Every holiday season, people across the U.S. open their wallets -- and not just for gifts under the tree. Purchases this time of year range from festive home décor and extravagant grocery hauls to driveway cleanings, light installations and even last-minute doctor or dentist visits before benefits expire.
Holiday spending touches nearly every sector -- not just retail -- and it keeps climbing year after year.
In fact, U.S. holiday spending is expected to hit a record-breaking $979 billion this season. Even during recessions, holiday shopping proves resilient. For many small businesses, this period is critical: About 50% report generating more than a quarter of their annual revenue during the holidays.
At PostcardMania, my $119 million marketing technology company, Q4 and Q1 are consistently our strongest quarters. It's always a top priority of mine to maximize our sales during this time. Over the years, I've refined strategies that maximize holiday revenue, and I want to share some of those with you here.
Related: 3 Tactics to Turn One-Time Holiday Shoppers Into Year-Round Buyers
Shopping behavior is shifting. Consumers no longer separate Halloween, Thanksgiving and Christmas the way they once did. According to recent research:
What does this mean for you? Start marketing early, but don't rely on the same stale offers all season. It may be tempting to recycle the same promotions year in and year out, but you could be losing out on top-line growth by not optimizing your messaging.
Test some new ideas against your tried-and-true messaging and increase the budget on whichever performs better.
This doesn't just go for email. Test messaging on every channel, from digital ads and social media posts to TV commercials and mailers. Keep analyzing throughout the holiday season. As the results come in, move budget to the ads that are working best.
Related: Why Your Content Messaging Isn't Converting -- And What to Do About It
Here's the reality: Only 31% of consumers shop exclusively online during the holidays. That means relying on digital ads alone leaves over two-thirds of your potential customers untapped.
And keep in mind: Modern direct mail is new and improved. You can now introduce fully scalable, responsive direct mail into your sales funnel that's as easy to set up and run on autopilot as email.
If you're new to direct mail, I recommend integrating your CRM with a direct mail automation platform. It will allow you to trigger personalized postcards based on actions like:
You only pay for the mail you send, and each piece is customized, making it one of the most efficient and personalized ways to reach shoppers where they are most receptive -- at home.
Related: What Our Digital World Is Missing -- and How I Turned It Into $100 Million After Dropping Out of High School
Acquiring a new customer costs up to five times more than reactivating an existing one. That means your holiday goldmine is likely already in your customer list.
Turn them into repeat buyers with these ideas:
The holiday season is a huge opportunity to supercharge your revenue. By refreshing your messaging, diversifying your channels beyond digital and reactivating past customers, you'll position your business to capture your share of America's $979 billion holiday spending.
Work smarter, not harder -- and finish the year stronger than ever.