What to expect for the 2022 holiday season?

The holiday season is a great time to maximize your revenue, as this is the season when many consumers spend big on a year-end high note. So what do you need to know to make your end-of-the-year marketing campaigns a success?

Sales increased significantly with Black Friday

This year, the Black Friday period begins on November 21, i.e. the Monday of the week of D-Day. Since November 14, many brands and companies have already launched their promotional offers by offering reductions of -30%, -40%, or even -50% on their flagship items.

In 2022, Black Friday includes Black Week, November 21–25, D-Day, November 25, Black Weekend, November 26–27, and Cyber ​​Monday, November 28. Perfect opportunity for brands to brave the competition with multiple carefully crafted marketing actions to remain at the top of the list among the preferred companies of the buyers.

Small merchants can especially take advantage of Small Business Saturday, as they just haven’t been able to compete with larger retail and e-commerce brands during Black Friday and Cyber ​​Monday. Little known in France, this event takes place the day after “Black Friday” in the United States.

Buyer growth during year end promotions

To increase your sales, and therefore your turnover, bet on advertising during the festive period. According to Pinterest, users who used advertising during various holiday periods had a 4x higher conversion rate than those who launched advertising campaigns only on Christmas.

According to a study conducted by Meta, in 2021 nearly 55% of the users surveyed shopped during the holiday season. In 2022, this figure will further increase with an increasing number of people taking advantage of year-end promotional offers to make purchases.

The Growing Success of Influencer Marketing

Working with influencers on social networks is beneficial for effectively sharing information about the products being promoted and sparking the interest of your target. Also ask them to post affiliate links on your page to make it easier to purchase products while encouraging your sales, especially during Black Friday.

Influencer marketing options can improve your advertising campaigns for Black Friday. In fact, according to a survey conducted in the United States, during Black Friday and Cyber ​​Monday, 15% of consumers purchased an item that was promoted by an influencer.

To find ideas for gifts or purchases, consumers consult social networks. Often, they get easily swayed by content offered by influencers, advertisements or even branded content. Nearly 60% of consumers surveyed in a McKinsey analysis admit that their holiday shopping decisions are influenced by social media. So in 2022, influencers will continue to play a key role in driving purchases during the holiday season.

Consumers regularly look to content creators’ posts for recommended products. In the United States, 29% of consumers say influencers help them choose gifts during the holiday season, according to the same Meta study. 25% of them attest that if an influencer promotes an item, they are more likely to buy it.

On the other hand, the #tiktokmademebuyit hashtag used on the social network TikTok, which continues its tremendous growth, shows that content creators still influence consumers’ purchasing decisions.

social network challenge

Pragmatic, social commerce saves time and simplifies consumers’ daily lives. During the holiday season, many of them will do their shopping on social networks. In 2022, in the United States alone, these platforms will be used by more than half of American adults to make their purchases.

Trends on social networks vary from platform to platform. For example, Instagram’s social commerce offering has evolved with its DMs (Direct Messages), which facilitate the purchase of products. This feature helps drive sales on the platform and is especially beneficial for small businesses aiming to boost their sales during the holiday season.

In addition, in late 2021, various live social shopping events took place on Twitter, YouTube, and Instagram. For the 2022 holiday season, the trend may make a comeback on YouTube. The platform, which has partnered with Glossier, offers shoppable YouTube shorts, along with other new live shopping features.

Given that YouTube was voted the #1 trusted platform for social commerce, the holiday season later this year is likely to bring powerful social commerce features to brands.

Nevertheless, Meta and TikTok have decided to curtail their investments in terms of direct commerce for the holiday season. This provision was made to allow them to put forward their preferences regarding their expenses. If TikTok reorganises, Meta will prioritize Reels’ content.

But whatever the trend on the social network, know how to adapt!

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