Believe it or not, the holiday season is just around the corner. That time of year brings more shoppers and more competition. The earlier you plan, test, and optimize, the better positioned you’ll be to capture demand and turn seasonal shoppers into long-term customers.

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Whether you sell online, through an app, or in-person, the concept is the same, and here’s what you should do:

After surveying 100 businesses, it’s no surprise that social proof (4.7 out of 5) is the highest among all purchase factors, followed by product features (4.5 out of 5) and trust (4.4 out of 5).

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Once upon a time, brand reputation was high on that list. But with the amount of competition today, consumers rely on feature reviews and testimonials, clear and easy to understand product description, and shopping on a trustworthy site with a positive checkout experience.

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Before cutting prices for Black Friday and Cyber Monday, focus on what influences purchases most. The biggest discount doesn’t always win. Build a compelling offer around value, proof, and trust.

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AI makes it easier than ever to create content. But when everyone can create more, trust and differentiation become the real competitive advantages.

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Join us on September 8 to learn what AI watermarking and provenance mean for marketers, how they could impact SEO, and how to combine AI speed with human expertise to create content worth finding, trusting, and citing.