6 Stats You Should Keep in Mind While You’re Planning Your Holiday Advertising

6 Stats You Should Keep in Mind While You’re Planning Your Holiday Advertising
Here's how your fellow business owners are advertising to customers this holiday season.
by Meredith Galante Nov 29, 2018 — 3 min read
6 Stats You Should Keep in Mind While You’re Planning Your Holiday Advertising

This holiday season is going to be a big one. Holiday retail sales are expected to hit $720 billion this year. The good news is that our own study found that most consumers prefer to shop with small businesses when they can. You just need a plan to help you take a piece of that big ole holiday pie.

That’s where marketing comes in. You can easily message your regulars through email and your organic social media accounts. But to get in front of new customers — and to really be top of mind for your regulars — you may need to try advertising.

Recently Reveal Mobile, a location-based marketing firm, surveyed 260 small to medium-size business owners and managers to see how they plan to advertise during the 2018 holiday season.

We’ve pulled out six stats from that report to give you a glimpse into what your peers are up to:

Holiday ad spending stats

The takeaway

The big takeaway is that small businesses have bought in to social media advertising. Why, you may ask? A platform like Facebook offers really great targeting capabilities (you can get pretty granular in terms of locations, age, and even interests), and you don’t have to spend a ton of money to start seeing results. Social media advertising is scalable.

Another thing to keep in mind: about 40 percent of SMBs surveyed are going to participate in the Thanksgiving weekend sales extravaganza. It’s a very noisy weekend already since large businesses spend a lot of money advertising. So you want to consider carefully whether you can reach your goals by joining in or if your advertising will get drowned out.

How to create your own holiday advertising plan

These data points should give you some idea of where to start, but don’t just follow the lead of these other businesses. First, you need to dive into your own data. If you’ve advertised in the past, what’s worked and what hasn’t? Use that information to create a plan that is right for your business.

Here’s a checklist for how to approach the task:

Meredith Galante
Meredith Galante is a freelancer writer based in New York City. She's been writing for Square since 2017 where she's covered everything from the best software for restaurants to use to maximize profit, minimum wage laws across the country, and tips for entrepreneurs to maximize their impact.


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