{"id":3961,"date":"2022-10-22T15:25:23","date_gmt":"2022-10-22T19:25:23","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/10\/22\/12-key-days-of-this-holiday-season-how-to-prepare-early-and-drive-profits\/"},"modified":"2026-07-17T10:51:25","modified_gmt":"2026-07-17T10:51:25","slug":"12-key-days-of-this-holiday-season-how-to-prepare-early-and-drive-profits","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/12-key-days-of-this-holiday-season-how-to-prepare-early-and-drive-profits\/3961\/","title":{"rendered":"12 Key Days of This Holiday Season: How to Prepare Early and Drive Profits"},"content":{"rendered":"

<\/p>\n\n\n

By Jason Fass<\/em><\/p>\n\n\n\n

ATTRACT EARLY SHOPPERS<\/b><\/h3>\n\n\n\n

Prepare for the longest holiday shopping season yet<\/h2>\n\n\n\n

This year, people are buying their gifts early. Very early. They\u2019ve spent the past two years watching the pandemic impact the holiday shopping season with supply chain issues, price fluctuations, and retail staff shortages. Now, they\u2019re kicking off their shopping months in advance to get what they need, when they need it, and for the right price. In fact, as early as July, Google searches for \u201cBlack Friday deals\u201d grew by over 200% in the U.S. compared to last year.1<\/sup> This buyer enthusiasm means retailers have the chance to attract savvy shoppers early and distribute revenue opportunities across a longer period of time.<\/p>\n\n\n\n

\n\n\n\n

REACH OMNIBUYERS<\/b><\/h3>\n\n\n\n

People now shop intuitively across channels<\/h2>\n\n\n\n

When it comes to holiday shopping, people know the right gift when they see it. They let their intuition guide them as they seamlessly shop both online and offline, frequently seeking inspiration by comparing products across multiple categories at a time. This consumer behavior was exemplified last year, when 54% of shoppers used five or more channels \u2014 like search, video, and social media \u2014 to shop over a two-day holiday period.2<\/sup> As people continue to blend their inspiration, browsing, and shopping times, retailers now have even more touchpoints they can use to attract customers.<\/p>\n\n\n\n

\"\"
Think with Google
Source: Google\/Ipsos, U.S., Holiday Shopping Study, online survey, n=7,253, Americans 18+ who conducted holiday shopping activities in past two days, Oct. 2021\u2013Jan. 2022.<\/figcaption><\/figure>\n\n\n\n
\n\n\n\n

CREATE ADVOCATES<\/b><\/h3>\n\n\n\n

Holiday shoppers can become brand loyalists<\/h2>\n\n\n\n

People who have positive gift-buying experiences tend to become repeat customers, even after the Black Friday frenzy dies down. This means retailers have a huge opportunity to give holiday shoppers a reason to return, which will drive profitability and long-term growth. It\u2019s important, then, that retailers communicate their unique value and offerings to shoppers. For example, brands could showcase their outstanding customer service, help customers support causes they believe in, offer loyalty rewards, or provide a combination of all these benefits and more.<\/p>\n\n\n\n

Prepare for these key dates to help drive a successful and profitable holiday season.<\/p>\n\n\n\n

\n\n\n\n

ATTRACT EARLY SHOPPERS<\/b><\/h3>\n\n\n\n

Sept. 22: First day of fall<\/h2>\n\n\n\n

Forty percent of holiday shoppers say their past holiday shopping experience has made them consider shopping much earlier for other milestones this year.3<\/sup> This means that seasonal shopping has become, ironically, less seasonal and more year-round, with people thinking much further ahead about what they need for all occasions, such as cold-weather supplies or party-hosting essentials.<\/p>\n\n\n\n

Tip to prepare<\/b><\/h3>\n\n\n\n

Get ahead of changes in demand and shifting consumer trends with <\/a><\/p>\n\n\n

demand forecasts<\/u><\/p>\n\n\n

\n\n\n\n

ATTRACT EARLY SHOPPERS<\/b><\/h3>\n\n\n\n

Oct. 31: Halloween<\/h2>\n\n\n\n

With shoppers getting a head start on seasonal events, retailers have more time to inspire them. For example, from June to August of last year, Google Image searches for \u201cfamily halloween costumes\u201d grew globally by over 90% compared to 2020.4<\/sup><\/p>\n\n\n\n

