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These Holiday Spending Habits Will Help You Market to Women

by Sharon L. Hadden on October 10, 2017
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Studies show that the three most important holiday spending habits of women customers involves getting the best price, free shipping and a good return policy. If you understand the motivations behind holiday spending, you’ll have a greater chance to reach more women customers with digital marketing.


The psychology behind holiday spending habits stems from questions like:

  • What gift should I get my loved one?
  • Is there a sale on the gift I want to give?
  • What items do I want for myself?
  • What are people saying about the gifts and products that I want to buy?

The bullet point regarding product reviews and feedback is especially critical because women are more likely to research and be influenced by online reviews. In fact, half of women indicate they won’t purchase a product specifically requested by someone close to them, if it has bad reviews. Consider product testimonies a mandatory piece of your holiday marketing plan, and ensure your website and/or social media pages are filled with positive vibes.

If you plan to market to women this holiday season, you also need to do a little research on your customer base. 22 percent of women shop online, at least once per day. Find out exactly what they’re shopping for, and use holiday spending habits to win their loyalty and purchases. If you do the work of understanding why, when and how your customer shops online, you can begin to make results-driven decisions about your holiday marketing plan.  

One of the best holiday marketing tips is to use social media, to strike up two-way communication with customers. All content should focus on storytelling, rather than direct selling, since women customers emotionally connect to brands more frequently than male customers.

holiday spending habits of women

Another driving factor, in the holiday spending habits of women, is the fact that 70% of women believe it’s important to find the perfect gift. If you’re planning holiday marketing for beauty products, or holiday marketing for custom jewelry, take advantage of this knowledge and run sales, deals and messages that pull at the heartstrings, to open up wallets.

If you’re looking to market to women at all this holiday season, build these storytelling and feelings-based strategies into your holiday marketing plan. Ditch the typical salesy ad campaign, and show women customers you’re the ultimate solution to their “find the perfect gift” problem.


The holidays are here, and customers are already on the prowl for gifts. The demand is there, the dollars are there, and all that’s left is to get your business in the mix of the holiday revenue share.

Take a look at this free Holiday Marketing Checklist, to ensure you’re prepared this holiday season. After you download the guide, you’ll be prompted to set up a free Holiday Planning Session, with one of our marketing specialists. During this 60 minute session, you'll discuss ways to improve your holiday marketing plan.


Topics: business development, content marketing

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