The holiday season is rapidly approaching, and with it comes a surge in consumer activity that can make or break a retailer’s year. However, with consumer behaviors evolving and technology playing a greater role in shopping experiences, retailers must adapt quickly. By tapping into the power of B2B buyers, enhancing loyalty programs, and adopting cutting-edge payment solutions, retailers can meet the demands of today’s shoppers while safeguarding their operations.

While consumer spending often fluctuates, B2B buyers provide a level of stability that can be invaluable during the holiday rush – when many corporate budgets need to be used. These shoppers make purchases on behalf of their companies, often leading to high-value, repeat purchases that have unlimited potential well beyond holiday crunch time.

Brandon Spear, CEO of TreviPay, points out that 72% of businesses exhibit higher loyalty to retailers that offer their preferred payment options according to a recent survey of global business buyers. “In today’s market, B2B buyers are increasingly willing to switch retailers if it means they get the payment flexibility they need,” Spear says. “Retailers who offer convenience and customization at checkout through invoicing and payment terms stand to benefit from increased average order value and stronger loyalty.”

Furthermore, the demographics of B2B buyers are shifting, with Millennials and Gen Zers now making up 71% of this segment. These younger business shoppers – informed by their experiences as consumers – are bringing new expectations to the table, including the demand for seamless, secure digital experiences. By catering to these preferences, retailers can safeguard their operations at a pivotal time of the year and secure a loyal customer base for years to come.

Consumer loyalty programs remain a cornerstone of retail strategy, particularly during the holiday season when competition for customer attention is fierce. However, not all loyalty programs are created equal.

James Berry, Managing Director at Valuedynamx, emphasizes that consumers need to feel that the value they receive from a loyalty program is equal to or greater than their investment. “It’s about making the customer feel appreciated and understood,” Berry explains. “This means providing personalized recommendations and diversifying reward options to resonate with individual preferences.”

Recent global research supports this approach, showing that while cashback and gift cards are popular, 90% of loyalty program members want the flexibility to redeem their points across multiple brands, emphasizing the importance of looking outside of a retailer’s branded loyalty program to drive engagement. When consumers are satisfied, they engage more frequently, leading to an ongoing ‘earn and burn’ cycle that drives higher revenue and customer loyalty.

In addition to loyalty programs, consumers are increasingly turning to card-linked offers to maximize their savings during the holiday season. These offers, often available through online banking platforms, allow shoppers to activate offers or cashback opportunities before making a purchase.

Ed Wogan, SVP Chief Merchant Officer at Valuedynamx, advises that retail marketers who are looking for innovative ways to boost engagement and loyalty this holiday season consider joining a card-linked offers network to boost holiday sales: “Card-linked offers are a smart, cost-effective, and data-driven solution that can reach millions of customers and ensure that brands only pay for redeemed promotions.”

Wogan highlights that during the holiday season, brands should consider turning to card-linked offers to stay agile and responsive to shifting customer behaviors. These promotions are ideal for the fast-paced demands of the season, as they don’t require lengthy lead times and operate on a pay-for-performance model, making them perfect for testing and optimizing strategies. “As consumers look for value during this critical shopping period, flexible promotions like card-linked offers can give brands the competitive edge they need to stand out and drive sales.”

Additionally, the data-driven nature of these tactics makes measuring ROI more straightforward than with many other marketing activities, providing executives with the detailed reporting they desire. To truly maximize reach and impact, marketers must balance engaging consumers at scale with delivering value tailored to individual preferences.

As the volume of transactions increases during the holiday season, so does the risk of fraud. Retailers must be vigilant in protecting themselves and their customers from fraudulent activities, particularly chargeback fraud, which tends to spike during this time.

Yinglian Xie, CEO and Co-Founder of DataVisor, warns that the holiday season is a prime time for fraudsters looking to exploit the surge in online shopping. “Retailers should prioritize understanding the various situations that can lead to chargebacks and implement measures to prevent them,” Xie advises. “This includes using robust tracking systems, providing proof of delivery, and employing additional authentication methods such as text message verification.”

For retailers offering Buy Now, Pay Later (BNPL) options, the challenge is even greater. As BNPL continues to grow in popularity, particularly during peak shopping seasons, it also becomes a target for fraudsters. Xie notes that providers must strike a balance between growth and fraud prevention by leveraging AI-based technology to tailor fraud strategies to specific retail partners and channels. These proactive steps minimize friction while enhancing security and reducing the risk of chargeback fraud in e-commerce transactions.

The holiday season presents both challenges and opportunities for retailers. By focusing on the reliability of B2B buyers, enhancing consumer loyalty programs, offering smart shopping options, embracing mobile payments, and bolstering fraud prevention measures, retailers can navigate the busy season with confidence. As the market continues to evolve, these strategies will not only help retailers succeed during the holidays but also position them for long-term growth in the future.

Imagine during the holiday rush at the checkout counter, a glitch occurs—a customer’s card doesn’t work. The retailer, equipped with a versatile software solution, offers a quick alternative: a pay-by-text link sent straight to the customer's phone. Within moments, the sale is saved.

After the purchase, the customer receives a friendly text message, inviting them to join a loyalty program. This small gesture keeps the relationship strong, encouraging repeat visits even after the holiday season. Retailers who use software with integrated payment links, text messaging, and point-of-sale hardware don’t just survive the holiday chaos—they excel.

Austin Talley, CEO of Everyware, underscores the value of contactless mobile payment solutions, particularly Pay by Text functionality. Talley explains, “A simple text message with a payment link can make all the difference in ensuring that shoppers complete their purchases quickly and conveniently using their preferred way to pay.”