The holiday shopping season is no longer confined to a few frantic days after Thanksgiving. Black November is now a month-long retail marathon where competition is fierce, and consumer attention is more fragmented than ever. For retailers, this extended season presents both a challenge and an opportunity: how to capture consumer interest and wallet share not just in the short term, but in a way that fosters long-term loyalty.

Recent trends underscore the importance of rewards programs during this critical period.

Last year, spending on items purchased through loyalty programs increased significantly by 31%. This growth comes on the heels of a 27% rise during the 2022 holiday season compared to the year before. (This according to reward earning data from purchase reward provider Valuedynamx.) This signals a clear message: consumers are actively seeking out and engaging with rewards programs.

In a marketplace saturated with holiday discounts and promotions, standing out is no small feat. Retailers need to go beyond competing on price alone. Rewards programs can serve as a key differentiator, providing additional value that resonates with consumers on a deeper level. I have several key strategies for doing so successfully:

The importance of customization in rewards programs

One size does not fit all when it comes to rewards programs. Consumer preferences vary widely by region, influenced by cultural nuances, economic factors, and local shopping behaviors. For example, a rewards program that resonates in a metropolitan area might fall flat in a rural community. Therefore, tailoring rewards to meet regional demands isn't just advantageous—it's essential.

Beyond regional considerations, customization should also align with the retailer's specific brand identity and customer expectations. A luxury retailer might offer exclusive, high-value rewards such as personalized shopping experiences or early access to new collections. In contrast, a grocery chain could focus on everyday savings, offering discounts on staple items or fuel rewards.

Moreover, retailers should consider amplifying their offerings by participating in other like-minded brands' reward and loyalty programs. This is another way to customize rewards for specific shopper demographics. Luxury brands, for instance, often find synergies with airline loyalty programs—either by providing linked offers or by participating as a reward-spend option. Such collaborations can expand a retailer's reach and introduce their brand to a broader, yet targeted, audience.

The value exchange: what consumers expect from rewards programs

At the heart of any successful rewards program is a simple concept: the value exchange. Consumers are increasingly discerning, expecting rewards that offer equal or greater value than the effort or money they put in. Personalization plays a significant role here. Valuedynamx data shows that when personalized merchant offers are presented to consumers, they are 15 times more likely to make a purchase. 

Additionally, consumers will be looking for rewards that provide immediate gratification and meaningful benefits. They value programs that offer not just discounts, but also enhance their overall shopping experience—be it through exclusive discounts, tailored recommendations, or seamless integration with their lifestyle. Moreover, consumers who are rewarded faster, without having to wait, tend to spend more and shop more frequently through those reward programs. By offering real-time rewards and instant access to currency, retailers can tap into this behavior, encouraging more frequent engagement and higher overall spend. Retailers who understand and deliver on these expectations will foster deeper customer loyalty and drive repeat business.

Leveraging seasonality and promotional launches

Timing is everything in retail, especially during the holidays. Peak sales periods like Black Friday, Cyber Monday, and the weeks leading up to Christmas are golden opportunities to launch or amplify rewards programs. Notably, this year there are only three weekends between Black Friday weekend and Christmas, making it crucial for retailers to implement rewards strategies sooner to elongate the shopping season.

Aligning promotional activities with these peak times as well as anticipated seasonal spend categories can maximize consumer engagement. For example, most travel rewards are redeemed in the first quarter of the year, when consumers are booking vacations and trips. Therefore, during the holiday season, shoppers are keen to make purchases that come with travel rewards they can redeem in the new year.

Opportunities also exist for retailers to differentiate themselves with unique offers. Consider implementing tiered rewards that increase with the amount spent, encouraging higher purchase values. Beyond their own programs, retailers should also contemplate collaborating as merchant partners in bank or travel loyalty programs, thereby engaging with a broader audience by amplifying their offerings in another channel.

The role of consumer demand in shaping rewards strategies

Staying attuned to shifting consumer demand is vital for any retailer, but it's especially important during the dynamic holiday season. Digital rewards programs offer the flexibility to adjust offerings in real-time based on consumer behavior and preferences.

For instance, if data indicates a surge in demand for sustainable products, retailers can swiftly incorporate eco-friendly rewards or incentives into their programs. With travel expected to surge in the coming year, retailers should ensure they are part of loyalty program networks that offer travel-related purchases or services. Being adaptable allows retailers to meet and even anticipate consumer needs, positioning themselves as responsive and customer centric.

Preparing for a successful holiday season

As we approach Black November, the time for retailers to refine their rewards strategies is now. Customizing rewards programs to meet regional and brand-specific needs, understanding and delivering on consumer expectations, and differentiating through unique and personalized offerings are all critical steps toward success.

By investing in rewards programs that offer genuine value and align with consumer demands, retailers can capture both the hearts and wallets of shoppers in this highly competitive time.

About the author: James Berry is the Managing Director of Valuedynamx, a global provider of data-driven, curated omnichannel purchase rewards.