With holiday shopping in full swing, brands and consumers are leaning in, and it’s imperative for publishers in the performance marketing space to stay ahead of the curve, harnessing valuable insights that can elevate their CPA campaigns. Here are five strategies to excel during the holiday shopping rush, including how performance marketing can scale revenue and shopping predictions for the upcoming season.

1. The Digital Shopping Revolution Continues

Today’s consumers continue to exhibit their inclination toward online shopping, with a staggering 2.25x preference for digital retail experiences, according to The 2023 Consumer Spending Report from Klaviyo. This trend is particularly pronounced among younger audiences, who also express a more optimistic view of the current economic climate. 

For publishers, this underscores the importance of optimizing online channels for advertising campaigns and tailoring strategies that resonate with this digitally-savvy demographic, while also targeting audiences who may be more inclined to shop online during the holidays to avoid crowds or take advantage of deals. “The holidays are a time when highly engaged buyers, shopping with purpose, are willing to open their wallets up wider and CPA campaigns are perfect this time of year for this consumer,” notes Jason Sommerville, DMS Senior Partner Manager.

2. The Pursuit Of Convenience Should Not Be Underestimated

As in years past, convenience will play a significant role this holiday season. Whether it’s the ease of online shopping or the allure of competitive prices in physical stores, convenience remains the driving force. Marketers should focus on creating campaigns that emphasize convenience, via promotions, shipping times and flash sales, as central selling points, demonstrating how their products or services simplify the holiday shopping experience.

3. Email Is King For Holiday Communications

Email marketing retains its crown as the most preferred channel for brand communication among consumers, according to the Klaviyo report. This presents a golden opportunity for marketers to craft compelling email campaigns that engage and convert. As the holiday season continues, tapping into email marketing to reach consumers is an essential strategic move. To stand out, change subject lines and email content regularly to maintain subscriber engagement. Craft catchy subject lines that entice excitement, and ensure a seamless user experience within emails. This approach not only strengthens your email marketing efforts, but also aligns perfectly with optimizing CPA campaigns for holiday success.

4. Generational Shopping Dynamics

Understanding the nuances of generational shopping habits, and specific audiences overall, should be an important part of planning, testing and adjusting CPA campaigns this holiday season. Whether you’re reaching out to Boomers who prefer in-store shopping or tech-savvy Gen Zers who thrive online, tailoring your approach to specific demographics ensures that your messaging resonates. By recognizing the diverse shopping behaviors and habits of your target audience, you can craft campaigns that not only stand out, but also convert effectively. This level of personalization and relevance ensures that your CPA campaigns hit the mark and drive results, making audience targeting a linchpin of holiday campaign success.

5. Insights Into Holiday Spending

While holiday spending is anticipated to remain consistent compared to previous years, the Klaviyo report found that those consumers considering an increase in their holiday budgets this year attribute it to the growing specter of inflation, rather than an inclination for more extravagant gifting. Marketers can adapt their messaging to align with this sentiment, emphasizing affordability and value in their CPA campaigns. 

DMS offers expertise optimizing campaigns — making a difference from the start. Unlike generic approaches that may not yield results, DMS specialists can maximize opportunities with advertisers and publishers, ensuring messaging resonates with cost-conscious consumers seeking value this holiday season.

Optimize Your Holiday Campaigns With Digital Media Solutions

By aligning strategies with consumer preferences, especially for CPA campaigns, where precision and relevance are paramount, you can optimize holiday campaigns. Remember, the right CPA strategy can make all the difference in achieving your holiday goals. 

DMS is an ideal partner for leveraging digital strategies to create winning lead generation campaigns in any vertical at any time of the year. Our toolset comprises our first-party data asset, proprietary technology and expansive digital media reach. Contact DMS today! 

Are You A Publisher Looking To Maximize Monetization Efforts For The Holiday Season And Beyond?

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