5 Techniques to Keep Sales High After the Holiday Spike
UPDATED December, 2019
You might be exhausted from the rush of Black Friday, Cyber Monday, and the overall holiday shopping season, but you can’t afford to slow down. While your sales are sure to peak during November and early December, you also want to look ahead.
What comes next after the major holiday spike? For many brands, it’s a major drop in both sales and overall engagement. With proper planning, however, you can actually keep sales high and customers engaged even after the major holiday season.
Here are 5 techniques that will help you do just that.
1. Run a Post-Holiday Sale
Now that you’ve officially made it past Christmas, you need a game plan for keeping sales up. The time after Christmas and before New Years is a great time to run a sale in order to get rid of any inventory you want to clear, or simply to keep sales up. People are spending time with family, off of work and school. What is there to do? Go shopping, of course!
A lot of people get money or gift cards for the holidays, and now they are looking to put them to good use (more on that later). A sale is a great way to grab people’s attention and get them to shop with you. If you are looking to clear inventory, you can run a major clearance sale (as pictured above).
Keep in mind that people have spent a lot of money during the holiday season, so getting them to continue to shop can be a bit of a challenge. A sale, as always, is an effective way to do so.
2. Capitalize on Rewards Points and Gift Cards
During the holiday season people typically accumulate two things: Rewards points from the stores they shop at buying gifts for everyone, and gift cards they receive themselves as gifts. For ecommerce stores that run rewards programs and offer gift cards (which we highly recommend you do) remind your customers of what they have!
Plenty of rewards programs are set up so that you get a lot of points on purchases made during the holiday season, and those points can be redeemed on new purchases made after the holiday season. Whether your program is set up exactly like this or not, be sure to remind your customers that they’ve got points to spend!
GHOST is a company, for example, that allows their customers to shop for items using dollars or points. Their website (pictured above) clearly labels what items cost in dollars and in points, a great way to remind users of the program and to incentivize accumulating points to use for future purchases.
For gift cards, a simple campaign reminding users to treat themselves and put those gift cards to good use is perfect. The holiday season is a whirlwind for everyone- not just marketers! Your customers may have gotten a gift card to your store and simply forgotten. A reminder can be just the thing they need!
While you’ve already made your profit from the sale of the gift card, having the customer come to your store to use it keeps them happy and engaged with your site and (hopefully) well on their way towards becoming a repeat customer, something that every store wants more of.
3. Schedule a New Product Release
Another problem you may run into during the post-holiday season is that your customers have been shopping with you all season long. They know what products you have to offer, and they bought what they wanted earlier in the year. Solve that problem by launching a new product or product line!
People are also in the perfect mindset to purchase new items around the time of the new year, so be sure to maximize your sales by timing your product launch in January! Consider coupling your launch with a slight discount in order to inspire people to shop. Consider limiting the time of the sale as well in order to create a sense of urgency.
It’s the new year and people want a fresh start- help them make that happen with new products for them to purchase and try out!
4. Create New Year’s Themed Campaigns
In addition to launching new products in the new year, make sure you create New Year’s themed campaigns, just like Sephora did. You don’t even need new products in order to make this happen. Instead, focus on the value that any of your products can bring to someone looking to start the year off on the right foot.
Craft smart social media posts that highlight that value and that will hopefully inspire your audience to shop with you. The holidays may have been all about focusing on others, but now the new year is about being a little selfish and focusing on yourself and starting the year off right. Make sure your campaigns reflect that!
Make sure to also make it easy for them to shop by getting started with things like your Facebook Store or Shopping On Instagram. Social selling is seeing a major increase in popularity, so make sure you keep up with the trends. Research shows that 76% of consumers in the US have purchased something that they have seen in a brand’s social media post. Expect that number to only increase, as well as the percentage of individuals who will actually complete a purchase directly on social media.
5. Retarget Your Customers
Finally, hopefully you already know the power of retargeting your audience via web push. It is especially important during the post holiday season, and one of your most powerful tools for keeping sales high. In fact, research shows that retargeting can lead to 147% higher conversion rates! Retarget your best customers who shopped with you during the holidays asking them to come back and shop- but make sure you’ve given them a good reason to.
So, what’s the reason? It could be something we mentioned earlier, such as announcing a new product or the start of a sale, or better yet, we recommend something a bit more personalized, like mentioning their rewards points (like we discussed earlier!)
In addition to web push, be sure to retarget your audience in other ways as well! You likely gained a lot of new email addresses over the busy shopping season- consider retargeting those new shoppers with a specific email campaign that encourages them to keep exploring your products. Or, retarget via social media and capitalize on all the extra free time people have this time of year. They’re likely spending some of that time scrolling social media- why not try and retarget them with an ad?
Here’s a quick bonus tip that doesn’t directly impact your sales, but that’s important to consider. Of course you don’t want returns to your store, but they are bound to happen. Making it easy for your customers to return any unwanted items gives them a positive experience with your brand. They may not have wanted the item they are returning, but that doesn’t mean they don’t want to shop from your store. A positive return experience gives them more incentive to shop with you again in the future.
Don’t believe this can actually impact your sales? Think again! Research shows that a convenient return policy can boost sales up to 25%. Additionally, over 95% of shoppers say they would shop with a store again if they have an easy return policy.
It’s worth spending some time checking out your policy and seeing about making any tweaks- even if just during the holiday season. An extended time period for returns can make all the difference this time of year.
While the holiday season may be your top earning period, there is no reason to fall victim to a major sales crash once the season has ended. Instead, plan ahead so that you can keep sales high all year long. Launch new products, run some end of season sales, retarget your best customers, remind them of their rewards points and gift cards, and keep them focused on the new year and how your products will make their life better.
What is your go-to marketing tactic after the holidays? Let us know! Looking to get started with web push notifications? Get started for free with Aimtell, or learn more about web push by reading our Beginner’s Guide.