To push the limits on holiday merchandise sales most retailers begin displaying their Christmas goodies as early as the day after Halloween.
But simply displaying merchandise far in advance of the holidays is not enough to promote sales. Retailers still need a sales pitch.
Fresh advertising approaches can be rewarding if they are successful - but become costly mistakes if they bomb - especially towards the end of the calendar year. It is wise to include some of the old "tried and true" tactics in your holiday advertising and marketing campaigns.
Always Give a Call to Action
All direct marketing, Email, and Internet marketing campaigns should include an immediate call to action. For example, give coupon deadlines and incentives for ordering now (i.e., free shipping, discount coupon on next purchase, etc.)
I recently redesigned a website for a remodeling contractor whose call to action was a deadly "when it is convenient for you, call for an estimate." Simply changing those words to "call today for your free estimate" increased calls for estimates by more than 20% in the first month after the change in wording was made. Consumers responded to the added word "free" and using "today" lends a subtle sales pitch in the consumer's mind to act now.
Cater to the Obligatory Gifts Shoppers
Consumers purchase gifts during the holiday season for family and close friends. But they also feel the need to purchase many obligatory gifts for co-workers, bosses, the babysitter, etc. When consumers purchase gifts because they feel like that have to, they look for cheap bargains on items that feel big.
Be sure to include promotions for mandatory gifts like pens, stationery, coffee mugs, gift baskets, etc.
Target obligatory consumers by giving them gift ideas. For example, add gift suggestion (or feature) box just for workplace gifts. Consumers will not only appreciate a bargain, but any advice you can offer them as to what gifts and price ranges are appropriate.
While obligatory gift shoppers rarely spend on big ticket items for their mandatory gifts, their lists are often long and sales add up. This is especially true among professionals. An attorney friend told me that he spent far more on gifts for colleges and clients than he did on his own family simply because there were so many people he felt he had to buy gifts for.
Sales Events
A great way to decide when and what type of sales events to offer is to study the competition. For the most part, it is better to meet them head on. If your competitors run sales on major holidays, you should do the same. If they have an end-of-year clearance, so should you.
Timely sales events bring in loyal customers but they also serve to attract new customers (who, hopefully, will then return to your store on non-sale days.) Don't let the competition steal your potential customers by being afraid to run sales at the same time. Consumers like choices.
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