Many of your customers (48.59%) wrap up their Christmas shopping by early to mid-December.
To grab their eyeballs, here are 26 inspiring eCommerce Christmas campaign ideas from actual brands.
1. Macy’s: Deck up your landing page with a Christmas-y design
Get your customers in the mood for Christmas shopping by altering your landing page design as per the season.
Don’t want to mess with your website look and code? Create a splash page instead as Macy’s does.
It does two things very well: catches the shopper’s attention and displays the available offers.
- Build an instant relatability by using standard festive season elements such as colors, fonts, etc. In this case, Macy’s uses the traditional red color for Christmas.
- Make your headlines visible. See how Macy’s communicates important information with large fonts? Immediately when a shopper lands on the page, 20% OFF and Ends Wednesday is going to catch their eye. All because of the large fonts and contrasting colors.
- Finally, shoppers have multiple discount options to choose from when they land on the page. Displaying discount numbers can encourage shoppers to take action.
2. Secret Sales: Set the clock ticking
Some of the best Christmas marketing ideas are fueled by urgency. Like this one by Secret Sales.
Everyone wants to get a good deal on Christmas. And with the festive season just round the corner, time is less to get all the goodies. Add to that a bit of urgency, and you have the secret to more holiday season sales.
- Avoid using urgency on every page or for every product. Use it sparingly to get the most effect. For example, if you have a special Christmas deal or a collection, adding a countdown timer there can nudge the shoppers to purchase that.
- Clarity is key here. See how Secret Sales clearly mentions when the offer is going to end and even highlights the number of days in bold?
- Keep the CTA close by. To ensure you get optimum clickthrough rate, you should keep the CTA in close proximity to your offer.
3. Fortnum & Mason: Create your Christmas email campaign workflow
Email marketing tops the Christmas marketing checklist.
Pre-Christmas email campaigns do a great job in keeping your Christmas offerings on top of their minds.
Fortnum & Mason creates an enticing Christmas gift ideas email for their customers in the example below.
- You can include a wide range of emails for your Christmas marketing campaign: welcome emails for customers who purchased their Christmas gift, product feature emails, product feedback email, Christmas promotional email, product recommendation email, etc.
- It’s important to send the right emails at the right time. You need to decide which emails to send before Christmas, which ones on Christmas, and which ones to send post-Christmas.
- You can do a lot with your Xmas marketing emails. You can communicate Christmas offers, send them gift guides or gift cards, host Christmas giveaways, give early-bird offers to your subscribers, etc.
4. West Elm: Spread the Christmas charm with special deals
Every shopper is looking for good deals during Christmas. So this is one of the easiest Christmas marketing ideas you can try out.
Although the 12 Days of Christmas is overused, it’s still an effective way to communicate your limited period offers and deals.
West Elm goes one step further and creates a 24 Days of Christmas campaign.
- You can go for multiple Christmas deal ideas such as Buy One Get One Free (BOGO) offer, upselling or cross-selling offers, subscription offers for loyal customers, build a Christmas wishlist offer, free Christmas goodies, etc.
- You can increase engagement in your campaign by adding a gamification element.
- Special deals can be a great Christmas marketing idea for small businesses. You can promote your unique items with these offers and stand out from the crowd. This will also help reduce the competition from high-end stores. You can choose to alternate between specific product discounts and overall store discounts.
5. Boots: Gift them a bundle of happiness
Most shoppers get overwhelmed with a plethora of product options and discounts. Comparing different products and prices or choosing the right accessories can become overwhelming for them.
What helps is bundled product or pricing options.
Boots helps their customers get the best deal—and that too, fast—with their well-thought bundle option.
- Bundling can be a great option to sell more of your products together. You can offload your shoppers' decision-making and offer them bundle offers to choose from. They will definitely thank you for it. You can package your Christmas bundles as value packs, gift hampers, bundles for him/her/them, etc. You can also look back on data to figure out which bundles to sell. For example, try your top-selling products or frequently-bought products.
- Make sure the total price of the bundle is lower than the price of all the individual items. Otherwise, it won’t be valuable for the customers to opt for it.
- Adding free postage to your bundles will also increase their perceived value in the eyes of the customer. Throw in a bit of persuasive copy to highlight the unique features of your product.
6. Everten: Usher in the new arrivals
Christmas is a jolly good time to launch all your new products.
