How to Create an eCommerce Holiday Marketing Calendar
Is your fashion eCommerce business prepared for the holidays?
If not, now is the time to start planning for the upcoming holiday season.
For the past five years, eCommerce holiday sales have grown an average of 14.6% year-over-year. This year, eCommerce holiday shopping is projected to increase by 15.3%!
To have a profitable holiday season, it is crucial that you create a holiday eCommerce marketing calendar for your business.
eCommerce marketing calendars are the secret to steadily growing your online business.
These calendars provide you with several benefits including:
- Improved sales forecasting
- Better inventory management
- Smarter ad budget allocation
- More thoughtful buying and merchandising
- Advance development of content, design, posts, and promotions
- Automated marketing so you never miss important dates and sales opportunities
Most importantly, having an eCommerce marketing calendar gives you more opportunities to engage with your customers, which has a direct impact on your sales and customer loyalty.
When creating your calendar and promotions, it is essential to consider the following:
- Your target market or buyer persona
- Your company's goals
- The voice of your brand
- Your budget for marketing communications
- Your company's bandwidth to produce content and promotions.
- Your company’s upcoming events and special dates such as pop-ups, trunk shows, product launches, product drop dates…etc.
Finally, consider your logistical and promotional cutoff dates, and your company’s logistical capabilities and limitations. These dates will affect when your customer receives the products they have purchased. If your customer does not get their products in their desired timeline, it could hurt your business’ reputation, so consider this carefully.
Here are some important dates to include when creating your calendar for the 2018 holiday season:
- Mid-October: Free Shipping Day Merchant Sign-up
- October 31: Halloween
- November 22: Thanksgiving
- November 23: Black Friday
- November 24: Cyber Monday
- November 25: Cyber Tuesday
- December 10: Green Monday (One of the Biggest Online Shopping Days For Many Retailers)
- December 14: Free Shipping Day
- December 18: Last Day for UPS 3 Day Select packages to be delivered by Christmas & Last Day for USPS First Class Mail to be delivered by Christmas.
- December 19: Last Day for UPS 2nd Day Air packages to be delivered by Christmas & Last Day for USPS Priority Mail to be delivered by Christmas.
- December 21: Last Day for UPS Next Day Air packages to be delivered by Christmas & Last Day for USPS Priority Express Mail to be delivered by Christmas.
- December 31: New Year's Eve
- January 1: New Year's Day
After you have put these dates on your calendar, you can start to build content and promotions around each date.
While creating marketing calendars and promotions for the first time may seem daunting and time-consuming, it pays dividends for years to come. Start creating your calendar today to maximize your sales for this holiday season.
About the writer Jacklyn Deans:
Jacklyn Deans is the Founder & Principal eCommerce Consultant for Flash + Color, an eCommerce consulting firm that helps Fashion, Beauty, and Lifestyle brands establish and expand their business online. Over her 15-year career in eCommerce and Digital Marketing, Jacklyn has helped hundreds of business owners increase their sales, customer loyalty, and customer engagement through actionable, marketing techniques and strategies. Jacklyn is passionate about demystifying direct-to-consumer eCommerce to help Small to Mid-size brands thrive.