I'm Cheyanne!
This is the part where I give you my blurb so you know who I am and why I created this Holiday Playbook.
I’m a marketing consultant and coach who supports independent small business owners and soloprenurs.
I help business owners who are hungry to grow their business but find marketing overwhelming and icky.
Not only have I worked with over 150 small business owners and entrepreneurs in Southern Ontario, I am one myself. And so is my mom. And so were my grandparents.
I know the power and impact of small businesses and I’m committed to helping us leverage the power of marketing.
— Cheyanne
SECTION ONE
Understanding Today’s Canadian Shoppers
A Shift in the Canadian Shopping Experience
In 2024, Canadian consumers are emerging from a period of uncertainty. The way they shop has fundamentally changed, influenced by the challenges o the past few years. Let’s take a closer look at how these changes impact your business.
The Rise of Optimism
Consumer confidence is on the upswing According to the TransUnion Q2 2024 Consumer Pulse Report, Canadians are feeling more positive about spending. This is a sharp contrast from the past few years when caution was the norm.
What’s Driving the Change?
Increased Discretionary Spending:
After years of holding back, Canadians are ready to spend on things that improve their quality of life.
Support for Local: There’s a renewed focus on supporting local businesses, with consumers seeking out companies that align with their values.
The Desire for
Meaningful
Purchases: Shoppers are looking for gifts that carry meaning, often prioritizing quality over quantity.
How to Tap Into This Optimism:
Focus your marketing on the positive impact your products can have on your customers' lives. Highlight stories of joy and satisfaction from previous customers to build trust.
Key Holiday Shopping Habits in 2024
Understanding shopping habits during the holidays will help you plan your marketing efforts more effectively.
Emotional Spending ��
During the holidays, people shop based on how things make them feel.
They’re looking for gifts that bring back good memories, make them feel loved, or create joyful experiences. Your marketing should tap into these warm and fuzzy feelings.
Convenience is King ��
The holidays are busy, and people want shopping to be as easy as possible.
Offering things like gift bundles, fast delivery, and even giftwrapping can make a big difference.
Early Shopping Trends ��
Many people start their holiday shopping early because they’re worried about items selling out or spreading out their spending. By kicking off your holiday marketing sooner rather than later, you can catch these early birds.
Building Your Holiday Marketing Strategy
Now that you understand who your customers are and what they’re looking for, it’s time to build a marketing strategy that will help you connect to the right fit customers or clients and drive sales.
Focus on Authenticity
In a world filled with noise, authenticity is what makes your brand stand out. Canadian consumers appreciate businesses that are genuine and transparent.
Tell Your Story: Share the journey of your business—how you started, the challenges you’ve overcome, and what makes your products special. Authentic storytelling builds trust and loyalty. Be Transparent: Honesty about your products, pricing, and business practices fosters credibility. Let your customers know what goes into making your products, and why it matters.
Emphasize Experiences Over Things
In a world filled with noise, authenticity is what makes your brand stand out. Canadian consumers appreciate businesses that are genuine and transparent.
Tell Your Story: Share the journey of your business how you started, the challenges you’ve overcome, and what makes your products special. Authentic storytelling builds trust and loyalty
Be Transparent: Honesty about your products, pricing, and business practices fosters credibility. Let your customers know what goes into making your products, and why it matters.
Highlight Your Values
Canadian consumers care about where their money goes. They want to support businesses that align with their values, particularly those that are committed to sustainability and community.
Promote Sustainability: Whether it’s eco-friendly packaging or ethically sourced materials, make sure your customers know how you’re contributing to a better world.
Support Local Causes: Highlight your involvement in local community initiatives or charities. This not only builds goodwill but also strengthens your connection to the community.
Ethical Business Practices: Showcase your commitment to fair labor practices, transparency, and integrity in every aspect of your business.
Your Holiday Marketing Strategy Checklist
Define Your Goals ��
What do you want to achieve? Whether it’s increasing sales, building brand awareness, or strengthening customer relationships, start by setting clear goals.
Know Your Audience
Who are your customers? Use data to understand their needs, preferences, and shopping habits.
Craft Your Message ��
What’s your story? Focus on authenticity. Share what makes your business unique and why customers should choose you.
Choose Your Channels ��
Where will you reach your audience? Decide on the best channels to deliver your message, whether it’s social media, email, or in-store promotions.
Plan Your Content Calendar ��
Use this checklist as you build your strategy to stay on track and make sure you don’t miss any critical steps. SECTION FOUR
When will you say it? Plan your holiday content early. Map out key dates and make sure your promotions are well-timed.
Bonus: Learn More with the Holiday Marketing Playbook Webinar
If you found this guide helpful, the Holiday Marketing Playbook Webinar offers even more insights and strategies tailored specifically for Canadian small businesses.
Marketing Support
Navigating the complexities of holiday marketing can be overwhelming, especially when balancing other responsibilities in your business.
If you are looking for support you can learn more about my 1:1 Support Packages here:
Make This Holiday Season Count
The holiday season is a pivotal time for small businesses in Canada. By understanding your customers, leveraging data, creating engaging content, and implementing a strategic marketing plan, you can turn challenges into opportunities. Remember, authenticity and connection are at the heart of successful holiday marketing.
Start planning now, stay true to your brand, and focus on what matters most to your customers.
With the right strategies in place, your business can thrive this holiday season and beyond.
Thank you for trusting me and this guide to support your holiday marketing.
— Cheyanne
cheyanne@comarketing.online LinkedIn: @cheyanneodriscoll Instagram & Facebook: @comarketingconsultant