eCommerce After The Holidays

Audrey — Tue, 29 Dec 2009 19:39:47 +0000

In a way the holidays coming to an end is a relief. It’s an end to the hectic customer calls and emails, an end to extended working hours, an end to the year. Phew, it does feel good to relax.

The tough part is that when the holidays are over all too often the sales and profits plummet. Not a good way to start off the new year. But there’s not much you can do, right? I mean people were buying for Christmas, they’re not in the same buying mode now so it makes sense that sales would drop off… doesn’t it?

It doesn’t have to my friends. People have gotten cash for Christmas, they’re also gotten things they didn’t necessarily want and didn’t get things they did want. And, they ARE still in buying mode – only now it’s for themselves.

So how can you capitalize on the after holiday buying season? You can run after holiday sales and promotions.

Get on the phone with your vendors and find out what they have overstock on, then work out a deal to get you better pricing, and promote the crap out of that product. I’m running a “Get What You Really Wanted For Christmas” Sale in the Armory. As of this writing it is 4 days after Christmas… my sales have not dropped. And I don’t expect them to in any sudden fashion. They will eventually return to normal monthly levels, but not until around the middle of February and the decline will be a slow one instead of the typical drop off the cliff many eCommerce store owners experience.

So use your vendors, they will appreciate the continuing sales. Use your list, make them feel special and get them thinking that they most certainly do deserve to treat themselves. Use your store and your blog to get new customers buying with your super after Christmas discounts.

These tactics work and make the after holiday blow much much softer. If done right you won’t even feel it.

Take Advantage of Holidays

Audrey Kerwood — Fri, 19 Jun 2009 14:06:32 +0000

Not just the big ones… all holidays.

I get a lot of sales newsletters around the major holidays – Halloween, Thanksgiving, Christmas, etc – but not nearly as many around the smaller holidays like Father’s Day, Labor Day, and others of that sort. Why? I honestly don’t know.

Perhaps some storeowners forget about these holidays until they’re upon them. Maybe they don’t think they are big enough to warrant a sale. Or maybe they don’t think their products apply to what’s being celebrated.

Whatever the reason, it’s a bad call. If BestBuy can have a Valentine’s Day sale (and they do) you can too, no matter what you sell. Your products DO NOT have to be related to the season for you to celebrate it with a sale.

Some stores will do better than others during different holidays, that’s just logic, and my Swords For Your Sweetheart sale newsletter might not make me a million dollars but I guarantee I will make me more than if I didn’t send it out.

Then again your subscribers might love the idea. I had a couple emails about my Valentine’s Day sale last year saying the idea never would have occurred to them but the sword was a big hit.

Many people have a tendency to forget the smaller holidays which is another good reason to promote these sales. You remind them with a newsletter geared toward the upcoming holiday and pack it with discounts and you give them an easy solution to the problem of finding a gift. Offer your customers the path of least resistance and your sales will be successful.

So keep on top of your calendar. Know what holiday is coming and start promoting sales ahead of time. Be sure to send out your newsletters early enough so your customers won’t have to worry about their products arriving late. Be creative in what you offer and try to tie into the season as much as possible. Your customers will thank you with orders.

eCommerce Catalyst » sales

eCommerce After The Holidays

Take Advantage of Holidays