Marketing Strategies For the Holiday Season

August 25, 2008 · Filed Under Internet Marketing, Onlineauction.com, amazon, eBay, ecommerce · Comment 

Oh the weather outside is frightful,,,,,

Believe it or not there are only 121 days until Christmas. You will notice I did not say shopping days till Christmas because in internet marketing every day is a shopping day. How prepared are you for the shopping season as an internet marketer?

If you are not ready and ramped up for the season, you may be facing a frightful few months. Many internet sites have already begun their campaigns and the competition will be fierce.

Marketing For The Holidays

Depending on your niche, holiday season marketing can make or break your business year. Consumer electronics are always hot starting around Labor Day. The one downside is that some manufacturers roll out their new products just prior to the holidays to increase demand and limit supply. Those businesses that can secure the latest versions of a product line do very well during this time of year. Consumers will be looking for the best deals, plain and simple. Big Box consumer electronics ecommerce sites have the advantage of higher search results but there are a few things you can do to increase your sales and visibility. First, know your market, and know what your customers want. Research is the key! Make sure you are paying attention to your competition, because they certainly will be watching you. Secondly, whether you sell on eBay or Amazon, Onlineauction, Overstock or any other online venue get your products listed early and use a Fixed Price format. Buyers of holiday gifts do not want to wait for auction format items. Holiday shoppers do not want to run the risk of not being the high bidder.

Many buyers will be looking for their gifts now before the rush. According to an article by WorkZ.com, most online buyers EXPECT free shipping especially if buying more than one item from the same seller. Free shipping is another great way to attract customers, but if you use email campaigns to promote your sales be careful using Free in the subject line as this may trigger email spam filters.

eCommerce marketers might want to consider a value added type approach to attracting customers such as including a free gift with the sale. I have used this approach in years past and had great success while selling clothing. 

Causal marketing, donating a portion of the sale to charity is another great way to attract buyers. If buyers know that part of their purchase will benefit their favorite charity, they are more likely to purchase.

The 2008 Holiday Shopping Outlook

While 2007 was a banner online shopping year, many experts are predicting a leveling off. The economy is the biggest fear among buyers. Mortgage failures, high oil prices and the concern over the presidential race are noted as the biggest reasons for this expected flat growth.  

Be Customer Friendly

As you gear up for the holiday season, be customer friendly. Enable your customers. Accept all forms of payment (I know eBay is changing this but do what you can until late October). Communicate with your buyers often to ensure they receive their items and they are pleased. Treat any problems proactively, and professionally.

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