This document provides 5 social media tactics for enhancing a 2020 holiday marketing strategy. It begins by noting shifts to online shopping due to the pandemic. Then it discusses starting holiday planning and searches earlier this year on Pinterest. The main tactics are to 1) strategically use paid media, 2) use relatable price-conscious messaging, 3) leverage shoppable social media features, 4) develop livestream video, and 5) consider influencer marketing. It emphasizes the need for flexibility given uncertainty around the pandemic and upcoming events.

1. 5 Social Media Tactics to
Enhance Your 2020 Holiday
Marketing Strategy
An Ignite Social Media Webinar

2. Holiday 2020: A New Landscape
In 2019, the holiday shopping shifted vastly to favor eCommerce. Last year, Cyber Monday was the heaviest online spending day in history, jumping 19.7%
to $9.4 billion, according to Adobe. This is being propelled by Gen Z & Millennials spending more time on social & leading the growth in eCommerce, but
we also are seeing boomers and older generations becoming more comfortable with shopping online. Since the pandemic began, 33% of these consumers
have increased their online spending and 23% of consumers in older generations. To put this into perspective eCommerce has grew more during eight
weeks of the pandemic than in an entire decade before that.

3. Holiday 2020: A New Landscape
Source: Pinterest
Historically, people on Pinterest start making
holiday plans in September. This year, they
started searching and saving for holidays…in
April. Holiday searches jumped 77% in April 2020
vs. April 2019. That trend included a 3x increase
in searches for “Christmas gift ideas”—8 months
before December.
Why the shift? First, there are the rational
reasons. people are looking forward to looking
forward. 2020 has been a hard year, and
consumers are craving the comfort of the
holidays. They want this season to feel more
festive than ever before, and they’re asking for
brands to help them get there.
People are worried about the pandemic’s impact
on preparations they used to take for granted.
Pinners pointed to concerns like delayed
shipping, a potential shortage of ingredients to
make their favorite recipes and a need to work
harder this year to create the same holiday
experience in the face of a pandemic
Holiday 2020 is earlier than ever

4. What tactics should you
be implementing on
social media to
influence purchase?

5. 5 Social Media Tactics
for your Holiday
Marketing Strategy
Be Strategic With Paid Media1
2
Develop Livestream Video
3
4
5
Use Price-conscious & Relatable
Messaging
Leverage Shoppable Features
Consider Influencer Marketing

6. 1. Be Strategic With Paid Media
▪ Don't allocate the same
budget to every channel.
Identify which channels are
more valuable and optimize
accordingly.
▪ For mobile, optimize ads for
conversion therefore users
can convert quickly.
15% higher CPMs in Q4

7. 2. Use Price-conscious & Relatable Messaging
▪ Keep price-based and availability
messaging
▪ “Early bird” discounts well ahead of
shopping events like Cyber Monday &
Black Friday
▪ Free shipping & easy buying
1 in 3
respondents say they’ll wait for products to be on
promotion, discount or sale before purchasing*
40%
of people said they are celebrating on a budget
*Source: Facebook Seasonal Holidays Study

8. 2. Use Price-conscious & Relatable Messaging
% of Seasonal Shoppers Surveyed Who Do
Research During Holiday Shopping
Source: Facebook Seasonal Holidays Study
Messages that Will Resonate
Small gifts/treats for themselves
Charitable & give-back tie-ins
Logistics--shipping speeds, delivery
dates and customer support
Convenient, contactless, safe
shopping experiences

9. 3. Leverage Shoppable Features
▪ 22% more interested in shopping via
social
▪ Consider the age of your audience and
where they spend more time
▪ Enable shoppable features
▪ Facebook and Instagram Shops
▪ Conversion ability on TikTok
▪ Push to Buy Online, Pick Up In-Store
Window Shopping will be Happening Online

10. 4. Develop Livestream Video
▪ Facebook & Instagram-
Live Shopping
▪ Tag products from
Facebook Shop or catalog
▪ YouTube
Live Considerations
▪ Talent
▪ Content
▪ Connection
▪ Promotion
Pandemic Propelled Growth of Livestreaming

11. 5. Consider Influencer Marketing
▪ Consider heavying up on
influencer marketing
▪ Optimize campaigns for traffic and
include specific retargeting efforts
▪ Book influencers early
▪ Cautious of brands they are
associating with
80% of influencers reporting higher engagement*
Images: Carusele*Source: Later & Fohr

12. BONUS: Be Flexible
▪ The time between planning and
execution is very large and so
much could change in the time
▪ Possible events that can alter holiday
marketing plans: second wave of
COVID-19, social climate, etc.
Event Key Date
Virtual March on
Washington
August 27-28
Presidential Debate September 29
Amazon Prime Day October 5
VP Debate October 7
Presidential Debate October 22
Election Day November 3
Black Friday November 27
Cyber Monday November 30
Giving Tuesday December 1
Plan for your plan to change

13. Key Takeaways
Plan content & paid media around key dates and for high impact channels1
2 Past holiday messages won’t resonate the same this year
3
4
5
Video & Live video are getting priority in feeds
If considering influencers, secure them now
Things are still changing daily, so build flexibility into your plan

14. Thank You!
Questions?
Contact us today by emailing
Lisa@ignitesocialmedia.com