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Maximizing End-of-Year Promotions: A Small Business Guide

October 30, 20234 min read

As we approach the end of the year, businesses from various industries are gearing up for the holiday season, making it the perfect time to plan for end-of-year promotions. Whether you offer products or services, these strategies will help you boost your sales, engage your customers, and make the most of the upcoming shopping days.

1. Choose What To Promote

The first step in planning your end-of-year promos is deciding what products or services to highlight. To make this decision, consider the following factors:

  • Best Sellers: Identify your top-selling products or services throughout the year. These are likely to perform well during the holiday season.

  • Seasonal Items: Highlight items that are relevant to the season or can make for great holiday gifts.

  • Exclusives: Create a sense of urgency by offering exclusive deals or bundles that are only available for a limited time.

  • Inventory Clearance: If you have excess inventory, consider offering discounts on these items to clear them out before the year's end.

For Service-Based Businesses:

  • Seasonal Offerings: Tailor your services to fit the holiday season, offering specialized services that address common holiday challenges or needs.

  • Gift Certificates: Create and market holiday-themed gift certificates or packages. These can be excellent last-minute gift options.

  • Membership Discounts: Offer discounts or added benefits for signing up for your services during the holiday season.

2. Provide Extra Value

When you’re competing for your customers’ attention, simply offering discounts isn't always enough. Enhance your end-of-year promos by providing extra value:

  • Bundling: Create value packs or bundles to give customers more for their money.

  • Freebies: Offer free gifts with purchases over a certain amount. This can increase the average transaction value.

  • Loyalty Programs: Reward your loyal customers with special discounts or early access to deals.

  • Personalization: Send personalized recommendations to your customers based on their previous purchases.

For Service-Based Businesses:

  • Bundle Services: Offer bundled services at a discounted rate. For example, a digital marketing agency could bundle SEO, social media management, and content creation for a comprehensive online marketing package.

  • Extended Support: Provide extended support or consultations at no extra cost for services purchased during the holiday season.

  • Exclusive Workshops or Webinars: Host exclusive workshops or webinars for customers who avail of your services during this time, adding an educational element to your promotions.

3. Promote on Social Media and Email

Effective promotion is essential for reaching your target audience. Here's how to promote your offerings, regardless of whether you offer products or services:

  • Visual Content: Use high-quality images and videos to showcase your products or services. Create eye-catching, festive graphics that convey the holiday spirit.

  • Countdowns: Create excitement with countdown posts leading up to each of the key shopping days.

  • Teasers and Sneak Peeks: Give your audience a sneak peek of the deals they can expect. Teasers generate anticipation and encourage followers to stay engaged.

  • User-Generated Content (UGC): Encourage your customers to share their experiences with your products or services. UGC builds trust and credibility.

  • Engage with Your Audience: Respond to comments and messages promptly. Engage in conversations and build a sense of community around your brand.

  • Segment Your List: Group your subscribers based on their preferences and shopping behaviors. Send targeted emails with offers tailored to each segment.

  • Create a Series: Develop an email series leading up to the holiday season, highlighting the key shopping days and offering exclusive deals to subscribers.

  • Compelling Subject Lines: Craft attention-grabbing subject lines to increase email open rates.

  • Mobile Optimization: Ensure that your emails are mobile-friendly, as many people check their emails on smartphones.

4. Key Dates to Remember

  • Black Friday (November 25): Consider offering deep discounts and limited-time flash sales to attract early bird shoppers.

  • Shop Small Saturday (November 26): Emphasize the value of supporting local businesses and offer promotions specific to this day.

  • Cyber Monday (November 28): Focus on online-exclusive deals and discounts to capture the digital shopping crowd.

  • Giving Tuesday (November 29): Consider running charitable promotions or donating a percentage of your profits to a cause.

  • Last Day to Order for Christmas (usually around December 15-20): Create a sense of urgency by reminding customers of the last chance to order gifts for guaranteed Christmas delivery.

Planning and executing successful end-of-year promos is a crucial task for small businesses. By choosing the right products, providing added value, and promoting effectively on social media and through email campaigns, you can maximize your sales and ensure your customers have a joyous holiday season. Don't forget to mark these key dates on your calendar and start planning your promotions now for a successful year-end!

Want help planning for year-end? Schedule a Marketing Power Hour, where you choose the agenda and get to use Danielle's marketing brain for whatever is most effective to help move your business forward.

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Danielle Bornowski

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