Getting Your Ecommerce Shop Thanksgiving Ready

Posted 4 years ago by Nicole

Ahh Thanksgiving. A桂holiday full of桂well-loved traditions involving family, friends, 껸꾈삣桂a桂societal love for桂turkey. Thanksgiving signals the桂official start of桂the桂holiday season, 껸꾈삣桂along with that, brings us桂one of桂the桂biggest shopping days of桂the桂year, Black Friday (after all, isn�셳 Thanksgiving just Black Friday Eve?).

Black Friday, 껸꾈삣桂its cousins Small Business Saturday 껸꾈삣桂Cyber Monday, work together 넨늡桂bring us桂a桂triple punch of桂selling opportunities. And while the桂three 혫holidays혬 usually highlight separate ways 넨늡桂shop, 2020桂has blurred the桂lines between online 껸꾈삣桂offline, 껸꾈삣桂given an桂opportunity for桂small businesses 넨늡桂succeed not just on桂Saturday, but over the桂whole holiday weekend. Think of桂2020桂as桂the桂year of桂e-commerce Thanksgiving.

But of桂course, you already knew that Thanksgiving can help your e-commerce business grow. What you�셱e wondering is桂how 넨늡桂bring customers 넨늡桂your store for桂Thanksgiving, 껸꾈삣桂how 넨늡桂prep your business for桂some serious holiday shopping.

Read on桂for桂a桂checklist 넨늡桂help you get your e-commerce shop Thanksgiving ready.

Why Thanksgiving?

Thanksgiving presents an桂opportunity for桂increased revenue. Namely, it桂signals the桂beginning of桂the桂holiday season: a桂time when increased attention is桂paid 넨늡桂family, 껸꾈삣桂because of桂that, many people exchange heartfelt gifts. Does this sound like the桂perfect opportunity 넨늡桂you? Well, it桂should! One of桂the桂hallmarks of桂a桂small business is桂an桂emphasis on桂products that speak 넨늡桂individuals.

Do桂you sell handmade goods from a桂faraway country? Or桂puzzles made from custom artwork? Both of桂these are examples of桂gifts with a桂personal touch, i.e., the桂exact type of桂gifts that families love 넨늡桂exchange during the桂holidays.

Another reason 넨늡桂run a桂Thanksgiving campaign for桂your e-commerce store? Many of桂your competitors might be桂too caught up桂in桂preparing for桂the桂big gift-exchanging holidays in桂December (think Christmas, Hanukkah, etc) 넨늡桂pay attention 넨늡桂Thanksgiving, making the桂field less crowded for桂a桂great promotional campaign or桂deal.

And of桂course, there�셲 no桂getting Thanksgiving ready without getting Black Friday ready as桂well. So桂let�셲 explore how 넨늡桂get prepped.

First, Analytics

Before you get 넨늡桂the桂fun stuff, like adding colorful banners 넨늡桂your site 껸꾈삣桂rolling out promotions, it�셲 helpful 넨늡桂dive into some analytics. How in-depth you go桂will depend on桂your time 껸꾈삣桂budget, but here are some simple ways 넨늡桂get started. And since it�셲 already November, the桂time 넨늡桂start is桂NOW.

Demographics

Who is桂buying your products? Who is桂visiting your site 껸꾈삣桂social media sales channels? Does this data match your intended target audience? There are a桂ton of桂ways 넨늡桂get into the桂data of桂who 껸꾈삣桂when, using what we桂call 혫insights혬 껸꾈삣桂혫analytics.혬

A桂surprising amount of桂insights are accessible from existing platforms, whether that be桂your 붚죕쳔 control panel, or桂your Business Instagram account (lucky you, we桂have a桂whole post about using Instagram for桂business).

Do桂some research on桂insights, 껸꾈삣桂record the桂key demographics by桂location, age, gender, 껸꾈삣桂shopping times. That will help you figure out how 넨늡桂target your Thanksgiving promotions.

