Ecommerce News 
As the holiday season approaches, businesses are gearing up for one of the most critical times of the year. With consumers primed and ready to spend, you must optimize your marketing strategies to capture this lucrative opportunity. To help you come up with the best holiday digital marketing, we’ve compiled this playbook filled with expert tips and insights.
Drawing from the latest updates on Meta, TikTok, and Google’s holiday offerings and the current market flow, this guide will equip you with the knowledge and tools to drive success this festive season.
2024 holiday customer shopping insights & trends
The holiday season brings not just an influx of shoppers but a variety of different behaviors, preferences, and timelines. Understanding these trends is the foundation for crafting a successful marketing strategy.
Customers start their holiday shopping early
Different shoppers have varying timelines for holiday purchases, so it’s crucial to strategically time your marketing efforts. According to VMG Digital, the last three months of the year are prime for ramping up campaigns. While BFCM remains a major shopping event, it’s important not to concentrate all your resources solely on these dates. Data shows that 45% of shoppers plan to make purchases as early as October, and 30% will still be buying well into late December.
This means your campaigns should launch early to capture the first wave of buyers while staying active through the final rush. Balancing your efforts across this extended period ensures you’ll reach both early planners and last-minute shoppers.
Your target audience is getting younger
Millennials dominate holiday shopping, but Gen Z is also emerging strongly, especially in the US and APAC markets. Over 30% of Gen Z shoppers in the US and 35% in APAC plan to make holiday purchases in 2024.
For brands, this shift means leaning more into younger platforms like TikTok, where Gen Z is most active, and creating campaigns that resonate with their preferences for authentic and engaging content.
Social media shopping is on the rise
Social media is emerging as a powerful shopping channel. From the Discover Global Network survey, globally, 61% of holiday shoppers are at least somewhat influenced by social media during their shopping journey. Additionally, nearly a third (30%) plan to make purchases directly on social platforms.
While social media shopping may not yet rival traditional eCommerce channels, it presents an exciting opportunity to inspire shoppers, create buzz, and boost sales by making your brand visible and shoppable where your audience is already spending time.
Customers expect greater shopping value
As consumer preferences continue to evolve, shoppers now expect more from brands, especially during the holiday season. According to Microsoft Advertising, one emerging trend is Buy Now, Pay Later, with 16% of consumers showing sustained interest in this flexible payment option. Additionally, during the holiday rush, people are seeking more convenient services: 23% prefer expedited shipping to get their purchases faster, while 7% expect free returns and exchanges for a hassle-free experience. Lastly, 24% love receiving freebies, viewing them as an added value to their purchase.
Therefore, to stand out during this holiday shopping season, you can consider adding these options to your selling strategy. These features can significantly boost your store’s competitive edge, helping you meet rising consumer expectations.
Must-know holiday updates from advertising platforms
As holiday shopping behaviors shift, major advertising platforms like Meta, TikTok, and Google are also evolving their toolsets to help businesses capitalize on these trends. Here are the latest updates that you should leverage to maximize your campaign performance this season:
Utilize Meta Ads for precision targeting & personalized experiences
Meta has long been a key player in digital advertising. And this year, they’ve rolled out lots of tools and guidelines to boost your performance:
Get assist with AI-powered Advantage+
Meta is recommending the Advantage+ Shopping Campaigns as an effective way to drive online sales this holiday season. These campaigns use AI to optimize your targeting, creatives, and budget allocation in real-time, hence delivering your ads to the places most likely to generate the best results.
You can also use Advantage+ Creative to personalize your ads with artistic filters, ensuring your creatives resonate with your audience.
Meta’s AI power will enable you to reach the right customers at the right time, maximizing both the efficiency and effectiveness of your holiday marketing efforts.
Promote reels to capture sales
According to Meta, 79% of people have purchased after watching a Reel. And this season, you don’t need to worry about creating complex video content. Meta provides you with tools that can easily transform your images or short clips into mini-stories, complete with music.
As Reels continue to gain popularity, including them in your holiday marketing strategy is essential. Hence, to help you fully leverage their potential, Meta has compiled a variety of creative ideas in their holiday playbook. This makes it easier for you to tap into this powerful tool and enhance your campaigns.
Elevate your game with new Meta ads tools
Aside from the available advanced features, Meta has also introduced new options to enhance your promotion game:
- Promo codes integrated into ads: Now you can seamlessly integrate promo codes into your ads, making it easier for shoppers to take advantage of seasonal discounts.
- Multiple landing pages in one ad: Businesses can now include multiple landing pages in a single ad, directing customers to specific product categories to streamline their journey and reduce friction.
- Location-based targeting: Meta’s new location-based targeting feature allows businesses to reach tourists and holiday travelers with relevant offers based on their location.
These tools make it easier to deliver a more personalized, omnichannel shopping experience for your customers.
TikTok is here to capture the attention of Gen Z and Millennials
TikTok is another essential platform for holiday marketing in 2024, especially if your target audience includes Gen Z and Millennials.
Holiday Emporium Gift Guide
This year, TikTok launched its Holiday Emporium Gift Guide, targeting younger consumers with a curated product collection. To be featured in TikTok’s Holiday Emporium, brands need to make a significant investment in TikTok ads. However, the exposure to a highly engaged audience is still worth considering for brands.
