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Holiday Promotion: The Do’s and Don’ts of Holiday Season

Holiday Promotion: The Do’s and Don’ts of Holiday Season


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There was a time when being in the selling business meant managing stocks and keeping track of the sales made during the Holiday Season as an eBay seller. It was the time when word of mouth meant everything, and you as a seller didn’t have to spend time strategizing and planning your entire year well in advance for the eBay holiday season sales. Things have changed a lot since then, and the Q4 on eBay as a whole depends on how well your promotions plan and Holiday marketing ideas for eBay are.

Holiday Season Sale: Impact on Sellers

Shoppers seek comfort. The more you provide, the more they appreciate it. Some choose the online shopping mode because it’s convenient, others because it offers competitive rates for products. And with the COVID-19 on the loose, people have shifted their interest towards the online shopping mode.

The prevention is better than cure theory has led to an exponential growth in online shoppers in the past few months. The number of online shoppers is estimated to grow by 50% in 2021 as compared to 2014.

It’s time you get ready to get your fair share from the crowd. And there are a lot of ways to do that. One of them is selling on multiple platforms.

Many marketplaces like eBay alone contribute to this, with 189 million buyers worldwide. It means your products and services get attention and your business sees growth.

This holiday season sale is bound to break all the previous season sale records on eBay. So, get ready with a holiday promotions plan and marketing ideas to impact marketplaces like eBay and Amazon.

How to Create a Holiday Promotions Plan

To get a good, worthwhile plan for the eBay holiday season sale, you as a seller need a calendar. Yes, mark those dates when you know the sales are going to skyrocket. Next, you start planning for each of those dates separately. And finally, implement the plan you created when the time comes.

Holiday promotions are nothing but a set of perfectly orchestrated plans—one for each month or festival like Halloween, Cyber Week, Christmas, and more on eBay, Amazon, or any other marketplace you sell. You can also learn from preparation tips for Black Friday and Cyber Monday to know more about preparations. The surge sellers face during eBay holiday season sales can get tapped and used to your benefit if you take a right and intelligent steps moving forward. If not, it is a disaster waiting to happen when the holiday sales begin.

So, here is a list of Do’s and Don’ts to help sellers like you with holiday promotions on marketplaces like eBay, Amazon, and other platforms when the festive season sales arrive.

Holiday Promotions: Do’s and Don’ts

A. The Don’ts of Holiday Promotions

#1. Do Not Overlook The Minor Dates

Only focusing on grand dates will make you miss out on the massive sales opportunity. Sellers are often intrigued with Halloween, Thanksgiving, Black Friday, and Christmas. Of course, they are the highest-grossing events of the year, but not catering to the other holidays can be bad for business.

Do not overlook Small Business Saturday, Cyber Monday, Green Monday, Free Shipping Day, and Boxing Day. As they alone can make your sales go up with proper eBay holiday promotions and marketing ideas. Cyber Monday made more sales when compared to Black Friday last year. So, better focus on every opportunity Q4 brings forth.

Black Friday and Cyber Monday Sales Over The Years

#2. Do Not Use Immoral Price Mark-Ups

It is common among many retailers to increase the price for the commodities in their eBay store a few weeks before the festive season sale begins. Only to offer a discount later and sell the very same products at their original price.

You wouldn’t do it, but it’s always wise to keep yourself focused such that you do not indulge in any immoral practices in search of profits. It may work, but the customers are getting pickier. They browse, do their research, and then make that purchase. If you get caught, it’ll not only hamper your sales.

It will also adversely affect the reputation and prospects of your business. And that’s a high price to pay for a small profit margin in the name of marketing ideas or holiday strategy for eBay.

#3. Do Not Forget To Retarget Your Customers

Festive season planning often ignores the existing customer base and focuses on acquiring new potential customers for holiday season sales on eBay. It is never a bad idea to broaden your customer base but missing out on potential sales in the process is never acceptable.

Online Advertisements targeted towards your customers who previously visited your eBay store happens to be one of the best eBay festive season promotions to get repeat customers. The holiday season is when people search for the best gifts and products to buy while sellers plan on listing the best products they wish to offer on eBay. Retargeting will help them remember when it’s time to make that purchase.

#4. Do Not Manage Multiple Platforms Individually

Many sellers who get indulged in multichannel selling operations have to manage inventory, orders, and shipments for each marketplace separately. It often leads to problems like overselling, cancellations on orders, and many other complications.

Getting the eBay store and your online store integrated using helpful SaaS-based or open-source apps can reduce the time and energy invested in the entire process during the festive season. With this saved time, you can focus on other aspects of selling.

B. The Do’s of Holiday Promotions

#1. Order Enough Inventory

Perform extensive research as a seller on the estimated sales for the holiday season and prepare the inventory for eBay and your online store.

Be sure you have the tools to manage inventory when the time comes if you are selling on multiple platforms. Or you can always opt for an integration application that can help you with the entire order and inventory management across all the platforms you sell.

#2. Give Free Shipping Offers

According to “Free Shipping and Repeat Buying on the Internet: Theory and Evidence.” Research conducted by David R. Bell et al. Free shipping finds its place in the topmost position in the most effective marketing ideas strategies list.

