Christmas marketing will look different this year. Already we are seeing stock shortages, not enough drivers to deliver online orders, and a general feeling of uncertainty about what things will look like in the so-called Golden Quarter.

A survey by Sitecore found that 83% of UK marketers surveyed said this holiday season will be ‘make or break’ for their business, with nearly half saying what they sell in the festive period accounts for around two-thirds of their sales.

When they were surveyed in mid-June, a whopping 7 in 10 marketers said they were at least somewhat prepared with their Christmas marketing, focusing specifically on things like understanding their customers and offering a mix between online and in-person shopping.

The survey noted that businesses have taken significant steps to avoid supply chain issues, and that marketers are trying to support this by encouraging people to shop earlier.

It seems this has already had an impact, as early trends suggest British shoppers are already splashing the cash on Christmas purchases.

Let’s take a look at what we do know so far, and what that means for your small business marketing plans.

Toy shopping has already started

Asda and Argos have both launched big toy discount campaigns in the past couple of weeks and are encouraging parents to stock up now. Many people have been showing off huge trolley loads of shopping on social media, boasting about their savings - so it seems they needed little encouragement!

The marketing messages have focused on encouraging people who are worried about being able to get their hands on the so-called ‘must-have’ toys to buy them now. And of course, those keen to save money will likely have been first in line to snap up the bargains.

It’s expected toy retailers will really crank up their toy sales in October, according to the MEN.

What this means for your marketing:

Families are getting back into the new routine now schools are back. So come October, they will be very receptive to the inevitable campaigns from big retailers.

You can ride this wave by reminding people that they can get organised and save on the last-minute panic by securing presents for their kids now.

It’s unlikely that small toys retailers will be able to compete with the big shops in terms of discounts, but you can still highlight the bargains you are offering through your marketing.

For some businesses it could be a great opportunity to differentiate yourself and appeal to shoppers who are looking for an alternative to high street toys. Not everyone wants what’s available on the high street, so if you sell the likes of plastic-free toys, open-ended educational toys or experiences for those keen to reduce the amount of “stuff” that their kids own - now is your time to shine!

Deck the halls

The John Lewis Christmas store opened its virtual doors at the end of the summer, and online searches for Christmas products are already double that of last year's record high.

The most searched-for products at this stage are home decor ones, including Christmas lights, wreaths and trees.

This is echoed by figures from tree and decor retailer Balsam Hill, who reported a 145 per cent increase in visitors to their site in August compared to last year, and 60 per cent more trees and decorations sold.

What this means for your marketing:

Think about the things you sell that can help people festify their home. Can you put together a blog post or email that highlights all the things you sell that people may need to make their homes Christmas-ready?

Don’t count on Black Friday

I don't think I've ever heard of a small indie who got excited about Black Friday. Traditionally, it's a day where the big boys take even more than their fair share of shoppers' cash and where people go into a frenzy buying things they don't genuinely need, sometimes with money they don't have.

It's a day that makes consumers think they have "won", when the only true winners are the fat cats at the top. Not the people at the bottom of the supply chain and not the planet.

So I was pleased to see that product shortages and issues with logistics mean that many retailers will ignore Black Friday, or only give it a “cursory glance” this year, according to Katie Grant, writing for inews.

She notes that increasing shipping costs, order delays and a the nationwide lorry driver shortage mean “shops face too many challenges to complete the stocking and restocking necessary for the late-November event”.

It seems that many businesses will try to encourage shoppers to buy earlier on, so that they can spread out the impact of order fulfilment over a longer period.

What this means for your marketing:

If Black Friday serves your business and you can cope with the logistical demands, then there’s no reason not to run a Black Friday campaign. However, I was intrigued to read about Green Friday as an alternative to Black Friday.

If you choose not to take part in Black Friday for whatever reason, it could make a great blog or social media post to share your reasons with your audience. I’ve seen great examples in the past where people responded passionately in support of indies explaining how Black Friday and the frenzy for paying as little as possible for something undermines their business.

Social shopping

Social media is so much more than a place to share a picture of your lunch. It’s the primary destination for billions of people seeking to connect, be entertained, learn something new and - yes - shop.

Facebook’s 2021 Festive Season Marketing Guide notes that the way we shop has changed fundamentally. “People have moved from going shopping to always shopping.”

No wonder we’re in such a state of overconsumption! However, it gives an interesting insight into how our shoppers operate online.

Facebook notes the internet is the primary place people go for “stimulus and imagination” (inspiration to you and me). And it’s true! The internet is where we turn for ideas, recommendations, reviews and info about products.

Many people are in discovery mode and open to buying when they are online. Facebook found nearly two-thirds of people said they enjoy discovering items they weren’t actively looking for online.

What this means for your marketing:

You’ve got to be in it to win it, basically. If you want to give yourself the best chance of getting discovered by people who would buy from you, you need to make sure your website can be found in search. It needs needs good, clear product listings, and blog posts with gift guides and recommendations. You need those Google and Facebook reviews to help people see they are buying from a legit company. It won’t hurt to have people share what they’ve bought from you on social.

Help with Christmas marketing

Merry Christmas Marketing is back for 2021. It’s a workshop, framework, ideas inspiration list and hashtags guide to help you do marketing strategically and effectively so you’re freed up to make the most of the Golden Quarter.