The weather outside may not be frightful…but successful e-commerce is so delightful! And just imagine how delightful it will feel just a few months from now when you fully appreciate your advance preparation for the 2019 holiday season. Remember, many retailers find November and December alone makes up as much as 30 percent of their yearly revenue. It definitely pays to be proactive in planning, even if you’re presently thinking more about sandcastles than Santa.
Here are 5 reasons why it pays to get into the holiday selling spirit well in advance.
1. Your customers are already thinking ahead. Google Trends indicates searches for “Christmas Gift Ideas” begin in August and only go up from there. With a plethora of holidays stacking up once October hits – including Yom Kippur, Halloween and Thanksgiving – almost everyone gets busier and more frazzled as the year draws to a close.
2. Non-calendar holidays are key. You know about Black Friday (Nov. 29) and Cyber Monday (Dec. 2), but these aren’t the only retail-friendly dates to mark on your calendar. They may not appear on everyone’s to-do list, but as an e-commerce seller, you absolutely need to be prepared for Green Monday (Dec. 9), a shopping holiday similar to Cyber Monday that tends to fall on the second Monday of December, and Free Shipping Day (Dec. 14), a one-day event when merchants are encouraged to offer this perk with guaranteed pre-Christmas delivery. Create a holiday calendar so you know exactly which ecommerce promotions you’ll be participating in so you can be sure to plan accordingly as well as alert your customers.
3. Expanded holiday payment options and generous return policies appeal to shoppers. Many retailers extend additional payment options, discounts and loosened return windows during the busy holiday season. By taking the time to consider these factors now, you can make informed decisions once the busiest shopping season begins.
4. Intuitive mobile platforms attract shoppers on the go. Studies have shown that mobile shoppers make quicker purchasing decisions than desktop users. If you haven’t already done so, optimize your mobile site now to make it more responsive to mobile browsing.
5. Connecting with customers can benefit your bottom line. Whether it’s a curated Pinterest board of your holiday gift ideas, enthusiastic Tweets about products or personal emails to customers, your social media and personalized marketing can have a big impact on customers, especially during the stressful shopping season. Start your campaigns now by reaching out via abandoned-cart and after-sales emails or posting “Only 130 shopping days left!” teasers on social media. The more you connect with customers, the more you can be sure to offer them the products they want.
The bottom line
It’s often said that the days are long, but the years are short — so don’t let the holiday shopping season sneak up on you. Take steps now to consider your options and plan ahead for the busiest shopping season of the year. That way, when fall rolls around, you’ll be prepared to celebrate a successful season.
