1. Americans LOVE Holiday Gifting

Last year, holiday spending plans were at all time highs at roughly $942 per person, with the entire country spending around 1 trillion dollars.

2. Less Travel, More Staying at Home

Travel spending for the week ending September 19th, 2020 was down 45% from last year. Expect less people to be traveling and more to be around their houses.

3. Virtual Events Are at All-Time Highs

The number of organizations that have planned virtual events have doubled since last year. Gifts that compliment virtual get-togethers will perform well.

Before we start going deeper into gifting, we want to disclose you should NEVER solely rely on gifting, but rather use it to compliment your existing digital efforts. Brand parity is key when adding gifting to your omnichannel approach.

It’s also important to know what delays you may encounter when planning out your campaigns. Click here to view our Help Center article on 2020 Holiday Gifting Planning and Strategies.

Do:

• Budget Carefully
• Use research to personalize
• Be mindful of your humor and sarcasm
• Consider cultural nuances
• Show gratitude to nurture relationships
• Establish a “Gifting Code of Conduct” in your sales organization
• Double check mailing / contact information

• Automate smaller eGift cards within outbound prospecting efforts using Postal Playbooks and Triggers
• Identify steps in nurture sequences that have higher conversion rates and supplement these steps with gifts
• Use charitable donations as encouragement for prospects to engage with your brand’s content or take meetings

• Use lead scoring within your tech stack to quantify the resources allocated to certain gifting campaigns

  » Similarly, use a segmentation strategy based on characteristics of your accounts (stage in buyers journey, number of stakeholders, deal size, etc.) to group campaigns

• Spend time personalizing the gift and messaging - to get the most out of your gifting budget, this is a must

• Compliment your personalized videos when booking meetings by offering gifts to motivate stakeholders
  
  » Postal’s gift emails and MagicLink enables you to offer a gift as a hyperlink in an email sequence
  
  » Arrange the classic “Meeting for coffee?” inquiry virtually by offering an eGift card for coffee

A survey of B2B companies in Adobe’s 2020 Digital Trends Report disclosed that customer experience was the most exciting business opportunity of 2020. To minimize customer disconnect, the holiday season can be a great time to strengthen relationships and bring your clientele closer to your brand.

• What’s life without a little competition? Reward high performers with an item such as a holiday gift basket containing treats for their whole family

  » You can also award them with seasonal decorations to spice up their workspace

• WFH? No problem there! What better way to build company culture during the holidays, than by bringing everyone together for a virtual happy hour featuring a seasonal drink?

This eBook wouldn’t be complete without a section about Holiday Cards! Featured here are a variety of direct mail pieces in our Marketplace that fit any seasonal occasion. The best part about sending holiday cards is that they can be used for ANYTHING.

From a fun corporate holiday card to send around the company, to a “Thank You” note to all clientele, physical advertisements require 21% less cognitive effort to process than digital ads, leading to more emotional processing and increased loyalty.