According to a study by Business Wire, 65 percent of customers do the majority of their holiday shopping in the two weeks leading up to Christmas. The top excuse: procrastination. Here’s how to target these last-minute shoppers and get them through your doors.
Do some targeted email marketing.
So you have your customer email list, and you’ve figured out how to successfully target specific groups (regular, casual, or lapsed customers) using Square’s email marketing software. Start with people you know already love you (your regulars), and encourage them to bring a friend to your holiday shopping event, where they’ll both receive a special discount (10 percent off their purchase, for example). If you’re having a last-minute sale, try sending an email to everyone who has shopped with you — it may entice them to come back in. The best way to do this is with a creative, actionable email. Take time to come up with a catchy subject line and create a sense of urgency (one-day-only blowout sale, or get one of only 100 limited-edition items before they sell out).
Think about the action you want customers to take and include one actionable link, like “shop the sale” or “add sale dates to your calendar.” Look to Square’s Customer Engagement portal for ready-to-go templates for the holidays so you don’t have to struggle with design and wording, and check out a few more email tips for promoting sales.
Embrace social media.
We all know that shoppers research products on Facebook and Pinterest, so keep your social pages up to date with your business’s most recent offerings. You can also track keywords to see what users are in the market for — then put those items on sale and spread the word through your channels. For more holiday social media marketing tips, read our recent post on the subject.
Highlight gift cards.
Your customized Square gift cards are looking good. Make sure people know you have them on hand with sidewalk signage, social media posts, and email marketing. Read more tips for how to market gift cards.
Offer free shipping.
If you’re an online retailer, this is a no-brainer. Hook shoppers easily by offering free shipping on purchases over a certain dollar amount. Many businesses only offer free shipping up to a certain date, but you could run a 24-hour free shipping bonanza after most businesses have gone back to their normal (or last-minute) rates.
Stand apart from the competition.
Lure shoppers into your store by offering something they can’t get at every other business on the block. Make a big pot of hot cocoa and pass out steaming cups to cold passersby once they walk through the door. Or hold a raffle with a fun door prize and offer it only to folks who make a purchase. Don’t forget to let people know by announcing these special treats via sidewalk signage and social media.
The lesson here: Sometimes good things do come to those who wait.