New Year, new holiday marketing strategy: Lessons learned for 2022

January 11th, 2022 | Kaitlin Kamp

Your 2021 holiday campaigns are done – now what? Well, it’s time to start planning for 2022. While the good and the bad of holiday marketing are still fresh, brands need to consider how to make the next year smoother and more effective than the last.

Here, we share five topline lessons for your 2022 holiday marketing strategy. For the full insight, research and recommendations, check out the full article on the Mintel Blog.

1. Start earlier and keep promotions running longer

The importance of Black Friday, Cyber Monday, and the holiday shopping season is waning each year, making it important that brands and retailers start holiday marketing well before Thanksgiving, and run promotions throughout the entire season – if not earlier.

2. Don’t forget about Small Business Saturday

Consumers will be shopping with small and local businesses during the 2022 holiday season and larger brands can either be part of the movement or risk getting left behind.

3. Embrace the streaming boom

Streaming is having a moment and shows no signs of slowing down. As marketers look to gather data in a post-cookie world while still creating engaging content, streaming channels will be a critical tool in marketers’ belts. 

Embrace zero-party data collection via streaming platforms as a way to measure consumer sentiment while still putting control back in consumers’ hands.

4. Plan for a physical presence

Online shopping may have skyrocketed during the pandemic, but in-person retail experiences are far from over, especially during the holidays. Providing an in-person experience during the holiday season increases the likelihood of purchase while also creating opportunities for consumers to share their own experiences with brands across social media platforms. 

5. Become part of the holiday planning and hosting experience

With a longer holiday shopping window each year and accelerated online shopping adoption, brands will need to find alternative ways to make themselves a part of the holiday experience.

Check out the full article on the Mintel Blog.


Kaitlin Kamp

Kaitlin Kamp

Kaitlin Kamp is a Senior Marketing Intelligence Strategist at Mintel where she combines her passion for marketing with her expertise in research and consumer insights to deliver best-in-class recommendations to Mintel clients.