All businesses will operate in cycles. Retailers of romantic gifts and florists will experience a massive sales boost in the run-up to Valentine’s day, whilst travel agencies can expect to take the most bookings when people start planning their summer holidays for the year. Across virtually all sectors, though, Christmas time is a busy period, as anything that can be given as a gift is being sought by someone, somewhere.
The E-Commerce Landscape is Changing
Providing you’ve got a good product, there will be no shortage of demand. The difference between companies with ‘good’ and ‘great’ Christmas turnover is that the latter are well prepared. Just as brick and mortar shops need to ensure that they have adequate stock on hand and an effective high street sales campaign, online enterprises must get their affairs in order before the rush hits.
John Lewis has been making headlines due to its massive sales over Christmas time. This strong performance was underpinned by a 44% increase in online turnover compared to the same period in 2011, reflecting the changes we all know are occurring in the retail sector. People are spending more money online, and this creates unprecedented opportunities for smaller businesses. The internet is a more level playing field; you don’t need so much initial investment to set up shop, and your growth isn’t held back by physical constraints.
Make an Online Marketing Plan
Of course, when it comes to online marketing, almost nothing is instant. Search engines take a while to process changes to your site, and social networks require time to germinate. Businesses have to get a strategy in place in October if they want to boost sales in December. Don’t start groaning – I know it’s too early to think about Christmas when it’s January! But try to bear in mind that a little investment into digital marketing during the autumn months can provide a great return, and plan your business year accordingly.
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