Online holiday shopping is expected to surpass $273 billion in 2023, up from $255.8 billion in 2022. Consumer packaged goods brands can see seasonal unit sales growth, especially by taking a smart approach to advertising.
Over one-quarter of consumers use social media platforms to search for or purchase presents. Here are a few considerations to help CPG brands build effective social media advertising campaigns this holiday season.
Christmas Themed Packaging Designs
Seasonal packaging is more likely to catch customers’ eyes in retail environments, on online product pages and in social media posts. Holiday motifs such as Christmas trees, lights and ornaments are easy to incorporate into most packaging designs. Brands can also choose from more general seasonal motifs such as holly, wreaths or snowflakes.
Whether brand decision makers and package design experts choose to change the color scheme of holiday packaging or add festive graphical elements to printed Mylar bags, it is a good idea to feature Christmas-themed packaging designs in social media advertisements.
Holiday packaging can get attention on store shelves and online marketplace listings, but creating social media ads that showcase packaging can make even more consumers aware of the availability of limited-edition packaging.
Christmas Themed Content
Consumers expect to see holiday-themed content on social media channels, but the most effective advertisers can still find festive ways to surprise and delight audiences and grow brand followings.
Whether you choose to do still-image or video advertisements, ads that depict products in seasonal packaging in festive surroundings can portray any product as a must-have for holiday cheer.
Social media advertisements that convey holiday greetings and showcase printed stand up pouches should also make it easy for customers to make purchases. Consider including a “Buy Now” call to action that links to your brand website or the listing for a product on a major online marketplace to drive up conversions alongside view counts.
Build Up Anticipation
Many brands and consumers use countdowns to Christmas to create a sense of urgency around purchasing decisions. One effective strategy for rolling out a holiday social media campaign is to think in terms of stages.
Debut the appearance of holiday packaging at the start of a campaign, while later ads in the same promotional cycle might urge consumers to place orders to receive products in time for Christmas.
Advertisements can also show how product packaging is well-suited for gifting. For instance, a product in a flat bottom pouch is ideal for inclusion in gift baskets. Other styles of flexible packaging, such as stick packs or sachets, can be perfect stocking stuffers. With the right approach to social media advertising, customers will eagerly anticipate opening these packages during holiday celebrations.
Focus on the Right Channels
Knowing your audience is the key to successful advertising campaigns, especially on social media. Brand decision makers should determine which social channels their target audience uses and center campaigns around these platforms. By posting the right style of promotional content on the right platform, CPG brands can benefit from social media campaigns this holiday season.