The holiday season is a prime opportunity to connect with customers when they’re most ready to buy. By segmenting audiences based on their seasonal shopping behaviors, you can deliver timely, relevant messages that boost engagement and drive conversions.
Segment Strategies for Holiday Success
- Early Shoppers: Target those who start buying in October or early November with early access deals and exclusive previews to capture revenue ahead of peak season.
- One-Time Holiday Buyers: Target identifies one-time seasonal buyers and re-engages them with personalized win-back campaigns. Re-engage shoppers with personalized win-back offers or loyalty incentives to convert them into repeat customers.
- Frequent Buyers: Frequent Sephora buyers receive reminders to restock before the holidays, along with “Buy One, Gift One” promotions. Promote curated gift guides and multi-item discounts to those who shop often, especially gift-givers buying for multiple recipients.
- Replenishment Cycles: Send timely reminders or offer subscriptions for products with regular repurchase patterns to stay top-of-mind during the holidays.
- Peak Day Shoppers: Best Buy sends countdown emails and SMS alerts for Black Friday and Cyber Monday deals to customers who responded to similar campaigns in previous years. Use urgency-driven tactics like countdowns and flash sales for customers who respond well to prior BFCM campaigns.
Combine timing with behavioral signals like browsing and email engagement to create personalized, high-impact holiday campaigns. By aligning campaign timing with real customer behavior, you create more meaningful interactions that not only improve engagement but also drive measurable sales growth.