The lucrative fourth quarter is eagerly anticipated by most Canadian small businesses as the most profitable time of year. They’re deep into planning marketing campaigns, setting up sales funnels, writing ad copy, testing their website, and creating outstanding holiday content.
The season brings opportunities to reach gift shoppers and sell holiday-related items like décor. However, the opportunities of the season extend beyond that. Holidays and observances reach consumers on an emotional level. If your brand can tastefully initiate and maintain engagement around holidays, you’ll stand in that sentimental light and be associated with the warmth it brings.
Additionally, you’ll have the opportunity to bring in new customers who have received your product as a gift. Learn more about that in Gift-Buyer’s Journey: Content Strategy Doubles Sales (Infographic).
Holiday Marketing in Q4, 2024
While Canadian consumers are more budget-conscious due to inflation and income insecurity, they’re still spending. Judging by last year – a similar economic climate – Canadians are looking for value when it comes to gifts and celebrations. That doesn’t necessarily mean the lowest price. Read 10 Tips to Recession-Proof Your Online Business for ways to offer value and beat your competition.
Following are some articles to guide your marketing & engagement strategy in the fourth quarter and beyond:
Canadian Halloween Stats and Online Marketing Tricks
How to Respectfully Start Holiday Marketing Before Remembrance Day
17 Tips for Your Store’s First ONLINE Holiday Season
8 Things to do Online to Make Holiday Season Sales Soar
How to Use Content Marketing to Skyrocket Holiday Sales
Increase Holiday Traffic and Conversions with Guest Posting
The Business of Black Friday / Cyber Monday in Canada
Shopping Dates in Q4, 2024
Following are the big shopping dates in the fourth quarter. We’ve included an infographic below for easy saving and sharing.
- Canadian Thanksgiving Day 2024 is on October 14th
- Halloween is on October 31st
- American Thanksgiving 2024 is on November 28th
- Black Friday 2024 is on November 29th
- Small Business Saturday 2024 is on November 30th
- Cyber Monday 2024 is on December 2nd
- Hanukkah 2024 begins at sundown on Wednesday, December 25th and ends the evening of Thursday, January 2nd.
- Green Monday 2024 is on December 9th – eBay started Green Monday to observe one of the best days for online sales in December.
- Panic Saturday 2024 is on December 21st – The last Saturday to shop before Christmas.
- Christmas Eve is on December 24th
- Christmas Day is on Wednesday, December 25th
- Boxing Day is on December 26th
- Kwanzaa is celebrated from December 26th to January 1st (the day people exchange gifts)
- New Year’s Eve is on December 31st
Boxing Day continues to be the most popular shopping date in Canada, according to a ranking by Sensormatic, followed by Black Friday. In the US, Black Friday leads in Q4 shopping. If you sell in other countries, it’s always a good idea to look for data for the specific location. It can make a big difference in campaign timing and investment.
“Around the world, the top shopping days will vary due to local observances,” says Chain Store Age. “In Canada, Boxing Day (Dec. 26) tops the Sensormatic list, with Black Friday in second place. In the U.K. and Ireland, the Saturday and Monday before Christmas (Dec. 21 and 23) will see the highest traffic. In Mexico, El Buen Fin, a national shopping holiday, will again have a major impact, with Nov. 17-18 (Saturday and Sunday) being the country’s busiest shopping days.”
Plan your advertising early and be ready to pull the trigger on your holiday promotion strategy. Everything from copywriting to images can be put in place before the fourth quarter. You can also have a new look at your target market and plan how you’ll reach them, engage them, and ultimately make a sale. That said, it’s never too late to start because the strategy and improvements will last all year long.
What are your marketing and engagement plans for the top shopping dates in the fourth quarter? Please share your advice or questions in the comments below, or join us in the Online Business Canada Facebook group.
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Melody McKinnon is an internet entrepreneur with 25 years of experience in a wide range of online business models, backed by a formal business/marketing education and enhanced by training and mentorship. She has owned or managed both educational and ecommerce websites. Her book, 7 Recession Proof Online Businesses to Start From Home, is available from all major ebook retailers.
Melody has worked with many businesses in a multitude of capacities. She can often be found on CanadianDigitalMedia.com, CanadiansInternet.com, CanadianFamily.net, and AllNaturalPetCare.com, as well as other quality digital publications. Her content has earned reference links from highly-respected websites, magazines and university textbooks.
Slow & steady sales wins the race!!
So much fun coming up online as everyone looks for ways to get a piece of the holiday pie onine & offline. I wonder how much the ‘other’ holidays bring in, besides the big ones? Maybe you can find some data but I tried and couldn’t. Thanks!
Handy list for 2024 shopping days. Have you thought about doing one for outside north america? I guess that would make it long but there’s lots of opportunity there. I can give it a try & send it to you.
Thanks Melody, this is real helpful every year. More campaigns to plan now LOL!!