New playbook to fuel your campaign
TikTok’s Holiday Marketing Playbook emphasizes the importance of creating engaging, authentic content that resonates with its audience. Brands that can tap into TikTok’s unique culture will find greater success. Additionally, leveraging TikTok’s data to refine your targeting will enhance the accuracy of your campaigns.
Boost your visibility with TikTok Search Ads
New this season, TikTok has rolled out Search Ads, giving businesses more options for placement and coverage. With search ads, you can increase your visibility and capture more potential customers during the high-intent moments of holiday shopping.
Leverage Google to streamline your customer journey
While Meta and TikTok dominate social media, Google continues to be a powerhouse in search and eCommerce. For the 2024 holiday season, Google has expanded its tools for retailers to improve the shopping experience.
New rollout of Merchant Center Next
Google’s Merchant Center Next has undergone a full rollout, with new features such as generative AI imagery tools and advanced insights reports. These updates make it easier for merchants to optimize their product listings and increase the chances of converting holiday shoppers.
Gain greater precision with Google Automated bidding
Google Ads is moving towards more automated bidding strategies, shifting away from eCPC. This means better precision in targeting and improved return on investment, allowing businesses to achieve higher efficiency in their holiday campaigns.
Strategies for a successful holiday digital marketing campaign
Now that we’ve covered the platform updates, let’s dive into actionable tips to help you craft a winning holiday digital marketing strategy.
Start planning early
It’s no secret that the holiday shopping season kicks off earlier every year. In fact, more than half of shoppers start their holiday purchases in October, so the earlier your campaigns go live, the better. Don’t wait for Black Friday or Cyber Monday to start—it’s essential to map out your key moments well in advance, including those major sales events and the critical weeks leading up to Christmas.
Pro Tip: Consider creating curated gift guides or festive-themed campaigns that resonate with your audience’s needs. These guides can simplify decision-making for shoppers while showcasing your products in a holiday context, helping you stay top of mind throughout the entire season.
Prepare your Shopify store
Getting your Shopify store ready for the holiday rush is essential to ensure a smooth shopping experience for your customers. First, make sure your website is running efficiently by optimizing page load times—shoppers won’t stick around if your site is slow, especially during the busy holiday season.
Equally important is mobile-friendliness, as more people are making purchases from their phones. Your store should be easy to navigate and checkout on all devices to capture these mobile shoppers.
Don’t forget about customer service—it can make or break a sale. Integrating tools like NestDesk ensures that you can handle inquiries quickly, whether through live chat or an AI-powered chatbot. By providing responsive, helpful support, you can keep potential customers engaged and increase your chances of converting them into buyers. Preparing these elements of your store will set you up for success during the holiday surge.
Leverage AI-powered targeting
Using AI might seem intimidating, especially since it may require more budget to realize its full potential. However, leveraging AI can greatly expand your reach to new customers, crucial for boosting sales this holiday season. Platforms like Meta Advantage+ and Google’s Automated Bidding optimize your ads in real-time, targeting the right audiences at the right moments.
Moreover, using a combination of tools like Conversion API alongside the traditional Pixel tracking gives you more accurate data, helping you better understand customer behavior and see improved results. So, don’t be afraid to try it out—AI-powered targeting can give your holiday marketing the edge it needs to succeed. The investment is worth it!
Don’t forget to utilize the power of your first-party data!
First-party data is becoming increasingly crucial, especially with stricter privacy regulations. By collecting and utilizing customer data effectively, you can sharpen your targeting while ensuring you remain compliant with privacy laws.
Pro Tip: While each advertising platform provides valuable insights on its own, centralizing all your data can give you a much clearer picture of how each channel contributes to your overall success. This holistic view helps you identify where to focus your efforts, especially during the busy holiday season. Tools like NestAds make it easy to centralize data from platforms like TikTok, Facebook, and Google, allowing you to refine your marketing strategies and make smarter, data-driven decisions.
Optimize your omnichannel strategies
Today’s shoppers are constantly moving between different channels—whether they’re browsing products online, scrolling through social media, or visiting physical stores. This fluid movement means your marketing needs to be consistent and connected across all touchpoints. For instance, you can use Meta’s location-based targeting to reach holiday travelers or shoppers who are near your brick-and-mortar store, offering them relevant promotions.
But it doesn’t stop there. Your website, social media, and physical stores should work together to provide a seamless experience. For example, make sure customers who start browsing on your site can easily pick up where they left off on their mobile devices or even in-store. This omnichannel approach not only makes shopping more convenient for your customers but also increases the likelihood of conversions as they interact with your brand across different platforms.
Offer attractive deals and perks
During the holiday season, consumers have higher expectations, and offering enticing perks can make a big impact on your ability to stand out. Selling in bundles for lower prices, and offering free gifts can help you effectively attract shoppers and reduce purchase hesitation. This makes them feel appreciated and can nudge them toward completing a purchase.
For an even bigger impact, consider using NestScale Bundles—our app that lets you create product bundles, offer volume discounts, and include free gifts to boost average order value and increase sales. It integrates easily into your Shopify theme, works seamlessly, and is free to install. With all the benefits it offers, we’re sure that it’ll make it a powerful addition to your holiday strategy.
Wrap-up: Make 2024 your most successful holiday season
The 2024 holiday season presents a unique opportunity to engage with shoppers and drive significant revenue. By leveraging the latest updates, you can create campaigns that resonate with your audience and deliver real results.
Start early, stay agile, and let the data guide you to a winning holiday strategy.
Google Advertising 
