How product businesses can have a profitable q4 (without burnout!)
Having worked with product brands for several years, I know well the stress of the run up to Christmas.
As a marketing professional, if I had a product business - and didn’t want to lose my mind during busy season - here are 10 tips on how I’d tackle the next 3 months, and stay sane:
ONE
I’d give myself a little grace if I hadn’t already worked out my Christmas plan, but I’d get on it as soon as possible
(aka before September’s out!). What needs to be done? Decide what products to hero this year, get the Christmas photoshoot booked.
two
I’d be smart with existing photography if a new shoot wasn’t possible within the next 2 weeks. Big brands HAVE to do a fresh campaign every year, but most customers won’t realise you’re using last year’s photos if your stock remains the same. Or else you can try to do a DIY product shoot, or use some clever editing, and even AI to bring in some Christmassy elements.
On that AI point… I always prefer real images over AI elements, but if you’re in a tight spot, I’d rather you used the tools at your disposal as a resourceful entrepreneur, just don’t go overboard and risk distrust from customers – opt for small details such an adding a sprig of holly to an existing image rather than trying to generate a whole brand world. (See example images)
THREE
I’d know that it’s still 20 degrees out and the kids are just back at school – I’d vary messaging across several seasonally transitional themes throughout September and October.
four
I’d encourage sign-ups to my email list, knowing that around 30% of my sales will come from subscribers (based on averages for email marketing from ecommerce businesses).
five
I’d know that Q4 sales aren’t all about Christmas – the change in season can create lots of uplift for non-gift purchases such as home décor, candles, tea, knitwear, boots, skincare and umbrellas, to name a few!
Six
However, I’d ensure my website and comms were set up for early Christmas shoppers from October
Having a Gifts section on your navigation from October onwards is a great idea for ecommerce businesses. From November, this can take over the homepage hero section too.
seven
I would not sweat Black Friday – I know it can bring in lots of sales for some brands, but it also is a mad panic-fest with pressure to discount, and that is never the strongest position for a brand. What’s more, most consumers are getting savvy to the fact deals aren’t as great as hyped, and would probably miss your offer in any case in the deluge of marketing that happens then.
Eight
Instead, I’d stay consistent in my brand values, language and prices and put my energy into planning my Nov & Dec email marketing now to save myself stress when things are already busy.
nine
In December, I’d ensure last order dates are extremely clear on my website, social media and emails, and I’d know what cut off feels right for me as a small business.
ten
Phew!
I’d package and ship orders like a mad woman throughout the period, glad that I’d schedule some of my comms, and afterwards I’d praise myself for a job well done, and enjoy some well-deserved down time to recover!