Not everyone has their Christmas presents sorted by December - for many, the holiday shopping season is only just getting started. Whether they’re juggling busy schedules, waiting for the right deal, or simply tackling their lists later than planned, these shoppers enter December with clear intent: they’re ready to buy, and they want the process to be quick, reliable, and stress-free.
For brands, this creates a powerful opportunity, and with these smart, fast-acting Christmas marketing and sales tactics, you can turn December traffic into meaningful seasonal revenue.
Optimise Your Site for Speed and Conversion
When shoppers are short on time, every second counts. A slow-loading page, clunky mobile layout, or broken call to action (CTA) is all it takes for last-minute buyers to abandon their baskets and head to a competitor. In fact, if your page doesn’t load within three seconds, around 40% of your customers will tap out. Start by running a quick audit to identify anything that might block a purchase. These are some key areas to fix immediately:
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Broken pages and CTAs - test all key user journeys from product pages and add-to-cart buttons to checkout steps and payment gateways. One faulty link could cost you thousands in lost revenue during peak season.
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Large images - heavy, unoptimised visuals slow down your site. Compress product images to reduce load time without affecting quality.
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Unnecessary scripts and plugins - extra tags, outdated apps, and bulky code can drag down site performance. Streamline what you don’t need, especially on high-intent pages.
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Clunky mobile experience - a huge proportion of last-minute shopping happens on the go. Make sure buttons are thumb-friendly, forms are short, and the checkout flow works flawlessly on smaller screens.
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Limited payment options - consider diversifying your payment methods to include Apple Pay, Google Pay, PayPal, and buy-now-pay-later (BNPL) options like Klarna or Clearpay. This helps to remove friction so customers can check out in seconds, and spread the cost of their purchase if they wish.
Promote Urgency Through Delivery Deadlines
Content should form a core part of your Christmas marketing, and one of the most effective messages to prioritise is your delivery deadlines. Make these impossible to miss by displaying final shipping dates for standard, express, and next-day delivery across every key touchpoint:
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Use prominent banners and homepage strips to show final delivery dates and cut-off times.
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Add pop-ups or announcement bars to remind visitors the moment they land on your site.
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Mirror deadline messaging across all channels - email subject lines, paid social captions, PPC copy, and SMS alerts - to create a consistent sense of urgency.
And don’t forget about Christmas shoppers who leave things until the very last moment. Highlight “plan B” options to keep orders flowing even after standard shipping windows close.
This could include next-day or same-day courier services, local pick-up or click-and-collect options, and digital gifts such as e-gift cards, downloadable vouchers, or experiences. By clearly communicating these alternatives, you give last-minute buyers the confidence that they can still complete their purchases, even if traditional delivery deadlines have passed.
Push Short-Window Flash Sales
Flash sales are a powerful Christmas marketing and sales tool that create both excitement and urgency. Make it as easy as possible for customers to make the most of these by using visible timers across product pages and messaging to emphasise scarcity (i.e. “limited stock” or “final units remaining”). Promote these offers simultaneously across email, social media, and retargeting ads to reach shoppers wherever they are.
Keep the buying process fast and friction-free. When urgency and simplicity combine, flash sales can turn hesitant shoppers into committed buyers almost instantly.
Create Last-Minute Gift Guides and Bundles
Last-minute shoppers don’t always have specific products in mind; sometimes they’re looking for some quick inspiration. This is where Christmas marketing material - especially gift guides - becomes invaluable. Collections like “Gifts for Him”, “Gifts for Her”, “Under £20”, “Stocking Fillers”, or “Secret Santa” help customers narrow their options quickly.
Bundles are another strong tactic at this time of year. These offer convenience, extra value, and can increase average order value while helping customers feel more confident in their purchase.
Reduce Shopping Basket Abandonment
Cart abandonment is one of the biggest challenges during the holiday season, particularly among last-minute shoppers who may be comparing shipping dates, checking other retailers, or getting distracted mid-checkout. With global cart abandonment hovering around seven in ten carts, reducing drop-off is one of the fastest ways to capture additional revenue when traffic and purchase intent are at their peak.
In the immediate term, simplify the checkout process to no more than a few steps, and show total costs - including shipping and taxes - early on. Add trust signals such as security badges and clear returns information too. Offering checkout-as-guest, improving form autofill, and removing unnecessary fields all help make the purchase process as friction-free as possible.
Recovery tactics are also essential. Trigger abandoned cart sequences via email or SMS within an hour of abandonment, and consider gentle incentives such as free delivery, a limited-time discount, or a bonus stocking filler. Dynamic retargeting ads that show the exact items left behind can also entice shoppers back before they complete their purchase elsewhere. For a deeper dive into why carts are abandoned and how to optimise the checkout experience, check out our dedicated blog.
Strengthen Paid Social and Remarketing Efforts
Some shoppers will need multiple touchpoints before converting, making paid social and dynamic remarketing essential. Your warmest audiences - website visitors, email subscribers, and previous customers - are particularly valuable in the final weeks before Christmas. Key tactics include:
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Dynamic product ads - automatically show shoppers the items they viewed or added to their basket, plus related products.
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High-intent keywords - adjust bid strategies for searches like “last-minute gifts”, “same-day delivery”, or “Christmas gifts near me” to capture buyers ready to act.
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Dedicated landing pages - create pages specifically for urgent shoppers, featuring only ready-to-ship items, fast checkout, and stripped-back navigation to reduce friction.
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Integrated campaigns - maintain visibility across paid search, social media, display ads, and email to stay top of mind, as last-minute buyers often compare options before deciding.
Use Integrated Marketing to Stay Top of Mind
Multi-touchpoint marketing is critical when customers are shopping around. Keep your brand visible through a steady flow of email reminders, social posts, PPC ads, SMS countdowns, and retargeting campaigns, with messaging focused on what matters most: delivery deadlines, in-stock items, and fast fulfilment.
To see some examples of integrated marketing in action, check out our blog.
Optimise for “Near Me” and Local Search
For shoppers who leave it until the very last minute, in-person pick-up or same-day options can be a lifesaver. Local search helps capture these high-intent buyers and turns physical locations into a competitive advantage:
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Update your Google Business Profile - add key information such as updated holiday hours and contact details.
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Promote BOPIS (Buy Online, Pick Up in Store) - feature this option prominently on your site and in ads.
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Use local inventory ads - show real-time stock availability at nearby stores.
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Run location-based paid campaigns - target high-intent searches like “Christmas gifts near me” or “in stock today”.
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Highlight urgent pick-up messaging - phrases like “pick up today” or “ready for collection in one hour” reassure shoppers that they can still get gifts on time.
By combining these tactics, you capture shoppers who no longer rely on delivery and make your stores a go-to option in the final days before Christmas.
Wrapping Up
The Christmas chaos can easily become one of your most profitable periods of the year - if you make it easy for customers to convert. Don’t wait for shoppers to figure it out on their own: guide them through each step, simplify their choices, and remove any obstacles that could slow them down. Every interaction - from fast-loading pages to clear delivery messaging - counts toward turning last-minute intent into sales.
Looking to bolster your performance marketing activity in the new year? Get in touch with us today, and let’s get a POA together.