Christmas Shoppers Insights and Campaign Ideas for Targeting Different Markets

Back in August, we encouraged marketers to kick off their Black Friday campaigns as early as late October. Why? Because shoppers were planning to jump on deals and start ticking off their Christmas shopping lists well before the usual mid-November rush.. 

Now, as we approach the Christmas shopping season, it looks like our advice was spot on, as 37% of consumers have already started buying presents and holiday items.  

But what about the rest? According to Vericast, 41% will do their holiday shopping in November, and the remaining 33% will wait until December. 

Ah, holiday shoppers! They have different needs, preferences, and timelines, which makes it tough for you to know when and how to get your Christmas campaigns in front of them.  

Plus, if you’re running a global campaign or targeting specific countries, it gets even trickier. Yes, because inflation and the rising cost of living have hit different markets in different ways. 

Understanding the various buying preferences and how market-specific factors will affect their Christmas spending? That’s the real stuff of nightmares for any marketer. 

But don’t worry, we’ve done the groundwork for you! In this blog post, we’ll dive into the different types of holiday shoppers and share promotional ideas and tactics on how to grab their attention.  

Plus, we’ll take a little trip through four countries to see how the financial situation is impacting spending in each market. And we’ll look at promotions that fit right in with these different scenarios. 

Ready to get to know your audience better?  

How many times have you heard the phrase “know your audience”? There’s no need to tell you that shoppers come in all forms, shapes, and sizes. Especially when it comes to buying presents for family and friends, they can behave in all sorts of ways. So, how can you tailor your Christmas campaigns to cater to all their different buying habits? 

Well, luckily, their behaviours are not all random. We did some digging and pinpointed four main patterns… So, ladies and gentlemen, let us introduce you to The Planners, The Bargain-Hunter, The Last-Minute Shopper, and the Faithful Kind! 

Traits: Methodical, organised, informed.  

How do they shop: 

• They plan their holiday wish list well in advance. 

• They do a lot of research to make sure they nail the perfect present at the best price. 

• They look for inspiration, product comparisons, and reviews both online and offline. 

• They start their holiday shopping early into the season. 

Christmas Campaign Ideas to get to the top of their shopping list:  

• Launch brand awareness campaigns early with eye-catching festive displays, engaging ads, and in-store events or demos.  

• Put together some detailed product guides and gift ideas they can use to do their research. It will reinforce trust in your brand and increase brand recognition and recall.  

• Offer early-bird specials, exclusive previews, and pre-order options to appeal to their forward-thinking nature.  

Traits: Quick-thinking, deal-driven, cost-conscious. 

How do they shop: 

• They want to get the best value for their money 

• They are always on the lookout for the next promotion and price drops.  

• They also jump on offers outside traditional shopping dates like Black Friday or Cyber Monday. 

• They usually subscribe to newsletters and alerts to get notified about the latest deals as soon as they come out. 

How to satisfy their deal-seeking nature this Christmas:  

• Run in-store and online flash sales and surprise promo days.  

• Keep them engaged with dynamic ads showcasing your latest deals.  

• Send regular updates and alerts on upcoming sales to their inbox or through push notifications—keep the deals flowing!  

Traits: Impulsive, time-sensitive, convenience-first.  

How do they shop: 

• They wait until the final hour to make their holiday buys.
• They make quick decisions driven by urgency.
• They often choose availability and convenience over price, because of the lack of time.
• You know that customer who places an order today and wants their purchase to be delivered yesterday?  That’s them! They seek delivery post-last shipment date but pre-holiday.

The only way to get them? Be ready for a last-minute sprint:  

• Promote last-minute deals in-store and online to create a sense of urgency.  

• Highlight express shipping options or guaranteed delivery before the holidays.  

• Use countdown timers, last-minute sale alerts, or banners to trigger their impulse to act fast.  

Traits: Loyal, indulgent, brand-engaged.  

How do they shop:  

• They keep buying well into January/ February
• They love to indulge in self-gifting. But how to blame them? who hasn’t ‘accidentally’ bought themselves something while shopping for others? 😛
• They are often loyal to their favourite brands and happy to engage.

How to pamper them:  

• Launch post-holiday promotions to encourage ongoing purchases.  

• Offer VIP experiences or exclusive events after the holidays to make them feel special.  

• Promote loyalty programs with rewards that can be earned and redeemed well beyond the holiday season.  

Now that you know these four kinds Christmas shoppers and have some ideas on how to entice them to buy from your brand, you can plan your campaigns strategically and launch them just at the right time. 

Do holiday shoppers behave the same way in every country? Needless to say, the answer is no—or at least, not always.  

