With Halloween already come and gone, it is official: the holiday marketing season has descended. Even though Black Friday’s promised mayhem is still a few weeks away, that doesn’t mean that your marketing schedule can take it easy.

Consumers are already sending tons of signals to businesses. For example, people are clearly way more invested in this year’s divisive American presidential candidates than any other characters.  While Halloween trends may not be the most useful vision in your crystal ball, you don’t have to hire a psychic to be prepared for the holidays.

Following an analysis done by Business News Daily, here are 3 trends to jump on if you want to drive sales during the Holiday Marketing Season:

Optimize Your Website

A slow website will frustrate customers more than standing in line at the DMV. To make sure you retain customers, keep your website checkups regular, tighten up your content, and make sure your loading time stays under 3 seconds. After that fatal “3 … 2… 1” countdown, an unloaded website will be abandoned by customers.

Additionally, it is critical that your website is mobile-optimized. As reported by Business News Daily, retail sales on smartphones have almost doubled each year. If you want to stay current, except your website to be viewed on mobile and adjust accordingly, or your site will be swept away to the depths of the internet.

Use Marketing Segmentation

Don’t make the mistake of grouping all your customers together. Some are going to be gung-ho for all the holiday activities from the get-go – others will be your dependable procrastinators. Take advantage of these different groups!

Craft your digital messaging to appeal to individual groups to hit that extra chord. As the authors of the SteelHouse report pointed out:

“Marketing is a science … [and] there’s no reason to guess,” the report’s authors wrote. “We’re often surprised at the combination that performs the best when we run our own advertising.”

Utilize Native Advertising

Sometimes going with the flow has its benefits:

Native-advertising campaigns look and feel more natural because they mimic the format of the platform on which they appear. For instance, sites like BuzzFeed publish posts sponsored by brands that read like their standard articles. Jamie Tedford, founder and CEO of Brand Networks, said native advertising will be the trend in social media and content marketing for brands this holiday season.

If you know what your audience likes, use that to your advantage. If it isn’t broken, there is no need to fix it.

Regardless, the holidays provide tons of opportunities for marketers to grab their audience’s attention. Keep your website loading time fast, know your audience’s subgroups, and appeal to them based on what they like. If you start planning and acting before the chaos of late November, you will have a much higher chance of surviving the holiday madness.