With the mad rush for Black Friday and Cyber Monday sales past us, it's time to turn our focus to December.
Hopefully, BFCM kept you on track to hit your end of year revenue goals, but if not, lucky for you, the last month of the year is loaded with important shopping dates — both the recognized and more “unofficial.”
Whether you sell clothes, food, or home decor there’s a plethora of days to choose from that you can use to promote your store. Check out the 10 days below to get an idea of where you can start with December sales and remember this is just the start of endless promotion opportunities...National Brownie Day on December 8th anybody?
December 2 - Hanukkah Starts
Hanukkah is an eight-day celebration of the festival of lights. It’s a time for community and family, so make sure to tie in your brand or product in a natural way that doesn’t feel manufactured. That should be something you keep in mind with all messaging but especially with regard to holidays that are rooted in communities. Being real and relevant is all a brand needs to do with its messaging to resonate with customers, remember that during the holidays!
December 10 - Green Monday/Hanukkah Ends
eBay created Green Monday in 2007 and refers to their biggest sales day in December. Green Monday falls on the second Monday of December and is the last Monday with at least 10 days until Christmas. Spending has reached over $1B dollars every year since 2011, so while it’s not a real holiday it’s not a day to ignore.
December 14 - Free Shipping Day
This is a day of free shipping with guaranteed delivery by the 24th. This is a great day to take advantage of if you don’t normally offer free shipping and want to do something special for a limited time. Free shipping is a top consideration for most online shoppers and having to pay for shipping is the most common reason for cart abandonment. For customers who are in the bottom of the funnel and on the fence about buying, this offer will likely get them to commit to purchasing.
December 21 - First Day of Winter/National Ugly Christmas Sweater Day
As we all know ugly Christmas sweaters have had a bit of a comeback. Once relegated to the back of our closets they are now a pop-culture staple. We host ugly sweater parties, they have a national day, and an entire e-commerce industry has popped up around them. Just take 2 Chainz who in 2017 sold $2.1 million worth of ugly sweaters in 30 days.
Find a national day that fits your niche and use it! That’s a great way to have some fun with your marketing and infuse a bit of personality into your messaging. Also, competition is steep during the holidays so using one of these smaller, less known “holidays” will help you cut through the clutter and be heard.
December 22 - Super/Panic Saturday
The last Saturday before Christmas, this is a day for procrastinators. If you are someone who has a brick-and-mortar presence you can offer in-store pick up for orders or advertise this as the last day possible to use two-day shipping if they are close enough. Both of these suggestions would need for you to use geo-targeting rules to make sure your on-site messaging is being shown to an applicable audience. This is a great opportunity to do a last big push for getting orders out of consumers who waited to cross gifts off their to-do list.
December 23 - Festivus
As you know, Festivus is for the rest of us! This is a day for those who don’t celebrate any of the holidays that fall during December, but still want to participate. There is a traditional meal and activities involved such as the airing of grievances. Have fun with this day by tweeting about Seinfeld or including your favorite gifs on social posts. This is a great chance to connect with your audience without trying to “sell” them something.
December 24 - Christmas Eve
If Super/Panic Saturday was for procrastinators, Christmas Eve is for the professional procrastinators. Again, those with brick-and-mortar stores can offer in-store pick up with gift wrapping services along with extended hours. But those with e-commerce stores can offer the option to ship the gift directly to the recipients house, wrapped and ready to go. While it may not get there in the time frame the giver might have wanted, this could be a great value-add for those shoppers who waited a bit too long.
December 25 - Christmas
Christmas Day, while one may not imagine this to be a heavy shopping day since it’s the day many have been preparing for it shouldn’t be ignored. Many of these shoppers are starting to search for after-Christmas deals and sales already. Whether it’s a late holiday gift; finally buying something for themselves; or using the gift cards they just received, people are browsing. Just like Black Friday deals began to creep into Thanksgiving Day, so too have post-holiday sales crept into Christmas Day.
December 26 - Boxing Day/ Kwanzaa Starts
Boxing day has become a sort of Canadian Black Friday and is associated with landing great deals. As an e-commerce retailer you have the ability to geo-target your promotions based on the country the visitor is in, so you could show Boxing Day promotions only to those shoppers who reside in Canada.
On this day, Kwanzaa also starts and lasts until January 1st, ending with a feast and gift giving. Be sure to continue sales and have inventory that is large enough to fill orders that come in. Kwanzaa is the last holiday in December so make sure to prepare appropriately.
December 31 - New Year’s Eve
This is the last day of the year, so go out with a bang. Start advertising closing out sales to help you move inventory and start the new year fresh. While you may not have many actual purchases on this day you can start advertising new year's specials that start on the first, enticing people to check back in to get those deals.
There’s no shortage of days to use as part of your promotional strategy in the last month of the holiday season. Don’t just focus on the big holidays as competition for consumers attention will be steep, think outside the box and find what ‘off the beaten path' days would work for you.
Don’t forget that while the holidays mean sales and profits for retailers, they often have a deeper meaning for many consumers. Be thoughtful in your messaging and make sure to remember the purpose your products are serving in consumers lives.