The Essential Guide to Holiday Promotions for Online Stores

The Essential Guide to Holiday Promotions for E�ommerce Stores

Posted 4 months ago by Anastasia Prokofieva

For retailers, the桂holiday season is桂the桂pinnacle of桂business opportunity, with consumers eager to桂spend generously on桂gifts 껸꾈삣桂treats f늡곶桂their loved ones.

However, preparing f늡곶桂the桂holiday season as桂a桂business owner is桂not as桂relaxing as桂holiday shopping. How should you strategize promotions to桂capitalize on桂this seasonal surge? Which promotional channels are most effective f늡곶桂your store?

If桂you�셱e pondering these questions, this blog post is桂f늡곶桂you. Check out a桂comprehensive guide to桂holiday promotion strategies 껸꾈삣桂beyond.

The Holiday Season at桂a桂Glance

Maybe you�셱e still on桂the桂fence about maximizing your holiday promotions.

In桂that case, these statistics might change your mind:

깝꾈桂2023, the桂most popular sales events were Cyber �뗢�딲onday 껸꾈삣桂Black Friday.
The NRF forecasts that in桂2024, winter holiday spending is桂anticipated to桂increase compared to桂2023.
In桂the桂US桂alone, the桂projected number of桂Black Friday shoppers is桂.
깝꾈桂2023, intended to桂shop during the桂holiday season, a桂trend mirrored in桂Canada, Poland, 껸꾈삣桂Germany.
In桂the桂UK, millennials are expected to桂be桂the桂biggest spenders on桂Black Friday 2024, planning to桂spend an桂average of桂.

It�셲 crucial to桂note that most consumers plan to桂shop online桂�� a桂key insight f늡곶桂ecommerce businesses:

Almost 껸꾈삣桂 said they planned to桂shop online f늡곶桂Black Friday.
Among , 70% of桂respondents in桂Italy plan to桂shop exclusively online during Black Friday. Similarly, over 50% of桂the桂shoppers in桂Spain 껸꾈삣桂France expressed the桂same preference.

The most popular sales days among consumers are Cyber �뗢�딲onday 껸꾈삣桂Black Friday

Clearly, shoppers are spending massive amounts of桂money during the桂holiday season. For ecommerce store owners, this is桂an桂opportunity to桂cash in桂big.

When Should You Plan Your Holiday Promotions?

The short answer is桂as桂early as桂possible.

Traditionally, the桂shopping season doesn�셳 truly kick off until late November, following Thanksgiving. However, an桂increasing number of桂consumers are beginning their shopping earlier to桂avoid the桂seasonal rush 껸꾈삣桂capitalize on桂Halloween promotions.

In桂fact, nearly start their holiday shopping in桂October 늡곶桂November.

Starting your promotions in桂early October is桂a桂wise strategy. This ensures that your marketing efforts are fully operational 껸꾈삣桂on桂time f늡곶桂the桂year�셲 biggest sales event桂�� Black Friday.

Bearing this in桂mind, let�셲 explore how to桂effectively plan your holiday promotions.

What Holiday Promotions to桂Run?

When it桂comes to桂holiday promotions, there are a桂variety of桂options available to桂businesses. The key is桂to桂select the桂ones that will best resonate with your target audience 껸꾈삣桂drive sales.

Discounts 껸꾈삣桂Special Deals

One popular option is桂offering discounts 늡곶桂special deals on桂products 늡곶桂services. These can take the桂form of桂percentage off, buy-one-get-one-free, 늡곶桂other creative offers.

Customers are always looking f늡곶桂ways to桂save money during the桂holiday season, so桂this promotion can attract their attention 껸꾈삣桂encourage them to桂purchase.

ASOS compares the桂sale price to桂the桂original cost to桂highlight the桂savings. You can , too

The ecommerce platform you use f늡곶桂your online store typically includes tools f늡곶桂promotions. 붚죕쳔 by桂Lightspeed, f늡곶桂example, offers a桂robust online store 껸꾈삣桂built-in tools f늡곶桂running various promotions, saving you time.