\"\"
Think with Google
Source: Google Data, Global English, June 22, 2021\u2013Aug. 20, 2021 vs. June 22, 2020\u2013Aug. 20, 2020.<\/figcaption><\/figure>\n\n\n\n

Tip to prepare<\/b><\/h3>\n\n\n\n

Use <\/a><\/p>\n\n\n

Discovery campaigns<\/u><\/p>\n\n\n

\n\n\n\n

REACH OMNIBUYERS<\/b><\/h3>\n\n\n\n

Nov. 11: Singles Day and other mega sale events<\/h2>\n\n\n\n

Singles Day (November 11 or 11\/11) started as an unofficial Chinese holiday. Then brands began latching onto it as a major shopping event, and Singles Day evolved into one of the world\u2019s largest mobile shopping carnivals. Double-digit <\/a><\/p>\n\n\n

mega sale days<\/u><\/p>\n\n\n

Tip to prepare<\/b><\/h3>\n\n\n\n

Use <\/a><\/p>\n\n\n

Performance Max campaigns<\/u><\/p>\n\n\n

\n\n\n\n

CREATE ADVOCATES<\/b><\/h3>\n\n\n\n

Nov. 25\u201328: Black Friday weekend<\/h2>\n\n\n\n

Even if holiday shopping is starting early, more than half of shoppers are planning to hold off on buying gift items until they are on sale.5<\/sup> Many are also open to trying something new. For example, this July, to get a better price or deal due to rising prices, 36% of consumers said they purchased a brand that was different from their preferred brand.6<\/sup><\/p>\n\n\n

Even if holiday shopping is starting early, more than half of shoppers are planning to hold off on buying gift items until they are on sale.<\/p><\/blockquote>\n\n\n

Tip to prepare<\/b><\/h3>\n\n\n\n

You can attract new customers across the web through the <\/a><\/p>\n\n\n

new customer acquisition goal<\/u><\/p>\n\n\n

\n\n\n\n

REACH OMNIBUYERS<\/b><\/h3>\n\n\n\n

Nov. 26: Small Business Saturday (U.S.)<\/h2>\n\n\n\n

More than two-thirds of U.S. consumers say that small businesses are important to their local communities.7<\/sup> And, according to the National Retail Federation, <\/a><\/p>\n\n\n

51 million shoppers<\/u><\/p>\n\n\n

Tip to prepare<\/b><\/h3>\n\n\n\n

Reach nearby shoppers by promoting your available inventory with <\/a><\/p>\n\n\n

local inventory ads<\/u><\/p>\n\n\n

\n\n\n\n

CREATE ADVOCATES<\/b><\/h3>\n\n\n\n

Nov. 29: GivingTuesday<\/h2>\n\n\n\n

Despite global challenges, people\u2019s desire to make more socially conscious choices has not waned. The GivingTuesday Data Commons estimates that <\/a><\/p>\n\n\n

35 million adults<\/u><\/p>\n\n\n

\"\"
Think with Google
Source: Kantar, Can the inflation stir us toward a more climate-conscious consumption?, June 2022.<\/figcaption><\/figure>\n\n\n\n

Tip to prepare<\/b><\/h3>\n\n\n\n

Let shoppers know what makes your business unique with <\/a><\/p>\n\n\n

business identity attributes<\/u><\/p>\n\n\n

\n\n\n\n

REACH OMNIBUYERS<\/b><\/h3>\n\n\n\n

Dec. 17: Super Saturday<\/h2>\n\n\n\n

This is the last Saturday before Christmas and the start of Hanukkah, so it\u2019s a great time to start directing customers to your physical store locations. During the period from Super Saturday to Christmas Eve last year, searches for \u201cin stock near me\u201d and \u201cgift card where to buy\u201d grew globally by over 80% compared to the previous week.8<\/sup><\/p>\n\n\n\n

Tip to prepare<\/b><\/h3>\n\n\n\n

Set up your brick-and-mortar locations for maximal success by measuring and optimizing for store visits or sales in <\/a><\/p>\n\n\n

Performance Max<\/u><\/p>\n\n\n

\n\n\n\n

CREATE ADVOCATES<\/b><\/h3>\n\n\n\n

Dec. 20: Last day for express shipping<\/h2>\n\n\n\n

Convenience still reigns supreme for shoppers, especially during the holiday period. This year, 75% of holiday shoppers across surveyed countries say they will shop with stores that offer free shipping.9<\/sup><\/p>\n\n\n\n