Customers are looking for new and best-quality products then and wouldn’t mind paying a high price if required.
Everten promotes its all-new Christmas collection in the example below:
- You can promote your new Christmas arrivals to land more sales. Highlight them on the header section of your homepage or add a new arrivals section on your product page.
- Social media is a great channel to promote your new arrivals. Since you already have an existing brand community on those spaces, the chances of your collection being noticed is much higher. Moreover, this is also where you can turn your social community into brand advocates for your product.
- Seeing is buying. Make sure you have lots of product images from all angles so customers get a feel of how the product is going to be. It’s definitely going to influence their purchase decision.
7. Mulberry: Show it off on social
Christmas social media campaigns work really great for sales. This is because about 37% of shoppers resort to social media for buying inspiration.
Mulberry's inspiring 12 Days of Christmas campaign creates the right kinds of sensation around their holiday product line.
Check out the full video here:
- Hashtag campaigns work really well on social channels. For example, for this campaign Mulberry used the hashtag #mytruelovegavetome. You can use the trending Christmas hashtags or create your own. Hashtags not only increase the exposure for your campaign but also help in branding. Use it the right way to get the maximum reach: avoid generic overused holiday season hashtags and use ones that relate to your campaign; maintain consistency and use the hashtag for all campaign-related posts.
- Try your hand at video campaigns since they really help engage the audience. You can share it on the most popular channels for video: Facebook (75%), YouTube (70%), and Instagram (58%).
- Don’t forget to make your message personalized and humanized for your audience. When your shoppers connect emotionally with your content that’s when they’ll be moved to make a purchase.
8. Urban Outfitters: Make it fit the occasion and the customer
Imagine trying to sell summer shorts during the Christmas season! You’ll hardly get any sales unless you’re targeting the people who’re planning to travel to tropical destinations.
This shows how important segmentation is. Your Christmas marketing campaign must relate to the season and your specific target audience.
Like how Urban Outfitters does. Their product matches the need of the season and is also personalized as per the gender of the shopper.
- Align your products as per specific segments before launching your campaign. You can segment your customers based on multiple factors such as their demographics, location, seasonal celebrities, previous purchases, etc.
- Decide on which channel you’ll use to reach your target audience. Email can be an effective and interactive medium to employ. You can send targeted emails to your specific customer segments.
- If your products solve specific customer pain points, you can target them to customers who have purchased similar products in the past.
9. Matalan: Carry on the Christmas vibe on mobile too
84% of the eCommerce holiday season growth came from mobile users in 2019. Customizing your eCommerce Christmas ideas for mobile will help you take full advantage of them.
Many shoppers browse for their Christmas gifts on their mobiles. To reach out to them, you need to make your website and product pages responsive.
See how Matalan customizes their Christmas collection page for mobile:
- Dividing your entire product collection into categories and subcategories can help shoppers find easily what they are looking for. Matalan divides their mobile product page into sub categories such as Christmas decorations, gift-wrapping, etc.
- Try to keep your content short and crisp and not be an overload on the eyes of the customers. Using content blocks or drop-downs can help in adding the content yet not bother the readers.
- Don’t forget to include the search bar or icon. Mobile navigation is in any case difficult. A robust search helps make it easier for shoppers to locate products. Matalan makes the search icon big and visible on the top right corner.
10. Sephora: Build loyal followers
Christmas is one of the best times to build loyal followers for the next year.
You can use the holiday season to foster more loyalty in your high-value customers.
Like Sephora does.
- A good beginning is loyalty programs that offer discounts to your customers. In this example, Sephora offers a discount of $25 to its VIB Rouge customers.
- You can also use eCommerce personalization and customer segmentation to boost loyalty. For example, you could specifically target older males who are looking for clothes for their kids and send them personalized emails. This will give you the opportunity to offer something valuable both for them and their family, making them returning customers.
- Social media is also a great way to boost customer loyalty. You can try out different ideas to keep your existing and new customers engaged such as polls, countdowns, Q&As, GIFs, videos, etc.
11. Ivory Ella: Make gifting easier
Christmas is officially the gifting season. Hence most of your shoppers will be looking for gifts.
In 2019, around 90.5% of consumer’s spending was on gifts making it the highest spending category.
Ivory Ella gets the visual and copy just right to entice shoppers looking for gifting.