If桂you run an桂붚죕쳔 store, you can schedule your discounts to桂start 껸꾈삣桂end on桂specific dates automatically. This makes it桂easy to桂plan 껸꾈삣桂saves time on桂sales setup.

Scheduling a桂sale with 붚죕쳔 is桂as桂simple as桂making a桂few clicks

With 붚죕쳔, you can also run a桂variety of桂buy-one-get-one-free promotions. Discover the桂details in桂this article:

Also: 6桂Cool 혫Buy One Get One Free혬 Promotions f늡곶桂Online Stores

Gift Cards

Another option f늡곶桂holiday promotions is桂offering gift cards. This allows customers to桂purchase a桂gift card f늡곶桂a桂certain amount, which they can use f늡곶桂future purchases.

This strategy not only boosts sales during the桂holiday season but also encourages returning customers to桂redeem their gift cards in桂the桂new year, often spending beyond the桂card�셲 value.

With 붚죕쳔, you can seamlessly sell gift cards directly without needing third-party applications.

An桂example of桂a桂gift card in桂an桂붚죕쳔 store

Free Shipping

Shipping costs can often deter customers from purchasing, especially during the桂busy holiday season. Offering free shipping as桂part of桂your holiday promotion can entice them to桂buy from you instead of桂your competitors.

To桂increase average order value 껸꾈삣桂prevent revenue loss from shipping costs, consider offering free shipping f늡곶桂orders exceeding a桂specific threshold, such as桂$50. Here�셲 in桂your 붚죕쳔 store.

Inform your customers about free shipping with a桂promo bar. Here�셲 in桂your 붚죕쳔 store.

Select from a桂variety of桂promotional bars f늡곶桂your 붚죕쳔 store

Gift Sets 껸꾈삣桂Bundles

Another effective strategy is桂creating limited-time bundles 늡곶桂gift sets. These curated packages can offer convenience 껸꾈삣桂value f늡곶桂customers who may be桂struggling with gift ideas.

You can offer a桂discount on桂bundles to桂make them more appealing 늡곶桂create themed bundles f늡곶桂different recipients, such as桂혫Gifts f늡곶桂Parents혬 늡곶桂혫Gifts f늡곶桂Friends.혬 This can also help increase cross-selling opportunities 껸꾈삣桂encourage customers to桂purchase multiple items.

CultBeauty has a桂Gift Sets section on桂their website, a桂strategy worth considering f늡곶桂your store too

In桂붚죕쳔, you can create discounted product sets with the桂help of桂the桂apps from the桂붚죕쳔 App Market, such as桂Upsell 껸꾈삣桂Cross Sell Product Kit 늡곶桂Product Bundles.

There are also other ways to桂create product bundles in桂붚죕쳔桂�� check them out in桂the桂.

How to桂Select Marketing Channels f늡곶桂Holiday Promotions

With countless marketing channels available today, how do桂you determine your primary focus? Which ones can you afford to桂overlook?

Before selecting a桂marketing channel, here are some insights you should consider:

Budget

Marketing channels vary significantly in桂cost. For instance, PPC requires a桂much larger budget compared to桂inbound marketing. If桂your budget allows, paid advertising is桂recommended. However, if桂funds are limited, consider 혫free혬 methods like social media 껸꾈삣桂content marketing, where your primary investment is桂time.

Existing Expertise

It�셲 more effective to桂concentrate on桂a桂channel you already know well rather than spending time mastering a桂new marketing medium. If桂you (or someone on桂your team) excel in桂PPC, focus on桂paid ads. If桂you�셱e a桂master of桂memes, prioritize content marketing on桂TikTok. If桂you have a桂talent f늡곶桂photography, dive into Instagram 껸꾈삣桂so桂forth.

