Bolder Thinking Blog

2020’s sweetest Black Friday offer: On-time shipping

November 30th, 2020 | Laura Ziemer

eCommerce shipping is poised to enter a tailspin this holiday season due to COVID-19 restrictions. Meanwhile, marketers are rising to the occasion with shipping offers and reassurance for consumers and businesses. 

Tongue in Cheek

People have experienced supply chain and shipping disruptions for most of 2020, so brands used their holiday spots to reassure shoppers they were here to help.  

Delivery is both the plot and star of Dick’s Sporting Goods’ 2020 holiday campaign. 

Staples used digital channels to position it as the store of choice for easy, convenient holiday shipping. 

Fifteen Minutes of Fame

Shippers know all eyes are on them this season, and wanted to ensure shoppers and shippers pick them for holiday bundles. Splashy mass media campaigns showed shippers are ready to rise to the occasion. 

Canada Post used owned and paid social to encourage consumers to shop early, and businesses to market free shipping. 

USPS tugged on heartstrings with a new national spot featuring its postal workers.

Support for Small

Issuers have lent their vocal support to small businesses throughout 2020. This holiday season, issuers were ready with marketed resources to ensure shipping won’t hinder holiday profits. 

American Express offered cardholders cash back when they ship with FedEx this holiday season in display, email, and partnership marketing. 

In turn, Amex premiered a new TV spot leading up to Small Business Saturday that encouraged people to (safely) visit brick & mortar locations. 

What we think 

Shipping can play a role in consumer and business marketing strategy beyond the holiday season. 

eCommerce giant Amazon has cemented two-day shipping as a staple value prop since its inception. The second crest of COVID-19 in the United States and Canada showed that supply chain disruption was far from over. As people and businesses navigate the Next Normal, brands can win favor by marketing favorable shipping services year-round, not just during the holidays. Explore your options to market shipping, with an emphasis on flexibility, discounts, expediency, and support. In a time of so much unpredictability, people will respond to brands who offer them assurance over the occasional discount.

Laura Ziemer

Laura Ziemer

Laura Ziemer is Comperemedia's Director of Insights. Laura is responsible for leading omnichannel report development and providing insights across the channel marketing spectrum for a range of industries, including financial services, insurance, telecommunications and retail.