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We don't have to tell you how important that is
Vacation is for B2C businesses.

You may not just know how much
Money that consumers spend on vacation, you are one of those consumers too.

In 2019, Shopify broke its previous Black Friday and Cyber ​​Monday records with worldwide sales of $ 2.9 billion. As a reference, they had sales of $ 1.8 billion in 2018. Yes … they scaled by a billion.

Peak sales during the vacation were $ 1.5 million per minute and 25.5 million customers bought something from a Shopify store.

When you're like us at DigitalMarketer, you see two things: opportunity and strategy.

The possibility that your product is the answer to your consumer's gift buying problems is just around the corner. You have (your product) something that your customer wants. Strategy comes into play as you now prepare for your vacation strategy.

You don't want to end of October arguing with your fingers crossed that your ragged vacation marketing strategy will work. Instead, you want to be sure that you are getting serious conversions because you are using the ads that have been performing well all year round. This gives them a huge advantage during the vacation shopping frenzy.

It is also important to consider the past year. COVID-19 has changed buying patterns and put a marketing budget into a campaign where you're not entirely sure that this isn't necessarily the best idea. (That's the nicest way we can say.)

Before the pumpkin spice is fresh in the air, you need to figure out your vacation marketing strategy so you know exactly what to prepare for this year's holidays.

If you're a B2C business owner and you're ready to quell the Christmas sales, here are 4 tips to get you started.

Find out which holidays your audience is most interested in

This is the first tip for a reason – it has to be done first. For different products, the customer may be more interested in one vacation than another.

This is easy to figure out for products that are specific to the holidays (like Halloween costumes or Christmas decorations), but what if your product works well as a Cyber ​​Monday offer and a Christmas gift?

Make 2 different ad copies for it. Before Black Friday and Cyber ​​Monday, present the copy of the ad that says your product is something the person buying it wants to own.

The copy before the December vacation will be different. This copy will talk about your product as a gift. You can use happy testimonials from customers who received the item as a gift or from people who gave it and loved the person's reaction.

This is what DIY Gift Kits have done for their DIY Hot Sauce Kit product (thanks to the help of Molly Pittman!).

Here is the ad they are running to promote their product as something the buyer wants to own:

And here is the ad they are putting to advertise
your DIY Hot Sauce Kit as a gift:

Once you've set your product's vacation destination
With this option selected, you can expand the driving forces behind your ads.

Use the urgency
Customers show this is a short term deal

As with any vacation marketing ad, the time has come
Tick. Your customers will be aware of this when they see yours
Copy mentions the holidays and therefore gives a discount / action – but
you still want to remind her of it.

You can remind them in your email funnel or in the ad copy itself. Give your customers a final date for the end of the sale (e.g. December 17th) to create a sense of urgency.

Then double that urgency with a hard-to-beat
Offer.

This can be something like that
Buy a knife set and receive a free wooden cutting board, but only if you buy
before December 4th If you buy after the knife set you still have a discount, but the one
Cutting board is not included.

This creates twice the urgency (as long as you are upselling a product that your customers want).

Compare
Your vacation ads with what's already working

The chances are good
already have the basis for a killer vacation ad. And it's probably already an advertisement
To run. So, take a look at the ads that are performing well for you right now and check them out
how to convert the copy and CTA to be vacation friendly.

Quick tip: make sure you find the best ads to convert into vacation campaigns before you sit down with your team to discuss your strategy this year. You don't want to waste time figuring out which ads perform best when your team is together. Have someone pre-collect the data so your team will be ready with ideas when you sit down.

For example, let's say this Facebook ad got people to buy Miracle Brand antibacterial leaves year round.

Before their holiday get-together, the Miracle Brand team started thinking about how they could modify this ad to make it more festive. For example, they could reposition the copy to show that this is the perfect Christmas present for those who are important to you.

Canva can use the same strategy. Your Instagram ad advertises its one-click background removal feature – an ideal tool for ecommerce businesses. You can easily convert the script and layout of this ad into an ad that shows how to remove backgrounds specifically for vacation products.

Remember, vacation doesn't mean you need it
completely new content. If you already know which ads work, take advantage of their strengths
and find out how to make small changes that will affect the holidays.

Use vacation
Specific content to drive website visitors to your landing page

If your funnel items like BOOM! Used by Cindy Joseph to attract new customers, turn your pre-order item into a vacation-themed item. For example BOOM! Makeup Line Could Use A Presale Item Of 5 Vacation Makeup Tips For Older Woman. This isn't far from their original pre-sale item, 5 Makeup Tips for Older Women.

Moment could do the same. They have a Kickstarter campaign for their work gear. The Moment team can tweak the copy in the email below to talk about how to find the perfect backpack to work from anywhere for your new spouse, family or friends, and get traffic to the Kickstarter page can.

Do you see what we are doing here?

We're looking for ways we can turn what's already working into a vacation marketing strategy – without reinventing the wheel. The holidays are a time for opportunity and strategy. Implement both and you will get a successful ad.

If you are a B2C business, now is the time to create your perfect vacation deal. So you're ready for Black Friday, Cyber ​​Monday, and the December holidays.