How Big Brands Use Urgency to Drive Conversions During the Holidays

What’s worse than not being able to find the perfect Christmas gift for someone you love?

How about finding it, then realizing it’s sold out? Sold out.

The thought alone is enough to cause a pre-Christmas meltdown, but while we’re all fretting over the perfect gift, big-brand retailers and ecommerce site owners are off singing carols, waiting for the dollars to roll in. But how do they do it? How do they make us want to buy so feverishly every year? It’s not as if holiday marketing differs significantly from one year to the next.

Holiday marketing is — and always has been — all about urgency, about creating a real (or at least semi-real) timeframe in which people need to act, or they’ll miss out.