The busiest time of year usually brings more robust shopping carts for ecommerce stores—along with its own set of headaches. With multiple shopping and traditional holidays on the horizon, businesses stand to benefit greatly from early planning. Fortunately, we’re here to help you put together a comprehensive holiday strategy that will help you come out ahead.
Scroll down for a list of upcoming major shopping holidays and holiday milestones, as well as to-do checklists for your brand to consider prior to, during, and after the holiday season. Keep the following quick holiday planning tips in mind as you begin your holiday planning journey:
- Plan ahead of time as much as possible to maximize your holiday shopping season potential.
- Begin making changes early so that you have time to iron out any kinks.
- Be prepared to spend some money in order to make more money.
 Shopping Holidays & Milestones
Black Friday [November 26th, 2021]
This is the first major shopping day of the holiday season, so get as much as you can done before this date. Traditionally, shoppers look for big discounts, so make sure you run a few promotions to compete with the big brands—and market them heavily beforehand. Many big-box stores start their Black Friday deals a day early on Thanksgiving Day—now dubbed “Gray Thursday”—so consider starting deals a day early to capitalize on the influx of early bird shoppers.
Small Business Saturday [November 27, 2021]
Small Business Saturday, observed annually the day after Black Friday, is an American holiday designed to encourage shoppers to support small and local businesses. If you own a small to medium-sized company, this is an excellent opportunity to promote your brand as an alternative to behemoths like Amazon. Participate in and engage with any Small Business Saturday campaigns you come across on social media, and offer specials to customers who buy on this day.
Cyber Monday [November 29th, 2021]
Cyber Monday is another shopping holiday during which shoppers expect major deals and discounts on items they love—or would like to gift. It is arguably the biggest shopping holiday for ecommerce businesses each year. Consider running deals on specific items only for specific timeframes (similar to Amazon’s “lightning deals”) or hosting giveaways on your storefront to keep shoppers coming back throughout the day.
Giving Tuesday [November 30th, 2021]
Giving back is an excellent way to express gratitude for increased revenue during the holiday season, and Giving Tuesday is an excellent opportunity to do so. Consider getting involved by launching a giving campaign with a reasonable goal that won’t break the bank, and then choosing a charity to donate the proceeds to that is related to your industry or aligns with the values of your brand. Don’t forget to inform your customers by participating in and engaging with #GivingTuesday campaigns on social media. Demonstrating to customers that you care about more than just profits will go a long way toward increasing brand appreciation and loyalty.
Green Monday [Monday, December 13, 2021]
This is not a specific holiday; rather, Green Monday is typically the best sales day of the holiday shopping season (at least the December portion), as shoppers are aware that they must place orders by this date to ensure delivery by Christmas. This is an excellent time to remind customers that Christmas is only a few weeks away and that the time to buy is now. Increase ad spending around this date to attract more online shoppers to your site and convince them to choose you for their holiday gifting needs.
Christmas Day [Saturday, December 25, 2021]
This is the date that most shoppers will be aiming for when doing their holiday shopping. In the final days before Christmas, it’s a good idea to promote electronic gift cards as a last-minute gifting option for those who are behind on their shopping or who may need to buy items for extended family members, coworkers/employees, neighbors, and so on. Use the day after Christmas to close out the year strong and push holiday-themed products that you might not sell for another 11 months. You can also start email marketing to target gift card recipients and direct them to a landing page with products segmented by price range.
New Year’s Day [Saturday, January 1, 2022]
With the holiday shopping season behind you, you can reflect on the previous year’s successes as well as your plans for the coming year. This is an excellent opportunity to get to know your customer base a little better. Create excitement and alert customers to new products you plan to launch throughout the year by teasing them. Engage with your community on social media to learn about their new year’s resolutions, and then support them by highlighting resolution-related products. Finally, review your holiday ad campaigns and ensure that any holiday-related ads are paused or changed.