For e-Commerce owners, the holiday period isn’t just a time to rest, spend time with family and enjoy festivities.
It’s a crucial time to increase the amount of revenue and therefore profit that you make.
But in order to do that, you need to make sure you understand the complexities of selling during the holiday periods and the tactics you can use to increase your chance of success.
In this guide, we’ll look at 6 different strategies for increasing your revenue in the holidays.
Have holiday specific deals
The thing about the holidays is that everyone is actively looking for a specific deal. They ready to spend money, yes. But at the same time, they’re also interested in looking for specific deals.
When it comes to preparing your holiday-specific details, it’s important to get ahead. You might decide you want to write all your emails ahead of time. This way, when you’re about to launch your campaign, everything is ready to go and you can automate the entire process.
This holiday kit is limited edition and is called “Holiday Kit” what this tells a customer is that when it’s gone, it’s gone. If you’re a big fan of the Velour brand, you would probably want to get your hands on the limited edition item.
Think about the type of customers you’re targeting each holiday period
Each holiday usually has a specific type of clientele that is interested in making a purchase.
For example, if you’re selling products around Hanukkah, you’re most likely to get Jewish customers.
Likewise, if you’re creating campaigns around valentine’s day, you’re most likely to get customers who are in relationships.
Even though each period is a holiday, each holiday has their own special nuances and themes.
Think about the specific holiday you’re trying to target and consider what special elements you could employ to encourage people to buy.
One great example is Chubbies getting on board with Cyber Monday deals.
Now when you think about Cyber Monday deals, mostly you think about people getting great deals on electronics like TV’s, stereos etc.
However, this doesn’t mean eCommerce vendors in the apparel space can’t also make use of it.
Chubbies used a clever use of marketing to position their product launch as “thighber Mondays”. This clever play on words is not just a funny use of copy but shows that they understand their customers and they’re happy to provide good deals around the holiday periods.
Make it easy to purchase
If your customers cannot easily locate, choose and buy your products, they’re unlikely to spend money with you.
This is why, now more than ever, during these holiday periods, it’s incredibly important to think about the ways you can shorten the buying purchase to increase the chance of purchase.
Think about Black Friday, for example, customers are actively seeking out great deals. Your job is to funnel as many customers as possible to your store and increase the number of conversions for people once they get there.
You could make it easy for customers by offering free shipping on all orders with no minimum purchase.
Or perhaps you could work on the idea of urgency and scarcity.
Using phrases like “when they’re gone, they’re gone” or “only X items remaining” encourages shoppers to take the plunge and purchase the item they’re thinking about.
For Koala’s Halloween campaign, they cleverly used a timer to let customers know just how long they had left to make a decision.
We don’t have access to their sales data, but it would be interesting to see how many rush sales occurred just before the timer ran out.
Especially if you market it as a Black Friday deal, they’re going to question whether or not they’d ever see a deal so good ever again.
Don’t forget about shipping and delivery times
Maybe you’re looking for a way to annoy each and every single customer you have…
Fear not, we have a solution!
Step one: Advertise cool, awesome products ahead of a new holiday period
Then, step two: Don’t tell your customers the last date they need to order
Step three: None of the orders arrives in time and your customers become frustrated (probably angry).
This is probably something you want to avoid, so here’s how you do it.
Make sure you have factored in your own shipping costs and timeframes and then reiterate those to your customers.
Put banners all over your website that say:
“Order before X date in order to receive your parcel by X date”.
What you don’t want to have is customers coming back to you saying, “I didn’t realize there was a cut off date.”
Or worse, “I tried looking for a cut off date, but I couldn’t find it”.
So put it on your homepage, put it on your holiday category page and put it on your checkout.
Asos, have a specific page dedicated to letting their customers know their Christmas delivery and shipping times.
This way, if you buy your gifts early and need to return them, you’re not hit with a “sorry the return date has expired”.
Again, this shows that Asos understands their customers and appreciates that some might want to buy Christmas clothes from their store early, and if they don’t fit, they still have a chance to get a full refund.
Use historical data
The best way to predict the future is to look at the past. Your holiday selling is no different. If you really want to look at the kinds of prices your products have sold for before, then consider using a competitive price tracking app on your store.
Not only can you analyze your own prices, but you can track your competitors too.
This puts you in a really fortunate position whereby you can predict the best possible way to price your products to ensure you make enough profit during these high-sale periods.
Remember most holidays are about giving – the same applies for you
When it comes to holiday periods – what do they all have in common? In essence, they’re all about giving rather than receiving.
It’s why people spend so much time (and money) looking for perfect presents for others.
But the giving nature shouldn’t just be for consumers.
As an e-commerce retailer, you need to look as though you, too are giving.
There are a number of different ways you can “give”. In the example above, Thursday boots decided to give $20 to charity for every pair of boots they sold during their Black Friday period.
This is a great way to help customers understand that the purchasing they’re making are not just selfish, but actually give back to the community.
Alternatively, you can also play on the fact that customers like to receive free things from you, therefore you could adopt a free shipping or perhaps a free gift with every purchase.
Whatever approach you use, make sure you let your customers know through the use of clever marketing on your website.
Remember, if they don’t know about your holiday deals, how will they make the best use of them.
Happy e-commerce holiday
For eCommerce owners across the globe, the holidays are a time for increased sales. However, without the right tips in place, you’ll either, fail to make sales, upset your customers or be left with endless unsold stock.
Follow the tips listed above to make sure that the holidays are a happy period for you, your customers and their relations!