Marketing In A Winter Wonderland: Why The Best Holiday Prep Starts With Improving Efficiency

Increases in spending are to be expected this time of year, from consumers as well as the marketers and advertisers hoping to reach them in time for the holiday season.

New Constant Contact numbers have 89% of SMBs feeling the impact of inflation, with almost half (46%) having to cut back on their expenses to manage costs and 39% having to raise prices. All while, at the same time, more than half (52%) of consumers are reducing their spending at small businesses.

“While many SMBs have been forced to raise prices or cut back on expenses, the key to success will be balancing those adjustments with strategies that don’t drive away price-conscious customers,” writes Constant Contact’s Michael Wood. “Value is about more than just price. Lean into your strengths when marketing your business.”

(Source: MediaPost)

The report recommends introducing loyalty programs and personalized promotions as incentives, as well as not waiting until the holidays to actually start thinking about the holidays.

“While SMBs tend to wait until Q4 to ramp up their marketing, the reality is that customers are already planning their purchases by the time October rolls around,” Wood writes. “There is an opportunity for SMBs to win over these early shoppers and reduce their holiday stress simply by preparing earlier.”

The report found that the top three actions SMBs can take “to ensure a successful holiday season” are improving efficiency (35%), offering special promotions (28%), and creating a clear marketing strategy (26%).

“Small adjustments — like holiday-themed email campaigns, targeted promotions, or bundling existing products — can make a significant impact without overwhelming your resources,” writes Wood. “Focus on building relationships with new customers while keeping current ones engaged with personalized messaging and timely offers.”

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