They found that they increased their purchase quantity whenever shoppers found a fixed fee or a free shipping option. It makes shipping price the most critical and effective strategy, which should never get overlooked.

With knowledge and the festive season on eBay in mind, sellers like you can offer free shipping worthy of your consideration. And why shouldn’t you! As a seller, make sure to include the free shipping your customers want in your eBay holiday promotion plan and marketing ideas.

#3. Engage On Social Media Platforms

Well, Social media happens to be in the limelight among millennials today. They are highly active and spend most of their time on social media platforms like Instagram, Facebook, and Twitter. You can also infuse videos for social media promotion as they are better received by the audience and leads to enhanced engagement.

Using social media and getting many engagements on these posts becomes a highly preferred thing to happen. But, not being there to reply and help potential customers with their queries means losing customers.

#4. Optimize Your Store For Peak Hours

Online stores have to get prepared for a surge in traffic at all times. Especially if you’re targeting the Black Friday and Cyber Monday sales, with that said, you also need to know the fact that most online stores never prepare for it. And this sudden influx of shoppers during the peak hours results in a slow page load speed, failed payments, and sometimes even crashing sites. If this happens to you, it’ll affect your sales and, of course, your reputation.

Hoping things will go well does not count as a strategy. Instead, it’s a plan devised to fail. Getting your store optimized to keep it up and running during these hyperactive hours is the only way forward. Perform testing, reducing site load time for mobile phones and desktops, and switching to CDNs (Content Delivery Network) often works.

#5.Include A Dedicated Holiday Landing Page

When people visit your sites during the festive season sale, they search for discounts and coupon codes on eBay. Also, almost every buyer likes to see the best offers on the most popular products that you have to offer on display.

It introduces you to a new requirement for your store. Plan a holiday-specific landing page for your store that can guide people with what’s on offer. These present a quick buy and checkout option for buyers to browse through the catalogue you present.

Bonus Tips

A. Don’ts of eBay Store

#1. Do Not Use Bad Photographs

Product Images on any marketplace speak a lot. They represent the product you sell. Having a lousy image placed for a great product harms sales.

If you’re a seasoned eBay seller, you might have experienced it during the holiday season. And if you’re starting on eBay, you must keep it in mind to provide the best quality images.

The problem with image upload will get solved if you follow these rules. Try not to use a mobile phone to take a picture. Use a white background for the product images and keep the image pixels above 1600*800px.

Also, eBay stores let you upload 12 images per product, using it to the full extent. And stay away from adding watermarks and borders to the pictures.

#2. Do Not List In Wrong Categories

Holiday season sales sure mean people are out there searching for products to buy, but that doesn’t mean you as a seller can list your products in the wrong categories.

Let’s take an example, listing a T-Shirt under the eBay store’s Shirts category won’t fetch any buyers. It happens because people who want to buy a T-Shirt will look in its respective category and not under the Shirts category. When you as a seller do so, it leads to a minimized to no sale of the product. So, you need to try and refrain from this practice.

B. Do’s Of eBay Store

#1. Sign Up For Guaranteed Delivery

If you’ve not yet opted for it, now is the time. Get yourself registered on Guaranteed Delivery if you’re a store with more than 100 transactions in a year, a 5% or less late shipment rate, and a handling time of 1 day or less.

It helps you gain customers’ trust and gain orders as the holiday season mean people want their orders delivered on time. Registering for the Guaranteed Delivery also helps boost the visibility of your products on eBay. Your Holiday promotion and marketing ideas for eBay need it.

#2. Use eBay Pricing Guidance

Your pricing affects product visibility on eBay. It also happens to be one of the deciding factors whether your product sells or not. You can research the correct value for the product you’re offering. Once done, adjust the price based on other competitors for a similar outcome. It’ll positively improve the chances of making a sale.

You can also perform extensive research with Terapeak. It is an eBay selling tool that delivers statistical information and market trends from across 22 global marketplaces.

Increase Your Outreach With eBay

eBay happens to be one of the leading marketplaces for goods and commodities, with millions of buyers making purchases every day. Starting on eBay gets you a bigger audience. If you’re already managing a store, you can integrate the store with eBay.

Integrating the eBay account is one of the best ways to eliminate the additional work pressure that is managing different aspects of selling on various fronts brings. When you combine your store with the eBay store account, you can address both platforms through the application.

As a store owner, you can integrate your eBay account with the eBay store this festive season. The app lets sellers like you integrate stores on Magento, Shopify, BigCommerce, or WooCommerce framework.

Keeping your eyes peeled for these small mistakes and going ahead with quick tips for eBay will get you your perfect Holiday promotions. Want more insights about problems eBay sellers face during the Holiday Season and how to resolve them?

Final Thoughts

As an eBay seller, your holiday promotions and marketing ideas cover many areas to drive sales. The process is lengthy, and sometimes you can forget to check a few things off your list. It is also a common scenario where eBay sellers indulge in marketing ideas and promotional practices during the holiday season you wouldn’t want to be a part of.

Always remember, you have to do your best to succeed. Anticipate what’s coming and follow this list of Do’s and Don’ts as a reminder before you as a seller walks into holiday season sales on eBay.

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