Why every retailer should have an after-party marketing strategy

The holiday season is over, but this year shoppers are yet to put their wallets away.

Software Advice surveyed more than 1,400 consumers on their purchasing behavior before the 2021 holidays as well as their plans for the start of 2022. We found that 32% of consumers plan to shop during the week after Christmas, and up to 45% plan to shop in January.

In 2021, shopping doesn’t stop at the end of the Christmas sales. Buyers are spreading their spending out over several days due to supply chain issues (which appear to persist for the foreseeable future). That’s why you need an after-party marketing strategy.

Without an after-holiday marketing strategy, your retail business could miss out on year-end goals and New Year’s opportunities. A post-holiday marketing strategy can help retailers increase sales to end this year and start the news on a high note.

In this report, we’ll share key insights from our consumer survey, along with recommendations on how you, as a retailer, can take action and develop an effective after-party marketing strategy to meet buyer demands. who continue to buy in and after the New Years.

Insight 1: Consumers are spreading their purchases over a longer period, in part because of supply chain concerns

According to our survey, 95% of consumers started shopping for the holiday season as early as October 2021. Many are extending their shopping period after the holidays, and 45% plan to shop in January 2022.

Why this is important for your after-party marketing strategy:

Black Friday and Cyber ​​Monday online sales first declined in 2021.

With widespread supply chain delays, the first deals in October, and retailers encouraging advance shopping for the 2021 holidays, shoppers weren’t waiting for the traditional big shopping days. Consumers flaunt their purchases before, during and after the holidays.
This is good news for retailers looking to increase their sales after the holidays. More than ever, an after-party marketing strategy is a must in every retailer’s toolbox.

How to implement as part of your post-vacation marketing strategy:

Start creating your own by analyze your customer data for the holiday shopping season of the previous year (as well as previous years if you have access to this data).

Ask and answer a few questions, such as: which marketing channels generated the most sales in the same time period last year? What products were the bestsellers at that time? Which emails generated the most conversions? Use this information to help inform your post-holiday marketing strategy.

Insight 2: Consumers are willing to spend on themselves after the holidays

The end of the holidays does not mean the end of shopping. What keeps buyers engaged? Most are drawn to great discounts and offers.

When we asked consumers why they plan to shop after the holidays, 57% mentioned planned discounts, 50% plan to use gift cards, and 38% of respondents said they would shop for them. themselves.

why consumers consider shopping after the holidays

Why this is important for your after-party marketing strategy:

Going back to full price after the vacation is over is a missed opportunity, especially when consumers are still open to a bargain after the vacation rush.

How to implement as part of your post-vacation marketing strategy:

As much as possible, try to stay consistent in your post-vacation strategy. Launch your promotions and offers around the same time so customers know when to expect them.

Next, you’ll want to calculate how much of the rebate you can afford. There are ways to offer smart discounts and promotions without killing your profit margin while increasing profitability.

An example is a classic purchase, get a free offer. Volume-based discounts get customers to buy more products in order to get a discount, and can help you move specific inventory that you may be struggling to sell.

Insight 3: Gift cards don’t go away

As consumers grapple with shipping delays and potential out-of-stock issues, the ease of giving away a gift card is more evident than ever during the 2021 holiday shopping season.

Consumers are spending more on gift cards and buying them earlier than in 2020, with digital gift cards accounting for almost 30% of gift card purchases, up from 20% the year before.

According to our survey, 50% of consumers plan to use gift cards for their post-holiday purchases, and 87% of them say they are quite and very likely to spend more than their value. gift cards.

How much do consumers plan to spend on top of their gift cards? About one in five say $ 41-50, while almost one in seven say $ 51-60.

likelihood that consumers will spend more than the value of the gift card

Why this is important for your after-party marketing strategy:

Gift cards remain a popular choice among shoppers and retailers.

This option gives retailers the ability to extend the holiday season and generate a revenue stream until 2022, as shoppers postpone purchases due to supply chain delays or take advantage of post-holiday discounts.

In addition to the standard gift card purchases that customers give as gifts, you can run a gift card promotion where the customers themselves receive a gift card if they spend a certain amount (for example, they receive a gift card). $ 5 in-store gift / credit card for every $ 50 of gift cards purchased).

How to implement as part of your post-vacation marketing strategy:

Here are some tips for implementing a successful gift card program:

  • First of all, create a marketing campaign to get the word out to your customers. Make sure your gift card promotion is prominently advertised across all marketing channels (such as social media and email).
  • Communicate the policies and terms and conditions of your gift card promotion to make sure everyone is clear on the duration and redemption parameters.
  • Set goals and track performance. Possible metrics include number of gift cards sold, revenue generated, and purchase / redemption ratio.
  • Have a specific call to action after Hollidays. To generate a faster and more efficient revenue stream after the holiday season, your call-to-action needs to lead to the trade during a specific time after the holidays or in the New Year. Providing a compelling gift card promotion will entice and motivate returning buyers to make a purchase for a set period of time, providing a stable source of income for your business.

DSW gift card promo

An example of a gift card promotion from DSW (Source)

Insight 4: Consumers Buy from Amazon (and Your Competitors Sell from Amazon)

One in three consumers will browse Amazon as part of their post-holiday shopping, according to our survey. If buyers aren’t buying from you, then they’re buying from your competition.

where consumers shop after the holidays

According to the e-commerce giant, independent third-party sellers (which are almost all small and medium-sized businesses) have increased their sales on the platform by more than 55% year over year.

Why this is important for your after-party marketing strategy:

Retailers should see the e-commerce giant as another online way to reach their customers and generate sales, especially when many of their competitors are selling on the platform.

How to implement as part of your post-vacation marketing strategy:

If you decide to sell on Amazon, it is important to optimize your SEO on the platform. Including:

  • Optimization of search terms and categories: This is a key factor in the visibility of your products in Amazon search results. Think about what your target buyer might be looking for, and work on a combination of search terms to include your product in their results.
  • Optimization of product descriptions and images: Take the time to submit a detailed product description alongside a high quality product photo.

When asked about their after-the-party shopping plans, 35% of consumers say they plan to browse online groups with deals, email follow-ups, and big-box brand and retail websites.

Even if you don’t decide to sell on Amazon, consider other online channels such as E-mail Where social media ads to reach new customers which you would not have accessed in the past.

Prepare your post-holiday marketing strategy now

It’s tempting to relax and take a step back at the end of the year after investing so much in your holiday marketing campaigns. But to do so would be a missed opportunity.

A post-holiday marketing campaign is just as important as a holiday marketing campaign when it comes to meeting your end-of-year goals and objectives, as well as preparing your business for New Year’s success.

For more help with your marketing efforts and strategy, check out these resources:

Methodology of the survey

* The Software Advice Post Holiday Marketing Survey was conducted in October 2021. We collected 1,455 responses from the general population of the United States who planned to make purchases after the holidays. The objective of this survey was to learn the behavior and sentiment of consumers about how they plan to shop after the holidays.

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