by April Maguire
Last Updated Tuesday, November 24, 2020
Last minute holiday shoppers contribute to a significant portion of most retailers’ holiday sales. You should keep plugging away at your holiday marketing so you get the attention of those late shoppers. Here are five marketing tips to help you with that.
Image source: Photospin.com
When are your customers likely to be doing their holiday shopping? Although many started earlier than usual this year, there are still who may be putting off their holiday shopping until later in December than you might think. Think With Google reported in 2019 that,on the average, US consumers still had 53% of their shopping to do in the final weeks before Christmas.
While shopping habits could well be different this year, the fact remains that many people put off shopping until the last minute, either because they don’t know what to buy for gifts, they’re waiting for hoped-for bonus money, or they are hoping to score big, last-minute discounts on goods at their favorite stores.
What does that mean for your small retail store? First, it means you shouldn’t stop marketing too early. And, second, if you are getting a late start on holiday marketing, you still have a chance to increase your holiday sales. Here are five last-minute marketing tips to help you raise sales figures during the happiest time of the year:
1. Send a Holiday Message
Just because Black Friday and Cyber Monday have passed you by doesn’t mean it’s too late to start marketing your goods for the holidays. In fact, early December is a great time to send your loyal customers cards to celebrate the season. Print up paper cards or opt to choose a holiday template from your email service provider (affiliate link) and send your holiday greeting electronically. For best results, include a gift or special savings offer with your holiday wishes. If you operate a brick-and-mortar shop, you might want to include a coupon that encourages shoppers to visit you in person. For example, you could provide a free Christmas ornament with any $20 purchase in your shop. Sending a holiday card is also a great way to remind last-minute shoppers to get their acts in gear before the end of the month.
2. Support Late Shoppers
The Think with Google report also indicated that convenience and urgency are key factors the closer the date gets to the gift-giving holiday. Seeing and touching some products is important, but other important criteria are being able to obtain a gift at the last minute (without worrying about shipping delays from an out-of-town location), and being able to do so in the most convenient way.
To catch the eye of last-minute shoppers be sure your Google My Business and Bing for Business pages are updated with your holiday hours, phone number, and website. If you have curbside pickup or your own delivery service make that information clear on the Google and Bing pages as well as on your website.
Additionally, shop owners should consider offering free or expedited shipping at this time of year if their profit margins on the items will allow it. This perk can be invaluable for those who are sending gifts to friends and loved ones living out of state. But be sure to indicate the cutoff date for on-time delivery for holiday gifts.
3. Create a Holiday Gift Guide
If you’re just creating your Christmas marketing plan, then you can probably sympathize with those shoppers who are also late to the gift-buying game. One of the best ways for e-commerce and brick-and-mortar shops to support last-minute customers is by offering gift guides. Create a gift basket or assortment of items that complement one another and showcase it prominently on your website or in your shop. For example, a local gym could create gift bags featuring branded water bottles, t-shirts, healthy snacks, and a certificate for a free training session. Gift cards are also great items to showcase for indecisive customers and those looking for last-minute gifts for bosses and co-workers. As an added incentive, you can mark these collections down later in the month, when shoppers are desperate for bargain purchases.
Still another option: gift certificates or cards. Keep in mind that these will make you liable in the future for to provide for goods or services for which you’ve collected money today. So these are only a good solutions for businesses that don’t tend to run into serious cash flow problems.
4. Be Visual
If you’re looking for a way to draw more shoppers into your store, consider breaking out the holiday decorations. People tend to be in celebratory moods at this time of year, and they are more likely to wander into a shop if the windows are decked out in bright holiday décor. You can also evoke the essence of the holidays by burning candles in seasonal scents and giving away holiday cookies and other snacks.
When you’re doing your decorating and marketing, remember that Christmas isn’t the only gift-giving holiday at this time of year. Hanukkah and Kwanzaa frequently fall at or near the same time as Christmas.
Don’t have a retail store? Decorate your website and social media pages with holiday pictures and colors. By getting your customers into the holiday mindset, you increase the odds of them buying gifts—and therefore spending money—in your establishment.
5. Host a Themed Giveaway on Social Media
Holiday giveaways are great last-minute marketing tools for busy retailers. Consider creating a social media contest through which customers can win gift baskets or other holiday prizes. While Facebook giveaways that celebrate the 12 Days of Christmas—or 8 Days of Hanukkah—are popular, you can also invite customers to share their ugly sweater pictures, cookie recipes, or even post about the worst gifts they’ve ever received. The goal is to have fun, boost engagement and, ideally, increase traffic to your website or store.
Additionally, retailers should use social media to remind shoppers about upcoming sales and specials and showcase gift ideas.
6. Be Considerate and Friendly
The holiday season tends to inspire kindness and generosity in people, and shop owners should be no exception. Even if you haven’t created an elaborate marketing plan for December, you can boost seasonal sales by treating your customers well. Show shoppers you care by providing free holiday beverages like hot cider and cocoa. You can also set up a gift-wrapping station in your retail shop to save customers’ valuable time—and paper cuts—and offer gift wrapping on your e-commerce site.
If you sell online, you should mitigate miscommunication and increase goodwill by posting clear “ship by” dates on their webpages. The last thing you want is for a customer to order a product on December 24th thinking it will arrive on Christmas morning.
7. Don’t Forget the New Year
If your store or franchise is a gym, spa, or sells anything that might be part of a New Year’s resolution, play that up in your marketing and in store. If you sell calendars, have a display where last minute shoppers can easily spot them. Run a special that gives customers a small discount, a free service, or gift for themselves if they buy a gift certificate or product of a certain value to give to a friend. Market anything fitness- or health-related as the perfect, lasting gift to give a friend and to give oneself.
Just because you’re late to the holiday marketing game doesn’t mean there isn’t still time to boost your revenue. Follow the above tips to increase December sales figures and to start planning next year’s Christmas marketing early—like in the summer!
© 2020 Attard Communications, Inc. All Rights Reserved. May not be reproduced, reprinted or redistributed without written permission from Attard Communications, Inc.
About the Author
A graduate of the Master of Professional Writing program at USC, April Maguire taught freshman composition while earning her degree. Over the years, she has worked as a writer, editor, and content manager. Currently, she operates the freelance writing business April Maguire Ink and lives in Los Angeles with her husband and their three rowdy cats.