October is here, and you know what that means (Mariah Carey plays eerily in the background), the next two months are going to be a digital marketing blitz. From now until the end of December it’s non-stop content, ads, and email campaigns. As marketers targeting Gen Z—who see right through the holiday ad overload – how do we strategically keep our audiences engaged when media channels become further saturated during the holidays?
#Hashtag your way through the holidays
Tiktok recently published their Holiday Playbook and revealed that there was a whopping 190% increase in the #holidayshopping posts published just a week before or after Halloween. Some of the other hottest hashtags dominating the conversation include #cybermonday, #blackfriday, #thanksgiving, #christmas, #hannukah, and #kwanzaa. This comes as no surprise as 27% of shoppers plan to start their holiday shopping in October.
So, what’s the Sweet Byte?
There’s a major opportunity to get ahead of the curve this holiday season by tapping into social media users early. Meet them where they are when they start planning for gifting season, and start using these popular hashtags in your content calendars to join the conversation and drive engagement.
‘Tis the season to treat yourself
One of the biggest trends this year? Self-gifting. It’s not just about buying for others anymore—83% of shoppers plan to buy themselves a gift this year, up from 76.2% last year. With the rise of the self-care movement, Gen Z and Millennials are all about treating themselves, and it’s a trend that shows no signs of slowing down.
So, what’s the Sweet Byte?
Capitalize on the self-gifting trend by creating “treat yourself” promotions, like “buy one, get one free” or similar offers. Frame it as a deal where they can get one for a friend and one for themselves. Another key strategy? Develop comprehensive gift guides tailored to different recipient groups—parents, children, siblings, friends, etc.—and don’t forget to include a “treat yourself” category. Shoppers love convenience, so make decision-making easy for them.
Skipping the holiday ad cram
We all know the holidays come with a flood of digital marketing, but here’s the thing: 82% of Gen Z admits to skipping ads whenever they can. Over-saturation is real, and it can leave your audience with “the ick” if they feel bombarded. While social media is crucial, don’t forget about brick-and-mortar shopping. 39% of Gen Z plans to shop mostly online, but still plan on including in-person shopping on their holiday to-do list.
So, what’s the Sweet Byte?
Gen Z is all about real-life experiences, so switch things up with experiential marketing. Host a holiday pop-up or get your brand into local holiday markets. Combining in-person touch points with your digital strategy will keep your brand front and center—without hitting them with ad overload.
Let’s sleigh your holiday marketing together! We’ll make your campaign stand out with a unique digital strategy and custom content. Contact us at hello@mixedsweetmedia.com