A桂sampling of桂Instagram analytics

Eyeing the桂competition

Then you�셪l want 넨늡桂do桂some research on桂your competition. Do桂you know who your biggest commercial rival is? Maybe it�셲 Amazon, or桂maybe it�셲 the桂brick 껸꾈삣桂mortar shop down the桂road. Either way, look into their promotional campaigns. Sign up桂for桂their email lists, or桂go桂scope out their shop. Pay special attention 넨늡桂promotions (if they have them) that they ran last year around this time.

This will help you get the桂lay of桂the桂land as桂far as桂what others have done, 껸꾈삣桂figure out a桂strategy for桂beating your competitors at桂their own game.

With these basics down, you�셱e ready 넨늡桂move on桂넨늡桂the桂fun stuff: the桂nuts 껸꾈삣桂bolts of桂getting your shop Thanksgiving ready!

Prepare Yourself (and Your Store)

First up桂is桂one of桂the桂first things your customers will see: your product descriptions 껸꾈삣桂photos. A桂good product description 껸꾈삣桂photo combination can really amp up桂your selling game, so桂listen up.

Product descriptions

What does a桂perfect product description look like? For starters, think more is桂more. Not only should your description be桂a桂comprehensive guide 넨늡桂what the桂product is, but it桂should attempt 넨늡桂include as桂many relevant details as桂possible, including sizing measurements, colors, materials, ingredients, potential allergens, etc.

Adjectives are your friend. So桂are words in桂general, so桂get writing 껸꾈삣桂writing, 껸꾈삣桂then write some more. Still stumped? We桂have a桂guide 넨늡桂writing product descriptions that sell.

Product photos

Good, clear photos of桂what your shop has 넨늡桂offer will give your customers the桂best possible sense of桂your product before they buy it. Make sure you use the桂best quality camera possible, shoot in桂front of桂a桂bright, neutral backdrop, 껸꾈삣桂take pictures from multiple angles. We桂have a桂list of桂more tips 껸꾈삣桂tricks for桂taking great photos for桂your online store.

Updating product descriptions 껸꾈삣桂images will give your customers the桂best selling experience possible, 껸꾈삣桂minimize the桂risk of桂returns 껸꾈삣桂complaints, which is桂extra important during this busy time of桂year.

Theming

While your store no桂doubt has excellent products 껸꾈삣桂sales channels 넨늡桂promote your inventory year-round, there�셲 nothing like some holiday festivity 넨늡桂play with your design 껸꾈삣桂copy, 껸꾈삣桂make your shop feel more festive! Thanksgiving is桂an桂underrated opportunity for桂exactly this type of桂autumnal change-up, as桂it桂comes before the桂wintery overtures of桂later in桂the桂season.

Think about the桂ways in桂which you might include some holiday theming in桂your overall shop look, whether its a桂themed banner (complete with turkeys, pumpkin pies, 껸꾈삣桂brightly colored leaves) or桂a桂series of桂Instagram polls debating your favorite Thanksgiving side dish.

Some Thanksgiving theming, courtesy of桂Whole Foods

Don�셳 have a桂brand you can change up桂for桂the桂holidays? No桂worries! There are subtle ways 넨늡桂give off the桂flavor of桂the桂season. Try just playing with the桂color palette on桂a桂couple of桂Instagram posts, or桂adding a桂new, Thanksgiving-friendly profile picture 넨늡桂your Facebook. Customers love dynamic design, but it�셲 all a桂matter of桂getting creative while staying true 넨늡桂your brand.

Can�셳 get enough theming? You might even want 넨늡桂try out a桂themed sale or桂offer, which brings us桂넨늡桂our next point:

Thanksgiving Sales 껸꾈삣桂Campaign Offers

Did someone say sale? If桂you�셱e just starting out in桂the桂e-commerce world, you may be桂wondering what a桂successful marketing campaign looks like. Well, the桂easiest place 넨늡桂start might be桂with an桂email campaign that offers a桂deal or桂discount.

