Ready, Set … Go!

For many companies, the holiday season is one of the busiest and most lucrative times of the year. According to the National Retail Federation, holiday retail sales increased four percent last season. And with more people buying online, holiday shopping starts earlier and earlier for most consumers.

Start planning your holiday marketing as soon as you can to take advantage of all the season has to offer your business. After all, preparing now can make all the difference between driving more traffic and conversations to your brand, versus seeing all that value go to your competitors.

Get Ready

Make sure your site is working and functioning well. That means asking yourself:

  • To optimize your website loading times
  • To check website functionality -  but avoid making major changes without adequate testing time or risk angering new or existing customers!
  • Can the server load meet the expected increase in website visitor volume?
  • Can your customer data platform handle the expected website visitor volume, based on your database size and past order volume?
  • To ensure customer data security. Check out our GDPR Center.

The best holiday email marketing campaign won't add up to much if your communications aren't reaching inboxes. It's time to clean up your email list and review your hard and soft bounce plan for email communications. Plan ahead so you can:

  • Conduct an acquisition and unsubscribe audit
  • Develop holiday template designs for email headers, landing pages, websites, app icon
  • Develop a website gift guide and include personas (i.e. Mom, Dad, friend)
  • Analyze new profiling and segmentation rules to use during the holiday season
  • Empower customer service with offers and exposure to customer data

Plan the promotions that will attract - and convert - the holiday revelers in November and December.


  • Tactics to try
    • Leverage live content widgets and kinetic emails for use during peak season
    • Create an inventory backup plan (if not utilizing live content features)
    • Optimize your abandoned cart emails
  • Campaign Ideas
    • Halloween (10/31)
    • Prepare for Thanksgiving(11/23)
    • Boss’s Day (10/16)
    • Update your profile with us and set your preferences
    • Build A Holiday Wishlist


By November, you should be finished with much of your prep work, and honing in on the holiday heavy lifting. At this point, your focus should be on keeping track of key dates.

  • Early Black Friday (send lucrative offer each Friday of November)
  • Veteran’s Day (November 11)
  • Prepare your holiday home
  • Black Friday ad sneak peek  (promote in-app first)
  • Thanksgiving-specific items
  • Thanksgiving day online sale (11/23)
  • Black Friday (11/24)
  • Small business Saturday (11/25)
  • Cyber Monday (11/27)
  • Giving Tuesday (11/28)


  • Green Monday (12/11)
  • 12 Days of Christmas
  • Hanukkah (12/12-20)
  • Free shipping day (12/16)
  • Last shipping day before holiday
  • First day of winter (12/21)
  • Gift ideas by relationship
  • Super Saturday and Festivus (12/23)
  • Last minute in-store gifts
  • Emailed gift cards
  • After holiday: Use your gift cards
  • After holiday: Didn’t get what you wanted?
  • After holiday: Liquidation sales
  • New Year’s (12/31)


  • Liquidation sales
  • “New year, new you” or “resolutions” themes
  • Use gift cards
  • Get ready for spring break


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Tips and tricks on how to tackle Black Friday and the holiday shopping period

With Black Friday, Cyber Monday, and the holidays following in quick succession, there's a lot to stake and never enough time for marketers to do it all. Have you got all your bases covered? Use this last minute email marketing checklist for some peace of mind.

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