Preparing for the Holiday Season: How Shopping App Owners Can Maximize ROAS on Limited Budgets

The holiday season is just around the corner, and if you're a shopping app owner, you're likely feeling the pressure. With millions of shoppers turning to their phones to buy gifts, your app has the opportunity to reach new customers…but so do all your competitors. 

So here's the million-dollar question: How do you turn holiday scrolls into sales when your marketing budget feels tighter than Santa's belt?

Yes, the ad spend during the holidays can feel like a game of who can burn through their money the fastest, but don’t worry - we’ve got your back. You don’t have to be a big spender to get big results. With the right creative strategies and a little bit of clever budgeting, you can maximize your ROAS and still leave room for some eggnog.

Welcome to the ultimate strategic playbook for shopping app owners who want to unwrap maximum returns without breaking the bank. This isn't just another marketing guide, it's your secret weapon for navigating the most competitive digital shopping season of the year.

Ho-Ho-Hold the Spotlight

The holiday season is like the Super Bowl for shopping apps. Everyone’s looking to get in on the action, from big brands to your next-door competitor. People are more likely to open their phones to shop than ever before, and if your app isn’t catching their eye, you’ll be lost in the holiday shuffle before you know it. 

That’s why it’s not just about standing out, it’s about standing out in a way that sticks. By crafting customer-focused campaigns that prioritize meaningful engagement, you’re doing more than chasing a quick holiday revenue bump. When done right, you’re not just cashing in on the season, you’re building lasting relationships.

Instead of bombarding shoppers with a flurry of promotional emails during a single holiday sprint, take a smarter approach. Build a strategy that spans the entire journey - before, during, and after the holidays, because your customers’ needs and wants will evolve throughout the season. 

A well-timed, thoughtful plan? Now that’s the gift that keeps on giving.

Here’s the game-changing data that will make it clear why standing out should be a top priority for your strategy: Consumers spend 5.5 times more minutes on apps than they do on mobile websites, and apps convert at a 157% higher average rate.  

That's right - apps are where the action is. But with limited marketing budgets, simply getting users to download your app isn’t enough. The real challenge is creating experiences that turn those one-time holiday shoppers into repeat customers who’ll keep coming back long after the holiday rush. And here’s why that’s crucial: 76% of U.S. consumers  say they will buy at least half of their holiday purchases online, according to a Bain & Company survey. This means that with every purchase, you have the chance to build a lasting relationship.

But here’s the catch.

Your app isn’t just competing with other shopping apps, it’s up against the entire digital shopping experience. From social feeds to email offers, you’re in a high-stakes game for those fleeting moments of attention in a world that never stops scrolling.

Crush Your ROAS Goals This Christmas

Like you already know, everyone is trying to get their slice of the pie. So how do you cut through the noise and get shoppers to click that download button, add items to their cart, and hit “purchase”? The secret is in your ad strategy.

If you want to grab attention during the holiday rush, you need to do more than just show up with a basic ad. You need to wow your audience, stand out in a crowded app store, and give shoppers a reason to choose your app over the competition. And guess what? Creative ads are your secret weapon for doing just that. 

The holidays are all about feeling good - warm vibes, excitement, and a dash of nostalgia. So, your ads need to capture that same energy. Whether it’s through festive visuals, smart messaging, or a clever twist on a holiday classic, your ads should evoke emotions that push shoppers to act. Think of it like holiday shopping wrapped in a bow—your app is the perfect gift, and your ad is the wrapping paper that makes them want to unwrap it.

Alright, it’s time to talk about holiday ads that actually work. With so many brands fighting for attention this season, you can’t afford to just slap a Santa hat on your logo and call it a day. Your ads need to work harder. 

So, how do you pull that off? Let’s break it down.

Start with your visuals. Yes, the holidays are filled with warmth and excitement, but your visuals shouldn’t just shout “it’s the most wonderful time of the year.” They need to emotionally connect with your audience, while demonstrating exactly why your app is the solution they need to make their shopping stress-free.

Take Amazon as an example. Their campaign very strategically uses Christmas countdown deals and gift suggestions that get shoppers excited about saving time and money. They also use warm, very inviting colors and imagery, giving shoppers that "one-tap-away" feeling of finding the perfect gift.

When your visuals are on point, let’s talk messaging. Holiday shoppers are laser-focused, they want the best deals, the perfect gift, and a stress-free shopping experience.  So, don’t just push your app, but show them how it’ll make their life easier. 

