Fight post-holiday blues with strong post-holiday sales

Didit Editorial

10 years ago

December 29, 2014: Feeling the post-holiday blues? It’s not uncommon for melancholy to set in as soon as the gifts are unwrapped and that last gingerbread cookie has disappeared. Advertisers are no strangers to this feeling of despair; after all, the week following Christmas is notorious for slower traffic.

But don’t fret! You can boost sales through the New Year by including a few simple strategies in your game plan.

1. Stay competitive. Most retailers will offer very steep post-holiday discounts to get rid of excess inventory. It can be hard to stand apart from competition when promotions are abundant both online and in-store. So attract new customers and differentiate yourself by offering unique offers such as BOGOs (buy one, get one ) or an “X percent off” promo tied to a future sale.

2. Recover abandoned shopping carts. Remarket to users who have expressed purchase intent with your product but who haven’t purchased. The most effective way to entice these shoppers to convert is to offer an attractive price point. Use clear and concise messaging in banner images and contextual ads. (Hint: place the “buy now” button in a prevalent spot).

3. Use social media. Stay part of the conversation! Social media platforms are a great way to find potential customers and connect them to your product. Continue to tweet, pin, post, etc. Reward your followers with a social-only promotion to help drive the sale.

4. Refresh email campaigns. Send relevant content that speaks to the end reader. Use data such as purchase history to tailor messaging so it resonates with your customer. Refresh creative imaging to evoke the “feeling” of post holiday.

5. Data, Data, Data. Historical and real-time data should guide your marketing efforts. For instance, sales might continue to be strong after the holiday for a particular product; therefore, there is no reason to pull back budgets or marketing efforts for that specific campaign. Work with your client to assess inventory and back order rates to ensure marketing efforts are warranted.