You know how different financial scenarios can influence how people spend their money. And getting a handle on market-specific behaviours can totally change your marketing game. 

So, today we’ll embark on a short journey around four countries. 

Fasten your seatbelts because we are about to take off! 

Our first destination is the United Kingdom!  

With the country out of recession, wages up, and inflation down, it sounds like we’re heading for a classic, big-spending Christmas, right? Not so fast.  

While things are looking better, the recovery isn’t the same for everyone. According to Retail Week, UK households will have three very different types of Christmases this year.

About 20% of UK households are in a good spot and will probably have a Christmas that feels like the good old pre-Covid days. Then there are those who are mostly back to normal but might still make a few cutbacks here and there. Finally, for 34% of the population, the financial crisis is still hitting hard, so their Christmas will probably feel far from what they would consider normal. 

But despite this divide, we can still identify general trends that will influence this year’s holiday spending in the UK: 

1. Many people are still in a “recession” mindset, sticking with the money-saving habits they picked up over the past few years. 

1. Own-brand products are getting more love—even in the luxury market. 

1. There’s been a 12% jump in people planning to take more time off work, which means more chances for shopping, relaxing, and travelling. 

1. DIY Christmas is on the rise, with more people making their own gifts, decorations, and food, to save some cash. 

How will these trends affect different industries? Let’s have a look! 

Consumer Electronics and Appliances 

The consumer electronics market has been having a rough time in 2024. And that’s likely to continue into Q4. This holiday season, sales value is expected to drop by 1.9%, with 20% of consumers planning to cut back on electronics spending. Big players like Currys are trying to shake things up with eco-friendly promos and hands-on gaming experiences to pull in customers. 

So, let’s follow their example and use these tactics to boost your sales: 

• Show off your green side: Promote sustainable gadgets and run special deals on energy-efficient tech to attract eco-conscious shoppers. And yes, trade-ins are definitely a winning promotional strategy! 

• Let them play before they buy: Host fun events where customers can try out products—like gaming competitions or tech demos.  

• Flexible Payments: Make it easy for people to buy big-ticket items by offering payment plans.  

• Personalised Discounts: Use data to send out targeted promos. Make your customers feel special with offers that suit their tastes. 

• Amp up your loyalty program: Reward your regulars with extra points or exclusive deals to keep them coming back for more. 

Food and Grocery 

Food retailers can expect a 3.8% boost in value, with volumes back to pre-pandemic levels. But food spending is still split: some households are splurging on premium items, while others are sticking to budget-friendly choices.  

83% of shoppers look for discounts on everyday items, and over half opt for own-brand products to afford small treats. And retailers are riding this wave by offering deals that encourage shoppers to spend more. 

The winning tactics for food and drink brands in the UK this season are pretty clear: 

• Ramp Up Your Loyalty Game: Give a little love to membership programs by throwing in exclusive deals, points for every spend, and limited-time offers. 

• Promote Deals on Essentials: Make it easy for shoppers to spot promos, offers, and discounts on everyday items. 

• Cater to All Wallets: Highlight premium products for those who can afford to spend a little bit more. But don’t forget budget-friendly options to attract price-conscious shoppers. 

• Boost Own-Brand Goods: Shine a spotlight on your own-brand product quality and convenience to grab the attention of shoppers wanting affordable options without compromising on quality. 

Fashion 

The fashion sector has been a bit of a rollercoaster over the past few years, but things are looking up for 2024! Overall, we’re looking at a projected growth of 1.9% in value and 2.4% in volume. And while the luxury market is still facing some challenges, the second-hand fashion scene is thriving. 

On the e-commerce side, at the start of the year, IMRG reported that in 2023, the industry took a big hit and expects more declines in 2024. A big reason? Shoppers are unsure about sizing.  

So, what are the best marketing and promo tactics for fashion brands to win over customers this season? 

• Vintage Is Cool: Tap into the eco-friendly, money-saving vibe by promoting second-hand options and maybe even start a trade-in program for old clothes. 

• Encourage User-Generated Content: Kick off a competition inviting shoppers to post their looks on social media. It will create buzz about your brand, and build community and trust among consumers!  

• Set Up Virtual Try-Ons: It can reassure customers they’ll find the perfect fit, boost sales, and cut down on returns! 

And that’s it from the UK for today. Let’s move on to our next destination! 

Ladies and gentlemen, willkommen in Deutschland! 

In 2023, 47% of Germans cut back on Christmas gifts due to the cost-of-living crisis. So, how will they shop this holiday season?

