Boxing Day and the January sales are the two sales that consumers look forward to - after Black Friday and Cyber Monday of course! The shopping extravaganza that marks the beginning of the year, is a golden opportunity for small businesses to boost sales and engage with customers.
Even our digital marketing agency in London is gearing up for it because success on Black Friday doesn't happen by accident. It requires careful planning and execution. So, let's discuss the essential preparations your small business should be doing now to make the most of this shopping frenzy.
Inventory management
After the festive period ends and the post-Christmas sales rush in, take stock of your inventory. Ensure you have enough products to meet the increased demand. Consider offering special promotions on products with higher margins to maximise profits.
Promotional planning
Map out your New Year sale promotions well in advance. Decide on discounts, bundles, or other offers you will provide. Craft compelling marketing messages that highlight these promotions and create a sense of urgency.
Website readiness
Your website is your virtual storefront, and it must be ready to handle increased traffic. Optimise your site for speed and mobile-friendliness. Test all purchase processes to ensure a seamless shopping experience.
Email marketing
Leverage your email list to build anticipation. Send teaser emails about your upcoming Boxing Day and January sale deals. Send reminders as the date approaches, and a follow-up email after the event thanking customers for their business.
Social media strategy
Use your social media channels to generate buzz. Create engaging content that promotes your big, discounted offers. Consider running paid advertising campaigns to expand your reach.
Local SEO optimisation
If you have a physical store, optimise your local SEO. Ensure your Google My Business listing is up-to-date, and your location information is consistent across all platforms. Encourage customer reviews to boost your local search presence .
Customer support
Prepare your customer support team for increased enquiries. Consider extending customer support hours during the festive period to assist customers promptly.
Logistics and shipping
Coordinate with your shipping partners to ensure timely deliveries. Communicate clearly with customers about shipping times and any potential delays during the busy sale period.
Analytics and tracking
Implement tracking tools to monitor the success of your Boxing Day sales campaigns. Make sure you analyse data on website traffic, conversions, and sales to make informed decisions for future promotions.
Post-Boxing Day sales engagement
The relationship with your customers doesn't end after January. Continue engaging with them through email marketing, social media, and personalised recommendations to turn one-time shoppers into loyal customers.
Website performance optimisation
Ensure your website is optimised for peak performance. Conduct load testing to handle increased traffic, optimise images for faster load times, and make navigation seamless. A fast, responsive website is crucial for retaining visitors and reducing bounce rates.
Mobile shopping experience
A significant portion of online shopping happens on mobile devices. Ensure your website is mobile-friendly, and the shopping experience is smooth on smartphones and tablets. Mobile optimisation can significantly impact your conversion rates.
Cybersecurity measures
Online shoppers are concerned about their data's safety. Make sure your website has robust security measures in place to protect customer information. Display trust seals and privacy policies to reassure shoppers.
Content and SEO
Enhance your online visibility by creating Boxing Day sale-specific content. Publish blog posts, landing pages, and product descriptions that incorporate relevant keywords. Optimise your site's metadata and schema markup to improve search engine rankings.
User Experience (UX) design
Invest in UX design to make your website user-friendly. Simplify the checkout process, offer guest checkout options, and provide clear calls to action. A well-designed site improves conversions and customer satisfaction.
Abandoned cart recovery
Implement an abandoned cart recovery strategy. Send automated emails to shoppers who leave without completing their purchase. Offer incentives like discounts or free shipping to encourage them to return and finalise their order.
Scalable hosting
Black Fridays are notorious for causing downtimes. So, ensure your hosting plan can handle increased traffic during the Boxing Day sale period. Consider upgrading to scalable hosting solutions to accommodate spikes in visitors without downtime or performance issues.
Social proof and reviews
Leverage social proof to build trust. Display customer reviews and ratings prominently on your product pages. Encourage satisfied customers to leave reviews, which can influence others' purchase decisions.
Retargeting ads
Run retargeting ad campaigns to re-engage visitors who have shown interest but did not convert. These ads can remind potential customers of your Boxing Day and January Sale deals and prompt them to return and make a purchase.
Live chat and customer assistance
Offer real-time customer support through live chat. Shoppers might have questions or encounter issues during their shopping journey. Prompt and helpful responses can make a significant difference in closing sales.
To recap
Boxing Day and January sales can be a game-changer for small businesses, but it requires meticulous planning and execution. By preparing your inventory, strategising your promotions, and optimising your online presence, your business can thrive during this shopping extravaganza. Remember, the key to sales success is not just making sales but also creating positive customer experiences that lead to long-term loyalty.
Copyright 2023. Featured post made possible by Tom Welbourne of The Good Marketer, a marketing agency in London which drives more traffic, generates conversions and increases sales for small- to medium-sized businesses.