From Thoughtful to Timely.
As the festive season approaches, many brands overlook the importance of preparing early for the holiday rush.
While most consumers may not start actively shopping until December (even though every year we swear we’ll start earlier next year), smart businesses know that the groundwork for a successful gifting season starts much earlier.
Updating your marketing messaging to reflect gifting themes during this period is not just a strategy—it’s a necessity for those looking to capture a larger share of the holiday market.
Shifting Mindsets Early
Consumers' mindsets begin to shift toward gift-giving long before December hits. By October, many are already considering their gift lists, browsing for ideas, planning their gift-giving budgets and curating their own wishlists. Tapping into this early shift by introducing gifting-centric messaging allows your brand to stay top of mind as customers begin to contemplate their purchases.
Capture Early Shoppers
Believe it or not, a significant portion of holiday shoppers—over 40% according to recent studies—start their gift shopping before November. These early shoppers are driven by convenience, the desire to avoid stress, or simply to take advantage of early promotions. If your messaging isn’t aligned with their needs by mid-October, you risk missing out on a key segment of the market.
By pivoting your marketing to include gift guides, curated collections, and early-bird deals, you’re catering to this proactive audience. Make it easy for them to imagine your products as the perfect gifts for their loved ones, and they’ll reward you with sales long before the frenzy of the sale season hits.
We introduced gifting-focused assets into our client’s marketing mix in October, strategically timed to address a period of slowing regular sales. The product naturally aligns with the gifting market, making it the perfect time to tap into holiday-driven buying behaviour. By adjusting the messaging to highlight its appeal as a thoughtful gift, we were able to create a new avenue for engagement and boost seasonal sales momentum.
Aligning with Major Sales Events
One of the biggest advantages of updating your messaging early is that it aligns with major sales events that pop up in November. If you wait until the end of the sales season to introduce gifting themes, you’ve already lost out on the valuable opportunity to build momentum.
By October, consumers are already searching for brands that will deliver on their gifting needs during these sales. Positioning your products in this context—whether as ideal holiday gifts or self-care purchases—creates urgency and anticipation ahead of these massive shopping events.
Adapt to Rising Competition
The competitive landscape for holiday marketing is becoming more intense every year. Brands that delay shifting to gifting-focused messaging risk getting drowned out by the noise of competitors who were quicker to adapt. Updating your messaging well before the shopping season peaks ensures that you’re staying relevant and visible during the critical decision-making window.
By refreshing your visuals, copy, and product placements with gifting in mind, you’re telling your customers:
“We understand what you need, and we’re here to help you find the perfect gifts.”
Top Tip: Identify your target gift purchaser. Research shows that women, particularly mothers and female family members, often take the lead in gift buying. Tailor your messaging to resonate with how they shop, focusing on ease, sentiment, and practicality. By understanding their mindset and preferences, you can craft marketing that speaks directly to their needs and drives conversion.
These early marketing adjustments are crucial for setting up a strong holiday sales season, allowing brands to get ahead of the competition and meet customers where they are: thinking about gifting.
