Holiday Marketing Done Right: 11 Customer Segments You Should Target

Cheri Tracy
Oct 15, 2024
3 min read

Unlocking the Secrets to Effective Holiday Marketing

The holiday season is upon us, and it’s time to elevate your marketing strategy by understanding your audience better. One brand that exemplifies this approach is Stanley, the iconic cup maker that transformed its marketing by recognizing and targeting different customer segments effectively.

Originally catering to outdoor enthusiasts, Stanley quickly pivoted to appeal to trending audiences on TikTok and later, to stylish moms. This adaptability allowed them to expand their customer base significantly. As we prepare for the holiday rush, let’s explore how you can implement similar strategies by targeting specific customer segments to maximize your sales.

1. Loyal / VIP Customers

Who They Are: Customers with high lifetime value, frequent buyers, and those engaged with your brand.
How to Reach Them:
- Offer early access to holiday sales.
- Provide exclusive VIP discounts or limited-edition products.
- Create personalized email campaigns acknowledging their loyalty.

2. First-Time Buyers

Who They Are: New customers who may need encouragement to make their first purchase.
How to Reach Them:
- Develop a special holiday welcome flow with discounts.
- Use social proof through testimonials and user-generated content.
- Nurture their experience with post-purchase emails that express gratitude.

3. High-AOV Customers

Who They Are: Customers who tend to spend significantly on their purchases.
How to Reach Them:
- Offer bundled premium products.
- Highlight exclusivity and value-added services like free shipping or personalized gift-wrapping.

4. Low-AOV Customers

Who They Are: Customers who make smaller purchases.
How to Reach Them:
- Bundle products to increase perceived value.
- Use incentives like discounts for larger purchases or free shipping thresholds.

5. Abandoned Cart Shoppers

Who They Are: Customers who leave items in their shopping cart without completing the purchase.
How to Reach Them:
- Utilize dynamic retargeting ads for abandoned items.
- Implement an abandoned cart email sequence with urgency-driven offers.

6. Winback Customers

Who They Are: Previous customers who haven’t engaged in a while.
How to Reach Them:
- Send winback emails with exclusive offers.
- Encourage them to join your VIP list for early access to sales.

7. Holiday-Only Shoppers

Who They Are: Customers who only shop during the holidays.
How to Reach Them:
- Create flash sales and countdown timers to drive urgency.
- Use retargeting ads featuring popular holiday products.

8. Gift Buyers

Who They Are: Shoppers focused on finding the perfect gift.
How to Reach Them:
- Curate gift guides based on interests and price points.
- Offer features like gift wrapping or personalized messages.

9. Last-Minute Shoppers

Who They Are: Customers who wait until the last minute to make purchases.
How to Reach Them:
- Highlight express shipping options and create urgency in your messaging.
- Use SMS reminders for shipping deadlines.

10. Local Shoppers

Who They Are: Customers near your store or warehouse.
How to Reach Them:
- Promote local delivery and in-store exclusives.
- Use geo-targeted ads emphasizing convenience.

11. Non-Holiday Shoppers

Who They Are: Customers who prefer not to engage in holiday marketing.
How to Reach Them:
- Provide an opt-out option for holiday messaging.
- Send occasional value-driven emails unrelated to holiday promotions.

Segmenting your audience is crucial for success during the holiday season. By understanding who your customers are and how to engage them effectively, you can enhance every touchpoint—whether through ads, emails, or SMS.