advertising expats christmas
Targeting expats at Christmas time can be tricky, here two British retailers have shared their tactics with us.

Companies who are targeting an international, expatriate market this Christmas will be facing additional challenges attracting and capturing their audience. Of course, the normal problems apply – how to reach your audience or which media to use. But at Christmas, you find increased competition and a relatively shorter time period to capture your target group.

For most marketers, Christmas planning gets underway in September/October, or sometimes even earlier. John Lewis, a major British department store, has already launched its online Christmas shop, which allows expats to buy their gifts and decorations at an early stage.

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Expats want special services as well as presents during the holidays.

When it comes to Christmas sales everyone fixates on retail.

At it first glance, this industry seems to be dominated by a few big names. Research from overseas shipping website Forward2me found Amazon UK the #1 for expat shoppers, followed by H&M UK and John Lewis. Expats gravitate to these familiar brands for much of their Christmas shopping, often through simple internet searches.

Fortunately, expats’ specific needs offer potential for niche-retailers as well. And there are other holiday niches ripe with potential, many of them service related.

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For expats celebrating the holidays is all about home, according to Jason Kelly of Kelly's Expat Shopping.

For many expats, holiday shopping is a dull experience. It’s often done entirely online, and the glow of a computer screen is hardly a fair substitute for the hustle and bustle of the Christmas shopping season.

Perhaps that’s why they flock to small specialty shops in droves each December. Expat Marketing talks to Jason Kelly, who owns and operates Kelly’s Expat Shopping with his Dutch wife, Kelly (yes, that makes her Kelly Kelly). Jason explains why “the personal touch” is so appealing this time of year.

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