The holiday season is in full swing, and if you haven’t already ramped up your digital marketing efforts, now is the time to jump into action. While many businesses begin their holiday campaigns in early November, there’s still plenty of time to capture the attention of last-minute shoppers—and even give your ongoing campaigns a final boost before the New Year.
In fact, December is a critical time for digital marketing, as shoppers flock to online stores for last-minute gifts, deals, and post-Christmas sales. Whether you’re a small business or a well-established brand, here are some last-minute holiday digital marketing strategies to help you maximize sales during this festive (and often frantic) time of year.
Check out these 7 Easy Last-Minute Holiday Digital Marketing Tips:
1. Target Last-Minute Shoppers with Urgency-Based Campaigns
December is a time when procrastinators come out in full force. Many people delay their holiday shopping until the last minute—so now’s the perfect time to target those desperate for a deal (and some holiday magic).
Use urgency-driven messaging to encourage immediate action:
“Order by [Date] for Guaranteed Christmas Delivery!”: Highlight the urgency around shipping deadlines to create a sense of immediacy.
Flash sales or daily deals: A limited-time offer with a countdown timer can inspire customers to make a quick purchase.
Reminder emails: Send timely reminders about shipping cut-off dates, so customers don’t miss out on receiving their gifts in time for the holidays.
Make sure your product pages are updated to reflect these urgent offers and deadlines. Clear messaging will reduce uncertainty and help customers make quick purchasing decisions.
2. Capitalize on Gift Cards and Digital Products for easy Holiday Digital Marketing
Gift cards are one of the most popular last-minute gift options, and with digital gift cards, there’s zero delay in delivery. Ensure your customers know that gift cards are available and easy to purchase—especially as digital gifts become more appealing in the final days before Christmas.
Highlight gift card options: Feature them prominently on your homepage and across social media platforms.
Promote personalized gift cards: Let shoppers know they can personalize the value or design of the gift card, adding a thoughtful touch even if time is short.
Offer digital products: If your business sells downloadable products (e.g., eBooks, online courses, digital art), promote these as instant gifts that can be delivered on the same day.
Gift cards and digital products not only make excellent last-minute gifts, but they also have the potential for increased future sales when recipients redeem them in the new year.
3. Boost Social Media Engagement with Holiday-Themed Content
Social media is buzzing with holiday energy, and it’s not too late to get your brand into the conversation. Post content that taps into the spirit of the season—whether it's sharing festive promotions, holiday-themed product photos, or behind-the-scenes glimpses of your team getting into the holiday mood.
Use festive hashtags: Take advantage of trending holiday hashtags like #LastMinuteGifts, #HolidayShopping, and #ChristmasDeals to extend your reach.
Host a countdown to Christmas: Run a daily countdown post where you reveal new deals, products, or festive surprises. Encourage followers to check in daily for something new.
User-generated content: Encourage your followers to share how they’re using your products during the holidays, or run a holiday-themed photo contest with a prize for the best post.
Engagement doesn’t just mean selling—it’s also about connecting with your audience on a personal level. Show your brand’s festive personality, and it’ll resonate with people looking to buy something special for their loved ones.
4. Leverage Paid Advertising to Target Last-Minute Shoppers
While organic social media can help spread the word, paid ads give you the opportunity to specifically target last-minute holiday shoppers. With platforms like Facebook, Instagram, Google, and TikTok, you can run hyper-targeted ads that appeal directly to people who are actively looking for gifts.
Here’s how to optimize your paid campaigns this December:
Geo-targeting for local deals: Use geo-targeting to promote last-minute in-store pickup options for local customers or highlight free expedited shipping within certain regions.
Remarketing: Use remarketing ads to target people who’ve visited your website but haven’t completed their purchase. Tailor the ad messaging to emphasize holiday deals or fast shipping.
Gift-giving ads: Run ads with a clear focus on holiday gift guides, personalized products, or any “perfect for gifting” items you carry.
Mobile-first ads: Many last-minute shoppers will be browsing from their phones, so ensure your ads and landing pages are optimized for mobile.
Running these ads will keep your brand top of mind during the final stretch of the holiday season.
5. Update Your Website for Holiday Shoppers
Make sure your website is ready for the holiday rush. When customers land on your site, they should be able to easily find deals, gift suggestions, and fast checkout options.
Here are a few quick tweaks to implement:
Holiday-themed banners: Use banners or pop-ups to highlight holiday discounts, gift guides, or shipping deadlines.
Simplified checkout: A streamlined checkout process will reduce cart abandonment, especially for those who are buying gifts in a hurry.
Gift guides: Curate gift guides for different audiences (e.g., gifts for him, gifts for her, gifts for kids, etc.) to make shopping easier.
Live chat: Offer instant support to help customers make quick decisions. Many last-minute shoppers will appreciate the ability to get answers in real-time.
If you haven’t already, test your website for speed and functionality—especially during high-traffic times. You don’t want a slow-loading page or buggy checkout process driving customers away in the final moments of their shopping experience.
6. Send Targeted Holiday Email Campaigns
Email marketing remains one of the most powerful tools to close sales during the holiday season. In December, people are actively checking their inboxes for last-minute deals, so use this to your advantage by sending targeted, personalized messages that appeal to time-sensitive shoppers.
Abandoned cart emails: These are especially effective at this time of year. If someone abandoned their cart, remind them with a special holiday discount or free shipping offer.
Last-minute gift ideas: Create urgency with subject lines like “Still looking for the perfect gift?” or “It’s not too late to shop for [product category]!”
VIP customer offers: Send personalized discount codes or special offers to your most loyal customers, showing appreciation for their business over the past year.
Post-Christmas emails: After the holidays, send follow-up emails offering post-holiday sales, gift card promotions, or New Year’s specials.
Bonus tip: Don’t forget to optimize your emails for mobile devices—many last-minute shoppers will open their inbox on the go.
7. Prepare for the Post-Holiday Rush
While December is focused on holiday sales, don’t forget to plan for the post-holiday season. Consumers are still eager to spend after Christmas, whether it's to exchange gifts, spend holiday gift cards, or shop for New Year’s deals.
Prepare your marketing for this by:
New Year’s promotions: Launch a New Year’s sale or offer discounts on products that can be useful in January (e.g., fitness gear, planners, or winter clothing).
Gift card promotions: Encourage customers to use their gift cards by sending reminders of remaining balances or offering additional perks if they redeem their gift card in January.
Wrapping Up Your Holiday Marketing
Even if it’s already December, there’s no need to worry—there’s still plenty of time to leverage digital marketing to finish the holiday season strong. By targeting last-minute shoppers, creating urgency, optimizing your website, and using paid ads and email marketing, you can continue to capture sales and engage with customers right up to the last minute.
The holidays are a time for joy, and with the right strategies, your business can reap the season's rewards. Best of luck with your final push—and may your holiday sales soar!
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