Cyber Monday Marketing Ideas for 2007

[The Tavern Wench]

Reprinted from: E-Commerce Optimization & Marketing
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We all know the day after Thanksgiving - dubbed Black Friday, is considered one of the busiest shopping days of the year. It marks the beginning of the Christmas shopping season in the United States.

Well, back in 2005, Shop.org coined the phrase Cyber Monday as the first Monday following Thanksgiving.

Since that time online retailers have realized the sales potential of this busy e-commerce shopping day when many users are searching the internet looking for the best deals on merchandise to fill their holiday wish lists.

Cyber Monday marks the first major increase in online holiday spending as people go back to work after the Thanksgiving weekend and begin to think about how to get a jump on their holiday shopping. What a better place to do it than online while at their computer.

Cyber Monday Sales Forcast

During 2006, ComScore Networks reported Cyber Monday sales rose 25% versus the previous year to around $608 million. 2007 hopes to see more of the same.

Although there are other days of the holiday shopping season which see traditionally have seen more sales, this internet shopping day gets most of the attention. It provides increased buying power for consumers along with increased sales opportunity for merchants and is a time of the year that shouldn’t be overlooked.

So, with millions being spent online and the holidays quickly approaching, what can you do to help increase sales from your online store during Cyber Monday?

Here are a few Marketing Tips for Cyber Monday

1.  Give a free gift away for orders over a certain amount.
I’m not talking “free shipping” promos. Add something different to it. Something with a flare. Such as “If you buy this flashlight, get a pack of batteries free.” Make it worth their while.

2.  Create product bundle gift packages.
Develop a “gift package” bundle that includes items which complement each other. Make sure the price of the bundled package would cost them less than if they actually purchased each product separately from your store.

3.  List a promotion on CyberMonday.com.
If you got a “to good to pass up” type deal, you might want to consider highlighting it on CyberMonday.com, a website run by Shop.org. Many people offer deals there all year long not just on Cyber Monday.

4.  Follow up with consumers both before, and after Thanksgiving.
Make sure you send out an email to your list at least a week before the scheduled “Cyber Monday” specials. Then, make sure you follow that up with another one the early morning of Cyber Monday reminding them of the deals to be found at your site. You want them to know what you have to offer and remember it when the time comes to take advantage of it.

5.  Give customers a way to spread the word.
Viral marketing is a wonderful thing. One happy customer gets a deal then tells 2 other potential customers who buy, and the circle repeats itself. Pretty soon you have sales coming in from all angles. If you market properly about Cyber Monday you’ll have an increase in traffic and you should make sure you take full advantage of that increase by asking (don’t just assume it will happen) your customers to refer others. A good place to ask for the referral is on the confirmation page after a sale has been made.

6.  Offer certain special deals ONLY on Cyber Monday but run your promotion for several days.
In order to create sales, you must sometimes create urgency. Make sure you stress that certain deals you are offering will only be made available during the 24 hour period called Cyber Monday. After that, they will no longer be found. And then stick to that principle. Once people understand that your “limited offers” are truly “limited” your sales will show it with each subsequent promotion. Offering only select deals on Cyber Monday is great, but make sure you run your entire promotional sale for other items over a multiple day period. You want to give users time to refer others to your store to get similar deals.


There you have it. A few ways you can get a piece of the “holiday shopping pie”.

Now, get working on those ideas, and prepare your store for the holiday shopping season! Cyber Monday will be here before you know it.

[2boysandtoys]

Great post and great ideas!  I will say that we've got flyers out now that have already got some very impressive sales/deals.

I hope everyone has an awesome selling season!!

[QUILT]

Great ideas, thanks for posting.

[kevinatgrannys]

A serious question...Has anyone done good on Cyber Monday in the "auctions" field?  And if so, what worked best to entice customers? 

[2boysandtoys]

Kevin - I've never 'chased' it as an actual sale day.  Mostly because I'm numpty on how to actually get myself 'seen' esp. if those much smarter than I are also promoting and marketing.  It would probably be of benefit - if I knew how to get the exposure I would want!!

Would also love some input on this!!

[The Tavern Wench]

When I was selling on eBay, I did notice an increase in views, etc. on my stuff on Cyber Monday.  I did not however get an increase in bids but I think this was due to the product line (driftwood) and I was ONLY selling at auction...no BINs.  This time of year I especially think people don't want to bid but instead want to 'get it and go'.   Plus not too many people give sticks for Christmas presents. 

I have run specials on my websites before and had buyers take advantage of them.  As a general rule, the traffic does increase.

If I'm going to offer a special, I usually do it for 5 - 7 days.  Beginning the day before Thanksgiving.  That way I catch the people like myself who refuse to go out on Black Friday. 

[2boysandtoys]

As a shopper, Black Friday is very unpredictable.  One year, I got up, got out and scored!  All that I wanted - I got.  The very next year, same prep. and got nothing....So - I decided right then and there - no more.  I am a 'pack-rat' by nature, so I keep each/every sale flyer starting the Sunday before T-Giving thru 30 days.  If nobody drops the price = or lower than Black Friday within the 30 days, I'll go in and get it for Black Friday price at a competitor.  They 'all' around here honor other sale prices within a 30 day window - and I've never been told no. 

Typically tho, if it's a super hot item, I can find it same price/lower between T-Giving and X-Mas.  I believe with the current state of affairs, we're going to see some awesome prices (as a buyer) this year.  I'm actually considering buying a few homes to 'flip' - as there are extreme foreclosures in my area.

Back to selling - I honestly can't say that I have or have not noticed any increase in hits/sales that day or weekend.  That's partially tho because I tend to pull out the Christmas 'crap' (my kids phrase) and start that process.  We have 130 boxes full of the stuff that all has to come out every year - my rules!! 

It would be interesting to 'test' the process and the 'hits', 'buys', etc.  If I get a bit of time, I might just try something!   

[chiquita]

Erin you are correct about the forecasting trends for holiday shopping. Retailers are very concerned this will be a very dismal season, so to counteract that they are already slashing prices now. There have been several 50% off sales happening at toys-r-us, and most online retailers are offering free shipping with no restrictions. If you have the means this might be a good season to get great bargains for your holiday shopping.

Going out shopping the day after turkey day is a nightmare. I did it once, and it was to take my mother-in-law to Wal-Mart for a 5 dollar can opener   It was like the lines to a Rolling Stones concert, and I get claustrophobic in large crowds
 

Not worth it
 

[2boysandtoys]

Well...if she ever tries to drag ya out again - shout out - I'll send ya a darn can-opener for free!!!

Yes - for those of us who also need to shop (prolly all of us), this will be a good year.  My boys have their b-day(s) in March, so I'll be working to get both the holiday and the birthday 'done' if possible during the sales rush!

I too am claustrophobic and many folks are very kind and respectful.  However, my 2nd year - the crowds seemed more aggressive - which is why I gave it up!