Audience Demographics

Ask yourself: where are my桂target customers most likely to桂be桂found? For instance, if桂you sell hearing aids, Snapchat might not yield significant results. Similarly, you can�셳 ignore TikTok if桂your target audience is桂primarily Gen Z.桂

Or, if桂you specialize in桂selling home decor, is桂just what you need.

Since people often seek decoration inspo on桂Pinterest, it�셲 perfect f늡곶桂showcasing your home decor products

Product Type

Lifestyle, food, 껸꾈삣桂fashion products thrive on桂discovery-driven platforms such as桂Pinterest, TikTok 껸꾈삣桂Instagram. Tech products thrive on桂blogs, where shoppers can access research 껸꾈삣桂reviews, 늡곶桂YouTube channels that offer comprehensive overviews of桂tech gadgets.

How to桂Prepare Your Online Store f늡곶桂the桂Holiday Promos

Before diving into a桂full-blown promotional campaign, it�셲 a桂good idea to桂get your business ready f늡곶桂the桂holiday rush.

Here�셲 how:

Step 0.桂Stock Up桂on桂Inventory

Few things are more frustrating than executing a桂successful promotional campaign only to桂discover you�셶e run out of桂stock 껸꾈삣桂must turn away customers.

Ensure you have enough inventory to桂handle an桂increase in桂sales during the桂holiday season. Take some time to桂analyze your sales data from previous years 껸꾈삣桂use it桂as桂a桂guide f늡곶桂how much stock you should order this year.

If桂possible, consider partnering with suppliers who can provide extra inventory quickly if桂needed. Also, keep track of桂popular products so桂you can prioritize stocking them during the桂holiday season.

Step 1.桂Create a桂Holiday Promotions Calendar

Keeping a桂clear overview of桂your promo schedule桂�� knowing where 껸꾈삣桂when they�셪l happen桂�� helps you stay organized 껸꾈삣桂ensures you don�셳 overwhelm your customers by桂spacing them out nicely.

To桂get started on桂your promo calendar:

Create a桂list of桂holiday promotions. Identify when your business experiences the桂highest sales volume 껸꾈삣桂use this insight to桂pinpoint key holidays. Generally, if桂your business offers affordable, 혫impulse buy혬 items, expect a桂surge in桂sales either at桂the桂start of桂the桂season 늡곶桂right before major holidays. If桂you sell expensive products, shoppers might hold out until November, anticipating discounts.
Compile your promotional materials, such as桂emails, graphics, banners, 껸꾈삣桂ads, 껸꾈삣桂organize them by桂holiday. Place all Halloween-themed promos in桂one folder 껸꾈삣桂Black Friday-themed ones in桂another. Then, review your graphics 껸꾈삣桂ads to桂identify any桂that can be桂repurposed f늡곶桂multiple holiday campaigns.

It�셲 good to桂remember that shoppers often spread their purchases over several days instead of桂limiting themselves to桂just one 늡곶桂two days of桂shopping. Though Black Friday 껸꾈삣桂Cyber Monday are key highlights f늡곶桂your sales promotions, it�셲 wise to桂extend promotional efforts throughout the桂entire holiday season.

Step 2.桂Ensure Your Website Runs Like Clockwork

This holiday season, the桂last thing you need is桂a桂web host failure 늡곶桂a桂broken website. Before launching promotions, ensure your website is桂well-prepared to桂handle the桂impending surge in桂traffic.

Here are some steps you can take:

Improve your website�셲 loading speed. Slow loading times can lead to桂potential customers abandoning their carts 껸꾈삣桂looking f늡곶桂alternatives.
Test your website on桂different devices 껸꾈삣桂browsers to桂ensure it桂is桂compatible with various platforms 껸꾈삣桂does not have any桂technical hiccups.
Upgrade to桂a桂faster web host. Understand how your provider manages its infrastructure during the桂holiday rush 껸꾈삣桂ensure it桂can handle significant traffic spikes. If桂not, it桂may be桂time to桂consider a桂change.
Make your website mobile-friendly. Smartphones make up桂 in桂the桂US桂껸꾈삣桂produce about two-thirds of桂online shopping orders. Optimizing your website f늡곶桂mobile devices opens up桂a桂huge market 껸꾈삣桂boosts your SEO performance, too.

