In this era of COVID-19, the 2020 holiday marketing season is shaping up to be a completely different animal than in years past. It is important for retailers to continue to adapt their business models as they have since the pandemic began and make sure they do everything they can to finish the year strong while keeping consumers engaged in a safe but effective manner.
Here are 5 retail holiday marketing tips for 2020 during the COVID-19 Pandemic:
1. Remind consumers of the value of shopping local and supporting local business. There is been a real movement in communities to make sure local businesses are supported. Now is the time for retailers to remind their customers how much they appreciate their business over the past few months while introducing fresh products, sales, and discounts.
2. Up your gift card and e-gift card game: This is the most popular time of year for gift cards and the perfect time to make sure your customers know what gift cards and e-gift card options you have available. One popular way to promote and sell gift cards is to offer a $10 gift card to the buyer when they buy $50 in gift cards, for example. If you can also add electronic delivery, then this is the best year to do it.
3. Offer easy and safe curbside pickup and delivery options: A great way to maintain social distancing and make customers feel welcome to shop your products is to offer curbside pickup and delivery options. This way, they can do business with you while also feeling that they are safely doing so.
4. Send catalogs and postcards that offer online ordering options: Many retailers use direct mail this time of year to promote their holiday sales and year-end deals. By mailing your catalogs and postcards directly to your customers, they will be able to have something tangible in their hands as well as a visible reminder of your business. Make sure you add QR codes that link back to your website so that their interest can be converted into increased website traffic and ultimately holiday purchases. This cross-media marketing approach is effective because it connects with your target audience across multiple touch-points.
5. Provide something of value such as a free promotional item (such as a calendar) with purchase: By giving away a promotional product to your consumers, you are furthering the relationship they have with your brand beyond the purchase. They will appreciate a free, functional gift such as a 2021 calendar or other promotional items. This will increase your brand visibility and make them continually aware of your business after the holidays are over.
For more helpful tips for retailers, check out this free e-book on Rethinking Retail this holiday season.