Well, it seems like many of them will fall into “The Planners” category. Financial pressure is pushing German consumers to plan ahead. Around 42% of people saved throughout the year just to afford Christmas gifts. And over half of them made shopping lists well before Black Friday deals, not just to save money but also to spread their holiday spending.  

Plus, with financial and environmental concerns growing, 51% of Germans have agreed with friends and family to skip gifts altogether this year. And nearly half of shoppers want to buy Christmas gifts from small, independent businesses. Younger consumers, especially, are all about sustainable options. 

So, how can you tackle this frugal shopping trend? Well, there are a few strategies you can use: 

• Suggest Gift Lists and Budgeting Tips: Share cool gifting options, product reviews, and budgeting tips that grab shoppers’ attention and put your brand on their radar. 

• Launch Early Promotion: Start before the holiday shopping rush—think as early as late October. 

• Offer Flexible Payments: Let customers pay in instalments to make spending easier on their wallets. 

• Promote Meaningful Alternatives: Focus on products that enhance social experiences or foster personal connections. People love creating memories and sharing quality time together. So, give them something special they can cherish forever! 

• Spotlight Eco-Friendly Products: Feature sustainable and locally sourced items. Implement initiatives like “Green Days” to appeal to eco-conscious shoppers and showcase sustainable gifts and practices. 

• Align Your Campaigns with Sustainable Causes: Offer your customers the chance to donate to charities that support the environment or other important social issues. Whether that is when they’re participating in a promotion or buying products from your brand.  

Understanding how German holiday shoppers think and buy should really help you get your products in front of the right audience with the perfect offer and the right message. 

But now it’s time to say: “Auf Wiedersehen Deutschland!” And the next leg of our trip will bring us across the ocean as we head to the States. 

How will Americans spend their money this holiday season, and what will influence their buys?

US shoppers are expected to spend 7% more than last year on gifts, travel, and fun. But not everyone’s on the same page—some are splurging while others are tightening their belts due to inflation.  

More than half of shoppers, particularly from Gen X, say their finances are tight. This is pushing them to cut back on non-essentials to save for the holidays. On the flip side, Millennials’ and Gen Z’s budgets have grown by 59% in the last two years, making them the big spenders of this holiday season.   

This means that marketers have a tough job this year: finding strategies that combine value and premium options to attract both budget-conscious shoppers and big spenders.  

But let’s dive deeper into specific buying trends and behaviours and see how you can tackle them with strategic marketing and promotional tactics: 

Omnichannel Shopping Is The Rule 

Physical stores are still a huge part of holiday shopping. People love the cheerful vibes, buying holiday-themed items, and turning their shopping trips into a festive experience. But consumers are more tech-savvy than ever these days. When it comes to digging deeper into products, they turn online—think search engines, brand websites, and social media. Gen Z is leading this trend, with half using AI for their searches.  

If you’re wondering how to cater to these different buying preferences, here are a few tips:  

• Jazz up the in-store experiences with eye-catching displays and festive fun events.  

• Boost online visibility! Make sure your product info is easy to find on search engines and social media. 

• Implement click-and-collect options to bridge the gap between online browsing and in-store shopping. 

• Keep it simple and flawless to switch in-between channels 

Men Spend More Than Women on Electronics  

This holiday season, men are stepping up their spending, with a projected 13% boost in their budgets. They’re all about treating themselves, with 58% planning to buy shoes, 55% investing in electronics, and 51% going for video games.  

So, make sure to include a “just for him” strategy in your electronics Christmas campaigns:  

• Gift Guides: Put together cool content packed with the hottest electronics and gadgets suggestions. Focus on things men are likely to buy for themselves and their best mates. 

• Offer Savings On His Favourites: Roll out promotions on tech and gaming gear that guys love. Think cashback deals on those must-have gadgets and consoles. 

• Host In-Store Demos: Let them try your tech in-store through hands-on trials or interactive displays. Make it a fun interactive experience that will entice them to buy on the spot! 

Electronics Sales Are on The Rise 

SpendingPulse predicts a solid 6.7% increase in electronics sales YOY. The need to replace old tech from the pandemic era should boost spending on new tech devices and gadgets. Plus, as the way we connect and spend our spare time has changed, the rise of online streaming and immersive experiences is driving up the demand for high-tech gear. 

Here are a few tactics you can implement to tap into this trend and boost your holiday sales: 

• Target the Upgraders: Run trade-in campaigns for those looking to swap out their old pandemic gadgets. Highlight all the cool new features they’re missing out on and how easy it is to trade up. 

• Ride the Streaming Wave: Push high-tech gear that boosts online streaming and immersive experiences, like smart TVs and sound systems. 

• Let Them Try Your Tech At Home: Consider offering buy-and-try options so they can test the tech in their own homes, making them more likely to seal the deal! 

