Key Takeaway:
Understand what motivates people to shop in the period between Christmas and New Year’s.
Discover some practical ways to step up your post-holiday promotions to boost sales for your small business.
You might think that Christmas Day signals the end of the holiday shopping season. But you’d be wrong. It turns out that the days between 12/25 and 1/1 can be profitable for retailers. Sometimes dubbed “the Second Season,” this period presents the opportunity to sell to gift card recipients. It’s also key for targeting those who are returning the gifts they received in exchange for something they like better. Here are six ideas to help you establish a successful post-holiday promotional plan.
“50% of people are shopping for themselves from 12/26 through 1/3. The top three reasons they’re shopping are to take advantage of sales and discounts, to treat themselves, and find a replacement gift.”
– Google/Ipsos, U.S., Holiday Shopping Study, 2023-2024
1. Be Aware of Buyer Intent During the Post-Holiday Period
More people participate in post-holiday shopping than you might think. According to recent stats from Google, the search volume for “gift” and “present” queries. Increased by 45% and 15% compared to the start of the holiday shopping season in September and October. Per a study from Google and Ipsos, shoppers primarily focus on personal purchases during December 26th and January 3rd, accounting for 50% of all shopping occasions. Key motivations included seeking out sales and discounts (28%), indulging in self-gifting (27%), and addressing replacement needs (26%). Let these stats inform every aspect of your pots-holiday promotional plan.
2. Ensure That Your Website Looks Its Best on Christmas Day
Given that so many people are browsing for gifts after Christmas Day has passed, it’s vital that your website is in tip-top shape. Make sure your site looks fresh, appealing, and is easy to navigate — even by shoppers who’d never visited your website before. Be aware that younger shoppers expect websites to anticipate their wants and needs. If your current website can’t do that, you still have time to make changes. (Let TTG audit your site to pinpoint the places that need strengthened.)
3. Play Up Your Loyalty Program
After the excitement of Christmas morning has faded, some shoppers take advantage of the points or rewards they accumulated while buying gifts for people on their list. Per recent data from Google and Ipsos, 65% of U.S. holiday shoppers say that loyalty programs are important during the post-season period. Put information about your loyalty program in a visible place for shoppers, not only on your website but also on your socials, in email correspondence, and in other marketing messages. Make sure that repeat customers know how to access their loyalty points or rewards and that new customers know how to join the loyalty program.
“65% of U.S. holiday shoppers say that loyalty programs are important during the post-season period.”
– Google/Ipsos, Holiday Shopping Study 2022-2023
4. Use Email Marketing to Reach Gift Card Recipients
If your gift card system collects recipient email addresses (and it should), use that list to send an email message prompting recipients to enjoy their gift a few days after the holiday season. Think of this email as a way to introduce your business to someone who may know nothing about you. Showcase your most appealing merchandise, highlight what makes you special, link to your policy pages, and perhaps include an offer that makes using their gift card even more rewarding.
5. Determine How You’re Going to Handle Returns
Whether you’re selling online or in a brick-and-mortar location, returns are an opportunity to acquire new customers. Retailers who have liberal return policies and have trained their staff to make targeted recommendations based on what they’ve learned about their customer during the return process enjoy greater overall profitability than those who don’t. Again, this is something you’ll want to put into place now, as it takes time to make sure your entire team, including holiday hires, is fully versed on the best way to handle returns.
6. Time Your Social Selling Campaigns Strategically
The ideal time to use Instagram, Facebook and other social media platforms to spur buying behavior is while your customers are still feeling a bit disenchanted with their holiday gifts but before the credit card bills arrive. This makes Christmas evening through New Year’s Eve prime time. Use your data and customer understanding to let customers know they can still get what they really want if they act now.
Poised and Ready for Post-Holiday Profits
Not sure if your website and socials are on their A-game for post-Christmas sales? Invest in a customized audit from the TTG pros!
