(2017) ERA News - ERA Board Member Authors Forbes Article: How To Sustain Retail Sales Before and After the Holiday Rush

Holiday sales are the biggest revenue makers and biggest gambles for retailers. With some of the largest sales opportunities revolving around big deal-focused days like Black Friday and Cyber Monday, customers are looking for deals earlier than before and are placing their orders before the holiday season has officially begun.

Only 9% of shoppers start to look for deals the day before, making it vital for retailers to market early and think creatively to attract customers with money to spend.

For retailers, the traditional method of slashing prices and creating endless promotions to attract holiday customers in Q4 might not be enough for sustainable and steady trading. Companies that purely depend on Q4 sales for yearlong survival shouldn’t rely on this as one concentrated and calendar-focused source of revenue.

With intense pressure placed on Q4, crunch abetting can be a common mistake. Retailers should be aware of simple mistakes that can often make or break a campaign. Examples include failing to know or understand customer wants, an absence of holiday branding on digital platforms, unclear website navigation for holiday offers, incorrect discounting and savings information and overlooking content ideas like gift guides that can inspire customers and drive sales. Similarly, a lack of targeted holiday advertising can pose a danger to the potential of a company’s Q4 before it has even begun.

To read the full article on the Forbes website, visit: http://bit.ly/2AT8scE

About the Author

Lindsey Carnett, CEO & President, Marketing Maven, is an expert at launching and growing consumer products. Named to the 2017 Inc. 5000 List of Privately Owned Fastest Growing Companies in America, the Forbes Agency Council and the 2016 Entrepreneur 360™ list of “Best Entrepreneurial Companies in America,” Marketing Maven specializes in PR, influencer marketing, social media advertising and reputation management. To learn more about Marketing Maven, visit www.marketingmaven.com.

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