Back
10 strategies can help you maximise conversions, increase AOV, and build stronger customer loyalty this festive season.
Dec 25, 2025
Ecommerce
The holiday shopping season is the most critical time of year for e-commerce brands. Shoppers are ready to spend, but competition is fierce, and brands that prepare early, optimise smartly, and market creatively stand out. Whether you’re selling fashion, gadgets, or lifestyle products, these 10 strategies can help you maximise conversions, increase AOV, and build stronger customer loyalty this festive season.
Launch your campaign earlier than you think
Most brands start their campaigns in late November, but by then, ad costs have spiked, and customer attention is saturated. Starting your holiday strategy early (as soon as October) gives you time to test creatives, identify top-performing audiences, and refine your offer structure.
Run “warm-up” campaigns that build awareness or collect leads before your main push. For example:
Launch teaser videos showcasing limited-edition products.
Offer early-bird discounts or exclusive sign-ups.
Test different ad hooks on TikTok or Meta to see what resonates before scaling.
Early momentum also helps your algorithmic learning curve - meaning your ads perform better when the peak season hits.
Ensure a friction-free, high-quality shopping experience
Your website is your storefront. During the holidays, even a one-second delay or confusing checkout flow can cost you hundreds of potential conversions.
Audit your store now for:
Page load speed: aim for under 2 seconds.
Mobile optimisation: 70%+ of shoppers buy from their phones.
Simple checkout: minimise form fields, offer guest checkout.
Trust indicators: reviews, return policy, secure badges.
Use tools like Google Analytics to identify where users drop off. Remember, festive shoppers are impatient; if your site lags, they’ll click away and never come back.
Use personalised product recommendations to deepen conversion
Shoppers love being understood. When your platform suggests relevant items based on their behaviour, it feels like a personal shopping assistant.
Integrate tools such as Shopify’s AI recommendation engine or TikTok Smart+ Catalog Ads to:
Suggest complementary or “frequently bought together” items.
Create “gift finder” quizzes for personalised holiday bundles.
Target returning customers with “you might also like” product ads.
Personalisation increases both conversion rates and AOV because it removes the decision friction that often causes cart abandonment.
Craft compelling holiday offers & bundles
Price isn’t the only motivator; perceived value is what drives action. Instead of generic discounts, experiment with:
Gift bundles (e.g., skincare sets, tech starter packs).
Tiered discounts (“Spend $50, get 10% off; spend $100, get 20% off”).
Limited-edition items or exclusive packaging.
Free shipping or holiday gift wrapping as bonuses.
Bundle your top-selling and slow-moving products to increase inventory turnover. Create urgency using countdown timers or phrases like “Only 50 sets left” to drive faster conversions.
Harness the power of social platforms and short-form video
Video marketing is non-negotiable in 2025. Platforms like TikTok, Instagram Reels, and YouTube Shorts are where shoppers discover products and make impulse decisions.
Invest in TikTok Spark Ads or Shop Ads, which combine storytelling with shoppable experiences. Showcase:
Real people use their products.
Quick unboxing or transformation videos.
Creator partnerships that feel organic, not scripted.
Remember: the first 3 seconds of your video are everything. Hook attention with a problem-solution format (“Tired of…? Here’s how I fixed it!”), catchy sound, or trending challenges tied to your product category.
Get creative with your content - Don’t just advertise, entertain
In the holiday rush, attention is the scarcest commodity. Your brand needs to feel human, fun, and relatable. Use a variety of creative formats:
Behind-the-scenes of how your products are made.
Customer testimonials or UGC to build trust.
Countdown campaigns (“12 Days of Deals”) to keep audiences engaged.
Encourage UGC through contests or branded hashtags — e.g., #MyHolidayLook or #GiftedBy[YourBrand]. This not only boosts engagement but also gives you authentic content for retargeting ads.
Optimise for mobile shopping - because mobile is king
By 2026, mobile commerce is expected to account for over 70% of all e-commerce transactions. That means every step of your shopping journey must be designed for thumbs, not clicks.
Key optimisations include:
Vertical video ads and mobile-friendly CTAs (“Swipe to Shop”).
One-click payment options like Apple Pay, PayPal, or Shop Pay.
SMS and push notifications for holiday drops or flash sales.
Simplified checkout layout that doesn’t require pinch-zooming.
Also, preview your campaigns on mobile devices before launch — even the best design can break under mobile display constraints.
Build your Lead-Gen and email list ahead of major promotions
Holiday success often depends on how engaged your audience is before the big day. Start collecting leads early through:
Pop-ups offer exclusive early access or first-to-know deals.
Free resources like gift guides or quizzes in exchange for email sign-ups.
Lead forms on TikTok using Lead Generation Ads.
Then, nurture your list with storytelling emails — not just sales blasts. For example, send “behind-the-brand” stories or sneak peeks of your holiday line. When your Black Friday or Christmas deals go live, these subscribers are already primed to buy.
Adopt a full-funnel marketing approach - Connect and convert
The holiday buyer journey moves fast, but not instantly. That’s why your marketing strategy should cover the entire funnel:
Top funnel: awareness via TikTok, Meta, and YouTube.
Middle funnel: engagement and retargeting (product demos, customer stories).
Bottom funnel: conversion ads with irresistible CTAs or incentives.
Use TikTok’s Smart Performance Campaigns (Smart+) or Advantage+ Shopping Campaigns on Meta to let machine learning optimise delivery across the funnel. The key is consistency — shoppers should see your brand multiple times, across multiple formats, to build familiarity and trust.
Retarget previous visitors and cart-abandoners with precision
Cart abandonment rates often spike during the holiday rush. Don’t let warm prospects slip away. Deploy dynamic retargeting ads to remind users of what they left behind — ideally paired with a small incentive (e.g., free shipping or 10% off).
For example:
“Still thinking about this? It’s selling fast!”
“Complete your order today and get free express delivery.”
Also, consider retargeting past customers who haven’t purchased in the last 3–6 months with “We missed you” offers. These audiences already trust your brand, so they convert at higher rates.
The brands that win the holiday season aren’t just the ones with the biggest budgets; they’re the ones that prepare early, optimise every touchpoint, and create meaningful connections through content.
Remember:
Start early to learn what works.
Make it easy for people to buy.
Entertain and inspire, not just sell.
Nurture your community before and after purchase.
By implementing these strategies now, you’ll not only thrive during the holidays but also set a strong foundation for long-term growth in 2026 and beyond.
