Christmas is undoubtedly the most important time of the year for e-tailers. It is without a doubt the period when people buy the most.
Certainly, this year has been complicated, to compensate for these difficulties, brands have redoubled their efforts: redesigning their websites for the holidays, special Christmas sections, gift ideas, contests, partnerships, or even a virtual advent calendar, they have not lacked for ideas to try to win over new customers this year.
The main Christmas trends
Advent calendars as a marketing tool
Like every year at this time, the big trend was advent calendars, whether physical or virtual.
Beauty, animals, food, or even accessories, this year, there is something for everyone!
Emma & Chloé's idea was to link collaboration and advent calendars. They decided to join forces with Garancia, Les Secrets de Loly, Polaar, O.P.I, Bourjois and other brands for their advent calendar. The result is an exclusive advent calendar that adds real value to Emma & Chloé's offer.
And for brands with a smaller budget, there is the alternative of the virtual advent calendar. They allow your brand to generate traffic on your social networks throughout the month of December.
This is notably the case for holistic skincare brand Gurhu, which took advantage of this month of festivities to launch its advent calendar on its Instagram page. The brand has made collabs with lovely DNVBs like Refeel, Eso Paris, Omala Paris, Yofi Bio and many more!
The timeless game contest
At Christmas, everyone is fond of contests!
Giving your community the opportunity to win one of your products is a great way to build loyalty.
Contests are very advantageous because they have many benefits.
They allow you to animate and engage your community, gain visibility and expand your audience. The mentions, the shares in story of your contest will make other users discover your brand. This can also push them to participate in turn and multiply the visits on your networks.
Co-branding: a differentiating strategy for the holidays
It's hard to miss the co-brandings for the month of December. This period is ideal for co-brandings since consumers are looking for new and original gifts to offer.
Tip: Don't hesitate to take the co-branding step! It's an original and trendy marketing technique that takes your brand out of its comfort zone. In addition, you differentiate yourself given the minority of brands that practice it.
Pimped websites for Christmas
Aware of the interest and the stakes of these festivities, some brands have put a lot of emphasis on their websites by integrating the Christmas atmosphere!
This is the case of Tajinebanane which has created a section "Our Christmas favourites". In this tab, the brand has gathered a selection of its products as well as all its collabs. A good way to help its customers to make their gifts for the holidays !
The brand Pomponne also opted for this strategy with its partnership with Soi Paris by adding a Christmas tab to its site.