How to cut through to make your Boxing Day sales a super success this year

The key to a successful holiday shopping season is to keep things simple and have fun with your customers, writes Paul Wigger founder of multi-million dollar business Fat Burners Only

Boxing Day sales can be one of the most stressful times of year for many businesses, especially those that operate online. The pressure to compete in the most saturated market of the year is significant, and many businesses will make some easy mistakes.

Overcomplicating things is the biggest mistake retailers often make during this period.

Keep things simple for Boxing Day sales success

The Boxing Day sales period is always a crowded market for the customer so you have to get great cut through with simple discounts. Keep focused on the things you do well and don’t panic if sales drop off in the days before Boxing Day. Don’t try and offload unwanted stock at a slightly cheaper price that’s dressed up as a bargain.

People can spot a fake a mile off.  You can hurt your brand and hurt loyalty with your customer for the coming year.

It’s important to get a good mix of simple offers, socially conscious offerings and of course having some fun and flair.

How to make your sales count this Boxing Day-

1. Offer a juicy discount and don’t overcomplicate things

Your customers are going to be inundated with deals and specials over the sale period. Keep your offer enticing but simple. There’s nothing more frustrating to online customers than receiving a magical offer in their inbox, only to find it’s limited to certain lines, expiring products or that they need to jump through hoops to redeem the deal.

2. Add a socially conscious component

In a highly competitive industry, it can become very hard to compete on price with the market leaders, and even if you do it becomes a dangerous race to the bottom. More and more customers are shopping with their hearts, opting for eco-friendly, socially conscious, local organizations. If you can add a component to your promotion that gives every customer a warm fuzzy feeling, people will be proud to shop with your brand. Talk about your locally owned and run operation, don’t be afraid to promote your eco-friendly endeavours and maybe even plant a tree or make a donation for every order made during the sale period.

3. Pick a theme and have fun

Having a picture-perfect marketing campaign is nice, but during these mega sale periods it’s easy to get lost in the noise. In Paul’s experience, bags of personality will help you stand out from the crowd more than beautiful visuals..

4. Show up, everywhere

When you structure your marketing campaign for the sale period make sure you don’t just flood one channel. Show up in a balanced way on each of your social media platforms; emails, SMS and anywhere else your marketing team gets facetime with your customers. This is the biggest sale period of the year, customers are armed with their wallets and ready to shop. Make sure you have coverage on as many platforms as possible to maximise your opportunities.

Want more? Get the latest coronavirus news and updates straight to your inbox! Follow Kochie’s Business Builders on Facebook, Twitter, Instagram, and LinkedIn.