Many people associate the winter holiday season with gift giving. To acquire the perfect presents for family members, friends, neighbors, coworkers and more, many consumers turn to ecommerce retailers for the flexibility and convenience. Experts predicted ahead of the 2018 holiday season that the industry would see significant growth—with U.S. ecommerce sales specifically poised to grow more than 16 percent to reach $123.39 billion, according to some estimates.
But every party has to end. What happens in the aftermath of the busy holiday sales season? Online retailers are no doubt aware of the infamous post-holiday “slump” many stores experience following a hectic year-end sales season. It’s tough to watch your sales plummet as you head into a new year.
Here are some tips for keeping ecommerce sales strong after the holidays.
Incentivize Shoppers a Little Extra
Shoppers have an obvious reason to visit websites and make purchases during the holidays. But what about afterwards? There’s no reason everything has to abruptly become “business as usual” the minute your holiday promotion ends. Savvy retailers manage to incentivize buyers year-round, especially during traditionally underperforming months.
Besides deep discounts, retailers can offer:
- Freebies with purchases over a certain dollar threshold
- Buy-one-get-one deals for a limited time
- Extra loyalty points for all purchases within a certain date range
- Free/expedited shipping with purchases over a threshold
- No-hassle returns and exchanges
Consider what value your store has to offer, use it to attract customers and drive conversions.
Present Something New to Customers
People tend to feel transformational at the start of each new year. Why not harness that energy for your store, too? This can take many forms. If your store is due for a much-needed design overhaul, explore premium web templates from a platform like Shopify. If your product lineup could use a revamp, introduce something new: products, colors, customization options, etc. If you don’t already have a prominent loyalty program in place, roll it out.
Whatever is new and exciting within your store let your customers know. Email marketing is a great (and cost-effective) way to spread the word and drive traffic to your store to check out the novelty. You can also post about exciting new updates across your social media channels to raise awareness.
Play into New Year’s Resolutions
Many people elect to make resolutions at the beginning of a new year, hoping to enact positive change in their own lives. Knowing this, ecommerce retailers can help customers achieve their goals with products that help facilitate these life changes. As Digital Commerce 360 notes, “offerings that promote things like health, organization, cleanliness, or safety and protection are especially ripe for promotion as the new year kicks into gear.”
Marketing from an angle of new year’s resolutions will make your products more relatable to potential buyers as it taps into the post-holiday mindset they’re experiencing.
Re-Engage Holiday Shoppers
Remember the hordes of people busting down your digital door to buy products during holiday season? The good news is they don’t necessarily disappear as soon as the calendar rolls over. You’re sitting on a treasure trove of contact information for people who were already wiling to buy from your website at least once; put it to good use during the post-holiday slump.
Re-engage your shoppers with targeted marketing meant to pull them back into the funnel. There are a few channels excellent for retargeting previous buyers, namely email and paid advertising. Avoid spamming recent buyers with generic fluff, however. In order for reengagement marketing to hit home, the messages must feel personalized and on-target.
It’s entirely possible to keep your ecommerce sales strong after the holidays with the aforementioned strategies.