Christmas can be the busiest time of year for your eCommerce websites. With online sales growing by nearly 20% last December, putting together a Christmas strategy is an incredibly valuable part of your business.

Christmas sales should not focus only on attracting bargain hunters and one-time shoppers but also utilise the seasonal boom to build relationships and loyal customers.

Nick Pinson, our managing director, was featured on Internet Retailing with his top 10 list for achieving success over the Christmas period.

Implement an email campaign

Email is an incredibly powerful marketing tool. It is a key way to build a relationship with your clients. Creating interesting and engaging subject titles with personalised messages increases your open rates.

Create a mobile site

Mobile traffic is at its highest levels and is set to continue rising. With 61% of users stating they would leave one site for another if it wasn’t optimised for mobile, it is more important than ever to ensure your website is fast and responsive for as many devices as possible.

Adapt the social media strategy

Social media is an extremely influential platform. It is a great way to promote your business and to build relationships with existing and potential customers. Posting interesting content, video content, images and even opting for social advertising will drive traffic to your website and increase your brand awareness.

Utilise the shopping basket

Offering sales and cross selling similar products at the basket stage can encourage people to add more products to their basket. Providing messages to encourage people to spend a little more to gain free delivery is also a great way to increase order values.

Revisit web design

Make sure to keep your site up-to-date to ensure it is on brand, reflects your personality and is in season. Your website is your shop front. Continuously change your banners and make subtle changes.


Add remarketing software so you can target customers who didn’t complete the checkout process. Collecting their email addresses as early as possible allows you to contact them if they drop out of the checkout process. Emailing subtle reminders or offering discount coupons to sweeten the deal can encourage customers to return to finish their purchase.

Offer more payment options

Offer as many payment options as possible to ensure that anyone who visits your website can checkout easily. Remember to offer services such as Google Wallet, PayPal and American Express.

Deliver on delivery

Over the Christmas period there is added pressure for companies to deliver on time. Make sure you have a strategy in place to cope with increased orders. Only offer delivery dates you can fulfil and keep the customer informed of their order progress.

Calculate stock levels

There is nothing worse than a website with products out of stock. Make sure you evaluate your stock to ensure you can deliver your products in time for Christmas. Keeping sufficient stock levels and delivering them on time is key to building a successful relationship.

Don’t forget January and February

These months are renowned for being some of the slowest of the year. Use your increased customer base over the Christmas period to market to them, encouraging them to return.


Read the full article on