How eCommerce sellers can increase sales during the upcoming holiday season

Giuseppe Meazza

Festivals are an auspicious occasion when many online businesses introduce new products to their customers. As an online store owner, you may be considering strategies to increase website traffic and conversion rates regularly. Even if you may be experimenting with different approaches to boost sales, selecting the marketing strategies that will be effective for you might be difficult.

Did you know that the e-commerce sector is experiencing remarkable growth?

  • According to IBEF, India’s e-commerce will reach US$ 99 billion by 2024, growing at a 27% CAGR over 2019-24, with grocery and fashion/apparel likely to be the key drivers of incremental growth. 
  • Revenue is anticipated to grow at a compound annual growth rate (CAGR) of 18.48% from 2022 to 2025, with forecasted market size of US$165.40 billion at that time.
  • By 2025, 948.4 million consumers are projected to be active in the e-commerce market.
  • User penetration is projected to be 52.6% in 2022 and 65.6% in 2025.
  • It is anticipated that the average revenue per user (ARPU) is expected to be US$134.50. 

Follow these strategies for increasing your holiday sales.

Prepare for the holiday season in advance

  • Maintaining your stock/inventory management

During the holiday season, your products will be in the hot seat for maximum traffic, with people ferociously looking to make a purchase. So, your inventory must be updated, and your SKU units must be pre-planned and ready to serve customers,

Use a capable inventory management system or an analytical tool like Kinator to benefit from automatic stock changes.

The holiday season can divert shoppers. As of November 2021, about 70% of online shopping carts were abandoned without any purchases being made, according to Statista. To persuade them to make another purchase, retarget them with eCommerce PPC advertisements and sponsored social media campaigns.

  • Take into account the following tactics to lower cart abandonment rates:

You can encourage them to come back and finish the purchase of the items they abandoned by sending them a push message.

  • Make the checkout process easier.
  • Offer a range of payment options.
  • Keep track of KPIs

Outline the important business KPIs, such as the required percentage increase in sales, cost per acquisition, average order value, and ROI.

Prepare your website 

Use a holiday sales calendar to keep track of the forthcoming events

Have a calendar for holiday sales as it helps to keep track of forthcoming occasions and offers plenty of time to plan for income, brand awareness, and growth prospects.

Make sure your website is Mobile-Friendly

According to Statista, 58.99% of all website traffic worldwide is produced by mobile devices. To adapt your website to mobile devices:

  • Your menu should be made simpler, and a search bar should be added.
  • Make a fresh holiday-themed design for your online store.
  • Use URLs that are search engine friendly.
  • Run mobile-specific advertisements to reach your target audience.

Be ready to manage traffic

The website cascading could occur with the pressure of holiday sales, so one must be ready to avoid such challenges in advance by following these steps:

  • Optimize your Loading page speed
  • Easy checkout process
  • Use plugins and extensions to upsell your products
  • Do a regular check-up of your website

Tips for improving rankings and product discoverability in holiday SEO content

Establish yourself effectively using seasonal keywords

Look at the top keywords from the previous year. After a thorough examination, you can decide whether to stick with the old keywords that worked well for your brand the previous year or conduct further research to find some new ones to raise the quality of the holiday SEO. Also, observe the new trend.

Steps to take:

  • Keep track of keyword performance.
  • For a wider audience, provide fresh, high-quality content and participate in discussions.
  • Instead of merely the festival, use keywords like “Christmas present” or “Diwali present.”

Create a special festive landing page

A seasonal landing page can help you achieve your goal by developing more focused and precise holiday-related objectives, centralizing all holiday-related keywords, enabling a holiday-specific Call to Action (CTA), attracting more consumers, showcasing all holiday-related offers and product announcements, and so on. Therefore, the likelihood of such a page ranking is far higher than on decentralized holiday-themed pages.

Create a sense of urgency

Create a sense of urgency by using words like “only three days left” or “there is still time!” Include new releases and existing bestsellers on the home page of your website for the best chance of securing last-minute sales.

Use festive-specific videos and pictures

Your viewers will definitely connect with a cheerful video that combines music and pictures. Consumers view such content for an estimated 100 minutes daily on average highlights a report by Statista.

Plan your holiday season with PPC

Develop unique marketing initiatives for high-performers

Vacations increase ad traffic. The funding for your campaigns will run out (far sooner than intended). You may split up your best-performing products into separate campaigns, have more control over budgets, and adjust your spending for the highest return since you don’t want to miss out on your best-performing products.

Make a strong offer

It’s critical to increase your bids in accordance with the increased competition that will occur over the holiday season, as well as the increase in traffic. CPCs for well-known goods and keywords will rise in the upcoming months, requiring changes to your bidding tactics.

Launch a Pay-Per-Click Campaign

Start PPC campaigns with a focus on the holiday season. Think about what is important.

Holiday promotion

Give your customers bundle offers

Maximize your sales and visibility by offering bundle deals, promos, and discounts.

You can give customers the choice to make it customizable based on their needs, offer quick bundles, combine quick and slow-selling products, etc.

Include holiday giveaways

Giveaways convert at a rate of 34%, which is greater than other content. Giveaways may encourage more participation from subscribers. Then you can provide them with brand-specific discounts or gift cards.

Use social media to promote your business

During the busy holiday season, continue to be active on social media. Make use of influencer marketing, live streaming, and advertisements on Facebook, Instagram, YouTube, and other platforms to build brand awareness and increase sales.

Send holiday-themed email marketing messages

Email marketing is a powerful tool for holiday advertising. Make use of it to raise conversion rates and get a cut of holiday sales. Email gives you the ability to send a customized message directly to the mailbox of your target audience, enhancing your visibility.

Steps to take:

  • When someone signs up, send them a welcome and thank you email.
  • Send emails promoting your sales promo gift cards.
  • Send abandoned cart emails to customers to inform them.
  • Make your festive emails’ subject lines more effective.
  • For the holidays, make personalized email campaigns.

Complement orders with complimentary samples

Not all businesses would benefit from this, but those involved in the distribution of consumable goods would find it to be excellent (like beauty products, candies, beverages, and other small items). Offer a complimentary trial package together with the original purchase. This results in both increased consumer loyalty and purchase incentives.

Customer support services

Give special discounts or gifts to loyal clients.

Surprise customers with a unique surprise or a tempting offer.

To earn bonus points, think of putting a personal touch on the gift or deal if feasible.

When customers feel valued, they are significantly more likely to make additional purchases.

Provide exceptional client service

An increase in holiday consumers requires you to be more vigilant. Create additional FAQs for your clients on your website and include chatbots to respond to consumer inquiries.

Final Thoughts

Your ability to stay organized and focused will help you greatly. Do a post-season review to evaluate the success of your holiday marketing activities as well after the holiday season has passed. You must analyze and collect data to determine which of your marketing techniques generated the most buzz, attracted the most attention, and resulted in the most conversions.

You will be able to determine your holiday marketing strategy in addition to knowing your high-ticket items that sell with or without promotions and discounts. This information is useful when choosing how to spend your limited resources to get the best return on investment during the holiday sales.



Views expressed above are the author’s own.


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