Should you Advertise on Christmas Day?

Ben Jenson

December 10, 2021

Continuing our Holiday Advertising Series, we’re walking you through each week of the holiday season and how to adjust your advertising strategy accordingly. From budgets to messaging, learn what to keep in mind this holiday season.

We are now less than a week away from Christmas, and with all of the last-minute tasks before the holiday break your advertising strategy may be stalling out. Since Black Friday, you’ve likely directed a majority of your advertising budget to capitalize on the massive increase in holiday traffic. As customers’ shopping journeys wind down to a close, what can you do to continue bringing your brand success before the big day comes?

In years past, Pattern’s brand partners have seen peak weekly sales for the year during the holiday season, and so far this year has been no exception. At the same time, the week of Christmas itself usually brings a sharp dropoff in ad spend, ad sales, and total sales. Sales are expected to fall starting the 3rd week of December leading into Christmas because most shoppers have already finished their shopping. In fact, studies show that consumers are getting their Christmas shopping done early this year to avoid stock shortages and shipping delays.

But even though the week leading up to Christmas is not the hottest for ads, there are advertising strategies you can implement to help your brand succeed. In this post, we’ll first go over the specific factors that impact advertising during Christmas and then give you tactics for making the most of your ad budget.

Christmas advertising factors

Gifts are bought: Sales generally drop in the days right before Christmas, but you might see a small spike from last-minute shoppers. People might suddenly remember a friend they forget to purchase for, or they might not find the right gift until the eleventh hour. You may also have last-minute shoppers who weren’t expecting a gift from a friend and now feel the need to reciprocate. Many turn to Amazon to take advantage of their same-day shipping for last-minute orders. So when it comes to your ad spend, Amazon has a competitive advantage over other platforms during this time.

Christmas Day is spent unplugged: As for Christmas day, don’t count on many sales. Most will be spending time with their loved ones, enjoying the gifts they already purchased. Keep your evergreen ad campaigns running, but don’t do anything extra. Your regular CPC ads will be enough to cover any potential Christmas day orders from shoppers who really want something specific from their wish list they didn’t receive, or from eager users wanting to add accessories and adjacent items to what they’ve received.

Gifts are received: Once Christmas has passed, you might see a small uptick in sales as shoppers look ahead to the new year. Last year, Pattern saw a 50% increase in sales from Christmas Day to Boxing Day, a holiday more important in Canada, the UK, Australia, and New Zealand than in the US. So you can start ramping up your ad campaigns again at this point to set yourself apart from competitors who already used up all their December ad budget.

Christmas advertising strategies

With those trends in mind, here are some specific advertising strategies you can use to get the most out of your ad budget.

Maintain typical ads: First of all, keep your regular CPC campaigns running. You don’t need to worry about overspending here since your ad spend will automatically drop when people start shopping less and clicks go down. Refine your retargeting efforts by focusing them on those who have searched for your products in the last 7 to 14 days.

Focus on giftable products: Then, keep in mind that your holiday advertising success will vary by product. Items that make for good Christmas gifts can do better than those that don’t. For example, ads for winter coats will perform better than ads for flip flops. If you have a gift product, try to capitalize on the Christmas traffic before the season ends as much as possible. Spread your ad spend across different ad types like Sponsored Products, Sponsored Brands, Sponsored Brands Video, and Sponsored Display ads. You can even refer to your product as a gift with customizable ad types that allow you to add your own ad copy and images.

Think about New Year’s resolutions: With the new year just around the corner, you may also want to start pushing products that help with New Year's resolutions. For example, our brand partners see increased sales around this time for supplements and other health products. If your product falls into one of these categories, this might be a good time to increase your ad spend.

Build awareness off-platform: If you don’t have products that make for good gifts or help with New Year's resolutions, this is a great time to focus on off-platform ads. By spending more on social media advertising, for example, you can build brand awareness even when sales are down. Last year, there was an 18% uptick in the number of social media messages retailers received during the holiday season. So focusing your ad budget here can help you make the most out of your ad budget and set you up for future sales.

Partnering with Pattern

Without a doubt, it can be hard to predict consumer behavior during Christmas. But if you leverage data-driven insights, seasoned advertising experts, and a vision for your brand, you can make sure your ad budget is optimized for the highest return.

Nobody should have to be on top of advertising all day on the holidays. So try using Pattern’s automated tech instead to get the best results for your brand. Get in touch today to learn more.

For more holiday advertising tips, check out the rest our our Holiday Advertising Series:

Explore Our Ecommerce Resource Library

Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.

Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters]( Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail]( --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News]( Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News]( --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail]( DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail]( The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](
Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail]( Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail]( --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail]( THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail]( --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail]( US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail]( Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail]( Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](
Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider]( --- Other Marketplace News --- is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star]( Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times]( --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday]( FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel]( India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](