For many e-commerce businesses, the holiday season is the most profitable time of year. For this reason, it is important to plan ahead and create a detailed promotional calendar as part of your regular editorial calendar.
In the e-commerce world, the build up to the holidays begins in October. There are numerous dates that can be leveraged for promotional opportunities to increase sales and new customers. Some of these dates are sale focused, such as Veteran’s Day weekend, Black Friday and Cyber Monday. Others are good target dates, such as Christmas and Hannukah, when you can craft content ahead of time with promotions for “think-ahead” gift buyers. Additional e-commerce specific days have appeared over the last several years, including Green Monday (a term coined by eBay as the best revenue day outside of Black Friday or Cyber Monday prior to Christmas) and Free Shipping Day.
Promotional opportunities abound from a discount perspective. BOGO, Free Shipping, and other types of promotions designed to give consumers a reason to shop at your online store are common. But before you get started, review this list of tips:
1. Plan ahead. Decide which “holidays” you want to take advantage of, what promotions you will run and what channels you will use to push your message.
2. Assign tasks. Get your marketing team or agency organized early. From email template designs to text ads, remarketing images to social media messaging and blog posts, it’s never too soon to get your assets together.
3. Promotional Calendar. Align internal delivery dates with messaging dates. Sending an email before Black Friday? Document when your creative team needs to deliver images, when the email team needs to have the template built for QA, etc.
4. Review policies. Because many purchases are made as gifts, it may be prudent to relax your return policies during the holiday season. In addition, more and more retailers are minimizing or eliminating shipping costs altogether. Determine what actions your business can take to improve the perceived value of your ecommerce store.
5. Measure! Make sure your links are tagged and your analytics are ready to provide quick and easy reports of your efforts to help you make the best marketing decisions throughout the holiday season.
Below is a list of upcoming e-commerce holiday opportunities. If you are unsure how to leverage or measure your holiday season efforts, our marketing and analytics teams can provide specific recommendations on how to take advantage of these dates. Contact us today.
|Small Business Saturday||12/5/2015|
|Hanukkah||12/6/2015 – 12/14/2015|
|Last Regular Shipping Day Before Christmas||12/18/2015|
|Free Shipping Day||12/18/2015|
|New Year’s Day||1/1/2016|