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Holiday Strategy: Think Outside The (Calendar’s) Box

Holiday Strategy: Think Outside The (Calendar’s) Box
Ryan Smith
written by
Ryan Smith
Director of Digital Strategy

You may have noticed a trend: Retailers are throwing up those holiday decorations earlier and earlier every year. No, they don’t just like twinkly decor and festive tunes on loop — they’re trying to discreetly inch ahead of their competitors and beat year-over-year holiday sales projections.

In fact, one of the largest trends in online sales spikes is on the most unlikely of days:Thanksgiving. Promos typically reserved for Black Friday and Cyber Monday are now opened up and extended into Thanksgiving. Adobe Analytics reported that in 2018 online spending on Thanksgiving Day increased 27.9% from 2017 (which also saw record growth from 2016).

So, run a sale on Thanksgiving?

Well, more profoundly, it means you’re allowed to rewrite the rules of your holiday marketing plan.

It’s all arbitrary, anyway. Black Friday is now online. Thanksgiving is the new Black Friday. Cyber Monday is an all weekend affair. Don’t just lock yourself into playing the hits and expect to stand out.

Read the full article on MediaPost, here.