According to projections made by the National Retail Federation (NRF), total retail sales in the United States are expected to generate $5.13 trillion in revenue for the 2023 holiday shopping season. The projection represents a 5.4% annual increase, and it is a great opportunity for brands and business owners to boost sales, grow their customer base, and enjoy a more profitable period.

Social media continues to be one of the best marketing channels for marketing, branding, and advertising; it can be even more powerful for reaching new customers and engaging with existing ones during the holidays. A 2019 study by the Wonder market research firm shows social media use in the U.S. rises by 25% during the holiday season; in fact, many Americans make it a point to research their potential purchases on social networks because they can easily get opinions from others in their social circles. With the above in mind, here are five social media promotional strategies recommended during the holidays.

1- Holiday-Themed Content

You can’t have a holiday marketing campaign without seasonal imagery and theming. Festive images, videos, and blog posts relevant to the holidays should be created in ways that reflect your brand’s unique voice. If your business does some charitable work during the holiday season, this could be a theme unto itself.

2- Holiday Sales and Promotions

This strategy goes hand-in-hand with holiday theming in the sense that they always complement each other. Be sure to offer discounts, free delivery, or other incentives to get people in the mood for holiday shopping. This strategy is among the most effective for attracting new customers and building loyalty. If you offer a special holiday discount for new customers, be sure to create a similar enticement for existing ones. An example of this strategy would be a tobacco shop offering discounted bundles for the season.

3- Giveaways and Contests

Dynamic social networks such as X, formerly known as Twitter, are perfect for fun trivia, contests, and giveaways; this is particularly the case in the holiday season. This strategy is a fun and engaging way to interact with your audience and generate excitement for your brand. While it is often better to offer prizes relevant to your products or services, the holiday season gives you more flexibility in this regard. Coca-Cola, for example, has been giving away Christmas tree decorations with the iconic polar bear mascot for many decades.

4- Partner With Influencers

If you want a more direct strategy to help you reach a wider audience and boost brand awareness, established social media influencers, especially those who specialize in creating digital video content, can certainly help during the holiday season. You want to evaluate and choose influencers whose followers align with your target market.

5- Track Social Media Campaign Results

Be sure to use each network’s tool for getting metric, analytics, and insights. You can also use a third-party platform that allows tracking and analysis across various social networks. The strategy here is to get actionable insights you can execute on the spot.

The best time of year to complete the strategies listed above is during the months leading up to the holiday season. This will give you enough time to create and schedule your content, run your promotions, and partner with influencers. By starting early, you can ensure that your social media strategy is ready to go when the holiday shopping season begins.