Most businesses see their biggest sales surge in November and December. The Holidays are always an exciting time for people to do Christmas decorating, buy some new clothing for colder weather, and order wine, food, new tableware and gifts for the Holidays.
Just like many other businesses, Etsy tends to see a surge of traffic from November 15th to December 26th, and that surge slowly decreases during the month of January, and then the buzz of holiday sales normalizes by February.
If you are serious about growing your Etsy Shop, right now is the time to make the necessary changes to take advantage of Holiday Sales. Just because the holidays are here, it does not mean that Etsy Customers will automatically flock to your Etsy Shop. In fact, last November, I did not make the appropriate changes necessary and saw the absolute worst month we've ever had on our Etsy Shop. I didn't put in any extra time, and I didn't optimize my Etsy Shop for the holidays. The absolute worst thing you can do right now for your Etsy Shop is to do nothing. So don't simply assume that your Etsy Sales are going to increase. You're going to have to work extra hard to make sure your Etsy Shop thrives during this crucial time.
Here's what you need to do:
- Continue to focus on your best sellers. Most people who buy things during the Holidays are not necessarily Holiday-related items. So keep promoting your best sellers and items with high conversion rates.
- Prepare your Black Friday discount. Almost all holiday shoppers are looking for good deals. So if you do not offer an enticing deal, you may miss out on selling opportunities. Just because Etsy focuses on handmade, unique items, doesn't mean that people are going to forget about cost. People have a lot of purchases to make during the Holidays, so they will be looking to save money as often as possible. In fact, most Holiday Shoppers expect to be enticed by great deals. According to sales studies, over 80% of Holiday Shoppers shop exclusively with places that offer a unique deal.
- Extend your discounts to be a bit before and after Black Friday. Especially for online sales, people will be looking for discounts from now until about December 1st. So, most people will not necessarily make purchases on Black Friday, but also during the Weekend afterwards, as well as Monday and Tuesday. So be prepared to optimize your Etsy Shop for the entire week of Black Friday.
- Be prepared for Sales to slow down right around December 10th, unless you offer Rush Shipping for the holidays. The closer we get to Christmas, the more likely people will be doing their shopping in person. For instance, sales on Amazon.com peak from November 25th to December 10th, while sales at places like Walmart and Target peak around Black Friday, as well as just days before Christmas for last-minute shopping. So in order to ensure your sales do not decrease as we get closer to Christmas, make sure to implement rush one-day shipping. Make sure you figure out which mail carrier you will use for rush shipping, and how much it's going to cost to offer that as an option. Otherwise, I guarantee you will see sales slow down from December 1st to December 25th. People don't want to take a risk with slow shipping during the holidays.
- Re-design your Etsy Shop for a Holiday feel. Right now, colors like Black, White, Silver and Gold help people feel like it's the holidays. You don't need to do anything dramatic, but nice touches to get people in the Holiday Spirit can help people feel encouraged to Shop with you instead of someone else. Remember that very small branding details and touches actually do make a difference when it comes to increasing sales.
The Holidays are here, so right now is the time to make these changes. Don't wait any longer to figure these things out, and remember to work extra hard during November, December and January, and push yourself to have some of your best months ever on Etsy.