How to make the most of influencers during the holidays

Who could have forecast a pandemic that would bring everything to a halt? Who can forecast what lies ahead for marketers this coming holiday season?

While no one knows for sure how the 2020 holiday season will turn out, marketing plans must still be drafted, and best guesses still applied. Most experts believe that many consumers will continue to search and shop online regardless of the status of COVID-19 during the Thanksgiving to Christmas time frame.

As a result of the increased digital traffic, influencers might be quite prominent in many marketing campaigns. Brands using influencers during the holidays should consider the following:

1. Traditional + DIY

Forecasts predict less travel this winter because of the ever-changing status of spikes in COVID-19. With more consumers staying at home or sticking close by, expect more attention and interest in crafts, hobbies, baking and DIY gifts. Influencers who can highlight and even demonstrate such things as holiday cards or wreath making or decorating will likely be immensely popular and drive business to arts and crafts stores.

Holiday food is always a popular topic. Influencers who talk about one of their family favorites and share a recipe will be well-received and boost sales at merchants carrying these goods and/or cookware.

2. Social media