Klaviyo Case Study

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The holidays. Good food. Great times. Hella decorations. And some of us putting up those decorations today. On Nov 1st. So, yes - my Christmas tree may or may not be up already. Yeah, I’m that guy. Whatever. Roast me all you want. But with the holidays comes buying gifts. And because of the economy, people will spend differently.

So, I got my hands on Klaviyo’s consumer spending report. It’s interesting. And makes you reconsider how you structure your campaigns to get the most out of these holidays.

Some of the learnings 👇🏼

Last year’s Black Friday Cyber Monday playbook is not this year’s playbook. 

Uncertainty is in the air - high inflation, high mortgage rates - and shoppers plan to spend differently. 

So, Klaviyo surveyed 3,000+ consumers to help you understand what to expect and adapt your campaigns accordingly. 

Because tighter wallets mean a tighter operation to make sure every penny drives a return.

Is The Economy Changing Spending Habits?

But the response differs by generation. 

Gen Z and Boomers internalize economic uncertainty differently. 

And the categories they spend on in response are different too.

How To Implement:

Create perceived value

“Consumers solve for the equation of perceived value divided by cost. If the results equals 1 or higher, they’re likely to purchase.”

So, here’s what you can do:

• Go very deep into the specifics and quality of the product

• Add a bonus product with specific items to increase the perceived value of the order

• Add social proof that is very specific to the long-term benefits and the value it provides

More in-depth tactics and advice here.

Do Different Generations Shop On Different Platforms For Different Reasons?

Each generation shops differently. This means each generation needs to be communicated with differently. 

That means understanding your core audience, where they shop, why they shop there, and how they shop there, so you can curate a contextual experience.

How To Implement:

“Gen Xers and boomers+ are significantly more likely to prefer email over any other marketing method, while Gen Zs prefer email and social media equally (35%), followed by text message (22%).”

So, here’s what you can do:

• Segment your audience based on age and create tailored campaigns for each generation

• For Gen Z you can tailor the campaign to be a multi-touch campaign that’s scaled across social, email, and SMS and work in congruency to drive sales

• For Gen Xers and boomers, you can build longer email campaigns that drip throughout the holidays

 There are more tips, tactics, and advice on page 30

When Do Folks Do Their Shopping? And Does It Matter?

Black Friday and Cyber Monday are make-or-break days for retail and e-comm. 

And a lot can be optimized by just refining the basics like your copy, positioning, upsells, and emails to reflect the time of year. And the psychological shift that comes with it.

How To Implement:

So, here’s what you can do:

• Revisit your email campaigns/sequences and update them to match the holiday season

• Use these sequences to promote new content, upsells, and cross-sells

• Create segments for your top customers with special discounts, bundles, or products

• Build out win-back and bounce-back campaigns for previous customers who haven’t purchased a product in a specific timeframe.

• Re-create your abandon cart campaigns and sequences to match your holiday promotions

Plus, a whole lot more value on page 42.

Want To Get Your Hands On The Full Report?

And there’s a lot more all-action content in this report to perfect your holiday campaigns.

With content and tactics covering:

• How to increase your product’s perceived value

• How to craft offers that address customer concerns

• How to execute successful win-back and buy-back campaigns

• How to optimize your go-to-market strategy

• How to optimize your campaigns based on each generation’s shopping preferences

And 45 more pages diving deep into the why, how, and what people buy during the holidays.

It’s a helluva report by Klaviyo.

You can download it here.