The holiday season is the most critical time of year for many retailers, and successful e-commerce marketing can be the difference between a profitable or lackluster year. Planning and preparation are key to capitalize on this period. Brandography has curated a detailed list of what retailers should focus on to ensure their e-commerce marketing strategy is ready to take on the holiday rush.
Key Holiday eCommerce Tips
1. Develop a Comprehensive Holiday Marketing Calendar
Start by mapping out the key shopping dates and holidays:
- Black Friday (November 29)
- Cyber Monday (December 2)
- Giving Tuesday (December 3)
- Christmas (December 25)
- Last Shipping Day (often a week before Christmas)
- New Year’s Promotions
For each event, plan specific campaigns, content, and promotional strategies. Organize everything on a detailed calendar to ensure nothing slips through the cracks and that you have ample time for execution. (Last Shipping Day is HUGE so plan for both marketing and operations).
2. Audit and Optimize Your Website for Speed and Mobile Responsiveness
Look, holiday shoppers are impatient; a slow website could lead to high bounce rates and lost sales. Here are a few things to do:
- Compress large images.
- Implement caching strategies.
- Minify CSS, JavaScript, and HTML files.
- Check for mobile responsiveness to offer a smooth user experience across devices.
3. Prepare Inventory and Fulfillment Strategies
Anticipate higher sales volumes during the holidays and make sure your inventory is fully stocked. Work closely with your suppliers to avoid stockouts and ensure your fulfillment processes (packaging, shipping, delivery times) are optimized. Consider offering:
- Free Shipping or discounted shipping as a promotional tool.
- Same-Day Shipping for last-minute shoppers.
- Shipping to Amazon before the FBA or MCF receiving window closes (contact Brandography for more information)
4. Update Product Descriptions and Images
Optimize your product pages with updated descriptions, clear calls to action, and high-quality images. You can also consider adding holiday-specific product bundles or gift sets, or themed imagery to get buyers in the holiday spirit.
5. Optimize for SEO and Holiday-Specific Keywords
Ramp up your SEO efforts by targeting holiday-specific keywords. Conduct keyword research to identify relevant terms such as:
- “Best gifts for [category]”
- “Black Friday deals [category/product]”
- “Last-minute holiday gifts”
Update content, meta tags, and product descriptions to reflect these terms. Brandography’s SEO content writers are ready to make your products searchable.
6. Enhance Paid Ad Strategies
Paid ads during the holiday season are more competitive, but they can yield a great ROI if done correctly. Key strategies include:
- Budget Planning. Increase your budget as competition rises.
- Ad Timing. Schedule ads to align with major shopping days like Black Friday, Cyber Monday, and Last-Minute Holiday Sales.
- Remarketing Campaigns. Target customers who have visited your site but haven’t made a purchase.
7. Create Holiday Email Campaigns
Email marketing should be a central part of your holiday strategy. Start planning campaigns such as:
- Early Bird Discounts. Reward loyal customers with early access to deals.
- Abandoned Cart Reminders. Encourage shoppers to complete their purchases.
- Shipping Deadlines. Keep customers informed about last shipping dates to ensure delivery before the holidays.
- List Building Strategy. With all the new traffic, capitalize on future communication by ensuring the greatest amount of signups.
Use segmentation to tailor offers to different customer groups and leverage subject lines that create urgency (e.g., “Only 2 Days Left to Save!”).
8. Leverage Social Media for Engagement and Promotions
Your social media presence can be a powerful driver of holiday sales. Plan for:
- Holiday-Themed Posts: Share gift ideas, product bundles, and seasonal promotions.
- Contests and Giveaways: Engage your audience with fun, shareable holiday-themed contests.
- Influencer Partnerships: Collaborate with influencers to showcase your products as the perfect holiday gift.
9. Offer Gift Guides and Personalization
Help your customers navigate their gift-giving decisions by creating curated gift guides. Segment them by categories such as:
- Gifts under $50
- Gifts for [specific persona]
- Top holiday picks
You can also offer personalized shopping experiences, such as product recommendations based on browsing history or previous purchases.
10. Ensure a Seamless Checkout Experience
A cumbersome checkout process can lead to cart abandonment. Streamline your checkout by:
- Enabling guest checkout options.
- Reducing the number of steps to complete the purchase.
- Offering multiple payment options, including digital wallets like Shop Pay, Apple Pay or Google Pay.
11. Prepare Customer Support for Holiday Traffic
Expect an increase in customer inquiries during the holidays, so ensure your customer service team is prepared. Strategies include:
- Live Chat—Offering real-time support for quick problem resolution.
- Chatbots—Automating responses to common queries like shipping times or order statuses.
- Extended Support Hours—Adjust customer service hours to handle peak traffic times.
12. Launch Exclusive Holiday Promotions and Discounts
Holiday shoppers are deal-hunters. Entice them with special offers like:
- Limited-time Discounts
- Buy-One-Get-One (BOGO) Offers
- Free Gift with Purchase
- Gift Card Promotions
- AOV-Focused Offers (contact us to get these key offers)
- Door Busters
- Run flash sales and exclusive discounts for email subscribers or loyalty program members to create a sense of urgency and increase conversions.
13. Implement Retargeting and Remarketing Strategies
Holiday shoppers often browse multiple stores before making a final decision. Use retargeting ads to remind them of their interest in your products, focusing on:
- Cart abandoners
- Visitors who viewed specific products but didn’t buy
- Customers who purchased before and may be ready for holiday gifts
- Postcard retargeting, get into their IRL mailbox
14. Plan for Post-Holiday Promotions
The holiday season doesn’t end on December 25th. Plan promotions for the post-holiday season, including:
- Clearance Sales. Move leftover holiday inventory. (BIG Discounts on Seasonal Merchandise)
- Homepage and Collection Changes.
- New Year’s Resolutions Promotions. Promote items aligned with New Year’s goals, such as fitness gear, planners, or wellness products.