For many retailers, holiday is the biggest season of the year so it’s critical that holiday direct mail is strong. Holiday direct mail is different from other pieces mailed throughout the year. It must work harder by offering more inspiration, more gift ideas, and more reasons to buy in easy-to-shop formats.
Following is a summary of best practices and examples from the 2023 holiday season to guide you in making your 2024 holiday direct mail creative as effective as possible.
Show Happy
Happy models give the impression that a product will have a favorable impact on consumers’ lives. Therefore, showing happy models is a best practice regardless of the season. Conveying a positive attitude is even more appropriate during the season of goodwill and gifting. The models’ expressions should convey that they feel confident, comfortable and beautiful wearing or using the product.
Be Festive
Red, green, ribbons, sparkling lights and other festive props signal seasonal newness and help get consumers in a merry mood.
Embrace Promotions
Holiday is a very promotional period, and the perception of value is important for consumers. Even premium brands with high AOVs offer promos in November and December. Consumers reported on average, 55% of their 2023 Thanksgiving weekend purchases were specifically driven by sales and promotions, up from 52% in 2022 (Source: NRF).
Offer Free Shipping
It is indisputable: free shipping drives response. Make consumers aware of this important benefit by including it in direct mail hot spots.
Offer Free Shipping – and Returns
Many brands offer free shipping understanding that it is a cost of doing business. Offering free returns is not as common. A free returns offer is especially valuable during the gift-giving season for consumers unsure of gift recipient preferences. Make this powerful benefit known in direct mail.
Increase Density
Consumers are looking for gift inspiration. High-density gift pages deliver many ideas in one glance.
Horizontal Rollfold
Present Curated Collections
Holiday shoppers have lists of people to buy gifts for. Grouping collections of products by recipient type reflects consumers’ thought processes and makes it easy to fulfill their holiday shopping needs.
Promote by Price Point
Grouping gifts by price point makes it easier for consumers to shop within budgets. In addition, when you organize gift ideas by price point, you can mix a variety of otherwise unrelated products in one compelling presentation.
Suggest Self-Gifting
Consumers have a “for me” line on their gift lists. Encouraging customers to get “a little something” for themselves makes the customer feel special and helps boost sales.
Highlight Lower AOV Items
Consumers often spend less when they have a long list of gifts to buy. Increase your assortment of items on the lower end of your price point sweet spot to give consumers opportunities to share the joy of your brand with many others.
Become a Gift Destination
Big-ticket home brands capture gifting business by adding smaller ticket items to their assortment during the holidays.
Boxed and Ready to Give
Mix in items that are boxed or wrapped and ready to give. They make gifting effortless for consumers.
Gift Card Reminders
In the back of their minds, consumers know brands offer gift cards. Turn the thought into a viable gifting idea with visual reminders of your gift card options.
Drive Store Traffic
High earners (over $150,000) cited holiday ambiance and enjoying the shopping experience with friends and family as the top reason to shop in-store (Source: JLL). Thus, showing and telling the consumer of your store presence is a worthy use of DM space. Note: only high page count DMs can afford a full page dedicated to driving store traffic.
Highlight Shipping Deadlines
