November 09, 2014
Holidays are quickly approaching, and now is an excellent time to dig in, if you haven't already and get your online store prepped for this busy sales period.
This year is particularly unique as there are only 26 days between Black Friday and Christmas, which is 6 fewer shopping days than usual.
Many retailers do 25-35% of their sales in the 6 weeks around holiday time -- so let's talk about how you can make it your best holiday season yet.
Holiday sales forecasting is very tricky, even for the most experienced retailer. For my brand, Encircled, I'm averaging high 3-figure growth versus last year, but not anniversarying a massive press hit in December. So, what to do.
Although it's not required to participate in any or all of the holiday promotions, it is recommended to create a holiday promotional strategy as this is a good time to boost your sales through piggy backing on an already popular consumer shopping behaviour.
Being clear, and creating your offers in advance will make the holidays more fun! (And less stressful for you).
If you sell primarily online, start cleaning up your shop now so that it will truly shine to your customers come holiday time!
Last year's UPS + Fedex delivery debacles should serve as a warning to all retailers that having an air-tight ship strategy is critical for holidays.
Retail is both art and science. Even if you've executed all of the above suggestions perfectly, there is no guarantee that your holiday sales period will be amazing. Measuring, and optimizing your marketing efforts and online presence during this time is an excellent way to fail fast, and learn quick.
Online retail sales are expected to be up double digits this year overall in North America, so make sure you maximize this time (and plan a vacation to celebrate post-holidays!)
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