Planning a Holiday Promotion

By Staff Writer

According to the National Retail Federation (NRF), total retail sales are projected to grow by 5.7 percent over last year’s November and December spending to $217.4 billion!

It may have been a year of challenges for businesses, but things are turning around just in time for the big holiday rush. In fact, according to the National Retail Federation (NRF), total retail sales are projected to grow by 5.7 percent over last year’s November and December spending to $217.4 billion! Get ready to jump in with a promotion sure to keep sales stirring the whole season long.

Deck the Halls of Your Site

Create extra holiday-themed pages, including general tip lists, gift ideas by price range and buying guides for your product.

Don’t just stack up your stock in preparation for the holiday rush; add some yuletide cheer to your Web site. Create extra holiday-themed pages, including general tip lists, gift ideas by price range and buying guides for your product.

While you’re working behind the scenes to “holiday-ize” your Web site, give your site a tune-up, too. It’s the perfect time to double-check all your links and make sure your checkout is efficient. After all, over 75% of shoppers do their holiday buying online in order to save time (Jupiter Research, September 2002).

Offers to Write Home About

Make sure to announce your holiday promotions front and center in the top fold of your home page so every visitor sees it.

‘Tis the season of giving, and when you give to customers, you’ll get sales back. Give customers multiple ways to save on their gifts. The top offer last year was free shipping (Bizrate, 2002), closely followed by “early bird” discounts, value promotion bundle offers and gift suggestion features. As always, placement on your Web site counts, so make sure to announce your holiday promotions front and center in the top fold of your home page so every visitor sees it.

DonÍt forget how important shipping times are this time of year. Note on your pages who your shipping carrier is and what the cut-off date is for orders to arrive by December 25th.

Even if you aren’t planning to offer free shipping this holiday season, don’t forget how important shipping times are this time of year. Note on your pages who your shipping carrier is and what the cut-off date is for orders to arrive by December 25th. Your customers will appreciate it and you’ll avoid irate feedback later. Lastly, consider offering the option of shipping directly to gift recipients to save shoppers even more time.

No Fruitcake Needed… Just Email

Send loyal and new, naughty and nice, customers alike exclusive email offers with savings.

Don’t risk getting forgotten or overlooked; put your product in front of your customers with holiday-themed email. Send loyal and new, naughty and nice, customers alike exclusive email offers with savings. Think you’ll be left out of the holiday money because you offer a service or non-gift product? Take a different spin in your promotion by just acknowledging tighter budgets, busier schedules and stress of the holidays. You don’t need a traditional gift item to reward customers around the holidays.

Creative Cards

Send cards that are keepers by making them personalized and creative.

Corporate—even small business—holiday cards can be cliché and impersonal, but they can also offer a wealth of promotion possibility. This year, send cards that are keepers by making them personalized and creative. Don’t leave anyone off your list; include big customers, clients, vendors and contacts. Sign them yourself—with your (and employees’) name(s), not just your company’s name.

Lastly, and Most Importantly

Start your holiday planning now. The upcoming season is the biggest of the year, and it can make or break your business.

Start your holiday planning now. The upcoming season is the biggest of the year, and it can make or break your business. Draft out your ideas starting today so you can take advantage of every last shopping day in the months ahead.