Too early to think about Christmas? Not if you’re in marketing. Early fall is an excellent time to start planning your holiday marketing strategy, especially when you’re taking into account these 2015 insights from Taykey. The Taykey infographic, which is posted below, uses data from last year’s holiday season to guide brands and marketers in planning their 2016 campaigns.

Major takeaways:

  • E-commerce sales are expected to increase 13 percent during the holidays.
  • “Nearly 70 percent of all in-store purchases will be directly influenced by online research.”

Here are three 2015 trends that may influence how you plan your holiday marketing strategy this year…

#1 Target holiday conversations wherever they are.
This season (…and all the time…) shoppers are likely to be on their social media networks of choice, posting, commenting and having conversations with their friends and accounts they follow. That’s a much more “normal” behavior than seeking out a particular shop or website via search or browser. So, go to those networks to lure your audience. But don’t think a simple website CTA is going to do it. Instead, look for opportunities to place your content in the blogs and accounts your users already follow.

#2 Tap into the power of non-endemic opportunities.
One of the basic rules of marketing is that you need to go to your audience. You can’t expect them to come to you. If your audience uses Reddit, there’s no sense in trying to run a Pinterest campaign… you need to run a Reddit campaign. Obvious, right? Well, take that basic idea and start applying it to conversations and trends this holiday season.

Match up your campaign with whatever event or trend consumers are interested in – even if there’s no direct correlation. If your fans are excited about the next Star Wars movie, then you could benefit from framing some of your content and campaign around Star Wars, for example.

#3 Take a more always-on approach.
“Black Friday” is no longer just the day after Thanksgiving. Conversations around Black Friday and Cyber Monday shopping start to increase 12-24 days before the sales event, reports Taykey. Additionally, 52% of consumers say they don’t rely on Black Friday as much as they used to. So instead of focusing exclusively on the day-of sales, be sure to also engage with your audience well in advance.