Get Ahead: Why Brands Should Launch Holiday Campaigns Earlier This Year

Microsoft’s research reveals a shift in holiday shopping behavior—learn why starting your holiday campaigns in October with thoughtful gift suggestions can help boost your sales this season.

As the holiday season approaches, many businesses are gearing up for the typical November and December sales rush. However, Microsoft’s latest research suggests that brands may want to rethink their strategy and start their holiday campaigns earlier this year. The data reveals that a substantial portion of holiday conversions are now happening from October clicks, signaling a shift in consumer behavior toward earlier shopping.

For handmade sellers, this presents a golden opportunity to target eager holiday shoppers who are ready to make their gifting decisions sooner than ever before.

What the Research Says

Microsoft’s research highlights an important trend: a growing number of shoppers are starting their holiday shopping in October. While it was once common for consumers to wait until closer to Black Friday or Cyber Monday to make purchases, many are now planning ahead. This shift can be attributed to several factors, including a desire to avoid the stress of last-minute shopping and concerns about shipping delays that plagued past holiday seasons.

According to the data, holiday shoppers are browsing and clicking on products as early as October, and many of those clicks are converting into sales. This means that if your brand waits until November to roll out your holiday campaigns, you could be missing out on a significant chunk of early conversions.

Why Early Shoppers Matter

Shoppers who begin their holiday search in October are often more thoughtful and intentional about their purchases. They are likely on the hunt for the perfect gifts and are willing to take their time browsing. This gives you, as a handmade seller, the chance to showcase your products as thoughtful, unique gifts during their early search.

Additionally, early shoppers tend to have higher spending power, as they are not rushing to make decisions based on price-driven sales events like Black Friday. They are more likely to prioritize quality and craftsmanship over discounts, making this the ideal time to promote high-value, handcrafted items that stand out from mass-produced products.

How to Make the Most of Early Holiday Campaigns

With October quickly becoming a prime shopping month, it’s crucial to launch your holiday campaigns earlier and tailor them to these early buyers. Here are some actionable strategies to consider:

1. Gift Guides and Gifting Suggestions:Create curated gift guides or collections that help early shoppers find the perfect presents for their loved ones. Organize these guides by recipient, such as "Gifts for Mom" or "Gifts for Him," to make the decision process easier for shoppers who are planning ahead.
   

2. Holiday-Themed Email Campaigns:

   Use your email list to engage with customers early in the season. Send out emails with early-bird promotions, sneak peeks of new holiday products, and exclusive discounts for October shoppers.
   

3. Focus on Storytelling:

   Shoppers who start early are often looking for unique, meaningful gifts. Use storytelling in your campaigns to highlight the craftsmanship and care that goes into your handmade products. Show them why your creations are the perfect choice for thoughtful gifting.
   

4. Plan for Multiple Campaigns: Just because you’re launching early doesn’t mean you have to stop once November arrives. Consider running staggered campaigns that continue through the holiday season, with different messages targeting early birds, last-minute shoppers, and everyone in between.

   
   

Final Thoughts

As holiday shopping habits evolve, it’s essential for brands to adapt. Microsoft’s research makes it clear that launching holiday campaigns earlier can help you capture those crucial October clicks and set the stage for a successful holiday season. By targeting early shoppers with curated gift suggestions, engaging storytelling, and well-timed promotions, your handmade business can get ahead of the competition and maximize holiday sales this year.