You survived Black Friday and Cyber Monday! While two of the biggest shopping days of the year have passed, there's still so much time left to capture your holiday shoppers. In fact, many shoppers will be looking for the perfect gift down to the very last minute. Make the most of all of the planning and promotions you've already done and last-minute buyers to close out the holiday season with a bang.
Come up with a back up plan
Your hot products are hot for a reason! In the holiday shopping rush, there's a good chance you'll run out of your popular offerings (remember the Great Tickle Me Elmo Shortage of 1996?). It's a great problem to have, but it's important to come up with a back up plan to promote other popular products or similar products.
Don't forget about your procrastinators!
It's no secret that many shoppers leave their shopping until the very last minute, or realize they've forgotten someone on their list. Make sure you're catering to them in your marketing messages. There a couple of ways you can do this:
- Look at last year's procrastinators: there's a good chance they'll procrastinate again (hey, it's a tough habit to kick!). Send messages early on targeting them with reminders.
- Highlight shopping options: set "due dates" for getting their items by Christmas or your different options such as overnight or 2-3 day shipping
- Gift cards: these are instant gifts that also help shoppers cross off those people who are "impossible" to shop for from their list
Get Your "Seasonal Purge" On
During the holidays, many retailers tend to have tons of seasonal products that will be difficult to sell once the holidays are over. As you near the end of the season, it's important to start thinking about which products you'll need to get rid of . Evaluate which seasonal products you have too much of and adjust your promotions based on this (think about all those Christmas sweaters that no one will be looking for after December 25th).
Start thinking post-holiday
As you probably know, a retailer marketer's job is never done. The holidays may be the biggest shopping time of the year, but there's always another sale/new product/season, etc. to plan for. Start thinking about how you'll wrap up all of your holiday campaigns come December 26. Start by reading our post "10 Steps for Retailers to GET OUT of Holiday Inventory" on our blog. Also, get your New Year's promotions ready!
Get the entire 2016 Holiday Planner here for access all tips and tricks to make the most out of the holiday season.