Can you believe it’s crunch time already?
If last year tells us anything, it’s that most store owners will still be wrapping up their holiday promotions just days (or even hours) before launching the sale. The good news is, whether your sales event is tomorrow or weeks ahead, you can always make some tweaks to boost your online sales.
In this post, I’m going to give you some practical tips that will help drive traffic to your website and convert customers.
First, let’s take a quick look at the most important dates in the 2024 holiday calendar so you know what to prepare for.
Key ecommerce marketing dates in 2024
The weeks ahead are packed with shopping holidays that present plenty of opportunities. What used to be Black Friday Cyber Monday weekend, has now turned into weeks filled with discounts and deals.
28 November
Thanksgiving (US)
29 November
Black Friday
30 November
Small Business Saturday
2 December
Cyber Monday
9 December
Green Monday
24 December
Christmas Eve
25 December
Christmas Day
26 December
Boxing Day (UK, Canada, Australia)
26 December–1 January
Kwanzaa
31 December
New Year’s Eve
Some of these dates don’t ring a bell? Check out our ecommerce marketing calendar to learn more about each of these holidays.
To help you get ready for the most wonderful time of the year, I’ve broken down the preparation process into digestible pieces. You’ll also find actionable tips for each step. Choose what works best for your store depending on your goals and how much time you have before the sales event you’re preparing for.
Let’s jump right into it!
1. Create a compelling offer
The overall success of the holiday season boils down to how good your offer is. Keep in mind that most Black Friday Cyber Monday shoppers will be looking for at least 20% off, so you want your deal to be competitive.
Before deciding on discounts and deals, you have to choose the products you’re going to promote. The products you display don’t have to be set in stone—the beauty of dropshipping is you can add new products at the drop of a hat. Learn more about dropshipping in this post.
Start a storewide sale and add discounts. Bold Discounts – Flash Sales App lets you change prices across all store in seconds.
Embellish your website with banners where you mention discounts, free shipping, or shipping deadlines in big, bold letters. If you run a Shopify store, you can create a site-wide banner by just copying a few lines of code into your theme.
Introduce a doorbuster deal for one product. A discount of 80% may just bring a tear of joy to your customer’s eye and is a great way to drive traffic. Think of a product that’s been getting less attention than you’d like—this could be a good candidate for a doorbuster sale.
Make sure your customers find what they need as soon as they can. Create a landing page with all your offers (e.g., yourwebsite.com/blackfriday).
Depending on the platform you’re using, you can create a separate landing page with all your offers that your ads and emails will direct back to. The layout of this landing page should be intuitive and attractive. The less friction your potential customer encounters, the better the chance of converting them.
Source: Young & Reckless
Add pop-up windows with coupon codes. Research shows that coupons make people happier. Try welcoming your visitors with a discount for their first purchase or add a holiday coupon code to exit intent pop-ups. One of the apps that let you do this is Simplify Exit Intent Survey.
Source: Asos ad from Metro
Offer free shipping or conditional free shipping for orders over a specific value. Make sure to protect your profit margins though—include the shipping cost in your retail price.
Add a gift card your customers can redeem with the next purchase.
2) Optimize your product photos and descriptions
When someone clicks on your product it doesn’t guarantee they’ll add it to cart—but they’re on their way! Your task now is to convince your visitors to make a purchase, and your product photos and descriptions are the key to closing the deal.
Update your product descriptions, mentioning that they make the perfect gift. Include the keywords Black Friday and Cyber Monday in the descriptions so the shoppers could find your offer with ease. Do a winter-themed product shoot. If you don’t have products on hand for a photoshoot, create mockups for new designs using our Design Maker.
Add product videos. Customers are up to 85% more likely to buy after watching a product video, and the vast majority of consumers prefer videos that are under 60 seconds.
Remember that for Facebook and Instagram, the users need to tap on your video to hear the audio, so your intro needs to be engaging even without the sound. Consider adding “how it’s made” type of content if you make your products or some behind-the-scenes video of the design process.
3) Provide clear info on shipping policies and deadlines
Many of your website visitors will be looking for products to be delivered before Christmas Eve, so be very upfront about your shipping cut-off dates.
Run a site-wide banner with your shipping deadlines. It will be easy for customers to see, no matter where they are in their shopping journey.
Promote expedited shipping options. Many last-minute shoppers will be willing to pay a little more to get their gifts on time, so make the most of this opportunity.
4) Create a sense of urgency
I don’t know about you, but I can’t get anything done without a deadline. There’s so much going on at the end of the year, and with so many deals around, it’s easy to get sidetracked.
Help those last-minute shoppers make decisions by giving them clear deadlines, rather than launching a never-ending sale.
Add a countdown timer to build excitement. Countdown Timer by POWr lets you add one in the blink of an eye.
