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The five phases of retail holiday marketing: Phase 1

Steve Olenski
Master Principal Sales Architect

While some out there in this great big world of ours may think "it's only September" — those in the retail marketing space know full well that before you know it consumers will be making their list and checking it twice.

In other words the 2014 holiday retail shopping season will be here in what will seem like the blink of an eye.

To help all retailers prepare for the coming retail shopping season, we've identified five (5) key phases of retail holiday marketing:

  1. Pre-Holiday
  2. Black November
  3. Thanksgiving Weekend
  4. Countdown to Christmas
  5. After-Christmas Period

Over the course of the next five days, including this one, we'll share with you some examples from each phase along with some ideas, thoughts and knowledge on you can best capitalize on each phase.

Today: Phase 1 - Pre-Holiday

Yes, it is true, or a common belief that the majority of holiday gift buying happens during the months of November and December. However, there is no reason that a retailer cannot take advantage of the "off season" and provide their customers and prospects with a little early holiday cheer,

Some ideas include Spring Black Friday and the always popular Christmas in July.

Lowes Spring Black Fri


build a bear xmas in july2

Doug Sanders, copywriter for the Oracle Marketing Cloud, offers this advice for retailers who may be reluctant to jump into the Pre Holiday retail marketing pool.

"While Black Friday and Cyber Monday are fairly well-understood periods for most marketers, Pre-Holiday can be an unfamiliar territory for many' he says. "Don't be afraid to test different creative ideas to see what messaging works best for your audience during the Pre-Holiday period."

In addition to the above ideas, Sanders also has one more.

"A great way to get customers thinking ahead to the holidays is to send an email encouraging them to create a wish list. A wish list will allow the customer to get excited about the upcoming holidays and give your company information about which products you should feature in subsequent Holiday emails. Bonus: Make your wish list functionality easily shareable on social media."

Hang on, more help is on the way

In addition to breaking down the five phases of retail holiday marketing, we also have a very special bonus to help retail marketers plan for the upcoming 2014 holiday retail shopping season: A webcast, which was held about a month ago which is available for full download by clicking here.

Co-hosted by Ryan Hofmann, Director, Retail Industry Solutions and Wacarra Yeomans, Senior Director, Creative Services, the topics discussed dealt with key retail marketing strategies and tips holiday image 1for the upcoming holiday season. Hoffman and Yeomans explored the five stages of holiday retail digital communication, and how effective storytelling can be used to drive engagement throughout the entire season.

The webcast also included a deep-dive into leveraging purchase intent, social media and wishlists with key automations.

You can now watch and listen to the webcast in its entirety just by clicking right here. It’s that easy.

If you’re a retailer, time is definitely of the essence when it comes to holiday planning. So whether you already have a plan in place and just need some additional ideas or you haven’t even started your 2014 holiday marketing planning yet, you will want to watch this webcast.

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