During the season of Santa Claus, Christmas trees, and red and green packages, it’s easy for the Jewish holiday of Hanukkah to get lost in the shuffle. While only 2.5 percent of the American population is Jewish, there is still a strong force of shoppers out there ready to buy gifts for the eight nights of Hanukkah. So as you plan your holiday decor and strategies, take the following five tips into consideration as you plan marketing around the Festival of Lights.
1. Timing is Key
The dates of Jewish holidays – including Hanukkah – vary from year to year because the calendar is different from the traditional solar calendar most Americans follow. This year, Hanukkah begins at sundown on Saturday, December 8 and runs for eight consecutive nights. Make sure your Hanukkah displays are ready to go early, and understand that people will not be doing Hanukkah gift shopping after December 15.
2. Do Your Research
If you don’t celebrate Hanukkah, do not rely on assumptions or stereotypes for your marketing messages. You could run the risk of offensive language or inappropriate holiday comparisons. Consult with industry experts or do research online in order to fully understand the holiday, culture and traditions.
3. Go for Variety
The menorah, dreidel and potato latkes are the most-recognized traditional Hanukkah symbols. But don’t use these items alone to make up your Hanukkah gift displays, decor and marketing ideas. Chances are, every store with a Hanukkah display will include these items. Look to the unique aspects of the holiday for marketing and product ideas.
4. Don’t Forget Your Email Marketing
It’s likely you will send a few email marketing pieces during the December holiday rush. Why not make one of the email messages Hanukkah-themed during the eight nights of Hanukkah? And don’t think you only need to target Jewish customers with Hanukkah greetings. Afterall, it is the season of faith, love and community.
5. Don’t Limit Products to Red and Green
Be sure to offer beautifully-wrapped packages and products in Hanukkah colors of blue and white. The items can be the same as what’s wrapped in gold, red and green; just change up the packaging for your customers looking for Hanukkah gifts. You may be surprised at how quickly the Hanukkah-themed items sell.
Remember Christmas is not the only holiday taking place in December. Hanukkah offers customers an opportunity to shop for eight nights of gifts and beautiful decor. And by offering Hanukkah-themed products and marketing, your business is appealing to a market that is often forgotten about during the winter season.