5 Best Holiday Marketing Strategies for Chicago Businesses

Last-minute holiday shopping is losing its luster. Today, 50% of Chicagoans buy gifts before Halloween decorations come down. And it’s shifting how businesses approach holiday marketing.

It can feel overwhelming, but you’re not alone. Zoe Marketing & Communications has helped businesses tailor their messages to local markets since 2020.

Here, we’ll break down what Chicago shoppers want and the most effective ways to reach them during the holidays.

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What Chicago holiday shoppers want

Understanding your audience is key. This year, tight budgets mean deals matter most. A 2023 survey by Numerator found:

• 67% of shoppers plan to buy holiday gifts on sale
• 48% plan to buy fewer gifts
• 47% plan to use more coupons

What does this mean for you?

• Discounts drive sales: Whether it’s 10% or 40% off, make it compelling and time-sensitive.
• Start promotions early: Shoppers are buying in October. Your marketing should be in full swing by November.
• Be transparent: Raising prices before discounting them can erode trust.

5 best holiday marketing strategies to reach Chicagoans

A mix of streaming media, email, traditional media, social media ads and daily deals will put you in front of the right audience.

1. Streaming media reaches Chicagoans while they watch or listen

Streaming video and audio ads connect with shoppers while they’re engaged in content. Options include:

• OTT (over-the-top): Ads on Apple TV, Amazon Fire, Roku and similar platforms.
• Streaming audio: Ads on Spotify, Pandora and SoundCloud, with some platforms offering image or video options.
• CTV (connected TV): Ads on smart TVs, gaming consoles and digital media players.

Why it works:

✔️ Precise targeting: Deliver ads based on ZIP code, interests or viewing habits.
✔️ Clickable CTAs: Many platforms allow links or QR codes for instant action.
✔️ High engagement: Storytelling ads, especially testimonials, perform well.

2. Email campaigns drive direct engagement

Paid targeted emails reach local shoppers based on demographics and interests. You can:

• Target specific audiences: Think last-minute shoppers or high-end buyers.
• Retarget non-buyers: Follow up with people who clicked but didn’t purchase.
• Keep it simple: Highlight deals clearly with a strong call to action.

Don’t forget your own email list! Send exclusive holiday promotions to loyal customers.

3. Traditional media still helps build visibility

Print, TV and radio remain powerful tools, especially with holiday ad packages.

• Local newspapers, TV and radio stations offer special seasonal promotions.
• Trusted media equals credibility. Your ad benefits from the publication’s reputation.
• Holiday guides and special sections have regional reach, increasing exposure.

4. Social media ads and live events build real-time excitement

Facebook and Instagram ads are key for engaging Chicago shoppers. Try:

• Localized promos: Such as ...
  • “Celebrate Chicago-Style: Enjoy 15% Off Your Order with Code WINDYCITY”
  • “Deck the Halls, Chicago! Save 10% on All Purchases Today”
• Rolling campaigns: A “12 Days of Christmas” promo keeps buyers engaged.
• Livestreaming events. Host a 30-minute showcase of holiday specials to drive sales.

5. Daily deals attract bargain-focused shoppers

Chicagoans love a deal, and platforms like Groupon and LivingSocial deliver.

• Targeted promotions: Deals are shown to shoppers based on past purchases.
• Short-term urgency: Run limited-time, high-value offers (e.g., 50% off spa packages).
• Cross-platform exposure: Your deal gets featured on websites, apps and emails.

Consider also that 77% of Americans prefer an experience to a physical gift.

Next steps for holiday marketing in Chicago

The holidays are prime time for business growth. A well-rounded strategy — streaming media, email, traditional ads, social media and daily deals — maximizes your reach.

Need help refining your approach? Talk to us. Zoe’s team at Chicago Parent specializes in connecting businesses with local shoppers.

Not ready yet? Learn more:

• Types of social media ads and how they work
• Why multichannel marketing is important