November and December are two huge months for retail – but marketers who aren’t looking beyond holiday campaigns can miss a huge opportunity to continue driving sales after Christmas.

Even as ornaments return to their boxes, consumers are still on the prowl for great deals. In fact, last year’s Google Ipsos Post survey found that 38% of consumers were still doing holiday shopping after the gift giving holidays had wrapped.1

Come January, there will be a massive market for consumers with gift cards and cash to burn. Total gift card spending is expected to reach $31.74 billion this year, with gift cards being the most requested gift item eight years in a row. Combine that with shoppers handling returns and exchanges, spending end-of-year bonuses, and investing in New Years resolutions, and it’s the perfect storm to kick off 2015 in the black.

Savvy marketers know this is the perfect time to capitalize on low advertising costs and strong consumer demand. But how does that translate to a successful campaign strategy? Here are our top 5 tips to bring in 2015 with a bang:

#1: Don’t miss out on high-quality inventory at shockingly low CPMs.Keepingthelightson_Graphic-02

After the peak holiday shopping period, we usually see CPM prices drop at least 25%. This trend continues throughout Q1, making it the perfect time to reach your users on premium inventory across Google, Facebook, Twitter, and now iAd.

#2: Develop New Year creative now.

Planning new creative and re-launching campaigns might take weeks to execute. Get a head start on your competitors by preparing now. Discount-hungry shoppers will look to capitalize on special offers and flash sales, so prep ads with messages like “free shipping,” “post-holiday blowout,” or “buy one, get one free.”

#3: Influence consumers on Facebook and Twitter.

78% of consumers report that posts by companies they follow on social media impact their purchases. Retailers who aren’t investing to pursue their target audiences on Facebook and Twitter are missing out on brand advocates and influential buyers in a big way. Plus, impressions on social media platforms tend to be 70% cheaper than the industry average, delivering even more favorable ROI.

#4: Capitalize on post-holiday shopping on smartphones and tablets.

Mobile commerce sales will reach nearly $8 billion this year, with customers often showrooming in-store, then cashing out online. 40% of consumers say they purchase more from retailers who deliver a personalized, cross-channel shopping experience. Be sure to add mobile retargeting to your marketing mix and don’t let the momentum of your holiday campaigns fall flat.

#5: Leverage CRM data to connect on- and offline intent signals.

Tech B2B-01The probability of successfully selling to a new customer is 5-20%, while selling to an existing customer is 60-70%. But what if your best customers haven’t been to your site since last year? Think big, with strategies for re-engaging past customers using first party data from both online and offline sources. Segment your email lists and CRM data to target loyalty subscribers, catalogue recipients, and high value purchasers to introduce them to your newest products.

It may be tempting to get comfortable in a pair of cozy new slippers, but just because the wrapping paper has been recycled doesn’t mean you should hit snooze on your ad campaigns come January. By planning early and following these tips for success, marketers can earn a big competitive edge and impressive ROI for the New Year.

Make sure you drive home sales through January. Login to your AdRoll dashboard to optimize your campaigns for the new year, or sign up for a free trial today. 

1. Google, Google Ipsos Post 2013 Holiday study, January 2014