Social media helps current and prospective customers feel valued, appreciated, and informed. It instills trust.

To entice holiday shoppers to come to a smaller store instead of, say, a leading brand, go the extra mile — from product selection to customer service to marketing, including unique social media campaigns.

The most effective retail campaigns are personalized, emphasizing a shopper’s moods and feelings. Personalized campaigns entice customers to come back, refer friends, and, importantly, not ask for a return or exchange.

Organize social media holiday campaigns by channels, such as Instagram, Facebook, YouTube, and Pinterest.

4 Ways to Use Social Media

Inform. Informational social media campaigns tell your followers about specials, promotions, featured products, holiday lines, and gift sets. Here are examples:

  • Percent off sitewide or any line or product.
  • Holiday-themed gift wrap with every order for followers.
  • Holiday gift sets available during a certain period.
  • Last-minute overnight shipping for late shoppers.
Neiman Marcus uses Instagram to inform shoppers of discounted products and unique holiday gifts.
Neiman Marcus uses Instagram to inform shoppers of discounted products and unique holiday gifts.

Educate. Educational campaigns are for giving your existing and potential customers valuable, preferably exclusive, information that they cannot find elsewhere. The information could come in multiple formats, such as how-to text, videos, graphics, and infographics. It could be gated or not, residing on your website or a social media property.

You could, as examples, show your customers how to style and wear products, what to cook, and how to decorate. Carefully research the topic and make it unique. It will pay off.

Displaying influencers with your products in their lookbooks, style guides, or product reviews can be effective, too.

Holiday-related testimonials also make valuable…