Are you ready for holiday sales? It is only a week until Thanksgiving (where does the time go?) so Black Friday is almost upon us. After that December is looming. So far in my email inbox I have received a number of winery mailers offering me Thanksgiving wines though only one has even alluded to the December holidays. The holidays are all coming up: Hanukah from December 12 – 20, Christmas, December 25 – January 1, and Kwanzaa December 26 – January 1
While researching I found an interesting article by Laura Forer of MarketingProfs, who said that holiday- related sales in the United State are expected to surpass 923 billion dollars, a 3% increase from last season. That is a lot of sales and you want to make sure that you get your share.
Another point, according to the article is that 35% of shoppers have finished their holiday shopping by Cyber Monday, which this year is November 27th.
The avenues that people use to research and shop for gifts differ. Most people use more than one source. 24% of shoppers pore over emails and newsletters, while 47% frequent brick and mortar stores. Television (43%) and asking for hints from family and friends (44%) are other ways people decide what to buy. For younger customers, such as Millennials or Gen Z use Facebook, Instagram, and Pinterest.
The more specific you are about the holiday gifts you are advertising, the better chance you have of getting people to look at your advertising. Of course you will also get more eyes on your information if you personalize, which is especially important during the holidays. Using the customer’s name in the subject line will get more people to open your emails. According to MarketingProfs personalization of holiday emails leads to a unique open rate of 17% higher, a unique click rate of 30% higher and a transaction rate of 70% higher bringing up revenues per email by 43%. Mobile commerce is expected to jump 38% this season.
Finally, make it easy for customers to purchase from you. Amazon has gained so much ground by making buying easy.
A tip of the glass from me to you
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
Follow E on twitter @esavant and facebook.
