2024 E-commerce Holiday Trends and Critical Dates for Q4 Planning

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The holiday season is creeping up on us, and if you’re running an e-commerce business, it’s time to get your game plan together. 2024 is shaping up to be a bit of a wild ride, so let’s talk about what you need to know to crush Q4.

First, here are a few e-commerce holiday trends to keep in mind for your planning:

E-commerce Holiday Trends:

1. The Holiday Shopping Season Is Starting Earlier Than Thanksgiving

A lot of brands denote Thanksgiving as when the holiday shopping madness starts. But, studies tell us that 27% of shoppers plan to start in October. That’s right; before you even think about carving the turkey, people are already checking off their lists. 

A few ideas on what you can do about this: 

• Get those holiday campaigns out early—like October early.
• Throw in some “early bird” deals to lure in the planners.
• Ensure your site is running smoothly because the last thing you need is a meltdown before the main event.
• Get ready for Amazon’s October Prime Day, which is now considered the new holiday shopping kick-off event. 

2. Don’t Ignore Thanksgiving

More people are dodging awkward family convos by diving into some retail therapy. As such, Thanksgiving Day is becoming a prime shopping time for folks who’d rather scroll than socialize. In 2009, consumers spent 5.29 billion in online shopping on Thanksgiving Day alone. 

Tips for Businesses:

• Why not give them what they want? Drop some killer deals on Thanksgiving Day.
• Hit your customers with some timely emails and social posts—let them know your deals are just a click away.
• Make sure your mobile site is on point. Let’s face it: They’ll likely be shopping from the couch.

3. Yes, Black Friday, Small Business Saturday & Cyber Monday Are Still Big

Every year, clients still ask us if Black Friday, Small Business Saturday, and Cyber Monday are still a big deal, and the short answer is yes, yes they are. Black Friday is still a heavyweight champ, but Small Business Saturday and Cyber Monday are nothing to sneeze at. In fact, the number of people shopping on Thanksgiving weekend has been steadily growing post-COVID. 

Tips for Businesses:

• Get special deals ready for each of these days—people will be expecting them.
• Make sure your online and in-store experiences are seamless because shoppers will hit both, especially Gen X. 
• For Black Friday, have a deal that’s unique to that day and feel very special & hard-hitting. 
• On Small Business Saturday, share your story. People love supporting local, so let them know what makes you special.
• On Cyber Monday, make it easy to buy stuff across your website (think free shipping, % off on all products, etc.) 

4. Hanukkah and Kwanzaa: Important Gift-Giving Holidays

Don’t forget about Hanukkah and Kwanzaa. These holidays might not get as much hype as Christmas, but they’re key gift-giving times for a lot of people. Recognizing these holidays in your marketing can help you connect with a broader audience and show that your brand is inclusive.

Tips for Businesses:

• Tailor some campaigns specifically for Hanukkah and Kwanzaa.
• Think about offering some themed products or bundles that resonate with these holidays.
• Use inclusive messaging and visuals that speak to all your customers.

5. National Free Shipping Day Is Gaining Traction

Free Shipping Day on Dec 14  has been picking up steam. It’s perfect for all those last-minute shoppers who want to squeeze in a few more gifts without shelling out extra for shipping.

Tips for Businesses:

• Promote free shipping like it’s going out of style. This day is a great way to reel in those procrastinators.
• Have a plan to handle the rush—don’t let shipping delays wreck your holiday cheer.
• Make sure your shipping deadlines are crystal clear on your site—nobody wants to deal with “where’s my package?” emails.

6. Don’t Forget to Communicate Your Brand’s Last Shipping Day

Speaking of shipping—nothing says “I didn’t plan ahead” like a gift that shows up after Christmas. Your customers need to know when they absolutely have to place their order if they want it under the tree by December 25. Don’t make them guess—spell it out!

Tips for Businesses:

• Plaster that last shipping day everywhere—homepage, checkout, emails, you name it.
• Send out reminders as the date approaches—give them a nudge to avoid disappointment.
• If you offer expedited shipping, now’s the time to highlight it—some people will pay extra to make sure their gift arrives on time.
• Be ready to flip gears after that date and offer digital options for last-minute gifts & maybe some great printouts so that someone can print it and put it in a stocking to represent a gift card or a gift on the way. 

