By Caroline McCarthy

Christmas 2017 Marketing Guide - Part 1

Christmas has always been one of the biggest times of the year for retailers. And now with the popularity of pre-Christmas events like Black Friday and Cyber Monday, there is an even bigger need to have a strategy in place.

Driven by intense promotional activity around Black Friday and Cyber Monday periods, this year consumers made an increasing proportion of their Christmas purchases earlier in the festive shopping season. A 2017 Retail Ireland survey reported that:

“Sales values decreased by 1.3% and volume fell by 0.5% in December 2016 compared to a month earlier, which allied to strong November sales data suggest a structural shift in pre-Christmas consumer shopping patterns”.

Price conscious consumers have changed their Christmas shopping behaviour so for 2017 retailers need to be prepared.

Part 1

Here is part 1 in our 4 Phases to get your marketing ready for Christmas 2017:

  1. START NOW - start now to plan your strategy.
  2. BEFORE THE HOLIDAYS (AUGUST - SEPTEMBER) - get ahead of your competitors.
  3. DURING THE HOLIDAYS (OCTOBER - DECEMBER) - reach those customers interested in your brand who are now likely to buy.
  4. POST HOLIDAYS (JANUARY) - cross sell to the customers who bought already or tease your Spring Summer products.

1. Start Preparing Now

Important Dates for Christmas marketing campaigns

EXTRA DATES: December 24 onwards - Sale Season

There was a trend to wait until January 1st to clear winter and Christmas stock but increasingly more retailers are leveraging their customers willingness to spend in December and starting their January sales in December.

Get ready now

To start getting ready now, go through our Technical Checklist and make sure you have the most important elements in place for the next step in your strategy to make sure you can see what is working and where to spend your budget.

Technical Checklist to be Christmas ready for 2017

We will have Part 2 of our Guide coming this month where you can plan you strategy for August to September to build up to have a profitable Christmas 2017.

About us

Red Man Media are a full-service digital marketing and creative content marketing agency backed up with pro-active account management and agency services.

Let’s talk

If you'd like to see how we can help you and your business prepare for Christmas 2017 with either your marketing, website or ads let's talk:

Email us at hello@redmanmedia.ie or call us direct on 01 524 0084

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Red Man Media


4 Adelaide Street,

Dún Laoghaire,

Co. Dublin

Ireland.