Post-Holiday Sales: Sustained Growth

Apps and Loyalty Programs to Attract Loyal Shoppers

The holiday season doesn't end on December 25. On the contrary, the following week has become one of the most active sales periods with the highest growth potential for retailers. During this time, consumers not only look for gifts for others but also indulge in personal purchases. Seizing this opportunity can be key to transforming seasonal sales into sustainable long-term growth.

The Week After Christmas: A Golden Period for Sales

According to Mastercard SpendingPulse, the week between December 25 and January 1 has shown the highest sales growth within the entire holiday season. Additionally, 45% of consumers enjoy post-Christmas shopping, focusing on gifts for themselves.

This represents a great opportunity for retailers who know how to capture this demand. The key lies in maintaining momentum after the holidays and implementing effective strategies, such as loyalty programs and optimized app campaigns.

How Loyalty Programs Drive Sales

Loyalty programs are more than just a tool to reward frequent customers; they are a powerful strategy to foster trust and increase brand loyalty. According to Google/Ipsos:

• 1 in 5 holiday purchases in 2023 was made using loyalty points.

  
  

• 65% of consumers consider loyalty programs essential in post-holiday shopping.

  
  

• Loyal shoppers have 2.4 times more confidence in their purchases and are 18 times more likely to recommend a brand.

Moreover, Google has introduced features to personalize promotions and highlight exclusive products for members, enhancing the customer experience and generating higher conversions.

The Role of Apps in Loyalty

Mobile applications are another key pillar to capitalize on the post-Christmas period.

• 60% of iOS users become loyal customers after their first purchase.

  
  

• The average spending of users who use both apps and the web is 31% higher than that of web-only users.

By utilizing tools like Web to App Connect, retailers can maximize conversion from digital campaigns to their applications, generating greater engagement and return on investment.

Success Story: adidas

During the last holiday season, adidas used its app as the central axis of its strategy, integrating it with Smart Bidding and Performance Max campaigns. The result? An impressive 2.4 times higher ROAS, consolidating its growth beyond the holidays.

Transform Seasonal Demand into Long-Term Growth

With a focus on loyalty programs and app-based strategies, you can capture post-Christmas demand and turn it into lasting customer relationships. Prioritize:

• Exclusive promotions for members.

  
  

• Personalized incentives through apps.

  
  

• Campaigns that reinforce brand trust and loyalty.

  
  

The holiday season can be just the beginning of sustainable growth if these tools are strategically leveraged.

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