While “Black Friday” marks the traditional start of the holiday shopping season, the day after Halloween marks the official start of the holiday season *online*. Web sales are already at a record level this year and, even with the economic downturn, the last two months of 2008 are projected to bring in more than $30.3 billion in online sales alone, not including travel.
Consumers may be cutting back, but it’s still 4% more than last year and $30 billion is a lot of money. *Someone’s* online cash register is clearly ringing. It’s yours? Has your inbox overflowed with all those new orders?
Nope?
If you’re like many small retailers, you’ve waited until the last minute to start thinking about your online holiday sales. You’ve been too busy, too short-staffed, too distracted, or perhaps too confused to take the necessary steps to get your website ready for the holidays.
Don’t despair…the online Christmas shopping season peaks between December 5-10 and continues through Christmas Eve (and Hanukkah, which ends December 29). You can still take advantage of the holiday sales season if you take immediate action.
Here are seven things you can do *right now* to boost your online holiday sales this year.
1. “Hello, is anyone home?”
Update your website. If your home page still boasts “Summer Specials,” it means you! Put photos of your best sellers out front and highlight special holiday offers.
2. Use the power of suggestion.
Make it easy for shoppers to discover what to buy. Try adding a “Great Gift Ideas” list to your home page with links to each product. Better yet, organize the list into categories: “Gifts Under $20”, “Stocking Stuffers”, “Gifts for Kids”, “Gifts for Him/Her”, etc.
3. Combine it.
Combine popular items into a “gift set” that shoppers can add to their carts with a single click. Package them together in an attractive gift box or basket. Be sure to show a photo of the gift packaging.
4. Sell the gift that always fits.
Offer gift certificates for the shopper who isn’t sure what to buy or who needs a last-minute gift. TIP: Make sure your shopping cart sends free gift certificates.
5. Wrap it up.
Offer to wrap and ship a gift directly to the recipient for a small fee. You’ll earn your customers’ loyalty if you can help them through a busy and stressful time.
6. “Will you be on time?”
Delivery concerns are at the top of buyers’ lists on the Web. Overcome your uncertainty by posting information about shipping times, order deadlines for holiday delivery, and express delivery options in a conspicuous place.
7. SHOUT!
Now is the time to sound your own horn and help remind people that your products and services make great gifts. Email the people on your mailing list at least once a week until the end of the holiday season. Choose a different giveaway product to include in each email, and be sure to include a direct link to the product page. Also, work the phones. Don’t be afraid to be low-tech! Pick up the phone and call your top 10 customers to let them know about your great vacation deals.
While there are plenty of things you can do to boost your online holiday sales, there is one thing you *shouldn’t* do right now:
*Don’t* try to give your website or e-commerce system a major overhaul during peak season.
The last thing you and your customers need is to deal with technical failures or lost orders during the Christmas crisis. If you’re planning a major upgrade, wait until January when things will slow down a bit and there will be minimal disruption to your customers.
Copyright Jamila White. All rights reserved.