National Ugly Christmas Sweater Day: Social Media Allows the Rise of Smaller eCommerce Shops
The holidays bring forth a busy season. To make things even more hectic, the third Friday of every December is National Ugly Christmas Sweater Day. Many consumers turn to ecommerce for their holiday sweater shopping. It’s easier to shop from your tablet while the cookies are baking than it is to run to the store during the holiday chaos.
eCommerce sales are projected to top $5 billion this year, up from $4.4 billion in 2017. Though top retailers like Amazon and Walmart are leading ecommerce sales, National Ugly Christmas Sweater Day highlights some of the opportunities for niche ecommerce marketing to play a part in the game.
ThinkGeek Markets “Pokemon Pikachu Holiday Sweater” to Christmas Geeks
A brand known for exciting your inner geek, ThinkGeek sells nerdy holiday sweaters perfect for your next party. By leveraging social media, ThinkGeek is able to spread the word about their holiday sweaters and encourage engagement from potential consumers.
ThinkGeek’s Twitter account is run by their “social media monkey,” a play on their mascot who is a monkey named Timmy. Through spunky tweets, the entity keeps a fun and humble voice, staying on brand with their geeky interests in mind.
ModCloth Promotes “All I Want for Christmas Is Brew” Sweater for Trendy Consumers
ModCloth, an online retailer of women's vintage-style fashion, promotes their holiday sweaters through Instagram. Their current Instagram feed is focused solely on the holiday season.
With creative language, like the play on words in this post, and rich photographs, including one featuring a sweater with a bottle opener on it, the brand successfully positions their fun products as must-haves for the holidays while inviting consumer interaction.
Tipsy Elves Offers Decorative Christmas Sweaters for Bold, Feminine Looks
With quirky colors and a bold attitude, Tipsy Elves, a company backed by Robert Herjavec from Shark Tank, is dedicated to producing ugly Christmas sweaters and markets their products through social media. Their Twitter feed exhibits bright patterns and curates internet jokes to connect with their consumer base.
Tipsy Elves even collaborated with BaubleBar, a jewelry shop, to showcase their cutest sweaters with BaubleBar’s most festive earrings. The GIF below evokes positive holiday spirit, perhaps something consumers can attain if they invest in Tipsy Elves sweaters.
By effectively leveraging social media, smaller ecommerce shops can level the playing field, reaching ideal consumers through their favorite platforms and spreading the word about products.