PREPARING FOR BLACK FRIDAY AND THE HOLIDAYS
It’s that time of the year again… get ready for Educents’ highest sales days on Black Friday and Cyber Monday. We notice that sales begin picking up in October and last through the holidays.
This year, we’ll be advertising all the sales our sellers are offering through out the holidays. To sweeten the deal, Educents will offer customers an additional 10% off promotional code throughout the holidays. The 10% off code will not affect your revenue at all. We’ll be covering this 10% off cost. In return, we encourage all sellers to put their stores on sale and offer free shipping.
We already have news that some sellers will be offering up to 70% off their items, so we’ll be communicating to customers that they can receive up to 70% off items and that everything is on sale. Sellers with the most attractive promotions will be highlighted through out Educents and our promotional channels.
DATES TO REMEMBER
Friday, November 24th – Black Friday
Monday, November 27th – Cyber Monday
Monday, December 11th – Green Monday (historically, this is another spike in traffic and revenue across eCommerce platforms)
In the past, these dates have been the highest online shopping days for Educents and other eCommerce sites, so we expect to have 4x the amount of traffic on Black Friday than normal days. We recommend having lower prices and free shipping November 1st – December 15th, but especially on the above dates. If you cannot have offer special discounts the entire time, we recommend setting up some short term flash sales for 1-2 weeks during the holidays or check out some other ways to offer holidays promotions.
Again, stores with lower prices and free shipping will be the most visible to customers coming to the site.
PRIOR TO NOVEMBER
Customers begin shopping for holiday gifts within the next few weeks, so this is a great time to optimize your products and store. We’ve created a basic checklist of things you can do to increase the likelihood that a user will make a purchase if landing on your products.
Update your product photos
Make sure you have high quality images to show off your products. These images should communicate the value of the product. We recommend having at least 3 photos to show different angles of your product and how it’s used. BONUS: Add a “holiday” friendly theme. Show your product under a tree or next to holiday wrapping paper to make it stand out.
Optimize product descriptions
We recommend taking a look at your products from a customer’s point of view. Read your product descriptions and make sure they make sense. Does it communicate the age it’s for? Does it explain the value they will receive? Does it show everything that’s included? Is it clear and easy to read?
Make sure you are using categories and tags
For each product, you can categorize by subject, product type, grade level, etc. You can also create up to five custom “tags”. Tags are keywords that explain your product. Make sure you’ve selected categories for your products and have used all five tags. Categories and tags will help you show up in search and will make it easier for our merchandising team to find your products if they are putting together special pages like gift guides.
BONUS: Add holiday and seasonal keywords to boost your product in searches for customers looking for holiday gifts. Start this process asap. It can take a few weeks for search to recognize your keywords, so it’s important to begin adding any of your holiday keywords now.
Preview your product on a mobile device
52% of customers will use their phone during the shopping process. To ensure you’re prepared for mobile users, preview your products on a smartphone and tablet. Do your products descriptions and images look clear? Is it easy to read from a smaller device?
Add previews for digital products
If you sell a digital product, you have the option of adding a sample of your product. For example, if you sell a downloadable curriculum, you can include a sample chapter for potential customers see to help them determine whether they want to purchase your item. Including a great preview of your item increases conversion.
Feature four products at the top of your store
Next to each product you have the ability to mark “feature” for up to four products. If you have a large catalog, make sure to select “feature” for your best selling or discounted holiday items. This will let us know which items are your best sellers and it will push them to the top of your store.
Make sure your inventory is ready
Plan ahead for higher order volume. If you are worried about selling out or have limited quantities, let us know and we will make sure to setup an inventory limit so that you don’t over-sell any items.
Figure out your holiday shipping deadlines and let us know
Timeliness is crucial this time of year. Families are expecting to receive orders before the holidays. For this reason, we typically stop promoting physically shipped items on December 15th. If you are 100% confident you can ship past December 15th and arrive to customer’s homes prior to December 24th, let us know.
Increase your exposure with sponsored search or sponsored category pages
To guarantee your exposure over the holidays, we’re offering some additional paid opportunities. Take a look at the options here. Sign up quickly as spots are limited!
If you have any questions about Black Friday, Cyber Monday, and the holidays, let us know! We’re here to help you! Email us any time at firstname.lastname@example.org.
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