As the Holiday season approaches, it is essential for webshop owners to prepare for the shopping frenzy with a well-thought-out strategy. This is particularly important for those webshops that do not sell gift-category products, as they need to take the right steps to capitalize on the advantages of the Christmas shopping period. Below, I present the strategy I recommend, which focuses on enhancing activities in October and optimizing the use of target audiences in November and December. 

Enhancing October Activities 

In October, I suggest that webshop owners intensify campaigns aimed at increasing visitor numbers and brand awareness. The goal is to attract as many new visitors to their website as possible, as this month still offers relatively favorable costs for advertising. To increase the number of visitors, it is worthwhile to try different advertising formats, such as video ads, which can capture the attention of potential buyers. 

During the campaigns, utilizing remarketing target groups is also important, but acquiring new visitors takes priority. With this approach, webshops will be able to establish a strong foundation for the Christmas season when shopping enthusiasm is at its peak.

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Increased Use of Remarketing Target Audiences in November-December 

During the November-December period, webshop owners should focus on the increased use of remarketing target groups. Visitors who showed interest in products in October are more likely to return for purchases if they are targeted appropriately. In remarketing campaigns, it is advisable to consider video viewers and website visitors, as they are already familiar with the brand and are more likely to make a purchase. 

Targeted remarketing campaigns can help potential buyers remember the products and encourage them to make a purchase, especially during the Christmas season when many are looking for gifts or shopping for themselves. 

Advertising Budget Requirements as the Holiday Season Approaches 

The advertising budget requirements for campaigns significantly increase during the Holiday season. Advertising costs generally rise as competition intensifies, and most advertisers try to take advantage of the Christmas shopping frenzy. Therefore, it is important for webshop owners to plan ahead and set their advertising budget appropriately. 

In October, it is advisable to focus the budget on increasing visitor numbers, while in November and December, the costs of remarketing campaigns should be prioritized. Webshop owners need to consider that due to the overlap of Black Friday and the Christmas season, click-through rates and costs per purchase can also rise dramatically, making it crucial to plan the use of available advertising funds in advance. 

Summary 

As webshop owners prepare for the Christmas season, it is worthwhile to intensify activities aimed at increasing visitor numbers in October and focus on the increased use of remarketing target groups in November and December. With the rising daily budget requirements of campaigns, webshops need to plan ahead to optimally leverage the opportunities presented by the Christmas shopping season. By applying the right strategy, webshops can successfully increase their traffic and sales during the Christmas period.  

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