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The weeks following the holiday shopping season bring a noticeable downturn in sales every year. Intense promotions, heavy traffic and consumer interest all die down, and shopping is the last thing that many people have on their minds.
E-commerce stores can find momentum in this difficult period. Their immunity to cold weather and ability to reach people at home or on the go can help them turn the traditionally slow time of year into an opportunity. However, they must first develop some winning strategies.
November and December are exciting times for retailers and e-commerce stores. Black Friday is the busiest day of the year for retail foot traffic, and the lead-up to Christmas is the most profitable period for many stores and travel destinations.
A sharp drop often follows this period since people don’t tend to have as much disposable cash and the winter weather keeps them at home. There is also a general lack of urgency among shoppers during the post-holiday period, and shopping loses its excitement for many.
Many retailers slash their marketing budgets during this period, which contributes to a lack of buyer engagement.
E-commerce businesses have an advantage over brick-and-mortar retailers because customers do not need to brave the cold to see their product range. Online stores can also adjust their pricing and promotions almost instantly, which can help them entice customers.
E-commerce stores also benefit from their broad digital reach and can target shoppers with deals across multiple channels.
The weeks after the holiday season may be slow, but e-commerce businesses still have opportunities to make sales and generate engagement.
Getting products in front of customers is one of the biggest challenges for e-commerce stores during the post-holiday slump. Businesses should mitigate this by expanding their product visibility across multiple channels and focusing on optimizing product descriptions and listings for search engines. E-commerce feed management platforms like Shoppingfeed can help with this by synchronizing product listings and inventory across over 1,000 channels.
The holiday season yields data as well as sales. E-commerce businesses should prepare for the post-holiday slump each year by gathering information from the busy period to determine which promotions and deals would work best for their products when things slow down. Brands that excel at personalization are 71% more likely to see an increase in customer loyalty, and the holiday insights can help online stores understand how to approach this most effectively for their customer base.
Festive messages and gift-centric promotions die a quick death after the holiday season. E-commerce stores shouldn’t rest on their laurels or try to cling to festive success. Instead, they should focus on themes like new beginnings, productivity and personal improvement. Early promotions for upcoming seasons and events are also worth considering, as 40% of consumers used retailers’ October sales for holiday shopping, showing that early promotions work.
A bargain is always going to attract customers, so if e-commerce stores are struggling to generate interest in their core products, they could consider selling their unsold holiday items at discounted rates. This can reduce unwanted stock, keeping cash flow steady even if revenue is lower.
Winter weather and busy schedules make online shopping appealing for many people. It is an inherent advantage e-commerce stores have, and 32% of U.S. adults buy things at least once per week with their smartphone. E-commerce stores should emphasize convenience during the post-holiday slump by highlighting features like fast delivery and easy returns.
The weeks following the holiday season can be challenging. However, with a positive, proactive attitude, e-commerce stores can still generate sales by analyzing seasonal sales data, refreshing marketing messages, promoting convenience and clearing out unsold goods. This can lead to a profitable slow season and a great start to the year.