The holiday season is one of the most opportune times for businesses to reach a wider audience across all platforms. If millennials were the primary target of holiday ads and promos in the past few years, perhaps it’s best to shift the focus to Generation Z. This generation may still be young, but they also have a lot of purchasing power.
According to a Gen Z study, this group has a $44-billion disposable allowance or discretionary spending per year. This is why it’s important that you craft campaigns that appeal to this generation. Take a look at these five holiday marketing tips to help you reach Gen Zs and turn them into lifetime customers.
1. Be active on social media
Gen Zs are big social media users. They use the platform not only for communication and entertainment but also for shopping! In fact, a Yes Lifecycle Marketing study found that social media influences the shopping decisions of 80% of Gen Zs. This means it’s best if you optimize social media marketing for the holidays.
Promote your special holiday deals on Twitter, invest in paid ads on Facebook, and tap into influencers on Instagram to promote your brand. Make sure you also publish interesting and relevant posts, start conversations, and reply to comments and private messages to increase engagement on social media.
2. Optimize customer communication
Aside from social media, there are other excellent channels that you can use to keep your communication line with your Gen Z customers open. Make the most of your well-designed website by adding a chatbot, a feedback page, or a form where visitors can ask questions. Respond to messages and questions quickly to make a good impression, receive positive feedback, and establish good relationships.
One study revealed that United Parcel Service or UPS is one of the top brands for Gen Z customers. By adding a feedback tab on its website, the multinational logistics company is able to know what customers think about their service, and therefore implement more ways to serve them better.
3. Align with their values
Gen Z customers are an open-minded, individualistic, and socially-conscious bunch. They believe in freedom of expression and challenging norms around things like gender identity, race, and beauty. This diverse generation may have strong spending power, but they are careful about how they use their money. According to research, around 60% of Gen Zs would likely support transparent and authentic brands that appeal to their values and support their social causes.
Therefore, you should consider their values and the key issues they believe in when crafting your holiday marketing campaigns. They will highly likely give a nod and engage with ad copies and images that represent different body types, gender identities, and races. To effectively reach this demographic, brands must embrace Generation Z beauty trends, which emphasize inclusivity and representation, reflecting the diverse identities and experiences within this generation.
4. Make online and in-store shopping convenient
Being digital natives, Generation Z customers love online shopping. However, a lot of them still prefer shopping in brick-and-mortar stores. So, whether you have an online shop or a physical store, make sure that you make their shopping journey convenient, seamless, and experiential!
The holiday season is a great time to create creative and festive online campaigns and entertaining and engaging in-store experiences. You can perhaps launch contests on social media, as well as interactive games your Gen Z customers can play at the store.
American Eagle’s Shop & Give Back contest is a brilliant example of a holiday contest you can run on Instagram and other social media channels.
5. Promote personalization
Because Gen Zs have a strong sense of individuality, you’ll catch their attention and interest if your brand promotes personalization. Allow them to personalize your products or services so they can express their unique selves. There are tons of ideas you can consider – from personalized holiday packaging and gift sets to playlists, tours, and more!
Bath & Body Works customers can shop online and personalize gift sets for the holidays. If you own a retail company, it’s a great marketing idea that you might also want to try.
Photo credit: bathandbodyworks.com
Gen Z shoppers aren’t hard to reach and please. It’s important that you identify their wants and understand their behaviors and mindsets. Keep in mind the tips we mentioned above so it will be easier for you to create and implement effective holiday marketing campaigns this year.
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