While it might seem early to be thinking about holiday sales already, let me assure you- you need to start thinking now! In this short video I discuss a few strategies to get you going. Please feel free to share with other designers and brands that might need a little nudge to start planning :)
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Excerpt from the Transcript!
So the very first thing that you want to do as you're figuring out what you're going to do for the holiday is say to yourself, "Well, what's my assortment planning looking like? What are the styles that I'm going to be pushing for the holiday? Are these the same styles that I've been trying to push and sell for fall-winter, or is there something new? Is there a new collection? Maybe a couple of new styles?" If you have something new, great. If you don't, don't worry. You can still re-market and reconfigure what it is that you are pushing and selling for fall-winter, and make it have a more holiday focused marketing strategy.
Pop Up Shops are an excellent way of getting in front of your customer. If you currently have an e-commerce platform and you're looking for a way to bridge that relationship, a Pop Up Shop in a strategic market is really going to help you figure out, "Are my products really marrying and getting matched up with the right customer base? Is my customer really reacting to my products the way that I want?" Almost a little bit of holiday marketing/price point analysis and kind of doing some behind the scenes work to figure out, "How are my customers really reacting to my product when they get to touch it, feel it, and ultimately they get to experience it and hopefully buy it?" So this is just one way of taking an e-commerce platform and turning it into something a little bit more tactile.
The other thing you want to start to take a look at when you're looking at holiday, is really digital marketing. You know, this is a great opportunity to start to plan out how you're going to seed the market with Facebook ads, potentially Google AdWords, and how you're going to get people to drive traffic to your site, and potentially link up to any of your holiday promos. Now, as we know, all brands have holiday promos. You won't be the first. A lot of brands are hesitant to put things on markdown, or do two for ones, or give 25% off coupons. But if there's any time in the year you're going to do that, this is going to be the time.
As you're starting to plan out what that digital marketing strategy looks like, plan it out in a very cohesive manner. Take a look at what the graphic assets are that you need. What are the assets you're going to need on your website in order to support those graphic assets out on Facebook? And ultimately, what's your budget going to be like, when you push those ads out? Your advertising, again, starts in October and slowly starts to ramp up. When you take a look at the sale cadence, October, usually things are pretty much full price. Come November, you're going to start to see people discounting things at 25 to 40% off, right around Thanksgiving. And then come the holiday, really the Christmastime, which would be the 21st through the 25th, you're going to start to see deeper discounts being taken, somewhere up to 50%.
So start to take a look at like minded brands that are within your sphere. So if you're an accessories brand, look at clothing brands, vice versa. If you're an e-commerce platform and you're looking at a brand that does traditionally wholesale, maybe there's an opportunity for you to do some cross marketing. Maybe there's an opportunity for you to get in front of that wholesalers, buyers, through that cross marketing. This is a fantastic time for you to sit down and say, "How can I leverage the three most important months of my selling year and really get the most benefit out of it from a marketing and sales and branding standpoint?"