"Phase 3: The Gifting Phase (December 1-24) Objective: Capture gift buyers with relationship-specific recommendations The Psychology: Shopping focus shifts as consumers transition from deal-hunting to purposeful gift-giving. Buyers need confidence they're choosing the "right" gift, making customer testimonials about successful gifting experiences incredibly powerful. Gift selection pressure combined with shipping deadlines creates urgency around proven products. Content Strategy: Feature gift-focused UGC with clear recipient targeting."
"The Psychology: This period represents a highly engaged but often overlooked opportunity. Audiences have increased social media activity while relaxing during holiday break. Consumers have gift cards to spend and are motivated by fresh starts, creating perfect conditions for personal purchases. Content Strategy: Pivot from gifting themes to self-care and personal improvement messaging. New Year resolution content performs exceptionally well when paired with customer transformation stories."
Phase 3 (December 1–24) targets gift buyers with relationship-specific recommendations and urgency from shipping deadlines. Shopping focus shifts from deals to purposeful gifting, so customer testimonials and recipient-targeted UGC increase buyer confidence. Recommended content includes gift guides by customer type, unboxing videos, giver/receiver testimonials, and last-minute solutions. Example implementations include dedicated gift-guide landing pages and 3–4 video testimonials with quoted headers. Phase 4 (December 26–January 31) monetizes post-holiday engagement by pivoting to self-care and personal improvement messaging. Audiences are more active, hold gift cards, and seek fresh-start purchases, so transformation UGC and New Year resolution sequences drive conversions.
Read at Lindsey Gamble
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