5) Connect with your email subscribers
If you already have an email list filled with previous buyers and leads, start communicating with them asap.
Send out a teaser email a couple of days in advance, reminding that Black Friday is almost here, and promote your offers.
If you don’t have an email list, start building it now and add on to it next year, so that you could retarget your customers with your 2024 promotions and cross-sell to them.
6) Boost your social media presence
If you don’t have your social media marketing strategy locked in for the holiday season, now’s the time to change that.
Use social proof to show customers enjoying your products. 66% of consumers are more likely to purchase a product if the website includes social media posts with pictures and videos from other people.
Pin your deals at the top of your Facebook page so it’s the first post that people see when they visit your page.
Make your Instagram and Pinterest shoppable. Instagram has made commerce possible directly on-platform. Shoppable posts redirect the visitor to your site or allow shopping within Instagram.
Source: Thought Clothing, Urban Outfitters, Tentree
Pinterest’s Shop feature now includes prices, in-store/out-of-stock information, and takes the visitor to the store website to make a purchase there.
Source: Pinterest Newsroom
Collaborate with micro-influencers. Niche audiences are likely to convert at a high rate when advised by a trusted influencer. Microinfluencers are a great fit for smaller niche brands looking to grow their audience. Since microinfluencers have smaller audiences too, their followers are very loyal and highly engaged.
7) Ensure a seamless shopping experience
I certainly belong to those 90% of shoppers who leave an ecommerce site that fails to load within a couple of seconds. Bargain-hunters have short attention spans and a low tolerance for errors, so make sure the shopping process in your store is frictionless.
Test the payment gateway to make sure the payment process works smoothly. A customer leaving your site because of a checkout glitch is what’s going hurt the most.
Reduce cart abandonment by adding a countdown timer to the shopping cart. Use the Countdown timer app or a similar tool.
Did you know the 404 Error page (Page Not Found) is an untapped revenue source? It’s a cunning way of turning lost visitors into customers. Create a personalized design for your 404 error page and include your product categories so visitors can easily go back to shopping if they happen to land here.
Tattly took their 404 page one step further by adding a product that the customers can find only if they land on this page.f
While a creative 404 page is a cool marketing strategy, you should make sure your customers get to your actual website. You can track 404 errors using Google Search Console.
On the day before the launch
Double-check everything on your store on desktop and mobile. You should prepare your online store for increased holiday traffic, so test everything, from the essentials to bells and whistles: CTA buttons, shopping carts, shipping settings, pop-ups, and banners.
Go through the customer’s journey yourself. If there are no hiccups—you’re ready for sales.
Launch day
Some things you’ll have to do the day of or on the fly. One of the most important things before and on the launch day is to do a competitor analysis. You don’t want to find out that your competitor is selling a similar product for way less.
Check out Amazon’s bestsellers on your launch day. Be ready to make some changes after you’ve scanned the market, like adjusting prices or adding new hashtags.
Customer service above all
Most importantly, be ready to provide customer service and answer people’s questions. Your goal this holiday season should not only be to generate sales, but also build brand awareness.
If you’re there for your visitors and do your best to help them out, they’ll remember you next time they’re in the mood for shopping.
Your store doesn’t need to be perfect to make a good impression; it just needs a little bit of care and preparation. Put some of these tips to use and I’m sure you’ll have one more thing to be thankful for when you look back at this very unusual year.
I can’t wait to see your store shine this holiday season! Let me know in the comments which tips you’ll try out for your business!
This article was originally published in November 2019; it has since been updated.
Is your store ready for the 2024 holiday season? Learn how to increase your holiday sales, build brand awareness, and engage with customers.
Amazon’s Impact on Global Supply Chains and Logistics
Amazon, the global e-commerce behemoth, has transformed not only the way consumers shop but also the intricacies of global supply chains and logistics. Since its inception in 1994, Amazon has grown from a small online bookstore to a trillion-dollar enterprise that has disrupted industries across the globe. Its influence extends far beyond retail, profoundly impacting supply chains, logistics, and even the environment. This article explores Amazon’s multifaceted impact on global supply chains and logistics, examining how the company has reshaped these industries and what this means for the future.
The Evolution of Amazon’s Supply Chain
Amazon’s supply chain is one of the most sophisticated in the world, characterized by its efficiency, speed, and scale. The company has invested heavily in technology and infrastructure to build a supply chain that can deliver millions of products to customers in a matter of hours or days. This rapid delivery is made possible by a vast network of fulfillment centers, sophisticated inventory management systems, and a logistics arm that rivals traditional carriers like FedEx and UPS.
One of the key innovations Amazon has introduced is its Fulfillment by Amazon (FBA) service. FBA allows third-party sellers to store their products in Amazon’s fulfillment centers, with Amazon handling the picking, packing, and shipping of these products. This service has not only made it easier for small businesses to reach a global audience but has also significantly increased the volume of goods flowing through Amazon’s supply chain. As a result, Amazon has become a central hub in the global supply chain, connecting manufacturers, suppliers, and customers across the world.