Bargain Hunters and Last-Minute Shoppers Will Be Your Main Target Audience 

Last year, US shoppers were all about hunting for deals, especially since Christmas fell on a weekend. This led to a last-minute shopping frenzy and a surge in spending right up until the big day. It looks like holiday shoppers in 2024 will be playing the same game, searching for the best deals until the very last minute. 

So, how can you get your brand in front of those “Bargain-Hunters” and “Last-Minute Shoppers” right when they are ready to buy? Here are a few suggestions: 

• Promote Your Special Offers Early: Start advertising your holiday promos way before the season. Bargain Hunters will definitely take note and save the dates on their calendars. 

• Offer Price Match Guarantees: Give shoppers confidence that they’re getting the best deal by promising to match competitors’ prices. This way, they won’t feel the need to keep shopping around. 

• Promote Flash Deals: Plan some limited-time offers throughout the season, and don’t forget to roll out last-minute deals to catch those late birds! 

Now that we’ve found out how to draw in US customers with Christmas campaigns tailored to their wallets, preferences, and buying habits, let’s continue on our trip!  

The last stop of our journey takes us Down Under! 

Australians are feeling the heat from the ongoing cost-of-living crisis and are planning to cut their holiday spending by almost 20% this year. They’re looking to spend about $1,002 on average, which is a drop of 18.9% from last year. Retailers and brands will really have to step up their game to convince shoppers to spend on presents and seasonal treats as the holiday buzz starts to kick in! 

To give you a better idea of what’s driving holiday shopping decisions in Australia this year, we dove into Deloitte Retail Holiday Report and dug up some key data: 

• 76% of consumers will cut back on spending, but 67% still want to treat themselves a little. 

• 48% expect to buy less products and services. 

• 95% of shoppers are on the hunt for the best deals. 

• 32% won’t even buy anything without a promo or discount. 

• 32% of consumers prioritise value for money, while 19% love promotions, making flash sales a seasonal staple.  

• Trust is key for 90% of shoppers. 

• 69% of retailers and 52% of consumers say product quality is the most important driver of trust.  

• People want to buy sustainably and care about the reputation of the brands they support. 

Now that we’ve figured out what Aussie shoppers want and how they roll, let’s dive into some marketing and promo strategies to win their trust and encourage them to buy from you: 

• Flash Sales and Limited-Time Promos: Create urgency with time-sensitive offers to appeal to those “Bargain Hunters”. 

• Value Bundles: Put together bundles that give shoppers more bang for their buck, perfect for those watching their wallets. 

• Money-Back Guarantee: Show that you believe in your product’s quality and prioritise customer satisfaction. When shoppers know they can get a refund if not happy with their purchase, they’re more likely to buy. 

• Extended Warranty: A longer warranty shows customers that your products are built to last, boosting their confidence in your brand. 

• Trade-In Offer: Set up a trade-in program so customers can swap their old gadgets for cashback or discounts on new ones. This will help budget-conscious shoppers save money while upgrading and recycling old tech responsibly. 

• Promote Sustainable Practices: Showcase eco-friendly initiatives and products. Share your brand’s sustainability story to attract eco-conscious consumers. 

• Transparent Communication: Keep pricing and product info straightforward.  

We’ve reached the end of our ride through holiday shopping trends! As you might have picked up, inflation affects people in different ways depending on where they are, but some worries are pretty much the same for everyone. 

Three big factors stand out: 

• Consumers Seek Savings and Value For Money: Shoppers want the best bang for their buck. Whether it’s cashback, a free gift, or a discount, special offers and promotions should be at the heart of your holiday marketing strategy.  

• Consumers Buy From Brands They Can Trust: Shoppers want quality and peace of mind, especially when buying big-ticket items like electronics or appliances. They go for brands they trust, especially those that reflect their values. Offering things like extended warranties, price match guarantees, and “buy and try” deals can help win them over. And always make sure you’re upfront about pricing, product details, and any promotion terms and conditions. 

• Consumers Care About Sustainability: More and more people are into sustainable shopping, especially if it’s budget-friendly. So, offer eco-friendly products and boast your green practices. Consider running trade-in campaigns to help customers save money while recycling their old stuff. Plus, think about giving shoppers the chance to donate a part of their rewards to a charity or support a good cause when they buy or join a promotion. 

Now that you have a good overview of the different kinds of holiday shoppers and markets, you have the tools to plan campaigns that will attract consumers like bees to honey.  

And if you need help managing your holiday promos, just give us a shout. Also for those last-minute holiday offers. We’re always ready to deliver a little Christmas magic!