It’s that time of year—cue the sleigh bells and sales alerts, BFCM is back! Shoppers aren’t just browsing, they’re on a mission to find the best deals faster than you can say “checkout.” In 2023, Cyber Monday sales hit a jaw-dropping $12.4 billion in the U.S. alone. For eBay sellers, this is your moment to shine, but only if your pricing strategy is ready to steal the spotlight. Want to stand out from the crowd and bag those sales? Let’s dive into how Penetrating, Competitive, and Dynamic Pricing can help you own BFCM 2024!
1. Penetrating Pricing Strategies: Bold and Effective
Penetrating Pricing is about setting your prices lower than competitors to attract buyers in droves. During BFCM 2022, discounts averaged around 30-40% across eCommerce, making it the perfect time to offer shoppers something irresistible. By pricing your items aggressively, you can lure in new customers who are on the hunt for the biggest bargains. This strategy is particularly effective if you’re a newer seller looking to establish a foothold in a competitive market.
But here’s the catch, while you’re aiming for volume, don’t lose sight of profitability. Penetrating pricing can bring customers through the door, but keeping them relies on your ability to deliver excellent service and value beyond just low prices. If done right, this pricing method can turn bargain hunters into loyal buyers who stick around long after the BFCM rush.
Try This: Slash your prices on key items to draw attention and get those shoppers in the door. Once they’re in, they’ll see everything else you’ve got to offer. Think of this as the ultimate hook to get buyers exploring your entire store.
Pro Tip: Use this strategy to build customer loyalty. Once they’ve purchased from you at a lower price, they’re more likely to return, especially if you follow up with excellent customer service and post-purchase care.
2. Competitive Pricing: Stay in the Game
When 74% of consumers say price is their deciding factor, competitive pricing is your key to staying relevant. In 2022, nearly half of shoppers comparison-shopped online before committing to a purchase. This means that during BFCM, your price could be the deciding factor in whether someone adds to the cart or skips to the next seller.
Competitive pricing involves setting your price at, or just slightly below, the competition. But it’s not just about having the lowest price—it’s about being the most attractive option overall. Shoppers aren’t just looking at the price tag; they’re also considering factors like shipping costs, return policies, and seller ratings.
Real Talk: During BFCM, competitive pricing becomes more intense, with sellers constantly adjusting their prices to stay ahead. The key is not to engage in a race to the bottom—rather, aim to offer the best overall value proposition.
Pro Move: Keep an eye on competitor listings and make sure your prices are just right—not too high to scare off buyers, and not too low to hurt your profit margins. You want to be competitive, but not at the expense of profitability. Use tools or manual research to stay in the loop on how your competitors are pricing similar items.
Bonus Tip: Consider offering perks like free shipping or bundling products to sweeten the deal. These added value strategies can make a huge difference when shoppers are comparing options side by side. Tools like Terapeak can automate this process for eBay sellers, by monitoring competitors’ listings and helping you adjust prices giving sellers an edge over the competition.
3. Dynamic Pricing: Flex with Demand
Dynamic pricing means adjusting prices in real-time, and during BFCM, that’s pure gold. With 66% of buyers waiting for the perfect sale, this strategy gives you the flexibility to capitalize on surges in demand. Whether your competitors are selling out or you’re seeing a rush on certain products, being able to adjust your prices on the fly helps you stay competitive while maximizing profits.
Imagine this: You’ve got a hot item that’s selling like crazy, but so do your competitors. Suddenly, you notice they’re running low on stock. This is your moment—raise your price slightly while still keeping it competitive. Shoppers are more likely to buy from you when options are running out, and a small price increase can add to your bottom line.
Quick Win: Make minor adjustments during peak hours to capture late-night shoppers or those post-Black Friday stragglers looking for last-minute deals. Dynamic pricing helps you stay relevant as market conditions shift throughout the day.
Seller’s Hack: You can also lower prices on slow-moving inventory during these periods to boost sales and clear stock before the year ends.
4. Diversify and Bundle: Give More, Get More
In 2023, 20% of holiday shoppers bought bundles to get more value from their purchases. Bundling products at discounted rates is a fantastic way to move more inventory while making customers feel like they’re getting extra value. The best bundles are those that pair complementary products, like an eScooter with a set of replacement tires, or a smartphone with a set of screen protectors and cases.
The beauty of bundling during BFCM is that it gives you an edge over competitors who may be offering only single-item discounts. Shoppers love getting more bang for their buck, and bundles make them feel like they’re scoring a serious deal.
Interactive Idea: Get creative with bundling! Try offering mix-and-match bundles where customers can pick their favorite combinations. It not only increases the perceived value but also helps you clear out slow-moving inventory by pairing it with high-demand items.
Bonus Tip: Use this strategy to encourage bulk buying, which can be particularly useful for clearing out end-of-year stock.
5. Adjust Pricing Frequently: Stay Agile
The BFCM period isn’t static, and neither should your prices be. As shopper behavior and demand fluctuate, adjusting prices frequently ensures you’re keeping up with the competition and market trends. Whether you’re seeing a surge in traffic on certain products or noticing competitors selling out, staying agile with your pricing helps you make the most out of the holiday rush.
What You Can Do: Set up a pricing schedule and regularly update your prices to respond to market changes, especially during peak hours of BFCM. This proactive approach can help you capture more sales and ensure you’re always offering the best deal.
Seller’s Tip: Automate as much of this as you can. Pricing tools can help you stay ahead without needing to manually update each listing throughout the day.
Conclusion: Map Your BFCM Success
BFCM 2024 is your golden ticket to maximizing sales, but only if your pricing is on point. With penetrating pricing to draw in customers, competitive pricing to keep them hooked, and dynamic pricing to adapt on the fly, you’ll be primed to not just survive but thrive this holiday season. Don’t forget the power of bundling to sweeten the deal and adjust your pricing frequently to stay ahead of the competition.
So, are you ready to perfect your pricing strategy and watch your sales skyrocket this BFCM? The countdown has begun—let’s make this your most successful season yet!