Disruption of Traditional Logistics
Amazon’s influence on logistics is equally profound. The company’s relentless focus on speed and efficiency has forced traditional logistics providers to rethink their strategies. In many cases, Amazon has bypassed traditional logistics networks entirely by building its own. Amazon Logistics, the company’s delivery arm, has grown rapidly in recent years, with a fleet of planes, trucks, and delivery vans that allow the company to control every aspect of the delivery process.
This vertical integration has enabled Amazon to offer services like same-day and two-hour delivery in many urban areas, setting a new standard for speed in the industry. Traditional logistics providers have struggled to keep up, leading to increased competition and innovation in the sector. For example, companies like FedEx and UPS have had to invest in new technology and infrastructure to remain competitive, while others have formed partnerships with Amazon to leverage its vast logistics network.
Amazon’s logistics network has also expanded globally, with the company establishing regional hubs and fulfillment centers in key markets around the world. This global expansion has allowed Amazon to offer faster and more reliable delivery services in regions where traditional logistics infrastructure is underdeveloped. In many cases, Amazon has played a role in building out this infrastructure, partnering with local logistics providers or investing in its own facilities.
Impact on Global Supply Chains
Amazon’s impact on global supply chains extends beyond logistics. The company’s demand for speed and efficiency has rippled through the entire supply chain, from manufacturers to suppliers to retailers. This has led to significant changes in how companies operate, with many adopting new technologies and strategies to keep up with Amazon’s pace.
One of the most significant changes is the increased reliance on automation and technology in supply chain management. Amazon has been at the forefront of this trend, investing heavily in robotics, artificial intelligence, and data analytics to optimize its supply chain operations. For example, the company’s use of robotics in its fulfillment centers has reduced the time it takes to pick and pack orders, while its AI-driven demand forecasting tools help ensure that the right products are always in stock.
This emphasis on technology has influenced other companies to follow suit, leading to a wave of digital transformation across the industry. Manufacturers and suppliers are increasingly using data analytics and AI to optimize their operations, while retailers are adopting new technologies like blockchain to improve transparency and traceability in their supply chains.
Another significant impact of Amazon on global supply chains is the shift towards a more customer-centric model. Amazon’s focus on the customer has forced companies to rethink their supply chain strategies, with many now prioritizing speed, convenience, and flexibility over cost. This has led to the adoption of new fulfillment models, such as just-in-time inventory and dropshipping, which allow companies to respond more quickly to changes in customer demand.
The globalization of Amazon’s supply chain has also had broader implications for international trade. By connecting sellers and buyers from different parts of the world, Amazon has made it easier for companies to access global markets. However, this has also led to increased competition, with companies now competing on a global scale. This has put pressure on manufacturers and suppliers to lower costs and improve efficiency, leading to changes in how goods are produced and distributed around the world.
Environmental and Social Implications
While Amazon’s impact on supply chains and logistics has been largely positive in terms of efficiency and convenience, it has also raised concerns about the environmental and social implications of its operations. The company’s emphasis on fast delivery and the constant movement of goods around the world has contributed to increased carbon emissions and environmental degradation. In response to these concerns, Amazon has committed to achieving net-zero carbon emissions by 2040 and has invested in initiatives like electric delivery vehicles and renewable energy projects.
However, critics argue that these efforts are not enough, and that Amazon’s business model is fundamentally unsustainable. The constant pressure to deliver goods faster and cheaper has led to concerns about the working conditions in Amazon’s fulfillment centers and the treatment of delivery drivers. Reports of long hours, high injury rates, and low wages have sparked protests and calls for better labor practices across the company’s global operations.
The Future of Supply Chains and Logistics
As Amazon continues to grow and evolve, its impact on global supply chains and logistics is likely to deepen. The company’s investments in technology and infrastructure will continue to set new standards for speed and efficiency, forcing other companies to innovate and adapt. At the same time, the environmental and social challenges associated with Amazon’s operations will require the company to rethink its approach to sustainability and labor practices.
In the future, we can expect to see more companies adopting Amazon-like supply chain strategies, with an emphasis on speed, technology, and customer-centricity. However, these changes will also require a greater focus on sustainability and ethical practices, as consumers and regulators increasingly demand more responsible business operations.
Conclusion
Amazon’s impact on global supply chains and logistics is undeniable. The company has reshaped the industry in its image, setting new standards for speed, efficiency, and customer service. While these changes have brought many benefits, they have also raised important questions about sustainability and labor practices. As the world’s largest online retailer, Amazon will continue to play a central role in the future of global supply chains and logistics, driving innovation and change across the industry.
