The holiday season is the busiest time of year for ecommerce brands across all industries. It's a perfect time to re-engage dormant customers and drive repeat purchases.
The National Retail Federation forecasts that holiday sales will increase by 2.5% to 3.5% this year, resulting in $980 billion in sales, compared to $955 billion in 2023. The NRF also expects ecommerce sales to grow by 8% to 9%, totaling $295 billion to $300 billion.
While your customers shop, make sure they are earning rewards in the process. Reward programs are the perfect way to transform seasonal sales into a year-long success!
Here are six of the top holiday rewards program campaigns that are driving customer engagement and making an impact.
Jonathan Roque
1. Death Wish Coffee
Death Wish Coffee is a coffee brand no stranger to gamification and rewarding customers with meaningful rewards through its loyalty program. Earlier this year, Death Wish ran a baseball-inspired gamification campaign that encouraged coffee subscribers to join one of two teams based on their coffee preferences—Pitch Black or Creamators.
The Death Wish holiday campaign started early this year with holiday deals after Thanksgiving. Death Wish Coffee ran a 25% off campaign for its customers and used its rewards program, Ritual Rewards, to reward customers with holiday merch and special coffee blends.
Death Wish Coffee is a perfect example of using its rewards and marketing as a mix of celebrating the holidays and incentivizing shoppers with your holiday products while rewarding customers.
2. Nordstroms’ Nordy Club
The holiday season is the shopping season for every consumer. Nordstrom sees thousands of customers throughout the holiday season across all its locations. One thing they are all met with is the decor and holiday sales.
Nordstrom sells multiple brands, and to encourage spending in one place, it entices its rewards cardholders with its Nordy Club and the points customers can earn.
Starting on Black Friday, Nordstrom encourages customers to start their holiday spending with Personal Point Days that can be scheduled at the shoppers’ convenience. On this day, customers can earn double points per dollar on all credit and debit purchases.
The perks and reward benefits get even better the higher your tier in The Nordy Club. Combined with using Nordstrom’s credit card, you can access free 2-day shipping and up to $200-$300 off.
Jonathan Roque
3. Threads 4 Thought 12 Days of Deals
Threads 4 Thought is a sustainable clothing brand running a 12 Days of Deals campaign leading to Christmas. These deals range from 60% off to BOGO deals. Their rewards program encourages customers to earn points for sharing reviews and UGC content.
This is a great example of how your rewards program can complement your holiday campaigns throughout the year by encouraging seasonal sales while allowing customers to build up a points balance to be used later (for a repeat purchase).
4. Starbucks Holiday Game Campaign
Starbucks might be one of the dominant players when it comes to holiday marketing. Their signature red cups have become a holiday symbol and almost an indication that the holidays have arrived.
The Starbucks For Life holiday game gives customers a chance to play a game in the Starbucks app, where customers earn by making purchases at Starbucks. Customers collect stickers to win sizable gift cards and Starbucks for life.
Customers can earn more plays by completing weekly tasks. Starbucks partnered with Marriott and Delta Airlines to offer customers the chance to earn more plays and win a $20,000 Delta gift card.
The Starbucks holiday game links customers' rewards accounts, so customers earn points for every purchase, leading to more plays in the holiday game. This has allowed Starbucks to keep customers engaged in-store through purchases and in their app for the game, while earning points altogether.
Jonathan Roque
5. Dash’s 12 Days of Dash + Partnerships
Partnerships can be powerful tools, and cookware brand Dash is making good use of them with its 12 Days of Dash holiday campaign. Dash has partnered with several brands and food influencers to hold 12 days of giveaways leading up to Christmas.
Rewards come in through Feel Good Rewards. Through this giveaway, Dash can introduce itself to a new base of customers who can engage with Dash and its content all year round.
Dash offers points for its customers and followers to take action on social media, such as following its Vegan YouTube channel and other social channels, and overall, it uses its rewards program as part of its marketing strategy.
6. Target Circle + Target Santa
You may have seen the popular Target Santa ads going viral. Target is known for its ads and the significance of holidays in holiday shopping. The Target Santa ad kicked off Target's holiday season in late November, transforming their store and adding holiday sales.
Target Circle is Target's rewards component, which has branched out to include a membership service that offers delivery and pickup options for Target Circle members in exchange for a fee. Target has done a great job this holiday season of reminding customers about its rewards and perks every chance they get, whether it be in-store or online.
Always remind customers about your rewards program and show them its benefits at their current and future purchases.
Transform seasonal sales into a year-long success
While holiday campaigns are often designed to encourage a short-term spike in rewards program participation, you can utilize the engagement in this short-term spike to engage customers throughout the year. Use your rewards program to your advantage this holiday season, and build off of the success, and turn it into a year-long success.
