3% and 3.3% in 2024, compared to 4.3% in the previous holiday season (November to January).

So, what does that mean for your holiday marketing strategy? To succeed in this highly competitive landscape, it's essential for businesses to not only capture consumer attention but also build trust—an area where the Better Business Bureau (BBB) excels. 

10 holiday marketing ideas to boost brand awareness, engagement, and loyalty

As a business, your goal is not just about driving sales but fostering long-term relationships built on transparency, integrity, and trust. The holiday season offers small business owners a unique opportunity to connect with customers and increase brand awareness. Whether you're planning an e-commerce site, social media campaign, or holiday party, increasing your brand engagement can help your business grow.

Here are 10 actionable holiday marketing tips to help you maximize brand awareness, engagement, and loyalty while reinforcing your commitment to an ethical marketplace.

1. Optimize your e-commerce experience for seamless shopping

With e-commerce continuing to be a key driver of retail sales, your website must be fast, secure, and mobile-friendly to meet customer expectations. A seamless online shopping experience will increase conversions and trust in your brand.

• Ensure your site has fast load times and is mobile-optimized to handle a growing number of mobile shoppers.
• Use secure payment gateways and display trust signals like the BBB Accreditation Seal (if you are an Accredited Business) to reassure customers. Learn why BBB Accreditation matters to your business.
• Include clear, visible shipping and return policies to manage customer expectations and prevent dissatisfaction.

2. Launch early promotions to capture the holiday rush

Shoppers start earlier each year, and businesses offering early-bird promotions can stand out. Get ahead of the competition and capture early holiday traffic with well-timed offers.

• Create limited-time offers and countdowns to build urgency and drive early sales.
• Offer exclusive online deals to encourage early e-commerce activity and create excitement.
• Clearly communicate promotional terms and inventory levels to maintain trust and prevent disappointment.

3. Personalized marketing builds trust and loyalty

Personalized marketing makes customers feel seen and valued, which enhances engagement and long-term loyalty. Leverage data to offer tailored experiences that resonate with each customer.

• Use AI-driven product recommendations based on browsing and purchase history to keep offers relevant.
• Send personalized holiday email campaigns, greeting repeat customers with tailored offers.
• Segment your audience by behavior or preferences to make offers feel exclusive and customized.

4. Maximize social media engagement with user-generated content and shoppable content

Social media is a major driver of holiday shopping. Make your posts shoppable to convert engagement into purchases, and build brand trust by being transparent and interactive.

• Add shopping tags to your Instagram, Facebook, or TikTok posts, making it easy for customers to purchase directly.
• Encourage user-generated content by asking customers to share holiday moments with your products, creating social proof. Take it to the next level by creating a holiday-themed hashtag for your customers.
• Partner with authentic influencers to expand your reach while ensuring your brand's message aligns with BBB’s commitment to ethical partnerships.

5. Make mobile your holiday marketing superpower

Mobile shopping is increasing exponentially, so a mobile-first strategy is essential. Optimizing for mobile ensures that customers can shop wherever they are, with seamless and secure experiences.

• Offer mobile-exclusive discounts or special flash sales to capture mobile users.
• Simplify your website’s checkout process for mobile users to reduce cart abandonment.
• Use SMS marketing for timely, relevant promotions that boost engagement and drive impulse purchases.

6. Promote fast, reliable shipping and last-minute options

During the holiday season, convenience and reliability are crucial. Offering fast or free shipping builds trust, while last-minute options ensure you capture procrastinators who are still looking for gifts.

• Emphasize fast, free, or flexible shipping options and clearly communicate delivery deadlines.
• Promote “buy online, pick up in-store” for local shoppers who want their purchases quickly.
• Offer digital gift cards as an option for last-minute buyers, ensuring they can still make meaningful purchases.

7. Create a memorable, ethical customer experience

A personalized and ethical customer experience enhances your brand’s appeal. Memorable touches and eco-friendly options make customers feel good about choosing your business while promoting an ethical marketplace.

• Use eco-friendly, festive packaging to reinforce your brand's commitment to sustainability.
• Include personalized thank-you notes or offer gift-wrapping services to enhance the holiday experience.
• Display your BBB Accreditation to reassure customers that they are dealing with a reputable, trusted business.

8. Empower customers with trustworthy customer support

Reliable and accessible customer support is vital for building consumer confidence during the busy holiday season. Offering transparent and efficient customer service can lead to better engagement and fewer abandoned carts.

• Provide 24/7 live chat or chatbot support to assist customers with common questions and concerns.
• Ensure return and exchange policies are clearly visible and easily understood, reducing customer anxiety.
• Create FAQ sections and self-service options that empower customers to find answers without contacting support.

9. Design digital advertising campaigns that target users' emotions while remaining ethical

Digital ads are pivotal in holiday marketing, but transparency and ethical advertising are essential to maintaining consumer trust. By targeting your audience's emotions through your marketing campaign, you will help them feel more connected to your brand and influence their purchasing decisions. Your ads should be clear, honest, and free from misleading promotions.

• Use truthful, transparent ad copy that sets accurate expectations for your products and services.
• Follow the BBB Code of Advertising to ensure your ads meet high ethical standards.
• Focus on retargeting past customers with personalized, relevant offers to drive engagement and repeat sales.

10. Give back with holiday corporate social responsibility and charitable campaigns

The holidays are a time of giving, and CSR (Corporate Social Responsibility) campaigns resonate deeply with customers. A charitable giving campaign not only helps the community but also strengthens your brand’s reputation and fosters customer loyalty.

• Partner with a local charity and let customers know a percentage of sales will be donated to a good cause.
• Offer “buy one, give one” programs, giving customers the opportunity to feel like they’re contributing to meaningful change.
• Share transparency reports on how much has been donated to increase trust and encourage further participation.

 

Get more holiday marketing tips from the BBB.

The holiday season can be hectic for your brand, but it's also a great opportunity. If you're looking to increase customer engagement through your holiday marketing strategy, the BBB® has the tips you need.

Get your marketing strategy holiday-ready with more resources from the BBB business news feed and Biz HQ!

Prepare your business for the holidays.


BBB of Southern Piedmont and Western N.C. ,IABBB, and ChatGPT contributed to this article.