The holiday shopping season is a marathon, not a sprint, and brands that plan strategically will see the best returns. In 2024, successful holiday campaigns are built on data, extended engagement periods and mobile-friendly experiences. Consumers are shopping earlier, looking for seamless online transactions and expecting offers that extend beyond traditional Black Friday or Cyber Monday sales. Here are three key takeaways:

• Embrace a Mobile-First Approach: With 71% of Black Friday and Cyber Monday purchases made on mobile devices, mobile optimisation is crucial. Ensuring your website is fast, easy to navigate and optimised for mobile is no longer optional—it’s essential. A seamless mobile shopping experience leads to higher conversion rates and lower cart abandonment, giving you a significant edge during the peak holiday season. For 2024, prioritising a mobile-first approach will be critical for capturing on-the-go shoppers.
• Extend Sales Periods to Maximise Engagement: The traditional one-weekend holiday sales rush is evolving. Retailers such as Home Depot, Amazon and Walmart have successfully extended their holiday promotions over Q4, maintaining customer engagement and driving consistent sales.
• Leverage Data-Driven Insights: Data is your secret weapon for holiday success. By analysing previous holiday campaigns, brands can gain valuable insights into what worked best—from top-performing products to the most effective promotional channels. Leveraging these insights allows you to refine your offers, optimise product bundles and personalise marketing communications. A data-driven approach ensures your campaigns resonate with your audience, creating more targeted touchpoints and increasing the likelihood of conversion.

These strategies, supported by real data and examples, will equip your brand to thrive during the 2024 holiday season.