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Boxing Day is just around the corner. For eCommerce sellers, the post-Christmas shopping rush has become a chance to engage with customers who are excited to take advantage of seasonal promotions and deals to buy new items for themselves or for their friends and family.
While consumers used to exclusively flock to their favourite shopping strip or department stores, many now enjoy the convenience of shopping online from their couch as they recover from the previous day of food and festivities. In fact, 2019 saw record Boxing Day spending across every state and territory.
The Boxing Day sales will look a little different this year, with safety precautions and an economic downturn as the backdrop of this year’s peak shopping season. And with some retailers considering in-store closures, online sales are likely to have their biggest year yet.
Here are three tips to prepare your online store for this peak shopping day.
1. Plan your social media posts
You might remember the days when excited Boxing Day sales shoppers would plot and map out their shopping strategy days in advance. Today, they’re more apt to browse around online and click over to an eCommerce website on a whim.
That’s why it’s crucial to cultivate an active sales period social media presence. To make sure you don’t miss out on your own Christmas plans by needing to constantly post on your business social media channels, plan your campaign strategy in advance.
Use the days and weeks heading into Christmas to tease your Boxing Day promotions and create interest in your offerings, then schedule posts to run throughout the day. Use existing hashtags that are already capturing traffic, such as #BoxingDay, #BoxingDaySale, and #BoxingDayShopping, to be part of the conversation.
2. Reach out to existing customers
Get into the festive spirit by giving gifts to your loyal customers. Boxing Day is an ideal opportunity to thank them for being part of your journey with an exclusive surprise deal, such as an extra discount or gift with purchase.
Other promotions for existing customers could include an offer on a purchase now and in the future, or a buy-one-get-one deal that makes them feel rewarded for their loyalty. You can also enlist the power of social sharing with an incentive for recommending you to their personal networks.
3. Convert bargain buyers to return customers
Yes, customers might have been enticed by a Boxing Day sale, but savvy eCommerce retailers give them reasons to stay through to the next year with relevant content.
Take advantage of their excitement and interest by capturing their contact information and adding them to your email list for future communications. Offer them a reward to opt in, such as a small discount off a future purchase that they can use once the seasonal rush has subsided.
Then make your first communication something special related to your product or the season. For example, if you sell accessories, create a fun video showing how to incorporate your pieces into the latest summer trends. If you sell wellness products, send them a light-hearted article on how to help their New Year’s resolutions stick.
As you plan your strategies to engage customers heading into this seasonal shopping season, aim to surprise and delight them to keep them coming back for more, long after Boxing Day is over.
As more shoppers head online to find the perfect gift, sellers can capitalise on the rise of eCommerce by launching an online store. With a user-friendly eCommerce website, you can stay competitive this festive season and grow your customer base. Square Online helps you quickly launch an eCommerce website with an intuitive online store builder and easy-to-use eCommerce tools. Showcase your items, set up Square for online payments, and you’re ready for this peak shopping period. Learn more about Square Online.
