There are a few key dates all retailers should know in the run up to Christmas 2013. So what are they?
Black Friday is the day after Thanksgiving, where holiday shopping officially starts in the US. Retailers and e-tailers alike go to town on big promotions to get a piece of this significant day of spending. Many shops get ‘back in the black’ due to profits from this key event, hence where the day coined its name.
There is talk of Apple products being discounted for this day in the US, and this trend is moving to the UK too.
Small Business Saturday
Hot on the heels of Black Friday is Small Business Saturday. Introduced by American Express, this day has emerged to help smaller businesses to compete with the big brands, whilst supporting the economy of local communities. Find out more here: https://www.americanexpress.com/us/small-business/Shop-Small/
Cyber Monday (also known as Mega Monday)
Cyber Monday came about in 2005 and specifically targets the eCommerce sector. In 2012, Cyber Monday marked the biggest day for online retail sales EVER, with £600,000 spent every minute. You can learn more about Cyber Monday in our Christmas infographic.
Usually the 2nd Monday of December, Green Monday is quite similar to Cyber Monday. High online sales are expected as most people have their final pay packet before Christmas.
Free Shipping Day
A day founded by FreeShippingDay.com where hundreds of online retailers flock to the site to offer (surprise, surprise) free shipping. All of these e-tailers offer free shipping guaranteed for Christmas, opening up a further sales opportunity to those who believe that it’s too late to order anything online after Cyber Monday – therefore extending the holiday shopping season.
A trend has recently occurred in eCommerce for Boxing day sales to move forwards to Christmas Day – with sales of £307m generated in 2012, this is now a prime opportunity to sell. Some e-tailers have even moved their sales to commence on Christmas Eve!
We all know about Boxing Day sales (especially the furniture sales that start in September!). Stores once again open their doors offering post-Christmas discounts for customers to spend their vouchers and gifted money, and even capture those customers returning gifts they don’t want. With all the pre-holiday discounts Boxing Day still holds its own with £472.5m generated last year.
Do you have a marketing plan in mind to capture sales on these key dates? Is your stock high enough to manage the uptake of orders? Is your website working to the best of its abilities? If you’re ready the festive season can be highly profitable, but if you’re not you could be missing out on the most lucrative sales period of the year!
by Austin Waddecar on 19/11/2013