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Using Key Shopping Dates To Promote Your eCommerce Store

  • Written By CJ
  • Posted April 10, 2013
  • 5 minutes Read Time

When you’re looking to maximise online sales on your eCommerce store, it’s essential to cash in on those special dates in the calendar when everyone’s on the lookout for bargains and gifts. Here are list ideas to use on your own Magento site to make the most of this year and in the future to help attract those all-important seasonal customers!
(updated Jan 2019)

January 1st – New Years Day

Diaries, calendars and journals are dead certs. Or could your product be marketed as part of a new hobby or healthy lifestyle choice for the new year?

February 14th – Valentines Day

This one is a pretty easy one to remember as it’s on the same day each and every year. 14th February can be a big day for your sales if you are selling items that can be considered in a romantic way. But saying that I’m sure your husband would be pretty happy with that new lawnmower.

Start promoting your ‘perfect gifts’ on your homepage and send out emails to your already existing customers, but most importantly produce a sense of urgency. Bear in mind that most shopping for Valentines Day is often done around the 5th of February, so make sure all your marketing campaigns are ready to go well before then.

March/May – Mothers Day

What worked for Valentines Day might still work for Mothers Day. Add to that, nostalgic and photographic products. But don’t limit yourself to stereotypes. Mums come in all different flavours…! Don’t forget that Mothers Day is different for the UK and the rest of the world, so you’ll have to choose one to really focus on but that will all depend on where in the world most of your orders come from.

March 17th – St Patricks Day

Green products – perhaps even eco green – could be a good marketing ploy to celebrate the patron saint of Ireland.

March – April – Easter 

Easter is all about celebrating the end of winter (besides the real meaning of course). An eggcellent way to spread the Easter spirit is to offer sweet savings especially when it comes to items for children or items that can prepare your shoppers for the warmer weather. Another idea is to consider updating your creatives with spring-like themes and a more pastel colour palettes.

June – Fathers Day

Socks and ties obviously (!) but use your imagination and see if your product could be a random and unexpected hit for Dads!

August – Summer Holidays

Summer can be unpredictable. But whether you’re letting the summer sunshine in, or making the most of a rainy day, it’s all about the branding message.

September – Back To School

Back to school is a very important time of year for many retail businesses. It’s a good idea to remind students and their parents what they need to prepare themselves for a successful first day back. Competition is fairly high during this period so including discount codes or free shipping at this time is always a smart strategy.

October 31st – Halloween

With the arrival of October comes cooler weather, the nights drawing in and of course Halloween. This time of year has been increasingly growing in the financial year and even more so in the UK. Its even been recorded that some stores sales for Halloween are now higher than Valentines Day.

November – Black Friday

Black Friday was originally an American shopping holiday, though as the practice of eCommerce it has risen through the years and now the phenomenon has spread to become an international event.

Here are some good ideas that you can use in order to boost your traffic and all important conversions on Black Friday:

Write Black Friday related content for your blog. So, if you run a blog alongside your eCommerce store then start to write posts leading up to the main event. You don’t want to overwhelm your readers with constant information, but likewise, you also don’t want them to forget the date to try and find the balance that works both for you and your business.

Running a countdown on your site puts a lot of emphasis on the event and creates a feeling of urgency. The countdown can tell visitors how long until the sales start and will create a sense of anticipation to drive them back to your site on the day.

November – Cyber Monday

Cyber Monday, like Black Friday, was born as a by-product of America’s Thanksgiving holiday. While Black Friday was intended for retail businesses to capitalise off of the consumer rush after Thanksgiving, Cyber Monday came about after it was observed with millions of Americans then took a weekend off after the holiday, and proceeded with their sales-hunting on that Monday.

When it comes to Cyber Monday for your eCommerce store implement a Cyber Monday landing page. If you have customers to your site because of promised Cyber Monday deals, this needs to be confirmed as soon as they land on your page. They need to be reminded why they are there in the first place and that is to get good deals, and an effective promotional landing page will ensure customers are shopping much quicker.

Offering free shipping, in addition to the Cyber Monday sale can help set your shop apart from the rest. This is the day where you can afford to put the maximum threshold on your shipping due to the fact that your customers will more than likely be buying more than they normally would do.

December 25th – Christmas Day

Christmas means you should be able to stick a red bow on anything and sell it – from stocking fillers to filing cabinets.

Be sure to maximise your sales with compelling PPC campaigns and combine Christmas themed ads with strong CTA’s that will really draw in your customers. You should ideally be doing this at least 6 weeks before the 25th December.

December 26th – Boxing Day Sales

Sales seem to be starting earlier and earlier. However, Boxing Day is still a big deal, especially for those who received money and vouchers on Christmas Day. Boxing Day online sales dominated the £1 billion mark for the first time in 2017, but are still dwarfed by Black Friday and Cyber Monday revenue totals.