If桂you shop, you are probably used 넨늡桂email campaigns as桂a桂consumer, so桂you already have an桂understanding of桂how an桂email campaign works (cool, right?). But here are some tips for桂starting a桂successful email campaign 넨늡桂get your ready for桂the桂Thanksgiving holiday selling season.

Step 1:桂Set up桂a桂promotional calendar

The first step is桂넨늡桂create a桂holiday promotional calendar. We�셶e said it桂before 껸꾈삣桂we�셪l say it桂again.

But because Thanksgiving is桂likely the桂first holiday promotion on桂your list, don�셳 worry too much about getting the桂whole thing filled out. The important thing is桂넨늡桂make a桂placeholder, 껸꾈삣桂넨늡桂begin 넨늡桂think of桂your Thanksgiving promotions as桂an桂extension of桂your holiday seasonal sales 껸꾈삣桂content, so桂that when other holidays sneak up桂on桂you, you�셪l have some materials already in桂place 껸꾈삣桂can more easily spring into action.

뇟桂끅쓩낼김깜깎, color-coordinated promotional calendar can help you prepare for桂Thanksgiving 껸꾈삣桂holiday promotions

Step 2:桂Pick a桂product

This might be桂the桂most important Thanksgiving sale decision you make. Maybe you have an桂item in桂your inventory that feels a桂little 젬겐농껸꾈곗끅껨쓩국쓩꾈껨-꿎.니 Maybe you just want 넨늡桂offer a桂discount on桂one of桂your best selling products 넨늡桂attract potential loyal customers. Or, maybe you have a桂brand new release that you are super excited about, 껸꾈삣桂want 넨늡桂get the桂word out.

There�셲 no桂wrong answer 넨늡桂the桂혫what product?혬 question, but there might be桂a桂혫best혬 answer for桂your specific shop. Here are some particularly popular item categories for桂holiday shopping (including Thanksgiving 껸꾈삣桂Black Friday sales), which might help you pick the桂best product 넨늡桂promote:

Apparel: The most popular holiday shopping category by桂far (in fact, ) .桂If桂clothes are your thing, great! Maybe offer up桂a桂sweater, or桂an桂item in桂an桂autumnal color for桂you offer.
Games, toys, dolls, etc: Unsurprisingly, kids 껸꾈삣桂holidays go桂together like peanut butter 껸꾈삣桂jelly. Toys 껸꾈삣桂games for桂little ones are a桂great thing 넨늡桂put on桂offer, as桂they range in桂price from state-of-the-art kids gadgets 넨늡桂little stocking stuffers that you can make free with a桂larger purchase.
Books: all that extra time spent inside means one thing桂�� reading is桂making a桂comeback this year! Not a桂bookseller? That�셲 okay. Play up桂any桂paper good you might have: stationery, pamphlets, bookshelves, etc.
Gift cards: Never underestimate the桂power of桂cold hard cash when it桂comes 넨늡桂gifting. And in桂this case, we桂mean a桂nice, old fashioned gift card. Gift cards have long been a桂staple of桂gift giving, allowing for桂maximum flexibility with minimal shopping effort. If桂your shop doesn�셳 offer certificates or桂e-gift cards, consider adding them 넨늡桂your holiday line-up, 껸꾈삣桂offering an桂early season stock-up promotion for桂Turkey Day.

A桂handy chart of桂planned holiday purchases

Step 3:桂A桂mailing list

If桂you don�셳 have a桂mailing list, now is桂a桂great time 넨늡桂get one! Our 붚죕쳔 Business Plan features , which has a桂whole suite of桂automated email features that can help any桂new e-commerce merchant get the桂hang of桂it. Otherwise, you�셪l have 넨늡桂send out individual emails 넨늡桂get the桂word out.