And remember: It’s not just about the products, it’s about making their holidays easier and gifting them more time to enjoy the season. 

Etsy does this really well. Their messaging centers around the emotional side of gift-giving. Phrases like “Handmade gifts for everyone on your list” and “Unique finds just for you” really resonate with shoppers searching for gifts that stand out. It positions Etsy’s app as the go-to place for thoughtful, personalized presents.

Just look at a genius  Etsy's 'Where's Waldo?' 2024 Christmas campaign that focuses on gifts that make you feel truly understood and seen.

In the ad, Waldo’s traveling the world, being spotted everywhere. It is only when he gets home and receives a perfectly personalized Etsy gift from his best friend that he finally feels like someone really sees him. It’s such a clever reminder that the best gifts aren’t just cool, they make you feel understood. Etsy nails it with this one.

Moving on, we can’t forget urgency. The holidays are all about the deal, and when shoppers feel like they might miss out on something amazing, they’re more likely to take action. That’s just human nature. Use countdowns, limited-time offers, or “only a few left” messages to get people to act fast. The holidays are the time to make people feel like they have to act now or risk losing the deal. Make it feel exclusive and fleeting, so they can’t resist hitting ‘buy’ before the clock runs out. However, there's a fine line between gently nudging and being too pushy. It’s about giving them a reason to act quickly, while still making the experience feel positive and rewarding. 

Now, if you’re working with a tight budget (and who isn’t?), dynamic ads are your best friend. These ads automatically adjust based on user behavior, showing them personalized content that speaks directly to their interests. For example, if someone browsed gift ideas in your app but didn’t make a purchase, you can retarget them with an ad for the exact product they looked at, along with a special holiday discount.

Take Facebook Ads, for example. Let’s say a user checks out a pair of headphones in your app but leaves without buying. Later, they see a personalized ad on Facebook showcasing those exact headphones, paired with a limited-time “Holiday Special” offer. It’s like a little nudge that reminds them of what they wanted, while offering them a reason to act now. Since they’ve already shown interest, these ads are usually way more cost-effective than trying to capture fresh traffic.Think of it as giving each user a gift that feels handpicked, without the high price tag.

The bottom line? Your creative ads need to stick with shoppers, feel festive, and hit them right in the feels when it comes to holiday shopping. Get personal, make your offers feel urgent, and don’t forget to lean into dynamic ads for the win. This way, you can drive conversions and maximize your ROAS without overspending.

Make Every Ad Dollar Count 

Now let’s be real - holiday marketing can feel like a race against time and a battle for every last ad dollar. Like you already know, with limited budgets and fierce competition, it’s not just about spending big, it’s about spending smart. And that’s where your ad budget allocation comes in. You want to get the best return on every dollar, and we’re here to show you how.

The key to maximizing your ROAS isn’t just about throwing money at everything. It’s about strategically prioritizing campaigns that will deliver the highest impact and utilizing cost-effective channels that align with your app’s goals.

Here’s how to maximize every penny:

First and foremost, focus on the Big Winners (as we like to call them).

Not all ads are created equal, and the holiday season is no time to waste. Look at what worked in the past and double down on it. Which ones got the best results? Are your top performers already targeting users with High Lifetime Value (LTV)? If certain ads crushed it last year like a perfectly timed Christmas surprise, don’t overthink it - put your money where the success is. For example, if a particular creative had a massive impact on installs last holiday season, it’s a no-brainer to pour more budget into it.

Not every ad platform offers the same return, so be strategic about where you allocate your budget. Programmatic advertising can be an effective way to reach targeted users, but it can also get pricey. Social media ads like Facebook, Instagram, or TikTok are often more cost-effective, especially if you're trying to reach a younger audience. TikTok, in particular, is a great platform for creative video content that feels natural to the platform. If your app has fun features or deals, using in-feed or TopView ads can boost engagement without breaking the bank. 

If you’re keen on social media advertising, you’ll want to hear this - Younger shoppers, particularly Gen Z, are driving the shift toward mobile and social media shopping. A significant 67% of 18-to-24-year-olds and 65% of 25-to-35-year-olds plan to use their smartphones for holiday shopping. Additionally, almost half of all consumers are turning to social media platforms such as TikTok, Instagram, and Facebook to find the perfect gifts this season.The future of holiday shopping is already happening, and it’s happening on their phones.