- Add a gift price filter on your product or category pages to help customers find products for gifting easily. It will also help customers find gifts as per their budget. You can also add this as a popup on the page.
- Offer a gift guide to your customers since they’ll be overwhelmed with products and promotions. You can publish the gift guide on your blog or on a landing page on your website. You may also use the gift guide as a lead magnet and collect email addresses.
- Offer free stocking filler gifts with your customers’ purchases. Adding free gifts for purchases will improve the perceived value of the transaction and can improve your checkout rate.
12. Puma: Offer free shipping
Most shoppers expect free shipping nowadays. It’s a major reason for cart abandonment and offering it can help you retain your customers.
Since customers procure gifts from different places, hence the shipping cost may be high in some cases. So offering free shipping can put your customers at ease and convert better.
Puma offers an an irresistible deal to their customers with overnight shipping.
- You can also add free shipping after shoppers reach a specific spend value. Many buyers add more products to their cart just so that they can avail the free shipping benefit. This can help increase your total average order value.
- You can also add urgency to the offer as Puma does. Christmas is a season of competition and multiple stores will offer free shipping. So, adding urgency can help beat your competition and retain your buying customers.
- You may use free shipping to drive loyalty too. Using free shipping as a reward for signing up for loyalty programs can help keep your customers engaged as well as offer more customer insights.
13. Coco Village: Create a fun Christmas quiz
A great way to spice up your Christmas gift marketing ideas is by adding a quiz.
Adding quizzes will not only help you engage your customers but also improve the chances of them converting.
Coco Village creates a fun Christmas quiz campaign for its customers and offers them gift recommendations and a $10 bonus as a reward.
- You can use the quiz to reduce the analysis paralysis of customers. Devising your questions carefully will help you to offer more personalized gift recommendations.
- You can also curate your questions to answer specific things that can help you to send targeted emails to them. It’s a great way to gather more information about the holiday shopping behavior of your customers.
- Don’t forget to add some fun elements to the quiz too otherwise they may not feel motivated enough to share the details.
14. Xpelair: ‘Tis the season of giveaways
While they work all year round, however, contests and giveaways always have a special significance during Christmas.
Shoppers wanting to complete their holiday season shopping and wanting to get the best deals won’t mind engaging in the giveaway contests.
So it’s a good idea to use the giveaway season to induce loyalty among your customers.
Xpelair used Facebook to share their Christmas giveaway contest. They simply requested their customers’ comments and offered a reward to one lucky commenter.
- You can use both your website or your social channels to host giveaways. Ensure that you have the right analytics to capture the audience data.
- You can also add a gift for every purchase that crosses a payment threshold. However, it’s important to ensure that the manufacturing cost for the gift is lower than the spending threshold so that you can earn profits.
- Ensure you make it engaging enough for shoppers to participate and create a lot of buzz around it on social media.
15. Applegreen: Give away to charity
Emotions are a big part of Christmas time. You don’t need to connect to your customers’ emotions by offering them a discount or deal. You can also strike a bond by contributing to a charity.
Many customers who can afford your products may afford to donate to a charity too. Partnering with charities can help attract and retain customers who care as well as create a positive impact.
Applegreen creates an impactful Christmas donation campaign by partnering with 3 charity organizations.
- Choose the charity based on your brand’s values and decide whether it’ll resonate with your target audience or not. For example, if most of your customers are local, then choosing a local charity will make more sense than a global one.
- Decide how you would want to make the charity. For example, you can ensure that a portion of every sale goes to charity or a specific amount gets donated to charity after the purchase of each product.
- You can add the donation option in the checkout stage. Ensure that the amount being deducted to charity is clearly highlighted.
16. John Masters Organics: Pay attention to packaging
When it comes to your product, customers judge a book by its cover. That’s why packaging is so important for your eCommerce brand.
Around 72% of US customers agree that packaging influences their purchase decisions. So, if you do have the resources to create a Christmas-specific packaging, you should definitely go for it. It’ll not only motivate your customers to buy now but also create a sense of brand loyalty for them to buy later.
John Masters Organics succeeds well in this aspect by paying attention to details with their Christmas packaging.
- Using a gift-wrap or packaging boxes and bags can eliminate the need for the customers to wrap them.
