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TLDR
'Tis the season of sales spikes and shopping frenzies.
The holiday season is the biggest revenue driver of the year for most businesses. This period accounts for roughly 24% of total annual online shopping activity worldwide.
That’s why most brands begin their BFCM and holiday sale promotions as early as August.
If you haven’t started your campaigns yet, don’t panic. Over 34% of holiday shoppers start buying in the final two weeks before Christmas, and almost half plan to shop after Thanksgiving. This is your window to grab attention, move stock, and build loyal fans before the year ends.
Let’s explore how you can use email, Instagram, and WhatsApp to nail the last-minute holiday campaigns.
Over 70% of consumers admit to making last-minute holiday purchases, and about 30% of those happen within the last one to two weeks before Christmas. About 7% on the actual holiday day itself
That’s a huge chunk of revenue you’ll miss out on if you overlook the three- to four-week window before Christmas.
And it’s not just about getting those immediate sales. There’s a powerful psychological element at play.
When shoppers are in a time crunch, they’re often stressed and looking for quick, reliable solutions. A brand that steps in at that critical moment creates a sense of relief and gratitude. In the customer’s mind, your brand becomes the one that “came through when it mattered most.”
That emotional connection builds trust and often leads to repeat purchases well beyond the holiday season. In other words, helping customers at the last minute is a good sales strategy and smart relationship marketing.
At this stage, your customers are already panicking. The clock is ticking, and they’re desperately trying to check everything off their list. This is your cue to step in, not to add pressure, but to help them out.
Use countdown timers, limited-time offers, and “only a few left” alerts to nudge them to buy.
On Email: Add countdown banners or subject lines like “Ends in 6 hours—still time to grab your gift!” to get their attention instantly.
‍On WhatsApp: Send personalized reminders with countdown stickers or quick “last chance” messages.
On Instagram: Use Stories and Reels to showcase products with countdown stickers, limited-edition tags, or flash deal announcements.
The key to a winning campaign is empathy. Position your offer as a lifesaver, not a sales tactic. For instance, phrases like “Still need that perfect gift? You’ve got 12 hours left—order now and we’ll make sure it arrives on time,” give them the reassurance they need.
When done right, it feels like you’re helping them cross the finish line, not chasing them toward it.
Flash sales and limited-time bundles are perfect for last-minute shoppers who don’t want to spend hours comparing options. They create instant excitement while helping customers feel like they’ve scored a smart deal.
Run short, high-impact flash sales like “24-hour holiday deals” or “Weekend gift blitz” to drive quick traffic and impulse buys.
Highlight these offers across all your touchpoints: a WhatsApp broadcast, a pinned Instagram Story, or a bold email banner can get the message across fast.
Bundles are another powerful way to boost average order value while making life easier for your audience. Group complementary products together to turn decision fatigue into instant gratification.
And remember: presentation is important. Show the savings clearly and use crisp visuals or short videos to make the offer pop.
When shoppers are buying at the last minute, delivery speed becomes the ultimate dealbreaker. A study found that shoppers are 56% more likely to complete a purchase if expedited shipping options are clearly offered during checkout.
Because no one wants to risk their gift arriving after the holidays—and that’s exactly where your brand can step up.
Highlight express or same-day delivery options clearly across your website, emails, and social channels. Use phrases like “Order by December 22 for guaranteed delivery before Christmas” to remove uncertainty and build trust.
If you can’t offer nationwide expedited shipping, provide local delivery or in-store pickup alternatives. Even small convenience perks, like extended order cut-off times, can make a big difference in conversion rates.
Statistics also show that mobile commerce skyrockets during these last frantic days. In fact, in the days leading up to Christmas, last-minute mobile shopping visits increase by over 120%, with mobile transactions growing by 15-19% during peak days like “Super Saturday.”
This surge shows the importance of a mobile-optimized, urgency-driven approach that leverages last-minute deals, countdown timers, and swift shipping guarantees.
In the holiday chaos, shoppers crave simplicity and inspiration, and that’s exactly where gifting guides shine. A well-crafted gift guide acts as a personalized shopping assistant, reducing overwhelm and speeding up purchase decisions.
Create curated guides like “Budget-Friendly Gifts,” “For Him,” “For Her,” or “Last-Minute Delivery Picks.” These themed guides simplify choices and make it easy for shoppers to find the perfect gift in minutes. The less thinking they have to do, the faster they buy.
Distribute your guides smartly across channels:
Email, Instagram, and WhatsApp form the holy trinity of last-minute marketing—fast, personal, and impossible to ignore.
Your shoppers live across these three platforms. Omnichannel messaging that’s timely, personal, and urgent is the master key to turning clicks into cash.
Email: Personalization & Precision
Email is still king during the holidays. Segment your lists to drum up relevant offers. Personalized emails can double open rates and push conversion 6x higher than generic blasts.
Instagram is where shoppers go for inspiration. Schedule Reels, Stories, and posts that showcase gift ideas, flash sales, and limited-time bundles.
WhatsApp bridges the gap between engagement and conversion. Set up automated broadcasts for restock alerts, limited-time offers, or quick gift guides.
Use an omnichannel marketing platform like ZEPIC to seamlessly increase engagement across all these platforms.
BFCM Plan (November Weeks 1-4)
Weeks 1–2:
Week 3:
Week 4:
Week 1:
Week 2:
Week 3:
Week 4:
Early January:
Last-minute holiday campaigns are high-stakes, but they’re also high-reward. This is your moment to turn urgency into opportunity.
Nail the basics: use countdowns, flash sales, and irresistible bundles. Promise fast shipping and deliver it. Maximize your power trio of email, Instagram, and WhatsApp with personalized, automated messages that make buying effortless.
Stay agile. Track performance daily, adjust your messaging, and double down on what’s working.
Ready to make this holiday season your biggest yet? Power your campaigns with ZEPIC and turn the festive rush into revenue.
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