Long holiday weekends like Thanksgiving often bring a noticeable dip in work-related online activity. With emails ignored and Slack messages silent, it’s easy to assume consumers are entirely offline. But here's the truth—shopping and entertainment-related searches skyrocket during these breaks. For digital marketers, this is not the time to slow down. It’s the perfect opportunity to ramp up your marketing efforts.  

This post explores why long weekends create unique marketing opportunities and provides actionable tips to help you create impactful campaigns during Thanksgiving (and beyond).  

Why Long Weekends Are a Goldmine for Marketers  

Consumers Are Spending Extra Time Online  

While people might tune out corporate emails and work notifications, they log significant hours on social and entertainment platforms during long weekends. According to Adobe Analytics, online sales hit a staggering $5.29 billion on Thanksgiving Day in 2022, jumping 2.9% from the year prior. Furthermore, platforms like YouTube, Instagram, and TikTok see higher engagement as consumers seek recipes, shopping deals, and entertaining content.  

Holidays Mean Shopping Sprees and Deals-Hunting  

Thanksgiving, in particular, kicks off the lucrative holiday shopping season. With Black Friday and Cyber Monday just around the corner, many shoppers use Thanksgiving to browse deals, scout gift ideas, or finalize their purchase decisions. According to the National Retail Federation, over 70% of consumers plan their biggest shopping decisions during this period.  

Your marketing content can make or break their buying choice. With the right strategy, you can grab attention, foster trust, and drive conversions during one of the busiest shopping weekends of the year.  

People Are More Open to Emotional and Relatable Content  

Holidays evoke a strong sense of nostalgia, connection, and togetherness. People are drawn to stories that resonate emotionally—like cozy Thanksgiving dinners, gift giving, or traditions with loved ones. Whether it’s through heartfelt stories or visually engaging content, there’s an opportunity for your brand to connect on a personal level.  

Tips to Ramp Up Your Marketing During Long Weekends  

1. Time Your Campaigns Strategically

Long weekends like Thanksgiving involve varied schedules for consumers. People might spend their mornings preparing food or with family, but their screens come out early in the evening. Schedule your ads and email campaigns to reach them during high-engagement timeframes, particularly in the afternoons or post-dinner hours when scrolling peaks.  

Use automation tools to ensure timely posting, and consider staggered campaigns to spread out visibility over the entire weekend.  

2. Create Content for the Holiday Mood

Tailor your messaging to fit the mood of the weekend. Thanksgiving, for instance, is about gratitude, indulgence, and togetherness. Use these themes to craft your content.  

Examples of Holiday Marketing Content:

• Heartfelt thank-you messages to your followers or customers.  

• Tutorials or short videos for recipes, gift wrapping, or holiday preparation featuring your product.

• Memes or light-hearted posts reflecting the fun side of holiday chaos (like burnt turkeys or crowded malls).  

Visual storytelling and festive color schemes can also make your content pop and tie it emotionally to the holiday spirit.  

3. Leverage FOMO With Limited-Time Offers

There’s no better time to trigger the fear of missing out (FOMO) than during long holiday shopping sprees. Use countdown timers, flash sales, or exclusive giveaways to create urgency.  

For example:

• “24-Hour Thanksgiving Free Shipping!”  

• “Only 50 gift boxes left—grab yours now!”  

• “Order tonight to ensure delivery before Christmas!”  

Pair these offers with visually compelling ads or Instagram Stories that feature a countdown timer to amp up excitement.  

4. Go Big on Social Media and Community Engagement

Social media is a go-to source of inspiration for consumers during long weekends, whether they’re searching for recipes, shopping ideas, or simply relaxing with entertaining content.  

Tips for Social Media Success:

• Run holiday-themed polls on Instagram Stories ("Pumpkin pie or pecan pie?").  

• Share engaging video content, such as a funny TikTok skit tied to your product or an Instagram Reel showcasing a holiday recipe.  

• Use holiday hashtags like #ThanksgivingDeals, #HolidayEssentials, or #BlackFridayPrep to boost your content’s visibility.  

Social platforms also allow you to engage with your community directly. Respond to comments, ask questions, or even host a live Q&A related to your offers or niche.  

5. Focus on Mobile-Optimized Marketing

Shopping activity during long weekends often happens on the go—shoppers scroll through deals while cooking, lounging, and even waiting in line for Black Friday sales.  

Ensure your campaigns are mobile-friendly, from email layouts to checkout processes. Here’s how you can optimize for mobile:

• Compress images to reduce loading time.  

• Use bold CTAs that are tappable on smaller screens.  

• Ensure the entire checkout process is seamless on mobile devices.  

6. Run Retargeting Campaigns

Thanksgiving is a great time to remind potential customers about the items they left behind in their carts. Use retargeting ads to re-engage site visitors or shoppers who viewed particular products without completing a purchase.  

What Works Well for Retargeting:

• Ads showcasing abandoned items with a discount offer.  

• "Still deciding? Don’t miss out on these savings!" messaging.  

• Personalized product recommendations based on browsing history.  

Retargeting ensures you remain top of mind for customers who are still weighing their buying decisions.  

7. Measure and Adjust Your Strategy

Track the performance of your holiday campaigns in real time and be prepared to tweak them as needed. Use insights like click-through rates, engagement levels, and sales data to identify which strategies are working best.  

Testing smaller ad sets or running A/B splits on emails and social media posts can also help fine-tune your approach throughout the weekend.  

How to Stand Out When Competition Is Fierce  

With every brand vying for attention during Thanksgiving, differentiation is crucial. Set yourself apart by emphasizing value over volume. Rather than bombarding your audience with generic ads, focus on thoughtful, engaging content that delivers real value to their holiday experience.  

For example, a recipe blog could offer helpful content like "10 Leftover Turkey Dishes You’ll Actually Love” alongside affiliate links to cookware or spice rubs.  

Be the Brand They Remember This Holiday Season  

Long weekends like Thanksgiving are opportunities to create memorable moments with your audience. Whether through tailored content, irresistible deals, or social engagement, stepping up your marketing game can result in stronger brand loyalty and boosted sales heading into the holiday season.  

Remember, the brands that strategically connect with their consumers during these key periods aren’t just capitalizing on sales; they’re laying the groundwork for long-term relationships.  

Need help perfecting your holiday campaigns? 

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