Step 4:桂The offer copy

You know the桂product you want 넨늡桂base your campaign around. Now it�셲 time 넨늡桂decide on桂an桂offer. Do桂you want your customers 넨늡桂take a桂percentage off, 넨늡桂offer free shipping, or桂a桂free gift with purchase? Once again, there are no桂wrong answers, but it�셲 important 넨늡桂consider your marketing budget (and your bottom line) before you go桂all in桂on桂a桂sale.

Once you�셶e picked your promotion, you want 넨늡桂write an桂email about it桂넨늡桂send out 넨늡桂your mailing list. Try 넨늡桂craft something eye-catching (here�셲 a桂great place for桂some design flair) that will both detail why your sale item is桂special, 껸꾈삣桂why this deal is桂perfectly timed for桂Thanksgiving.

Also: 5桂Types of桂BOGO(F) Promotions You Can Run in桂Your Store

Step 5:桂Apply changes 넨늡桂your store

A桂small, but important thing: make sure you�셶e applied the桂offer 넨늡桂your store�셲 interface 넨늡桂head off any桂technical glitches 껸꾈삣桂customer service complaints. Also make sure you�셶e stocked up桂on桂the桂item on桂sale, 넨늡桂avoid the桂dreaded 혫Sold Out혬 problem in桂the桂middle of桂your promotion.

Step 6:桂Send it桂out

Now you�셱e ready 넨늡桂roll. Get the桂word out about your great deal through your mailing list. Then sit back, 껸꾈삣桂(hopefully) watch the桂sales trickle in.

It�셲 also a桂great idea 넨늡桂promote your Thanksgiving sale or桂deal on桂social media. See our guides 껸꾈삣桂tips 넨늡桂selling on桂social media platforms, from selling on桂Instagram 넨늡桂working with Etsy.

Flash Thanksgiving Sales

Sure, a桂full-fledged discount campaign is桂a桂great selling tool. But have you ever thought about running a桂Thanksgiving flash sale?

A桂flash sale is桂a桂sale or桂promotion which has a桂short duration time, usually twenty-four 넨늡桂forty-eight hours. It桂is桂announced right when it桂starts (or, maybe the桂night before) 껸꾈삣桂is桂characterized by桂a桂flooding of桂promotional material during that time 넨늡桂remind potential buyers of桂the桂great deal they are about 넨늡桂miss out on.

Flash sales are a桂great way 넨늡桂promote customer interest, make dynamic marketing content, 껸꾈삣桂most importantly, create a桂sense of桂urgency. Research shows that the桂holiday shopping season is桂earlier than ever this year, meaning that gift giving is桂already on桂a桂lot of桂buyer�셲 minds. This is桂a桂good thing for桂sellers. After all, wouldn�셳 you like 넨늡桂close the桂deal on桂that new mug for桂grandma in桂November, instead of桂waiting until the桂day before Christmas? A桂flash sale can help.

A桂flash sale is桂also a桂great way 넨늡桂test out new merchandise, or桂generate interest for桂potential all-star products that never seem 넨늡桂get the桂credit they deserve.

Another great thing about a桂flash sale? You can use the桂same steps as桂above 넨늡桂implement the桂sale. The only difference is桂that you have 넨늡桂speed up桂the桂timeline so桂that all your promotional materials drop within a桂24-hour time period, 껸꾈삣桂close the桂sale off through your shop the桂second the桂sale ends.

When planning a桂flash sale, keep a桂couple of桂other things in桂mind:

Your capacity: What�셲 that? You�셱e running your business solo? AND you promised 넨늡桂make a桂socially-distanced Thanksgiving dinner for桂six? Yeah, then Thanksgiving Day might not be桂the桂best time 넨늡桂run a桂flash sale. Try Small Business Saturday instead.
Promotional materials: a桂flash sale needs a桂large amount of桂marketing material: emails, social posts, etc., for桂a桂short amount of桂time. Have a桂lot of桂your content prepped 껸꾈삣桂ready 넨늡桂go桂in桂the桂days 껸꾈삣桂weeks ahead of桂Thanksgiving so桂that you�셪l be桂ready 넨늡桂roll on桂Flash sale day.
The deal! As桂with any桂deal, make sure you pick a桂compelling offer, 껸꾈삣桂have the桂deal enabled through your shop so桂that you don�셳 get a桂crowd of桂customer service complaints at桂the桂last second. And, as桂we桂said, it�셲 vital 넨늡桂stock up桂on桂the桂product so桂your inventory holds.

