Ecommerce Marketing / How To Sell Online / Success Stories

This is how Eyecandys plans on rocking their holiday marketing

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The holidays can be a rough time for a lot of people. The days are cold, dark, and short. Budgets are tight. And nothing can kill a good vibe like sloshing through malls full of grouchy people. In fact, all of these reasons are why holiday trend forecasts show more folks increasingly doing more and more of their shopping online.

As ecommerce entrepreneurs, we are the bearers of peace and joy for holiday shopping. We can provide an oasis that gives shoppers everything they love about the holidays. Not only can we help them avoid those stressors, we can even take a little bit of that stress away. Today, we’ll take a look at some simple things that Bigcommerce client Eyecandys does to spread holiday cheer, delight their customers, and increase sales. If you need more inspiration, check out these 30 last-minute holiday ecommerce tips. You can also kickstart your marketing with these FREE Black Friday and Cyber Monday images.

Get festive—but don’t compromise your brand

If you want to attract holiday shoppers, you have to let them know you’re holiday ready. This doesn’t mean a full site takeover. In fact, it may be more effective to subtly sprinkle in some seasonal shine than be the house with more lights than Times Square. Your branding should resonate with your audience, so don’t feel like you have to compromise that relationship with holiday decorating. Instead, think about working within your brand guidelines, and you’ll delight your audience.

If you look at Eyecandys’s store front, they do a beautiful job of balancing the holidays with their branding. The site incorporates seasonal backgrounds that match the overall colors, style and design of the site. Notice the snowflakes? They are a nod to winter without hitting visitors over the head with the holidays. Rather, they introduce festive themes in a way that makes you smile. And just like Google’s beloved Google doodle, they’ve taken their logo and made it fun and festive. This softens your brand, makes it more human, and delights your regular customers.



Bundle up for holiday shoppers

Winter’s here. It’s time to bundle up—and not just in layers of clothes; you should also bundle your merchandise. Since many holiday shoppers want to power through their gift lists as quickly as possible, this helps them easily find and buy items for their loved ones. Kind of like the gift basket of online shopping, it’s a great way to pair related items. And you can be bold. Think about creating curated bundles for types of people like “the lumberjack hipster” or “the crafty mom”. Not only does this offer a solution for your customers, it also increases average order value.

Eyecandys sells prescription and novelty contact lens, and trendy makeup from Tokyo, Korea, and Hong Kong. For their holiday bundle, they offer the contact lenses with either teardrop eyeliner or a contact lens cleaning machine. These combinations are perfect for someone who doesn’t know exactly what to get. This also showcases other products that returning customers might not know about.


Break out the discounts

Holiday shoppers are always looking for deals. That’s why Black Friday is so popular. In fact, according to a recent survey by the National Retail Federation, 56.9% of all shoppers surveyed said they plan to take advantage of sales and discounts this holiday shopping season. If you aren’t offering holiday specials, you may be missing out on sales. And don’t forget to get the word out about your promotions.

Eyecandys does a great job of getting the word out about their campaigns. The discount is prominently featured in two big hero images in the carousel. The offers also get showcased in their email campaigns and social campaign. And check out the cool New Years countdown clock.



Big shout out to Bigcommerce partner Retention Grid. They created these selling and branding campaigns for Eyecandys.



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