How Australian Retailers Can Win this Christmas
Deck the Halls with Facebook Ads
Christmas is a time for giving, but for Australian retailers, it’s also a time for winning. At the tail end of spring and the start of summer, Aussies expected to spend a whopping $55.7 billion during the festive season, the competition for those precious dollars is fierce. To stand out in the crowd, retailers need a powerful weapon in their arsenal: Facebook Ads.
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Marketing for Christmas is a unique endeavour that differs from marketing throughout the rest of the year due to several key factors:
- Emotional Resonance: Christmas evokes strong emotions of joy, nostalgia, and family togetherness. Marketers must tap into these emotions to create campaigns that resonate with consumers on a deeper level.
- Gift-Giving Focus: Christmas is primarily a gift-giving occasion, so marketing strategies should focus on helping consumers find the perfect presents for their loved ones. This includes showcasing gift ideas, providing personalised recommendations, and offering gift-wrapping and delivery services.
- Limited Time Frame: Christmas is a relatively short season, creating a sense of urgency and excitement. Marketers should capitalise on this by creating time-sensitive promotions, limited-edition products, and countdown campaigns.
- Increased Competition: The Christmas shopping period is highly competitive, with retailers vying for consumers’ attention and spending. Marketers must differentiate their brands and offer to stand out from the crowd.
- Holiday Spirit: Christmas is a time for celebration and indulgence, so marketing should reflect this festive spirit. Use cheerful visuals, upbeat music, and heartwarming stories to capture the essence of the season.
- Community Engagement: Christmas is a time for community and giving back. Marketers can connect with consumers by supporting charitable causes, organising community events, and highlighting their commitment to social responsibility.
- Omnichannel Approach: Consumers are increasingly shopping across multiple channels, both online and offline. Marketers must create seamless omnichannel experiences that integrate their physical stores, online platforms, and mobile apps.
- Mobile-First Mindset: Mobile devices are the primary means of online access during the Christmas season. Marketers should prioritise mobile-optimised campaigns, user-friendly websites, and seamless mobile shopping experiences.
- Personalisation and Relevance: Consumers expect personalised and relevant marketing messages. Marketers should leverage data analytics and customer insights to tailor their campaigns to individual preferences and purchase patterns.
- Post-Christmas Sales: The marketing efforts don’t end on Christmas Day. Retailers can extend the holiday cheer and capitalise on post-Christmas sales by offering Boxing Day deals, New Year’s promotions, and clearance discounts.
Here’s why Facebook Ads Are Your Secret Santa this Christmas
Reach the Right Aussies at the Right Time
- Mobile-First Audience: 75% of Facebook posts in Australia are made on mobile, and this jumps by 30% during the holidays. Target your ads to these mobile shoppers with eye-catching visuals and seamless shopping experiences.
- Early Birds and Last-Minute Larks: Australians are a mixed bag when it comes to Christmas shopping. 55% aim to be done before December, while 31% make a mad dash in early December. Tailor your campaign timelines to reach both groups.
- Gift Inspiration Seekers: 34% of Australians turn to online sources for gift ideas, and Facebook is at the top of the list. Use Facebook’s advanced targeting to reach people based on their interests, demographics, and even past purchase behaviour.
Leverage the Power of Emotion
- Aussies Love Christmas Cheer: Christmas in Australia is all about family, fun, and festivity. Capture the essence of the season in your ad creatives with heartwarming stories, playful humour, and a generous sprinkle of Aussie spirit.
- Build Connections and Trust: Christmas is about more than just gifts; it’s about connection. Use Facebook Ads to share your brand’s story, values, and commitment to the community. This builds trust and encourages Aussies to choose you over faceless competitors.
Go Beyond the “Buy Now” Button
- Interactive Experiences: Aussies love a bit of fun. Create interactive quizzes, polls, or AR filters that engage your audience and make your brand memorable. Offer exclusive discounts or early access to those who participate.
- Livestream Shopping: Take your customers on a virtual shopping spree with Facebook Live. Showcase your products, answer questions in real time, and create a sense of urgency with limited-time offers. This is perfect for fashion, beauty, and homeware retailers. This is a perfect strategy for remote audiences eg NT, WA, and central NSW and QLD.
- Retargeting Magic: Don’t let window shoppers escape! Retarget website visitors and app users with personalised ads that remind them of the items they left behind. This can be the nudge they need to make that final purchase. Go awareness campaign first, collect and build an engaged audience and retarget the audience. Create a conversion campaign (Manual and Advantage+) to reach these audience types again. I would usually put 20% of the budget on the awareness, 40% on the engaged audience, and 40% on the retargeting audience.
Tips On The Facebook Campaign Build
- Use video as creative for awareness campaigns.
- Use image and carousel ads for conversion campaigns.
- Use lifestyle images of gift giving. Warm your audience’s hearts.
- Use product images for carousel ads.
- Turn OFF the music when optimising image ads.
- Use a heart-melting narrative-style long copy for your awareness campaigns.
- Use shorter attention-grabbing information copy for conversion campaigns.
- Have an offer. This is a MUST.
- Mention mum, dad, brother, sister, and family in your copy.
- Add the landing page URL in the copy.
- Always Be Closing >>> Add a CTA on the copy.
- Always Be AB Testing
Remember, it’s not just about clicks and conversions. Use Facebook Ads to build relationships with potential customers, spread holiday cheer, and establish your brand as a trusted part of the Aussie Christmas tradition.
Bonus Tip: Don’t forget about post-Christmas sales! Many Australians take advantage of Boxing Day and New Year’s sales. Use Facebook Ads to retarget gift-givers with deals on complementary products or entice them with early access to your next season’s collection.
Follow or connect with Crom Salvatera on LinkedIn.