Critical Dates for 2024 Ecommerce Holiday Planning

These are the key moments you need to be aware of in Q4. 

October Prime Day (Date TBD)

• Why It’s Important: Amazon has started launching a second Prime Day in October, and it’s seeming more and more that this is the main kick-starter for holiday shopping. They haven’t announced if they are doing it this year yet, but most marketers are expecting it. 

Election Day (November 5)

• Why It’s Important: Okay, this one isn’t about shopping, but it’s a big day in the U.S. and can affect how people feel—and spending.
• Tips for Businesses:
  • Keep an eye on the political climate—consumer sentiment can shift quickly, especially with your social media strategy. 
  • Consider holding off on your biggest promotions until after the dust settles.

Thanksgiving (November 28)

• Why It’s Important: More people shop on Thanksgiving to avoid Black Friday craziness.
• Idea: Offer Thanksgiving Day-only deals to get a jump on the competition.

Black Friday (November 29)

• Why It’s Important: Still the heavyweight champ of shopping days.
• Tips for Businesses:
  • Bring out the big guns—your best deals should be front and center.
  • Make sure your site can handle the traffic—downtime is a killer.

Small Business Saturday (November 30)

• Why It’s Important: It’s all about supporting local, and customers love that.
• Tips for Businesses:
  • Share your story—let customers know why supporting your business matters.
  • Get involved in community events or promotions to boost your visibility.

Cyber Monday (December 2)

• Why It’s Important: It’s the day for online shopping, especially for tech lovers.
• Tips for Businesses:
  • Extend your Black Friday deals to keep the momentum going or create a special Cyber Monday deal. 
  • Use targeted email campaigns to remind customers about your offers.

Green Monday (December 9)

• Why It’s Important: It’s the second-best day for online holiday sales—think of it as Cyber Monday’s little sister.
• Tips for Businesses:
  • Focus on eco-friendly products or deals to align with the “green” theme.
  • Push last-minute offers to capture those who are still shopping.

National Free Shipping Day (December 14)

• Why It’s Important: Perfect for nudging those last-minute shoppers over the finish line.
• Tips for Businesses:
  • Highlight your free shipping offer—it’s the hook you need to reel in those stragglers.

Last Day for Guaranteed Christmas Delivery (Brand-Specific)

• Why It’s Important: Customers need to know when their last chance is to get gifts on time.
• Tips for Businesses:
  • Make this date impossible to miss—banner it across your site and in your emails.
  • Offer expedited shipping for those who are cutting it close.

Super Saturday/Panic Saturday (December 21)

• Why It’s Important: The last big shopping day before Christmas—cue the panic buying.
• Idea: Run last-minute promotions to catch those final shoppers.

Hanukkah (December 7-15)

• Why It’s Important: A key gift-giving holiday for the Jewish community.
• Tips for Businesses:
  • Highlight products or deals that would make great Hanukkah gifts.
  • Show your inclusivity—create content and visuals that celebrate Hanukkah traditions.

Kwanzaa (December 26 – January 1)

• Why It’s Important: Celebrates African heritage and culture, with gift-giving as a part of the tradition.
• Tips for Businesses:
  • Create content that honors and respects Kwanzaa traditions.
  • Focus on products that align with the values of Kwanzaa, like community and creativity.

Conclusion

Deep Breaths! The 2024 holiday season is probably going to be a whirlwind, but with a solid plan in place, you can come out on top. Start early, stay flexible, and keep your customers’ needs front and center. If you need any ideas or support to kick-start your holiday planning, join us for a free holiday planning webinar on August 22. Or, if you need a little extra TLC, here are a few things we can help you with ahead of the holidays:

1. Holiday Planning Ideation & Consulting
2. SEO & Content – Let’s make sure your products & deals are getting maximum visibility
3. Social Media – Every promotion should have a social & email strategy behind it; we can help with this!
4. Analytics & Data – Make sure you have the right information and data so that you can make fast decisions throughout Q4.

A little bit about us: Volume Nine is a boutique digital marketing agency that has been helping brands grow organically and knocking their revenue goals out of the park for almost 20 years.