How To Capitalize on Holiday Offers To Drive E-Commerce Sales

It’s the most wonderful time of the year — for online stores.

Here’s some more good news. Despite inflation, just over 50% of consumers plan to spend the same or more this holiday season as they did last year, according to NPD. The busy shopping months are upon us, so now is the time to optimize your website and think about holiday-specific offers to get those customers in the door — and to convert.

Marshal Cohen, chief retail industry advisor for NPD, noted, “Holiday promotions from major retailers will start in earnest in October this year, which will start the countdown to Black Friday, Cyber Monday, and Christmas.”

In other words, the time is now to best leverage the holiday season and drive sales. This year, it’s about more than just relying on stale, “go-to” tactics. Why? Well, thanks to TikTok and Instagram Reels, customers’ attention spans are at an all-time low — and they continue to decline — which could dramatically impact engagement because if you can’t get a customer to interact with your store, you’ll lose them — potentially for good.

To engage customers and encourage repeat visits and purchases, you will want to use the following strategies to increase conversion rates during the holiday season.

Create a Customized Holiday Shopping Experience

Just like brick-and-mortar department stores invest in holiday-ready window displays, online retailer institutions should jazz up their virtual stores. In fact, many retailers completely transform their storefronts for the holiday shopping season to get their customers in a festive mood.

For example, an enchanted scene on your website may help customers get in the mindset of gift-giving and merriment. If you create a purchasing experience that exceeds your customers’ high expectations — especially in the age of TikTok and Reels, it will resonate with them.

Almost half of consumers, 48% to be exact, are likely to purchase a product directly from TikTok. Sixty-five percent have purchased from a streaming platform, like Hulu or Netflix, according to Jungle Scout’s findings from its Q3 2022 Consumer Trends Report.

Last, featuring a countdown calendar, Christmas tunes, a curated gift guide, or holiday-themed gift cards prominently on your homepage for the holiday season are a few ways to offer more festive content.

Leverage Time-Limited Offers

Providing limited-time offers, such as 20% off everything or perhaps 30% off of a specific category of gift-friendly products, such as under $50, beauty products, home decor, or candles, is a great way to introduce new visitors to your website.

The increase in working from home, and being homebound in general from 2020 to 2021, has led to significant investment in the spaces where we spend the most time, making gifts for the home or home office always welcome no matter the recipient.

Offer Holiday Bundle Discounts

Providing special, holiday-only kits or gift sets at discounted prices is a major draw for holiday shoppers. The ability to purchase the jumbo size of a best seller or a mini grouping of “greatest hits” for presents is an easy win.

Use social media to broaden the reach of unique holiday offerings, and make the campaign offers specific to your retail store, keeping prices reasonable for best results.

Implement a User-Friendly Checkout Process

Now is the time to offer easy checkout solutions. From Apple Pay to Amazon Pay to PayPal to Venmo, the options are seemingly endless as more consumers checkout online and on their mobile devices.

The necessity of having consumers run to search for a credit card in another room may be the barrier that comes between you and a sale. According to Insider Intelligence, the forecast for mobile commerce for 2022 holiday sales will hit $116.98 billion, or 46.9% of overall e-commerce sales. An easy and quick checkout process is a must-have for mobile shoppers and a conversion driver for desktop and laptop shoppers.

Gift Special Holiday Rewards to Customers

From free gifts with purchase to complimentary gift wrapping, to free shipping, to exclusive discounts on best sellers, now is the time to let your customers know you appreciate them with a little something extra.

When it comes to shipping, 33% of consumers say that the most reasonable delivery timeline for holiday gifts ordered online is two or three days. According to Radial’s consumer insights study, this is a 10% YoY increase. Speed matters for how fast products reach customers and website performance.

Armed with these suggestions on how to make the most of the busy holiday season, you’re sure to prepare your business for more online visitors and, in turn, more sales. Good luck, and happy selling this holiday season.

Jacob Loveless

Jacob Loveless is CEO of Edgemesh. He has a 20-year career in making things go faster, from low latency trading for Wall Street to large-scale web platforms for the Department of Defense, and is a two-time winner of high-performance computing awards. Today, Loveless runs Edgemesh, the global web acceleration company he co-founded in 2016.

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