- Although it’s important to spend on good quality packaging, make sure you don’t go overboard with it. Using just one size and shape for the boxes will help you cover costs.
- Adding a personal note or a card can also make each gift unique and memorable for the customer.
17. Pandora: Shake hands with influencers
Influencers are a great way to reach a wider audience. Every brand knows it. Hence the demand for holiday season influencers can be high.
Christmas is one of the busiest and most profitable business periods, hence investing in influencer marketing campaigns can help you earn better ROI.
Pandora uses the reach of local fashion bloggers to build brand awareness about their Christmas jewelry collection.
- Choose your influencers carefully to ensure you get the maximum benefits from the campaigns. 3 important metrics to consider are how engaged the audience of the influencer are, if the influencers have a valuable personal brand, and the performance metrics of their social channels.
- Unboxing videos are extremely popular among customers. You can try to create interesting unboxing experiences with the right influencers for your customers.
- You can also experiment with various content types such as contests, quizzes, polls to engage your audience.
18. Bryan Anthony’s: Don’t forget your last-minute shoppers
Not every shopper who doesn’t buy from you is uninterested in your products. They may be busy or just procrastinating.
Hence you shouldn’t give up on your last-minute shoppers.
Bryan Anthony’s appeals to its last-minute shoppers persuasively with this email.
- Last-minute shoppers are more concerned about timely delivery, hence you can put an end to their anxiety by offering express shipping so that their gifts reach on time.
- Since discounts don’t make much of a difference to these shoppers, hence you can omit it from your messaging. You can use the money to offer them shipping benefits.
- You can target both people who are yet to buy their gifts and those who are buying now in the same messaging. This is what Bryan Anthony’s does by dedicating the last section of their email to a gift guide.
19. Mahabis: Offer something to the shoppers who have missed out
You can still land Christmas sales even after the Christmas period is over. If some customers haven’t bought from you during the holiday season craze, it doesn’t mean they don’t like your products.
Targeting your campaigns for post-holiday-season shoppers can help you to sell to these segment of customers.
Mahabis does that with its email campaign.
- The copy plays a great role here. See how Mahabis makes the day special by calling it Unboxing Day even though it’s after Christmas. Also phrases such as extend the holiday feeling keeps the shopper still in the festive mood.
- Adding a discount can encourage the shoppers to purchase. In this example, Mahabis offers a 25% discount on slippers.
- Once the holiday season is over, you can counter the dry period with a flash sale.
20. Moore & Giles: Promote your special Christmas catalog
Printed catalogs are a thing of the past. Digital catalogs are in.
Shoppers won’t have the time to go through a printed catalog before Christmas, but a digital catalog may well be their thing.
In this example, Moore & Giles creates an interactive catalog to influence their customers to go for a purchase.
- You can use your digital catalogs to re-engage your existing customers. If you have access to their previous purchase history, you could customize your catalog to include relevant products for them.
- Visuals are a key aspect of digital catalogs. Hence, try to use eye-catching images and attractive designs.
- You can use it as a lead magnet too to get customer details like Moore & Giles does.
21. Chewy: Offer convenience using Autoship
Shopping for Christmas can be overwhelming. Your customers need some breather without having to worry about the last-minute rush.
Offering convenience can ease customer worries.
Chewy offers auto shipping as part of its Christmas Marketing campaign.
Auto Shipping refers to the automatic shipping of products in exchange for recurring payments to customers.
It offers a 50% discount on the first delivery and 5% on all subsequent purchases. With this, monthly deliveries are taken care of with recurring payments.
- Focus on Typography. Font size and color play a key role in customer experience. It grabs the user's attention, conveying the tone, and sentiment of the brand.
- Reinforce the offer. The header mentions the 50% offer while above the fold content reinforces the offer by mentioning 5% on all subsequent offers.
- Follow the 60:40 ratio where the text should occupy 60% of the space while the image occupies the remaining 40%.
22. Buck Mason: Offer 2-day shipping (best alternative to free shipping)
Free shipping is a great nudge but isn’t affordable to all. The cost of free shipping dents the retailer’s profit margin. But, there’s an alternative.
90% of customers expect 2-3 day shipping as the standard.
Buck Mason offers 2-day shipping as a nudge for customers to purchase its Christmas offer. 33% of last-minute shoppers look for options on how soon they can get delivered to them.