\"\"

Think with Google
Source: Google-commissioned Ipsos Consumer Continuous study, AR, AU, BE, BR, CA, CL, CN, CO, DK, FI, FR, DE, IN, IT, JP, MX, NL, NO, PE, ZA, KR, ES, SE, U.K., U.S., n=275\u2013750 online consumers 18+ who will shop for the holidays per market, June 10, 2022\u2013June 12, 2022.<\/p><\/figcaption><\/figure>\n\n\n\n

Tip to prepare<\/b><\/h3>\n\n\n\n

First, check the shipping deadlines of your trusted carriers, as they might have differing final express shipping days. Then make sure people know your products can ship quickly and on time with <\/a><\/p>\n\n\n

free and fast shipping annotations<\/u><\/p>\n\n\n

\n\n\n\n

REACH OMNIBUYERS<\/b><\/h3>\n\n\n\n

Dec. 24: Christmas Eve<\/h2>\n\n\n\n

Even the most organized shoppers can find themselves scrambling to cross off the last few items on their holiday gift list. Last year, searches for \u201clast minute christmas gifts for\u201d had grown globally by over 700% in the week before December 25.10<\/sup> For these latecomers, shopping online and then picking up items in a store can be a timesaver.<\/p>\n\n\n\n

Tip to prepare<\/b><\/h3>\n\n\n\n

Bring last-minute shoppers into your store by adding store pickup labels to your local inventory ads. You can show shoppers which products can be <\/a><\/p>\n\n\n

picked up in-store today<\/u><\/p>\n\n\n

\n\n\n\n

CREATE ADVOCATES<\/b><\/h3>\n\n\n\n

Dec. 26: Boxing Day<\/h2>\n\n\n\n

Once gifts have been unwrapped and guests have left, people could use some well-deserved indulgence, especially during this holiday season. On average, 30% of consumers in surveyed countries around the world say that this year has been difficult and they are rewarding themselves by buying things they want.11<\/sup><\/p>\n\n\n\n

Tip to prepare<\/b><\/h3>\n\n\n\n

When customers start taking advantage of gift cards and have more personal time to treat themselves, you can use the <\/a><\/p>\n\n\n

bestsellers report<\/u><\/p>\n\n\n

\n\n\n\n

CREATE ADVOCATES<\/b><\/h3>\n\n\n\n

Dec. 31: New Year\u2019s Eve<\/h2>\n\n\n\n

As New Year\u2019s celebrations approach, not all customers will be on the hunt for party supplies, fancy outfits, and glitter makeup. According to McKinsey, the \u201cnesting\u201d trend appears to be ongoing, with <\/a><\/p>\n\n\n

about one-third of consumers<\/u><\/p>\n

Highlight products focused on resolutions, self-care, home refreshes, and yearly planning.<\/p><\/blockquote>\n\n\n

Tip to prepare<\/b><\/h3>\n\n\n\n

Highlight products focused on resolutions, self-care, home refreshes, and yearly planning with <\/a><\/p>\n\n\n

Video action campaigns<\/u><\/p>\n\n\n

\n\n\n\n

CREATE ADVOCATES<\/b><\/h3>\n\n\n\n

Jan. 1: Sales season<\/h2>\n\n\n\n

As shoppers take advantage of January sales to fulfill their New Year\u2019s resolutions, they will be looking for the best value for their money. In fact, searches for \u201ccheap and best\u201d have grown by over 40%.12<\/sup><\/p>\n\n\n\n

Tip to prepare<\/b><\/h3>\n\n\n\n

Grab the attention of price-conscious customers by uploading your best <\/a><\/p>\n\n\n

promotions and deals<\/u><\/p>\n\n\n

This article first appeared on Think with Google<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

This buyer enthusiasm means retailers have the chance to attract savvy shoppers early and distribute revenue opportunities across a longer period of time.<\/p>\n","protected":false},"author":7,"featured_media":3962,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-3961","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"\n12 Key Days of This Holiday Season: How to Prepare Early and Drive Profits | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/12-key-days-of-this-holiday-season-how-to-prepare-early-and-drive-profits\/3961\/\" 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