The holiday season may be the biggest shopping period of the year, but savvy eCommerce businesses know that the opportunity to drive sales doesn’t end when the holiday decorations come down. The post-holiday period, often called the “New Year sales season,” offers a unique chance to keep the momentum going and maximise profits.
In this article, we’ll share strategies that eCommerce businesses can use to attract shoppers during the post-holiday period, capitalising on early-year consumer spending habits and keeping customers engaged even after the holiday rush.
Launch a New Year Sale
Many consumers are still in a shopping mindset at the start of the year, looking for post-holiday deals and ways to use gift cards they received over the holidays. A well-promoted New Year sale can tap into this enthusiasm, drawing customers back to your store for further purchases.
Focus on discounted products, clearance items, or bundled deals that allow customers to get more for their money. Use compelling headlines like “Kick Off the New Year with Big Savings” or “Start Fresh with Our New Year Deals” to capture attention. Consider segmenting your email list to target holiday shoppers and inviting them to enjoy exclusive post-holiday offers.
Promote Gift Card Redemption and Upselling Opportunities
After the holiday season, many customers have gift cards they’re excited to redeem. Encourage these customers to visit your store by promoting specific products or bundles that align with common New Year’s resolutions, such as wellness, fitness, or organisation products.
Additionally, use this opportunity to upsell by suggesting complementary products during checkout. For example, if a customer is purchasing a fitness tracker, suggest related items like workout gear or accessories. Upselling can help increase the average order value while ensuring customers make the most of their gift cards.
Refresh and Promote Seasonal Products
While some items may have seasonal appeal, others can be marketed effectively year-round with a bit of repositioning. For instance, holiday-themed candles or home décor items can be repurposed as “winter essentials” rather than holiday-specific products.
Update your product descriptions and imagery to appeal to customers’ post-holiday mindsets. Promote these items as perfect for starting the new year with warmth and comfort. By refreshing your seasonal products, you can clear inventory without deep discounts while still appealing to shoppers.
Emphasise Self-Care and Wellness
The start of the new year is often a time when people focus on self-care, health, and wellness. If you sell products that cater to these areas, now is the time to highlight them. Items like fitness gear, wellness supplements, skincare products, and organisational tools all align well with typical New Year’s resolutions.
Create dedicated email campaigns and social media ads promoting these products as tools to help customers achieve their 2025 goals. Use motivational messaging to inspire shoppers, positioning your products as essential to a fresh start and healthier lifestyle.
Use Retargeting Ads to Bring Back Holiday Shoppers
Retargeting is a powerful tool to reconnect with customers who may have visited your store during the holidays but didn’t make a purchase. Retargeting ads can appear on social media, search engines, and websites your customers frequent, reminding them of the products they viewed or left in their cart.
In the post-holiday period, retargeting can be especially effective because shoppers are more likely to have a bit of extra spending money or holiday gift cards they want to use. Tailor your retargeting ads with messaging that suggests this is their chance to “treat themselves” or take advantage of limited-time deals.
Create a Loyalty Program to Encourage Repeat Purchases
The post-holiday period is an ideal time to encourage repeat purchases by introducing or promoting a loyalty program. With customers already familiar with your brand, a loyalty program can incentivise them to make additional purchases in exchange for rewards or points.
Offer a bonus for new loyalty sign-ups or reward extra points for purchases made in January. Use email campaigns and social media to promote the benefits of your loyalty program, emphasising how members can earn discounts, exclusive products, or early access to sales. Loyalty programs foster repeat business, building a stronger customer base throughout the year.
What’s the plan for eCommerce?
The post-holiday period offers eCommerce businesses a valuable opportunity to maintain momentum and drive profits in the early months of the year. By launching a New Year sale, encouraging gift card redemptions, refreshing seasonal products, promoting self-care items, using retargeting ads, and establishing a loyalty program, you can make the most of consumer spending habits and keep your sales strong.
At Harper Digital, we understand the eCommerce landscape and can help you maximise your post-holiday sales strategies. Reach out to us today to learn how we can support your business with targeted, effective digital marketing solutions to drive sales year-round.