- Including easy and free returns sends greater trust signals to customers. 67% of customers read the returns policy before a purchase. It reduces the perceived risk of the product.
- Adding a price match guarantee assures the customers that in case they receive a price lower than the one offered by the retailer, they will be refunded the difference.
- Using strikethrough pricing to indicate price reduction. The slashed price works as an anchor in comparison to the new price. Customers need a reference point to evaluate an offer.
23. TWOTHIRDS: Highlight sustainability
Sustainability as a brand value means a business is making efforts to reduce its adverse impact on the environment such as carbon footprint, pollution, and waste.
Twothirds highlights sustainable products in its Christmas marketing email campaign. With 80% of customers concerned about sustainability, highlighting it as a brand value improves perception, reputation, and branding.
70% of customers are willing to pay a higher price for sustainable products.
- Using UGC in your email increases the clickthrough rate by 73%. Since the level of credibility and authenticity is high, customers trust what the existing customers have to say.
- Add the customer support details in your email, so customers can reach out to you. When customers find it hard to reach out to you, they will simply leave.
- Offer promo codes. Promo codes equal happiness. In a study, it was found that customers who received a $10 coupon experienced a 38% increase in oxytocin levels and 11% happier than those who didn’t.
24. Barkbox: Evoke positive emotions
Every target audience has an affinity toward a particular thing. This is driven by a strong emotion.
BarkBox targets the happiness of the dogs as the underlying message in its Christmas marketing email. That’s what all pet parents want, right?
The use of emotions is called emotional marketing — the practice of using emotions in marketing and advertising messaging to trigger a subconscious connection to make them remember, share, and buy.
- Using animations in your image can increase user engagement and increase the click-through rate by 26%. It invokes curiosity in users to click the emails.
- Make use of scarcity. Using words like limited-time only, fast selling, and Only 1 left creates a sense of urgency in customers to act.
- Add the ‘Find a Store’ option so customers can visit the store in case of apprehensions. Customers who researched an eCommerce website online plus other brands spend 13% more in-store than other omnichannel customers.
25. Harry’s: Make your customer the protagonist
Selling a limited edition product based on scarcity alone is not enough. Storytelling is a brilliant way to forge connections with customers.
Harry’s makes the customer the protagonist in this Christmas promotional email.
It addresses the buyer’s problem — a gift and conveys the importance of self-care. The use of first-person in the email makes a subconscious inroad in the customer's mind.
- Use stunning product images in your email. 75% of customers base their purchase decisions on product images. It helps make a good first impression.
- Use a 60:30:10 principle when it comes to color, where 60% should be the dominant color, 30% should be the secondary color, and the remaining 10% should be the accent. This helps create balanced and aesthetic images and emails.
- Ensure you use a large font for readability, as it helps in understanding the message and the context.
26. Fossil: Use early access sales to build early buzz
Early access to sales is one of the perks of being a loyal customer. It is a major benefit of enrolling in a loyalty program.
Consider it VIP access to new products, limited edition products, etc before the general public.
Fossil uses early access as a nudge to compel users to click. Interestingly, 60% of customers stated that early access is the key condition to joining a loyalty program.
- Write persuasive copy. Your marketing copy should grab the attention of the users within 8 seconds. That’s the average human attention span. Use the PAS framework.
- Offer BNPL payment options. Customers find it convenient to make purchases with interest-free payments.
- Insert a referral link where customers are rewarded if a person signs up using their referral link.
Christmas Marketing 101
1. How do you market for Christmas?
Christmas Marketing involves a series of steps which include —
a) Setting goals using the CLARITY method
You need to set well-defined goals before you start your Christmas marketing campaign. Here’s the CLARITY method which can help you in goal setting-
Crystal clear — Is your goal clearly expressed?
For instance, increase the AOV for men’s apparel by 30% in the next 30 days
Linked — Is your goal linked to a bigger goal or a long-term vision?
Say, you plan to increase the product category sales of Pants & Jeans by 20% for Christmas using limited edition apparel. Will that carry over to the next year?
Actionable — Do you have a plan of action to achieve this goal?
To build interest in the Christmas campaign we will focus on creating Christmas contests and early bird offers by offering 20% off.
Realistic — Is your plan achievable?
Increasing your Sweater category sales from $10,000 to $15,000 in the next 30 days is unrealistic. So, keep the deadline 90 days instead.
