There’s no rest for the wicked, especially us in eCommerce and marketing! While Black Friday may have come and gone, next on the agenda is gearing up for the Christmas shopping rush.
But what does 2025 have in store for us?
We listened in on IMRG’s #211 Weekly Data Show to find out the latest industry insights and projections for the remainder of the holiday season. Here’s what we learned and what you should know…
Health & Beauty: A Standout Performer
Health & Beauty emerged as a star category, with an impressive 75% year-on-year (YoY) revenue increase.
Specific subcategories – such as Makeup and Haircare – surpassed 100% growth, highlighting strong consumer interest in self-care and gifting during the festive season.
Why This Matters:
The holiday season often sees a surge in spending on beauty and personal care products, whether for self-indulgence or premium gift-giving. The combination of Black Friday promotions and holiday marketing campaigns has propelled this category to new heights.
| Recommendation: •PPC Campaigns: Target high-performing products or seasonal bundles to capture high-intent customers. •SEO Content: Develop blogs or guides around seasonal themes, such as “Top 10 Christmas Beauty Gifts” or “How to Build the Perfect Skincare Routine.” These can boost organic traffic and encourage product discovery. •Social Media Integration: Leverage TikTok and Instagram to showcase visually appealing content. Collaborating with influencers can further expand your reach. |
Black Friday Brilliance: Jewellery & Electricals Shine
Black Friday delivered outstanding results for several categories, such as…
- Jewellery revenue increased by 158%
- Electricals grew by 50%
- Gardening +40%
- Gifts +50%
Why This Matters:
Black Friday underscores consumer willingness to invest in high-value products during promotional periods. The success of these categories highlights opportunities to sustain momentum throughout December.
| Recommendation: • Retargeting Campaigns: Build on Black Friday’s success by retargeting engaged customers with festive promotions. Highlight related products or create urgency with limited-time offers. • Custom Labels in Shopping Feeds: Use Google Shopping’s custom labels to flag holiday-specific deals, making them easier for customers to spot. • Bundling Offers: Pair bestsellers with complementary items, such as accessories with jewellery or peripherals with electronics, to boost average order value. |
Category Performance: Opportunities Across Sectors
Several other categories also performed well during this period:
- Footwear revenue climbed 60% YoY.
- Clothing grew 30%, driven by Menswear (+23%) and Womenswear (+19%).
- Furniture saw a 25% increase, reflecting continued demand for home improvements.
These trends highlight consumer priorities for both practicality and indulgence, whether they’re purchasing everyday essentials or aspirational items.
| Recommendation: • Footwear and Clothing: Highlight practicality and seasonal relevance in your campaigns. For instance, focus on “winter boots” or “festive party outfits” to appeal to current demand. • Furniture and Home Goods: Promote products that enhance the home, particularly those suited to hosting or gifting. Update descriptions to reflect their value during the holidays. • Cross-Selling Opportunities: Encourage customers to bundle related items, such as décor with furniture or outerwear with winter accessories. |
Creative Assets: Engage Your Audience Effectively
Data from Facebook indicates that brands engaging customers across multiple touch points can achieve up to 139% greater awareness, consideration, and association.
Diversifying creative formats – such as video, carousel ads, and static images – is key to success.
Strong creative assets are vital in a competitive market. Effective visuals and messaging not only capture attention but also build trust, increasing conversion rates.
| Recommendation: • Video Content: Create engaging short-form videos showcasing products. Tutorials, unboxings, or “how-to” guides work well, especially on Instagram and TikTok. • Carousel Ads: Use carousels to highlight multiple products or features in a single ad. This format is ideal for collections or step-by-step demonstrations. • Consistency Across Platforms: Ensure branding, visuals, and messaging align across all channels to strengthen recognition and trust. |
Holistic Performance Measurement: The Bigger Picture
Measuring success by individual channels alone can be limiting. A broader view of overall campaign performance helps identify hidden opportunities and optimise resource allocation.
Why This Matters:
With multiple campaigns running simultaneously, understanding how each channel contributes to the overall picture is critical for strategic decision-making.
| Recommendation: • Regular Performance Reviews: Schedule weekly or bi-weekly reviews to monitor campaign success. Use these insights to refine strategies as needed. • Attribution Models: Implement models in Google Analytics to better understand the customer journey and identify key conversion touch points. • Integrated Reporting: Combine campaign data into a unified dashboard to gain a comprehensive understanding of your marketing efforts. |
Adapting to Change: The Key to eCommerce Success
As highlighted by Bring Digital, adaptability is just as important as strategy. With consumer behaviours shifting rapidly during the festive period, staying agile allows you to respond effectively to new trends and challenges.
Practical Steps for Staying Agile
- Proactive Benchmarking: Set clear performance targets at the start of each campaign.
- Daily Monitoring: Dedicate time for frequent reviews and swift adjustments.
- Continuous Learning: Stay informed on platform updates and industry trends to maintain a competitive edge.
Leveraging First-Party Data for Smarter Strategies
First-party data is more valuable than ever, especially with privacy regulations reducing access to third-party insights.
Understanding your audience through direct engagement can help tailor campaigns to their needs.
How to Use First-Party Data Effectively
- Personalised Messaging: Use purchase history and preferences to tailor your ad and email content.
- Predictive Insights: Anticipate customer needs, such as suggesting complementary products or sending restock reminders.
- Segmentation: Group your audience by interests, demographics, or behaviours for more targeted marketing.
Looking Ahead: Post-Christmas Opportunities
While December is a peak sales period, the post-Christmas phase offers its own opportunities, from Boxing Day sales to New Year campaigns.
| Post-Christmas Strategies: • Clearance Campaigns: Promote end-of-season sales to clear stock. Keywords like “Boxing Day deals” and “New Year offers” are great for targeting bargain hunters. • New Year Themes: Shift focus to renewal and fresh starts—perfect for categories like Health & Fitness, Home Improvement, and Beauty. • Loyalty Programmes: Reward repeat customers with exclusive discounts or early access to upcoming offers. |
Final Thoughts: Turning Insights into Action
December’s eCommerce performance demonstrates strong potential across a variety of categories. By applying these insights, you can refine your strategies and position your brand for success during the busiest time of the year.
At Neural Edge, we specialise in crafting strategies that deliver results.
Whether you need help optimising PPC campaigns or improving SEO performance, we’re here to support you. Let’s make this festive season your most successful yet.
