Gearing up for the post-Thanksgiving holiday selling season is never easy. It takes time and planning. Here are some last-minute strategies that may help.
Offer free items with purchase. These can be tied to specific products or all orders. Free products often don’t have to carry a large monetary value. Many times it’s the little things that gain more attention. Freebies do more than increase the number of sales; they also increase word-of-mouth advertising.
Not sure what to give? Choose a low-cost, high-inventory-count item that’s easy to replenish.
Post behind-the-scenes videos. Personalize the shopping experience by spotlighting your employees who make the magic happen.
Offer free shipping. The lower the threshold, the better. Free shipping is a huge deal to new consumers. Many studies show that more than 60 percent of online shoppers say it’s a top-deciding factor.
Make your existing customers feel special. This can be as simple as sending a special offer via email or hosting an exclusive contest. Most email campaign systems offer stylish templates to speed up the process.
Run a Facebook contest or two. If you have a following of 500 or more, contests are a good way to get people talking about your brand. Facebook contests are easy to set up, and they promote sharing. They also trigger people’s “Fear of Missing Out.” Showcase an item that’s new, unique, or limited, and you create an entirely new level of FOMO — shoppers need to purchase something now.
Be sure to announce the winner’s name and ship the prize quickly. Ask the winner for a selfie with the product to use in future marketing.
Create some “Popular for” categories. If you sell products that logically cover trends or age groups, create some sections that are popular for certain types of people. For example, a store that sells storage products could have categories such as “Popular for the Neat Freak” or “Popular for Messy Kids.”
Offer gift-wrapping. Gift-wrapping is a compelling selling point, especially if it’s complimentary. Not everyone will take you up on it, but the ones who do are more apt to visit you again.
You don’t have to use fancy papers and ribbons. Just make it look presentable. You can also use gift boxes. They cost more but are much simpler.
Extend the timeframe for returns and exchanges. Some stores miss sales due to a 30-day return window, which isn’t feasible for Christmas gifts. Many retailers extend this to 60 or 90 days during the holiday shopping season, and for good reason. People want to know there won’t be a problem if an item doesn’t fit or isn’t wanted.
Incorporate holiday colors into your navigation, landing pages, and messages. If you haven’t prepared high-end holiday-themed images, incorporate key colors into the site’s navigation and landing pages. This helps keep visitors in the mood while they shop your site. Focus on Christmas red and green, along with winter white and blue.
Give back. The holidays are a time of giving. Plenty of shoppers buy from stores that support important causes. Be transparent about who you support and how. Avoid organizations that are overly political unless your brand fully aligns with a particular party.