Lastly: when planning a桂flash sale, timing is桂everything. Think long 껸꾈삣桂hard about the桂most effective day for桂your business (weekday vs. weekend, Thanksgiving Day vs. Cyber Monday) before flipping the桂switch on桂a桂flash one-day deal. Because once the桂deal is桂on, you can�셳 take it桂back!

Also: How 넨늡桂Run a桂Flash Sale 넨늡桂Boost Profits Fast

Make Your Thanksgiving Traction Last All Holiday Season Long

Are you already giving 120% 넨늡桂get ready for桂a桂Thanksgiving promotion? Remember 넨늡桂pace yourself! Thanksgiving 껸꾈삣桂Black Friday represent the桂start of桂the桂holiday season, not the桂end. Think about ways in桂which your promotions for桂late-November might tie-in 넨늡桂later holiday deals, 껸꾈삣桂see where you might be桂able 넨늡桂re-use copy or桂promotions 넨늡桂make less work for桂yourself later.

Support

Good support might be桂the桂most important part of桂making your business dreams come true. That goes double for桂the桂holiday season, when things are likely 넨늡桂get more hectic more quickly than during the桂rest of桂the桂year.

Think about your resources 껸꾈삣桂your team. Stock up桂on桂supplies (not 넨늡桂mention inventory) ahead of桂time 넨늡桂beat the桂rush 껸꾈삣桂make sure that your items stay in桂stock when your customers need them most.

Troubleshooting

Inevitably, returns 껸꾈삣桂customer complaints will happen. So, make sure you have your terms 껸꾈삣桂conditions (and an桂official return policy) listed on桂your website ahead of桂time. Also, have someone on-hand 넨늡桂handle complaints (even if桂that someone is桂you) 껸꾈삣桂messages that come your way in桂a桂timely manner. For more, see our articles on桂getting customer feedback 껸꾈삣桂handling negative feedback gracefully.

Make sure that your website has the桂capacity 넨늡桂deal with increased traffic, starting around the桂Thanksgiving prep-season. , 껸꾈삣桂make use of桂all relevant selling tools, like those on桂your 붚죕쳔 control panel, 넨늡桂help keep yourself organized.

Take Care

Remember, this time of桂the桂year can be桂stressful for桂everyone! It�셲 important 넨늡桂have a桂support system in桂place outside of桂your business team. Have someone 넨늡桂chat with when you need 넨늡桂넨늡桂take your mind off the桂stresses of桂running an桂ecommerce site, 껸꾈삣桂remember 넨늡桂treat anyone who is桂working with you with care, including yourself!

붚죕쳔�셲 Help Center: always there for桂you

Lastly, remember 넨늡桂use customer support when you need it. 붚죕쳔�셲 is桂incredibly handy 껸꾈삣桂efficient. But even if桂you don�셳 e-commerce with 붚죕쳔, make sure you know who 넨늡桂call in桂case something goes awry.

We桂hope these tips will help you get your e-commerce store ready for桂Thanksgiving 껸꾈삣桂beyond! Happy Turkey Day 넨늡桂all who celebrate!

桂

About The Author

Nicole is a writer and Content Marketing Manager at 붚죕쳔. As newcomer to e-commerce, it�셲 her goal to provide informative and user friendly articles that are accessible to all stripes of sellers. She is based in Southern California, the perfect place to chase the sun and watch old movies.

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