As our shopping habits have moved online, so have our shopping traditions. While Black Friday is usually the biggest shopping day for brick and mortar institutions, Cyber Monday has quickly become one of the busiest shopping days of the year for digital retailers.
In 2020, ecommerce businesses brought in over $10.8 Billion in revenue on Cyber Monday alone. That’s a lot of products, shipping materials and energy. Are you ready for the rush? Read on to find out what you can do to prepare and set yourself up for a successful end to 2021.
When is Cyber Monday?
In 2021, Cyber Monday falls on Monday, November 29. Over the last few years, Cyber Monday has been relatively late in the month. That means consumers have had less time to complete holiday shopping, and buy more on the big day.
You’ll want to be prepared with inventory, supplies and plenty of coffee to get you through the short holiday season!
What Will Be Different for Cyber Monday 2021?
If the last two years have taught us anything, it’s to expect the unexpected. But one thing we know for sure is that ecommerce is here to stay. Here are a few things to keep in mind as you plan for Cyber Monday 2021.
1. Changes in consumer preferences.
While last year saw an increase in online sales, there was also a surge in curbside and buy online, pickup in-store (BOPIS) sales. This year, as the world continues its return to normalcy, we expect to see more of this shift toward using physical retail locations as fulfillment and distribution centers.
2. Demographic shifts.
In 2020, 20.2% of online purchases were made by consumers ages 25-34, while consumers ages 55-64 only made 14.6% of sales. This year, we expect that margin to become more narrow as baby boomers continue to adopt technology in greater numbers –– especially when it comes to essential services like healthcare and grocery.
3. More competition.
Over the past year, more commerce has moved online. That means competition has never been stronger. As you plan for Cyber Monday, think about how you can set yourself apart from competitors. Can you provide a better user experience? Are your products more sustainable? Drive your selling points home in creative ways.
Cyber Monday Tips
To get the most out of this Cyber Monday, take a look at some of the tips below and see what you can integrate into your holiday ecommerce strategy.
1. Update your site beforehand.
You don’t want to miss a beat on the big day, so make sure to update your website with your newest products, latest deals, and inventory well before November 29. Not only can this help you on the day of, it also allows customers to see what they might be missing if they shop somewhere else.
2. Ensure your site is lightning fast.
Deals aren’t the only things customers are looking for on Cyber Monday.
For 70% of consumers, page speed affects their decision to buy from an online retailer. By slimming down your site –– or by building your store on a lightning-fast platform in the first place –– you can rest assured that your customers are getting the best possible experience on your site.
3. Get shipping in ship shape.
More sales means more shipping supplies. Prepare early for the holiday shipping rush, and be sure to have all of your supplies or fulfillment services ready and waiting for Cyber Monday. Remember, you’ll be competing with retailers across the globe for carrier space, so plan early and be adaptive.
Want more shipping tips for the holidays? Check out our top tips here.
4. Offer exclusive deals.
If there’s one thing customers love more than a good deal, it’s an exclusive deal. In 2019, popular shoe brand Allbirds released a limited-edition sneaker for Cyber Monday.
The result? They sold out — fast. In fact, Allbirds decided not to offer discounts whatsoever during the holidays, a move that we often see with modern direct-to-consumer brands.
“The reason that Cyber Monday or any of the other big sales days garner so many sales is that they have offers and deals that you don’t normally get, So, the best thing to do is create a one-day-only deal or offer that is simply too good to refuse. A limited-time offer creates a sense of urgency, while the discount itself is motivation enough for people to buy. If you do this, there’s actually not much else that you need to do for Cyber Monday or Black Friday or any other sales day.”
— Tessa Wuertz, Director of Marketing, Efelle Creative
5. Partner with nonprofits and charities.
Giving Tuesday, the day that comes directly after Cyber Monday, is a day where consumers and nonprofits alike look forward to a day of giving after the Cyber 5. By partnering with a charity or nonprofit organization early, you can both reap the benefits.
Give customers a way to donate at checkout. Create co-branded marketing materials with your partners. Start the giving season early and make your customers feel like they’re getting more than just a product when they shop with you.
Need some help creating a brand mission and guidance on giving during the holidays? We’ve got you covered.
6. Email early, email often.
Email can be one of the best tools at your disposal when it comes to digital marketing, especially for Cyber Monday promotions. It allows you to connect with potential and longtime customers alike.
By starting your email strategy a month in advance, you can plant the Cyber Monday seed early, letting customers know about exclusive deals and offers before you post them on other channels.
7. Advertise on social media.
Tools like Instagram and Facebook offer great opportunities for businesses to target potential customers. By using these tools to advertise Cyber Monday deals, you’re reaching an engaged audience that’s ready to buy.
These platforms can be used for so much more than advertising, though. BigCommerce offers integration with Facebook, Instagram, and more, so you can sell products directly to consumers when they see them.
8. Capture those leads.
Sales might be the ultimate goal when it comes to Cyber Monday, but there’s something else that’s almost as valuable to a retailer or service provider: leads. Take the opportunity to capture potential customers’ email addresses and phone numbers so you can stay in touch throughout the holidays and beyond. This will ensure that if a potential customer doesn’t convert on Cyber Monday, you’ll still have the opportunity to make a sale over the rest of the holiday season.
Curious about text-based marketing? Check out our SMS marketing guide to learn about best practices.
The end of Cyber Monday signals that the holiday shopping season is in full swing. Are you ready for the rush?
There have been some dramatic shifts in consumer preferences and demographics over the last few years that you’ll want to be prepared for. But by getting your site ready early, being smart with your marketing tactics, and keeping customers happy with a lightning-fast site and exclusive deals, Cyber Monday can set you up for a successful end to 2021.
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