Your Business Guide on Beating Post-Holiday Fatigue
It’s no surprise that people shop more doing the holiday season. A report by Adobe Analytics found that consumers spent $80.3 billion-and that was just online-from November 1 to December 6 in 2018.
If you were fortunate, your business enjoyed great seasonal success.
But whether you made a hefty profit or experienced a holiday sales slump, there are ways to increase sales in January. I’m sharing 6 of my favourites:
1. Throw another sale.
While customers may feel post-holiday fatigue after an overwhelming number of Black Friday, Cyber Monday, Christmas and Boxing Day deals, you can still reach your target audience with a tempting winter clearance.
Here’s a good example: Clothing and home retailer Anthropologie has a winter clearance on all sale items. By taking another 40% off items that are already at a reduced price, they’re appealing to customers and clearing out old stock to make room for new spring inventory.
Remember that your fans are savvy, so be authentic rather than just slapping a sale sign on a poorly selling product or calling a small discount a “winter clearance.”
2. Tie in New Year’s resolutions.
No matter what product or service you’re selling, there’s probably a way to tie in the “New Year, New You” angle.
A 2018 survey by Tangerine found that nearly 70% of Canadians have made resolutions. Over half of respondents focused on improving their physical health, and almost a third wanted to get better at managing their finances.
So, start by thinking about how your product or service improves someone’s:
- Financial, personal or professional success
- Health or wellness
- Confidence or self-esteem
Then, brainstorm ways that you could incorporate New Year’s resolutions and goals into your sales program to prevent a post-holiday sales slump. For instance, we created a post for one of our clients, using personal success in 2020 to drive sales of her Small Business HR Crash Course book.
3. Create a buying guide or blog.
While we tend to give Xmas most of the attention, don’t forget that people want gift ideas year-round.
According to the 2019 Holiday Season Shopping report, 47% of gift shoppers surveyed didn’t know what to buy. To turn browsers into customers any time of year, help guide your visitors. For example, you could create a top 10 list of popular gifts for teens or Moms, or highlight the hottest gifts for Father’s Day.