Holiday is Here! 2022 Holiday Retail Trends

Over the past five years, winter holiday (Hanukkah, Christmas, Thanksgiving, etc.) sales in November and December have averaged 19-25% of all annual retail sales. However, about 40% of “holiday shopping” starts well before Halloween, meaning it's critical for brands to get the ball rolling on holiday marketing well before you are really even in the spirit. 

Not only is it important to drive sales during these peak times, but marketing and social media play a huge role in what makes holiday sales so successful. The holiday season lends itself to feel-good ads and wholesome content, and it is certainly successful for promoting brands. In 2020, a survey revealed that 80% of shoppers who made purchases on Black Friday were inspired by content they had seen on TikTok. So, what are the holidays looking like this year? 

In the U.S., 37% of shoppers plan to start buying their gifts earlier. 

The holidays keep creeping forward as brands have a need to match consumer demands for earlier shopping. Luckily for retailers, this offers an opportunity to clear out overstock. After the lack of inventory and supply chain issues in 2021, retailers have been left with an excess of inventory. The fall-time promotions and sales will continue to encourage early holiday shopping and are important to consider in order to avoid missing out on your holiday customers later in the season. 

Swayed by competitive prices, half of shoppers are expected to switch brands due to high retail costs. 

Knowing that 50% of consumers could ditch your brand for one with cheaper prices poses a serious threat to holiday sales. It is more important than ever to push discount sales and promotional prices during the holiday season to retain loyal customers and attract new ones looking for low prices. As a part of your holiday marketing strategy, it is important to make plans for optimizing traffic during your sales. 

If customers feel that they don’t align with a corporation’s values, 64% say that they will take business elsewhere. 

When the holiday season is all about giving and spreading love, customers are on the lookout for what your brand stands for and why. If this isn’t clearly communicated in your marketing, you risk losing customers who care about your values; 88% of consumers expect that brands will clearly communicate this information. While you can’t cater to each and every customer's desires, you can focus on promoting what you stand for to attract the customers that align with your brand. Trends like sustainability, social consciousness, and political action are all going to be key. 

When more sustainable shipping options or longer delivery windows are offered, 42% of customers are willing to consider paying more for these more conscious options. 

This trend’s relevance is twofold: early shipping dates and transparency of values. Customers are looking for transparency and being upfront about needing to pay more for sustainable shipping makes customers feel like they are making an honest, impactful decision with the information provided. Plus, if customers are opting for more sustainable, longer shipping times, they will need to think about ordering sooner, rather than last minute. It is important to note that Sales Force recommends keeping these premiums under $2 to make them realistic for customers. 

Post-pandemic, lifestyles and trends are shifting to match lessening restrictions and increased access. 

Customers are excited to be traveling and exploring once again– and your marketing strategy can target this. After the past two years, so many experiences have been limited for your customers and they are looking to gain that time back. Content can begin to focus less on at-home workouts and zoom meetings and instead address more relevant concerns like inflation costs and climate change. When it comes to the retail experience, this also means that there will be an influx of in-store shopping that brands need to be prepared for with their customer service support and inventory. 

Nothing about the past few years has been predictable, but brands can almost always count on holiday shopping as a big quarter for their sales. As brands prepare for the busy season, keeping these trends in mind can offer good direction for where your marketing strategy should be focused. Whether you choose to emphasize early e-commerce or sustainability, the amount of traffic that the holiday season brings gives your brand an opportunity to invest in a strong marketing strategy when they know that customers are actively searching and willing to spend. All eyes are on your brand this holiday season– so it's all about how you use them!