Advertising

15 Agency Pros Share Tips For Leveraging Seasonal E-Commerce Products

For a busy e-commerce seller, staying ahead of the competition and maintaining a steady stream of revenue can be a challenging endeavor. A proven strategy for increasing revenue at specific times of the year is to strategically offer seasonal products that tap into trends and customer preferences.

Here, 15 Forbes Agency Council members share tips e-commerce sellers can use to capitalize on seasonal products and maximize sales. From understanding customer behavior to optimizing marketing efforts and managing inventory, these strategies will help e-commerce sellers navigate seasonal opportunities and challenges most effectively.

1. Create A Sense Of Scarcity

Use an old marketing tactic: creating a sense of scarcity. Play on the fear of missing out by limiting how many products people can buy during the season. Once the limit is hit, push people to a waitlist. Ask people on the waitlist to do a little more besides buy. For example, to move up in line, they can tweet, share and follow your brand. Surprise people who go the extra mile and make the sale. – John Geletka, Geletka+

2. Utilize Digital PR

Journalists love new product drops and getting the inside scoop on a product launch that has a limited time frame. You can also analyze Google Trends from last year to get an understanding of when will be the best time to start promoting the product based on when people started searching last year—it’s often a lot sooner than you think! – Sam Hurley, NOVOS

3. Craft Compelling Storytelling

By weaving a narrative around a product—whether it’s the history of the product, its cultural significance or a special use case—you engage customers emotionally. Coupled with limited-time offers or exclusivity tags, this narrative can drive urgency and elevate the perceived value of the seasonal item, leading to higher sales and greater customer loyalty. – Carlos Trillo, Evinex Corporation

4. Implement Dropshipping

With dropshipping, a seller can easily adapt their product offerings to align with the changing seasons without the need for upfront inventory investments. This flexibility allows them to capitalize on trends and customer preferences during specific seasons, ultimately maximizing sales and profitability. – Adam Binder, Creative Click Media


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5. Start Paid Search Campaigns In September

Start promoting e-commerce sales campaigns in September for paid search. You can hit keyword search spikes now, before they spike for Christmas, New Year’s, Cyber Monday and Black Friday. Based on performance, update ad copy with urgent special offers and layer on in-market audiences for gifts and holiday items. Have descriptive sitelinks to different seasonal promotions and offers. – Benjamin Kepner, Global Social Media Marketing

6. Send A Personalized Email Blast

First, shoot out an email blast to those who have signed up. Then, highlight your seasonal product and explain it’s only here for a short period of time. You can even offer a discount code if they bundle the seasonal product with something else, preferably something that the customer regularly purchases. Personalized email is an old-fashioned marketing plan, but one that still works. – Jason Hall, FiveChannels Marketing

7. Use Limited-Time Offers

To leverage seasonal products effectively, e-commerce sellers should time releases and use limited-time offers. Employ targeted email marketing, bundle items to provide more value and engage in content marketing to attract customers and build loyalty. – Denis Sinelnikov, Media Components – Digital Marketing Agency

8. Adopt A Three-Pronged Approach

The smartest way to leverage seasonal products is by adopting a three-pronged approach: strategic planning, website optimization and targeted advertising. You can maximize both visibility and sales for your seasonal product lineup. – Brock Murray, seoplus+

9. Analyze Historical Seasonal Purchasing Data

Analyze your historical seasonal purchasing data for specific product types or categories so you know peak purchasing windows and where to invest your marketing dollars. Make sure to segment your products by their intended customer type (new customers, repeat buyers, upsell prospects and so on) that you can apply to new remarketing and email campaigns. – Bernard May, National Positions

10. Utilize Upsell Opportunities

An e-commerce seller can leverage seasonal products by offering limited-time offers and bundle deals. The seller can also utilize upsell opportunities for similar products that are specific to the season. – Jessica Hawthorne-Castro, Hawthorne Advertising

11. Offer Time-Limited Seasonal Discounts

Seasonal discounts plus scarcity will help you sell more in a month than you would be able to sell in a year. Figure out what a reasonable percentage to knock off would be and create campaigns around limited-time offers for the season. Also, let people know that it’s happening through some sort of digital advertising. This approach is old, but very effective. – Solomon Thimothy, OneIMS

12. Create ‘Holiday Kits’

Bundle seasonal products with top-selling products to form “holiday kits” that are only available for a limited time. Promote these through email alerts to past buyers, emphasizing their limited availability. This drives interest in both seasonal items and core products, boosting urgency and conversions. – Garrett Atkins, VIE Media

13. Integrate Experiential Commerce Strategies

A smart way for an e-commerce seller to leverage seasonal products is by integrating experiential commerce strategies. This means creating immersive online shopping experiences around seasonal themes. By utilizing rich media, interactive content and storytelling, sellers can evoke the emotions and ambiance of the season. – Goran Paun, ArtVersion

14. Generate Gift Guides

Gift guides, gift guides, gift guides! In the PR world, Q4 is strongly focused on product roundups and gift guides pertaining to each demographic, cause, family member, friend, furry friend—the list goes on. The larger the site, the more traffic the brand will be seeing once these go live, especially now that affiliate links play such a huge part in editorial inclusions. – Jessica Kopach, The JKO Agency, LLC.

15. Purchase Influencer Content

One clever approach we’ve seen involves purchasing influencer content for seasonal items outright, granting full ownership and usage rights. When the season comes back around the next year, simply use an image editor to refresh and repurpose these assets. This strategy allows you to make the most of brand-owned content during holidays, saving both time and money while keeping your campaigns fresh. – Danielle Wiley, Sway Group