Here’s How You Might Be Leaving Money On The Table This Holiday Season

Don’t leave money on the table this holiday season! You simply can’t afford to miss out on potential extra income. Act now to ensure you’re making the most of the holiday rush.

Marcia Hylton | Travel Writer & Move-Abroad Coach

Published in

The Buyer Unlocked

5 min readOct 17, 2023

The holiday season represents a significant slice of annual revenue. Yet, many companies treat it like any other time of the year, failing to realize the potential goldmine they’re ignoring.

By not adequately preparing or planning your holiday season marketing and sales strategies, you’re leaving money on the table — a grave error, especially in today’s challenging economy.

Why The Holiday Season Matters So Much

The holiday season spans from Black Friday to New Year’s Eve and can account for up to 20–30% of annual sales for many retailers. This isn’t just true for physical retailers. E-commerce businesses see a similar spike, with Cyber Monday 2021 alone generating a staggering $10.7 billion in sales.

If you’re not tapping into this enormous reservoir of potential revenue, your competitors indeed are. This isn’t a game where you can afford to be an observer.

The Cost of Complacency

Imagine being a shopkeeper who sees a surge of people flocking to the store next door because they’ve got attractive offers while you stand by the doorway, waiting for customers. This scenario is what businesses face when they don’t capitalize on holiday season strategies.

Such complacency isn’t merely about missed revenue but the long-term effects on your brand. When consumers see your competitors being proactive, engaging, and offering value during a critical shopping period, they’re more likely to form a lasting association with those brands, not yours.

Planning is Key

“By failing to prepare, you are preparing to fail.” — Benjamin Franklin

A well-orchestrated marketing campaign isn’t something you can throw together overnight. It requires in-depth research, understanding consumer behavior, assessing inventory levels, and collaborating with multiple stakeholders to ensure a seamless customer experience.

A business should start planning its holiday campaign months in advance. This lead time allows for:

Market research to determine what consumers want.
Crafting a compelling value proposition.
Designing enticing promotional materials.
Planning logistics for potential increased demand.
Coordinating with suppliers and partners.

Tactics: Not Just a Buzzword

Marketing is ever-evolving, with new strategies emerging every day. Tactics are the actionable steps within your broader strategy. In a season flooded with promotions, standing out is key. Here are a few tactics to consider:

Personalization — Use data analytics to offer customized deals to your customers. This makes them feel valued and increases conversion rates.
Omnichannel Presence — Ensure you have a consistent message across all platforms — your website, social media, or in-store displays.
Loyalty Programs — Encourage repeat purchases by offering special deals for your loyal customers.
Engaging Content — Use compelling storytelling about your brand, products, or the holiday spirit to engage consumers.

Economy and Market Trends: The Big Picture

The past few years have seen economic fluctuations, supply chain disruptions, and changes in consumer behavior. More than ever, there’s an emphasis on value, trust, and reliability.

A recent survey by McKinsey showed that 75% of consumers tried a new brand or shopping method during the pandemic, primarily because of value and availability. This shift means that businesses can’t afford to be stagnant.

If you’re not actively engaging with your audience, showcasing your value, and making your products or services readily available, you’re essentially giving away your potential customers to competitors who are.

And Finally

In business, it’s easy to get caught up in daily tasks and overlook the importance of seasonal planning. But the holiday season is not just another quarter; it’s a pivotal moment defining your annual success.

Missing out on this lucrative period by not having a dedicated strategy is akin to watching a river of gold flow past and not dipping your hands in. Not only are you missing immediate profits, but you’re also losing out on establishing stronger brand connections and setting the tone for the following year.

In an unforgiving economy, where every penny counts and competition is rife, can you afford to leave money on the table? The answer is clear. Prepare, plan, and capitalize on the holiday season. Your business’s future might very well depend on it.

Get ready to go deeper with your 2023 holiday marketing readiness!

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Your brand deserves to shine brighter this holiday season than all the rest. Make it happen! 🚀

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Marcia Hylton — Medium

Read writing from Marcia Hylton on Medium. Marketing Strategist, Podcaster, Author: A seasoned marketing professional…

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Caribbean-born and based in West Texas, Marcia Hylton is a seasoned marketing strategist with a history of shaping corporate marketing at Fortune 500 companies and steering a national award-winning agency.

A certified coach, dynamic podcaster, and author, she has shared her insights on the syndicated and highly acclaimed “The Price of Business” show on CBS and Bloomberg radio. Additionally, Marcia’s expertise shines through her contributions to various popular publications.