During the festive period Boxing Day becomes the second hive of frenzied shopping activity as people look to grab as many bargains as they can in the post-Christmas sales.

Last year IBM reported that Boxing Day sales returned to their pre-Christmas peak.

Here's my five top tips for how you can get your ecommerce site ready for this next busy shopping period.

1. Plan ahead and allocate budgets

Savvy online retailers plan ahead for post-Christmas shopping and allocate specific budgets to capture Boxing Day peaks.

With shoppers no longer focusing on gift-buying, online retailers need to quickly adapt their websites to cater for the savvy sale shopper and bargain hunter.

New features can also be tested out now so that you know they work in time for the sales. Ensure that you’re not panicking at the last minute, so get your website’s infrastructure ready to go before the holiday period.  

2. Streamline your website

Your new website layout should aim to get the best-value products in front of the user as fast as possible with little room for content consumption.

Streamlining is the name of the game here.  

3. Categorise content

Ensure that visitors can sort the sale category pages by precentage reduction. This prioritises the results by value for money rather than sorting by price.

Visitors are often after items that have had the highest reductions so make sure these purchases are easy to find. 

4. Make your returns policy clear

During the sale period providing information about returns becomes even more important so make sure your policies are clear and easy to find.

If you have a better than average policy such as free returns then make sure this is highly visible on the sale landing page of your website. 

5. Publicise your sale 

To get customers visiting your website on Boxing Day make sure you advertise your sale before Christmas.

Use confirmation pages and emails to place messaging about your upcoming sale bonanza; especially if you offer a discount code or voucher during this period. 

Christmas may be the only thing on your mind right now, but we advise that you don’t forget about those all-important Boxing Day sales. Your website design and functionality needs to be ready to be rolled out as soon as the last of the turkey has been polished off. 

To find out how you can optimise your website even more over the festive period download our whitepaper here.
Ian McCaig

Published 19 November, 2013 by Ian McCaig

Ian McCaig is Founder at Qubit and a contributor to Econsultancy.

29 more posts from this author

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Comments (2)



Great article.. really enjoyed it

over 4 years ago


Deri Jones, CEO at SciVisum Ltd

> 2. Streamline your website

May also be worth double-checking you have tech guys on call - in case the post-dinner traffic spike catches your technology out!

It's tough for the poor tech guys who have to work shifts though the holidays....

over 4 years ago

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