Tuesday, 15 December 2009

Why you should be Cashing in over Christmas

According to Emailvision, you shouldn't be halting your marketing campaign between Christmas and New Year, historically known as 'the Dead Zone'.

With so many people off work, time to browse the sales and gift vouchers to spend more of us than you may think will be shopping online on and after Christmas Day.

According to Hitwise, Boxing Day 2008 was the busiest day for Online Retailers during 2008 as high street retailers and department stores got ahead of the curve by launching their sales on Christmas Eve and Christmas Day creating a major sales spike which traditional high street retailers were unable to take advantage of.

Jason Smith, Commercial Director of Price Comparison Site and Shopping Portal SHOP.COM, comments 'many online retailers don't take full advantage of the Christmas marketing and sales potential. At SHOP.COM last year we saw our off peak visitors increase by over 65% between Christmas Eve and New Year's Eve, averaging at over 130,000 unique visitors per day. What people are looking for are Special Offers and Sales, and we make sure that's what they find when they visit us'.

'Paid Search' says Simon Lloyd, Search Director at Jellyfish, 'will be a key channel in the battle for share of pocket on Christmas Day' (read the full article here).

The message is - don't close up shop online on Christmas Eve -
  • Be prepared for an increase, rather than a decrease in orders from Christmas Day onwards.
  • Respond to the anticipated demand by highlighting savings, delivery options and that the historical sales scrummage in the stores is no longer a fact of life.
  • Get your email marketing campaign ready to go beforehand so you can be eating your mince pies while it's working on your behalf.
  • Keep an extra bottle of champagne on ice for when the orders come in.

Last year, according to IMRG, (Interactive Media in Retail Group), 3.8 million people spent £102 million online on Christmas Day 2008, 21% more than in 2007, after which traffic lept by almost 100% on Boxing Day.

Are you ready to Cash In this Christmas?