When it comes to marketing during the holiday season, timing is everything. You can’t afford to miss out on activating audiences based on seasonal events, from Halloween through the December holidays. By targeting consumers at the right point in their holiday shopping journey, you can enhance your media investments and provide better advertising experiences.
Although it may seem counterintuitive, it’s important to focus on holiday audiences who shop in store. Despite the pandemic, a majority of purchases are still occurring in the offline world. According to a survey by Natural Insight, consumers cite several specific reasons that they head to stores instead of shopping online during the holidays, such as being able to browse and discover gift ideas (>50% of those surveyed) and getting to experience the holiday atmosphere (30%). This makes sense because the holiday season in particular offers a bevy of opportunities for in-store experiences, such as product demos and events, designed to charm and inspire consumers into making purchases.
In order to better target these consumers who shop in store, marketers need to understand their offline behaviors, such as visit frequencies and cross-shopping activities. Cuebiq offers 4 location-based seasonal audiences based on these criteria, which marketers can activate to maximize their holiday campaigns:
1. Halloween Shoppers
With Halloween approaching quickly, you can reach consumers who enjoy spooky festivities and who stock up on Halloween candy before the trick-or-treating starts.
Halloween Shoppers are more likely to visit: Target, Walmart, BJs, Costco, Sam’s Club, Party City
Pro Tip: Drive consumers to stores you know they love during the Halloween season and connect your brand with active Halloween candy shoppers.
2. Black Friday Shoppers
Connect with consumers who can’t pass up the amazing deals the day after Thanksgiving.
Black Friday Shoppers are more likely to visit: Target, Walmart, Best Buy, JCPenney, Kohl’s, Sears, Apple Store, GameStop, RadioShack, Bose, Pandora, Swarovski, Tiffany, Bath & Body Works, Macy’s, Dick’s Sporting Goods, Sephora
Pro Tip: Target and convert brand visitors to drive more consumers to store with personalized offers and messaging.
3. December Holiday Shoppers
Reach consumers who really get into the holidays and ramp up their holiday spending in December.
December Holiday Shoppers are more likely to visit: Target, Walmart, Best Buy, JCPenney, Kohl’s, Sears, Apple Store, GameStop, Edible Arrangements, Pandora, Swarovski, Tiffany, Bath & Body Works, Macy’s, Dick’s Sporting Goods, Sephora
Pro Tip: Capture last-minute spending during the week before Christmas by targeting brand-loyal consumers with relevant messaging.
4. Holiday Deal Shoppers
Connect with consumers who really get into the holidays but are looking for a deal.
Holiday Deal Shoppers are more likely to visit: Dollar Tree, TJ Maxx, Marshalls, Dillard’s, Ross, Big Lots, and more
Pro Tip: Target consumers who are more likely to visit discount stores and drive them to your brand’s locations with personalized special offers.
For more insights on reaching holiday audiences, be sure to check out our guide for the 2021 holiday shopping season.
