ECommerce Holiday Sales: Strategy for the 2020 Holiday Season

Following the upward trend of web-based purchases since earlier this year, online retail sales are expected to explode this holiday season.

If you’ve got an ecommerce business underway, you’ll want to have a solid strategy in place to reap the most benefits of Christmas shopping including Black Friday, Small Business Saturday and Cyber Monday.

Since the coronavirus pandemic has prevented or severely restricted consumers from stepping into physical stores, buyer behavior has seen a major shift to online retail. With the continued uncertainty of COVID-19 infection rates, people are opting to stay in, eat at home and shop online.

The stats support this course as well.

Big Four accounting firm Deloitte predicts that ecommerce holiday sales will grow between 25 and 35 percent from now through January, reaching upwards of $196 billion.

Not only will a strong ecommerce marketing strategy boost your sales during the holiday season but it will boost the economy amid a social distancing and self-quarantine culture.

This year alone has transformed the ecommerce industry for the long-haul and created a unique opportunity for online retailers to capitalize on bringing in more business. Pair that with the implementation of succinct online marketing retail strategies and well, you’re on your way to increasing profits.

So, if you’ve got an online retail business and increase your chances of making some serious dough this holiday season, read on. The below information provides several ideas for solid ecommerce business strategies that are simple, effective and won’t break the bank.

 

THE IMPORTANCE OF AN ECOMMERCE BUSINESS STRATEGY:

Content marketing begins with creating content, which can manifest itself as a photograph, video, article, blog, graphic or podcast, for example.

Once you’ve decided on what type of content you will create, you need to research, write and edit it. Last, you can publish, distribute and promote it to attract, engage and retain new consumers.

 

 

Being a consistent and authentic ambassador for your own brand has the power to turn visitors to your online store into first-time buyers and potential activists.

Whatever content you’re putting out there make sure the topics relate to the product or service your ecommerce business sells and also tie it to COVID-19. From completing a common task to what to wear to a Thanksgiving dinner or Christmas party, weaving in coronavirus tips is sure to increase your following.

 

 

COLLECT TARGETED LEADS WITH QUIZZES:

Throughout our childhood, adolescent and young adults lives we complain about how much we loathe taking tests in school. Yet, throw a quiz in front of us that promises to reveal who we’re more likely to marry during an apocalypse and we’re right on top of it.

Getting personal details from strangers during signup can be a challenge. That’s why you need to give prospective buyers a compelling reason to share more personal information with you.

One way to do that is with what’s called “lead generation quizzes.” We’ve all seen them scrolling through Facebook. They’re the “Which Starbucks drink are you?” and “Which celebrity do you most look like?” questionnaires.

These surveys aren’t only interesting and fun, but they can be used to segment out additional information from consumers, which you can then use to target them through highly targeted email campaigns.

 

 

START A REGULAR BLOG TO ENHANCE ECOMMERCE HOLIDAY SALES:

Once seen as a hobby, blogging has become an influential tool in the ecommerce world. Since first appearing in the late ‘90s, blogging was solely used as a creative platform to express a person’s experiences, feelings, opinions and thoughts.

Today blogs can accomplish much more, including increase traffic to your website via inbound links and SEO, which improves ROI for your business. It can also enforce your brand as an expert in a particular field, creating a stronger connection with readers and if done correctly brings them back for a purchase.

While blogging is technically simple it does take time and it’s better to use a blogger who knows what they’re doing. An ongoing blog should be relevant and timely to its audience and released the same time and day each week.

Another trick to connect with your target audience more quickly and efficiently is by giving them an opportunity once they visit your website to subscribe for free.

 

 

CREATE A MONTHLY FUN FACTS PAGE:

Creating a page where visitors can come to get something extra for free is a way to make consumers feel like you care about them personally and not just making a sale. Whether the fact you post is steeped in history, ironic or just good fun, the information provided is meant to make a connection between your business and the customer with the hope of creating a customer or at the least making a positive impact.

Remember the saying, “There’s an app for that”? Generation Z and Millennials have been dubbed the “meme generation”, able to perfectly capture a moment or feeling with a single photo or boomerang video. Just ask text for relevance or context.

In addition, November is ‘meme month of the year’ and sees the largest amount of memes posted and shared on the internet than any other month, according to social media statistics. So post away. Ask a controversial question, make a statement or share something personal. But remember your audience and tone. You are responsible for the content you create.

 

OFFER A GIVE BACK OPTION TO IMPROVE ECOMMERCE HOLIDAY SALES:

From rounding up on the total of an online purchase to making a significant one-time donation or becoming a monthly donor, consider the option to encourage or inspire your audience to give.

A lot of times people want to give back but they aren’t given the opportunity. You can create that option for them by embedding a button that allows them to donate to a particular cause based on an ongoing provided list or one specific to that month.

No Shave November also known as ‘Movember,’ is the month dedicated for men to grow their moustaches and beards to raise awareness of men’s health issues like prostate and testicular cancer. Maybe your product is in the beauty or health realm.

This month is also known for Veteran’s Day, which falls on the 11th. A proceeds button could be created to have a portion of money earned by your ecommerce business is then passed onto an organization that advocates for veterans.

Both examples are opportunities for your business to capitalize on and incentivize buyers to return. Doing this shows your audience what you stand for and reveals that you’re not just about the bottom line but also helping others as you grow.

 

 

OFFER UNIQUE DEALS OR RAFFLES TO UPGRADE ECOMMERCE HOLIDAY SALES:

November is a big month for shopping. Not just for the pre- and post-Veteran’s Day sales, but for the Double 11 date itself.

Many ecommerce businesses such as ecommerce giant Alibaba has consistently offered deals on this day each year and as such, consumers have trained themselves to look for them ahead of time.

The China-based company goes live with it’s Single’s Day sale on Nov. 11, creating a 24-hour shopping frenzy and securing A LOT of purchases.

In addition, Small Business Saturday is a day dedicated each year to celebrating and supporting small businesses across the U.S. This year it falls on Nov. 28.

To leverage the excitement of the nationally recognized event, focus on promoting the heck out of your business to improve its visibility and sales.

Make sure that anything you create can be found on all social media platforms and speak directly to individual audiences based in the demographic.

On this day advertise a unique BOGO (buy one get one free/half off), general discount for signups (blog, subscription, newsletter), free gift with purchase, coupon for future use, or raffles to offer deals specific to the day.

To boost your ecommerce holiday sales and produce more excitement leading up to the day, you can create social media posts the week before as well as the day of. Don’t forget to use relevant hashtags such as: #SmallBizSaturday, #SmallBusinessSaturday, #SBS and #ShopSmall.

 

ECOMMERCE HOLIDAY SALES CONCLUSION:

If you’re struggling with a strategy for your ecommerce business this holiday season, try one of the above or all of them. Remember, consumerism is still very much alive, it’s just changed form.

In fact, this is the best time for online retailers and B2B sellers to focus on strategic marketing efforts to optimize their products. So what are you waiting for? Get to creating!