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A trend report highlighted that customers were already thinking about Christmas well before December.
Rather than focusing solely on discounts, I identified an opportunity to align messaging with how customers were approaching seasonal shopping: working through a mental gift list.
Rather than treating Black Friday and Christmas as separate events, I developed a messaging approach that followed how customers naturally progressed through the buying journey.
The Journey
The Journey
Phase 1:
Pre- Black Friday
Customer Mindset: "I'm starting to think about Christmas."
Phase 2:
Black Friday
Customer Mindset: "I need to buy gifts and find good deals."
Phase 3:
Christmas
Customer Mindset: "I need a gift that feels meaningful.”
Execution
Execution
Phase 1:
Introducing gifting before peak shopping season
Phase 2:
Connecting Black Friday purchases to Christmas gifting
Phase 3:
Shifting from discounts to outcomes
+77.9% Conversion Value Increase
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