Important — Is it a top priority? You should decide if this is critical and not just because you’re emotionally attached to the goal.
Time-bound — Have you set an achievable time-bound deadline?
Consciously Yours — Is it something you want and not driven by populist campaigns?
b) Start the 12 days of Christmas Marketing
Start with early bird offers, free shipping, and BOGO offers. Offer limited time coupon codes. Adding a price guarantee badge assures customers of getting the best prices.
Your SEO strategy should consist of finding search terms that are high on search intent. Your on-page SEO, page speed, and content should be up to speed. Scroll through your Google Search Console and find the search terms your eCommerce site is getting high impressions.
Focus on pages which have the highest Avg time on page.
And social media strategy must engage users to take action. Create content that your audience relates to. Sort your demographics and identify the large majority of the audience.
Decide the type of content you want to work on.
Instagram reels receive 22% more engagement than normal Instagram video posts.
In a Salesforce study, 68% of customers said that they pay more attention to Christmas emails from brands during the holidays.
Here’s a Christmas promotional email from Fleur&Bee that hooks attention with its copy.
This email contains three persuasive elements —
- Looking for a last minute gift that doesn’t feel last minute? Tough to beat that
- Free priority shipping before the holidays
- Promo code EXPRESS to avail discount
2. How do you plan a Christmas marketing campaign?
a) Revisit last year’s campaign
Find out how emails performed, which pages received the highest traffic, and which product categories received the highest sales.
b) Create a timeline
Since Christmas is the goal, the timeline should start from other holidays that come before Christmas such as Hanukkah, Three Kings Day, Winter Solstice, St.Lucia Day, and St. Nicholas Day
c) Refine your target audience
Not every demography is going to buy from you. Go scan through your analytics data to which age group occupies the larger piece of the revenue pie.
It could be Gen X, Gen Y, Millennial, or GenZ. Refining your target audience helps you know whom not to sell to.
d) Determine what channels to focus
Depending on the ROI, select the top 4 channels you want to invest your time and effort in. Social media, email, SEO, paid ads, and video marketing are some of the channels.
Choose the ones which closely fit your goal, budget, and audience.
Push Notifications are super effective with an ROI of 3500%.
Here’s a Christmas push notification from The Body Shop that nails the headline.
Engaging headlines are necessary to draw the user’s attention. Using Emojis(20%), industry-relevant send times(40%), and rich formats(25%) can significantly increase open rates.
Don't forget to check out 18 Push Notification Templates for eCommerce (& great Examples)
3. How can I increase my Christmas sales?
Here are 3 tips that can help you increase your Christmas sales —
a) Dress your website in Christmas
As they say, dress as per the occasion, your brand’s website shapes the perception of your customers.
Visuals influence a greater part of the human mind since 90% of the information transmitted to our brain is visual.
Colors have special importance since they stimulate different emotions influencing behavior and decision-making. It influences purchase decisions since 85% of customers buy solely due to color.
A Christmas tree, reindeer, or gifts are the bare minimum but put your creative brains to work and come up with something that will just wow your customers.
b) Offer special deals, discounts, and more
Christmas is the season when shopping is at its peak. While special deals and discounts are the norm, other factors determine your pricing strategy.
You need to factor in production and supplier costs, partner fees, staff salary, shipping costs (free shipping comes at a price), and marketing & advertising costs.
Offer a wide variety of deals such as BOGO, festive discounts, promo codes, loyalty discounts, and product bundles.
If you can’t offer heavy discounts include referrals and offer a live tutorial or guided sessions.
c) Upsell and Cross-sell
The goal should be to increase AOV because small wins do count. You can promote your best sellers, latest arrivals, seasonal offers, FOMO deals with countdown timers.
Use scarcity and social proof to trigger impulse purchases.
4. What should I post on social media for Christmas?
When it comes to social media for Christmas, you can create content such as how-to guides, DIY guides, recipes, tips and tricks, product demonstrations, and the like.
Or maybe something different?
Butterball Turkey teamed up with Lug Tread. Both created a new beer gravy with the hashtag #LugTread and directed users to visit the website to get the recipe.
Unique and special initiatives create curiosity among customers. The CTA is a website visit that takes minimal effort. This is sure to increase website traffic and conversions.