Hopefully, you’ve already planned and launched your holiday marketing campaigns. Perhaps some of the tactics you’re including this holiday season are a bit different than your year-round strategy.

While many of the most common holiday marketing tools, like remarketing, are still useful year-round, it’s only when business owners and marketers really focus on driving year-end sales that they become increasingly more popular.

The holiday season is already stressful enough – use this guide to easily decode popular holiday marketing terms with cheer! Plus, mark your calendar with popular holiday shopping dates to include in your campaigns.

Ad Blocking: Technology that allows for blocking ads before they are loaded by a web browser. Due to its growing popularity, business owners and marketers must diversify their marketing strategies.

Affiliate Marketing: When a publisher drives traffic to an e-commerce website in exchange for compensation. Affiliate marketing is a good way to diversify a marketing plan (see: ad blocking, above).

  • Many brands, especially during the holidays, partner with bloggers to host giveaways or for inclusion in holiday gift giving guides. The blogger is the “affiliate.”

Ad Extensions: In Google AdWords, these are “a type of ad format that show extra information (‘extending’ from your text ads) about your business.” Make the most of ad extensions during the holiday season by offering useful information (like the address of your brick and mortar, below) or festive holiday messaging.


Black Friday: The Friday after Thanksgiving (November 27, 2015). Traditionally known as the start to holiday shopping, Black Friday is one of the busiest shopping days of the year and is most popular for in-store coupons and promotions.

Buyer Persona: Semi-fictional representation of your customers based on market research, customer data, and profile information, including demographics, behaviors, motivations, and goals.

  • Pro-Tip: Create buyer personas for more effective customer segments and use these segments for holiday email marketing, social media, or PPC advertising campaigns.

Cyber Monday: The Monday after Black Friday (November 30, 2015). Traditionally, Cyber Monday is for online or e-commerce specials and was created to encourage online shopping.

Free Shipping Day: Popular e-commerce date for the last date retailers guarantee Christmas Eve delivery and promote by offering free shipping for one day only (December 18, 2015).

Google Shopping Campaign (previously known as “Product Listing Ads”): Shows detailed information about your product in SERPs (Search Engine Results Page) before a shopper clicks on your ad.


Marketing Automation: Programming, or automating, your marketing efforts across several channels, like social and email, to more effectively streamline, monitor, and optimize tasks and workflows.

  • With marketing automation, you can have your Egg Nog and drink it too! Schedule your marketing tasks over the holidays to free up time to eat, drink, and be merry. 

Remarketing (also known as “Retargeting”): Remarketing allows you to show ads to people who have previously visited your website or used your mobile app. Remarketing converts “window shoppers” into buyers.

  • Imagine this: Your wife asks for a new pair of boots for Christmas. After price comparing online, you leave the shopping website and continue surfing the web. Suddenly, Nordstrom ads are appearing everywhere from your Facebook news feed to the ESPN sidebar. You’ve been remarketed.

*Dynamic Remarketing: Taking remarketing one step further, dynamic remarketing shows previous website visitors or app users the specific product or service they viewed. This allows for a more tailored message and a more relevant ad – thus, a more inclined to purchase shopper.

  • With dynamic remarketing, instead of seeing generic Nordstrom ads, you see an ad for the specific pair of boots your wife requested and you priced compared.

Small Business SaturdayThe Saturday after Thanksgiving (November 28, 2015). Created to encourage people to shop at small, local businesses.

Super Saturday (also known as “Panic Saturday”): The last Saturday before Christmas (December 19, 2015), this day traditionally marks the end of the shopping season. Promotions target last-minute shoppers.