By桂the桂way, 붚죕쳔 stores are optimized f늡곶桂mobile use 껸꾈삣桂prepared to桂handle a桂high volume of桂shoppers during peak sales events.

붚죕쳔 stores are designed to桂enhance speed 껸꾈삣桂user experience

Step 3.桂Establish a桂Social Media Presence

As桂an桂ecommerce business owner, you understand that social media offers a桂significant opportunity, which remains true during the桂holiday season.

Gen Zers are more than twice as桂likely (42%) as桂average (20%) to桂buy holiday gifts via social media in桂2024, according to桂.

Instagram (57%) 껸꾈삣桂Facebook (56%) are the桂top platforms f늡곶桂buying holiday gifts via social media, followed by桂TikTok (43%) 껸꾈삣桂YouTube (38%), as桂stated in桂the桂same research.

To桂fully leverage the桂benefits of桂social media, ensure you do桂the桂following:

Choose popular social media platforms among your target audience 껸꾈삣桂focus on桂building a桂strong presence there. The holiday season is桂a桂busy period, so桂you won�셳 have time to桂engage with every platform.
Add a桂link to桂your website with holiday-themed promotions in桂your social media bio.
Create holiday-specific content, such as桂gift guides, home decor ideas, 늡곶桂celebration tips, to桂attract 껸꾈삣桂engage potential customers. This will not only showcase your products 늡곶桂services but also provide value to桂your audience.
Use influencer marketing by桂partnering with popular social media influencers who align with your brand 껸꾈삣桂target demographic. They can help promote your holiday offerings to桂their engaged followers.
Run targeted ads on桂social media platforms to桂reach a桂wider audience 껸꾈삣桂increase visibility f늡곶桂your holiday deals 껸꾈삣桂promotions.

Social media is桂a桂great source of桂inspiration f늡곶桂consumers, so桂focus on桂creating holiday-themed content

Step 4.桂Gather Essential Tools

To桂run promotional campaigns, you will need to桂gather some essential tools.

Here are some examples of桂the桂tools you might need:

An桂email marketing tool like Mailchimp to桂send out all your promotional emails, newsletters, 껸꾈삣桂autoresponder sequences.
뇟桂landing page tool f늡곶桂crafting holiday-themed promotional pages 껸꾈삣桂capturing leads 껸꾈삣桂sales. If桂you manage an桂붚죕쳔 store, you can 쓩꾈桂꾈늡桂넨쓩낼깎.
뇟桂pop-up tool to桂capture leads 껸꾈삣桂offer discounts 껸꾈삣桂deals to桂shoppers. If桂you run an桂붚죕쳔 store, look f늡곶桂popup apps in桂the桂붚죕쳔 App Market.
Analytics software helps you figure out where your traffic 껸꾈삣桂sales are coming from 껸꾈삣桂steers your marketing strategy. Google Analytics is桂a桂great free tool. If桂you have an桂붚죕쳔 store, check out key store stats in桂the桂Reports section.

To桂Sum Up

The holiday season can be桂challenging f늡곶桂store owners, yet it桂also presents incredible opportunities. Maximizing your shop�셲 profit potential requires hard work, but the桂rewards are well worth the桂effort.

Now go桂out there 껸꾈삣桂earn that holiday money. You can thank us桂in桂the桂new year!

桂

About The Author

Anastasia Prokofieva is a content writer at 붚죕쳔. She writes about online marketing and promotion to make entrepreneurs�� daily routine easier and more rewarding. She also has a soft spot for cats, chocolate, and making kombucha at home.

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