You don’t have to splurge on every platform, simply start with the ones that offer the best return for your money. Whether someone’s casually scrolling through Instagram for gift ideas, Googling “best stocking stuffers,” or diving into TikTok for inspiration, you want your app to be there. 

You’re not just reaching people at the moment of purchase, you’re there when they’re just starting to browse and when they’re ready to hit that buy button. Just by doing this strategic step early on, you’ll keep your app top of mind without overspending in the holiday madness. And here’s another little secret for you: Accurate tracking.

In a world where every dollar needs to stretch, this is your silent partner. Use tracking tools that give you the full picture of how each ad is performing across all your channels. This way, you can adjust your budget on the fly. To stay ahead of the game, just to name a few, you can use tools like Google Analytics to monitor website traffic, or Facebook Ads Manager and TikTok Ads Manager for real-time insights on your social media ads. Platforms like Appsflyer and Adzooma are great for optimizing ad performance and managing campaigns across multiple channels.

But if you really want to level up, Z2A Digital pulls it all together for you, and makes it easy to track your campaigns, reach the right audience, and prevent fraud all from one place. This means all the heavy lifting is taken care of, so you can focus on what you do best and leave the rest to us.

When you can see what’s working and what’s not, you’ll know exactly where to direct your spending. The more you know, the smarter your decisions… and the better your results.

Building Loyalty Beyond the Holiday Season

The holiday season might be a time of frantic shopping, high sales, and festive campaigns—but once the decorations come down and the last New Year’s resolution is made, how do you keep those users coming back?

The holiday rush is all about quick wins, but the real work begins after the last gift is unwrapped and the twinkling lights come down. Turning those one-time holiday shoppers into loyal users is how you keep the momentum going. 

Here’s how to build that loyalty and make sure your app stays relevant all year round:

Start by retargeting with a post-holiday twist. The holidays might be over, but your marketing strategy shouldn’t be. Use retargeting to remind users why they loved your app in the first place. 

A well-placed post-holiday ad can keep the connection alive. For example, send a message like, “Start the New Year Right! Here’s 15% Off Your Next Purchase!” to users who bought from you during the holidays, or missed out but showed interest. 

Sephora is a master at this. After the holidays, they don’t just disappear. Instead, they target past customers with exclusive discounts tailored to their purchase history. Got a new eyeshadow palette during the holidays? They’ll suggest the matching lipstick - at a discount. It’s like they know what you need next.

In addition, offer fresh, post-holiday content that speaks to your users’ needs. After the holidays, people shift focus: New Year’s resolutions, decluttering, or simply looking for their next big purchase. Meet them where they are by delivering content that’s relevant to now. Recommend products, share tips, or offer discounts that align with their post-holiday goals. 

Pinterest is the MVP here. Once the holidays are over, they pivot to what users care about next: “New Year, New You” trends, DIY hacks for home organization, or ideas for upcoming events. They turn holiday users into year-round fans by staying one step ahead.

Another way to stay relevant is by launching a loyalty program that sticks. If you want users to keep coming back, give them a reason. Loyalty programs are like giving your users VIP status, rewarding them for sticking with you. Whether it’s points, perks, or special discounts, show them that shopping with your app has year-round benefits. 

Also, don’t underestimate the power of staying top-of-mind with push notifications and emails. The key to long-term loyalty? Users can’t forget you exist. Send personalized push notifications and emails that feel like a thoughtful nudge, not an annoying spam blast.

To kick off 2025 in the best possible way, check out our 2025 Playbook for Mobile User Acquisition. Get ready to enter the new year with style, strategy, and all the tools you need to crush your goals.

Don’t just let the holidays be the end of the story, use these strategies to turn seasonal shoppers into lifetime fans. Because when you keep showing up for your users, they’ll keep coming back for you. 

Plan Now for Holiday Success

The holiday season is nearly here, and if you want your app to make a real splash, now is the time to prepare. We’ve covered everything you need to create a stellar ad strategy—from leveraging creative ads to maximizing your ROAS with smart budget allocation and retaining users well after the holidays.

But don’t wait until the week before Christmas to start planning. Get your campaigns in place as soon as possible, analyze your ad performance, and refine your approach. When you focus on what matters most - strategic targeting, creative engagement, and long-term retention - you set yourself up for a season of success that keeps the momentum going into the new year.

It’s not just about surviving the holiday rush—it’s about thriving. By being proactive, you can make the most of this season,and beyond.

Ready to make the most of your app’s potential this holiday season? Let’s get planning and ensure this holiday is one for the books!

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