Thanksgiving 2023: Using social to celebrate brand loyalty and boost profit

For brands in the US, Thanksgiving Day is a time to show appreciation and offer an opportunity to boost brand engagement and profit.

According to Adobe, last year Cyber Week 2022 was a key contributor to online spending in the US, driving $35.3 billion in spend in the five days between Thanksgiving and Cyber Monday. Plus it’s the perfect opportunity to connect with customers and increase brand loyalty.  

There are several effective ways that brands can use social media to engage with users and customers, depending on the type of business. 


1  Show appreciation on Social channels

Create a piece of content thanking users for following. For instance, celebrating the number of followers in a story or the highlights of the year by sharing a reel. No matter how many followers you have, just find a way to make each of them feel precious and unique.


2  Showcase deals on everyday essentials

Families especially are struggling to afford essentials right now. One of the ways brands can show gratitude for their customer’s loyalty is to offer discounts on everyday essentials (and promote these on social media). People who view videos about cooking tutorials are more likely to be interested in household appliances than a general audience. The same logic applies to most verticals. 


3  Start Black Friday Deals on Thanksgiving Day

Sales start earlier each year, and as a result, brands are cashing in and taking advantage of people shopping on Thanksgiving Day, as well as Black Friday the next day. Consumers looking to Black Friday to help them save money on a wide range of things will be keeping a keen eye on retailers’ social channels also the days before, for any deals that they can find.


4  Entice users with Thanksgiving content

Creating a content schedule to captivate a global audience during the Thanksgiving season, providing inspiration and entertainment.  Outfits, stress-free and save-time tips for hosting the dinner, recipes, tutorials, tablescape ideas, ideas for gifts, and anything else that can help.


5  Consider working with creators

To effectively connect with their target demographics, brands can benefit significantly from collaborating with content creators who possess expertise in relevant areas. Partnering with influencers who align with a brand’s values and products can yield powerful results. One compelling strategy is to entice the influencers’ followers by presenting exclusive offers such as instant wins or exclusive deals.

By leveraging the influence and reach of these content creators, retailers can craft compelling content that deeply resonates with shoppers. Offering exclusive deals not only captures the attention of the audience but also creates a sense of urgency and exclusivity, encouraging consumers to engage and make purchase decisions. This collaborative approach not only enhances brand visibility but also establishes a connection with consumers on a more personal level, ultimately meeting their specific needs and preferences.


In conclusion, for brands in the US, Thanksgiving Day serves as an opportune moment to express gratitude, enhance brand engagement, and boost profits. Leveraging social media, especially during the Cyber Week period, can be a pivotal strategy, with last year’s data from Adobe indicating a substantial impact on online spending. By employing various tactics such as showcasing deals on everyday essentials, starting Black Friday promotions on Thanksgiving Day, creating captivating Thanksgiving content, and collaborating with influencers, brands can not only connect with customers but also foster brand loyalty, making the most of this festive and consumer-driven season.


Happy Thanksgiving!

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