10 eCommerce Tips for Christmas Readiness

with Matt Edmundson

Most eCommerce businesses start Christmas planning too late, missing prime selling windows in October and November. Jersey Beauty Company reveals that sales drop after the first week of December, meaning your Christmas profits depend on preparation starting now. Discover ten proven strategies from running multiple seven-figure eCommerce businesses through Christmas seasons, including gift wrapping services that boost margins, mobile optimisation for increased holiday browsing, strategic voucher programmes, and charitable initiatives that build customer connections beyond transactions.

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Christmas lights, eggnog, and turkey dinners might be the furthest things from your mind right now. Summer has barely finished, yet successful eCommerce businesses are already deep into their Christmas planning. Whilst your competitors scramble in October wondering why they're unprepared, you could be watching sales roll in because you started planning months earlier.

After recording over 200 episodes of the eCommerce Podcast and running multiple seven-figure eCommerce businesses, one pattern emerges clearly: the brands that finish the year strong are the ones that start planning in September. Christmas readiness isn't about working harder in December—it's about working smarter in the months before.

The Planning Paradox Nobody Talks About

Here's something that catches most eCommerce founders off guard: the bulk of your Christmas profits don't come from December purchases. Jersey Beauty Company discovered that sales drop off significantly after the first week of December, with the majority of revenue flowing through October and November.

This creates a fascinating paradox. Whilst customers are shopping for Christmas gifts in December, they're making most of their purchasing decisions two months earlier. By the time you recognise Christmas is approaching, you've already missed the primary selling window.

Research supports this counterintuitive reality. Data shows that 70% of consumers make summer purchases in March, April, and May—only 19% wait until June. The same pattern repeats for Christmas shopping, with savvy shoppers planning and purchasing months before December arrives.

The Ten Fundamentals of Christmas Readiness

Based on years of experience running eCommerce businesses through multiple Christmas seasons, these ten strategies form the foundation of successful holiday trading.

Create Your Promotional Calendar Now

Strategic planning separates thriving businesses from surviving ones. Grab a calendar and map out exactly what you intend to do in September, October, November, and early December. What promotions will you run? When will they launch? What assets do you need?

Website development doesn't happen overnight. Developers need approximately four weeks to create dedicated Christmas sections. Photography takes time. Content creation requires planning. Video production needs scheduling. If you're starting this process in October, you're already behind.

Jersey Beauty Company launches their Christmas shop in October, but the preparation starts months earlier. They've already secured shipping dates, created banners with falling snow effects, and ordered festive packaging materials before customers ever see the Christmas section go live.

Implement Gift Wrapping Services

This might sound obvious, yet countless eCommerce sites overlook this revenue opportunity. If your products make suitable gifts—and during Christmas, most products do—offer gift wrapping services.

Gift wrapping serves two critical functions. First, it removes friction from the customer journey. Shoppers appreciate not having to wrap presents themselves, especially when buying multiple gifts. Second, it increases your average order value. Adding £4-5 per order for gift wrapping directly improves profit margins whilst enhancing customer experience.

Consider offering tiered gift wrapping options. A standard service at £5 appeals to budget-conscious shoppers, whilst a luxury option at £15-20 might include premium paper, ribbons, and perhaps a complimentary card or small gift. These higher-tier options significantly boost profitability on individual orders.

Display Clear Shipping Deadlines

From late October onwards, your website must prominently display last order dates for guaranteed Christmas delivery. Customers need to know: if I order today, will it arrive in time?

Break down shipping deadlines by region. Create separate dates for UK delivery, European shipping, and international orders. This information should appear on your homepage, product pages, and throughout the checkout process.

Contact your shipping partners now to understand their Christmas schedules. Royal Mail, courier services, and international shipping providers all have specific cutoff dates. Communicate these clearly to avoid disappointed customers and potential negative reviews.

Minimise Returns Through Clarity

The nightmare scenario: strong December sales followed by a warehouse full of returns in January. Preventing returns starts with setting accurate expectations before purchase.

Use high-quality images showing products from multiple angles. For clothing, beauty products, or anything requiring context, include videos showing items in use. Write detailed descriptions covering dimensions, materials, colours, and specifications. The goal is eliminating surprises when customers open their packages.

One fascinating example: a digital clock advertised on Facebook looked substantial in photographs, leading customers to expect a large product. Reviews revealed the truth—it was tiny. Smart customers posted comparison photos next to TV remote controls. These honest reviews helped set accurate expectations but also highlighted how misleading images damage trust and increase returns.

Optimise Customer Service Availability

Christmas creates natural peaks and troughs in customer service demand. Customers accept that you're closed on Christmas Day—they expect to be with family too. What they won't accept is unclear communication about when they can reach you.

Prominently display your customer service hours throughout the Christmas period. When is your team available? When are you closed? How quickly will you respond to emails during peak periods?

Offer upgraded shipping options with tracking so customers know exactly when purchases will arrive. Consider implementing live chat during business hours for immediate query resolution. The faster you can confirm delivery dates and answer product questions, the more conversions you'll capture.

Develop Strategic Offers and Promotions

Contrary to popular belief, increased Christmas spending doesn't require aggressive discounting. Shoppers enter a buying mood during October and November, becoming more receptive to purchasing decisions. Your job isn't necessarily to discount—it's to convert that heightened buying intent.

Jersey Beauty Company runs their "Twelve Days of Christmas" promotion, but not during the twelve days before Christmas. Instead, they launch from around 12th November when customers are actively shopping. Each day features different offers: money-off vouchers, free products, competitions, or special bundles.

Think beyond percentage discounts. Could you offer free premium shipping? Complimentary gift wrapping? Bonus samples? Limited-edition Christmas packaging? These value-adds maintain profit margins whilst appealing to festive shoppers.

Ensure Mobile Readiness

Over half your customers will shop on mobile devices. Despite this well-known statistic, eCommerce sites continue launching expensive advertising campaigns that drive traffic to mobile-unfriendly websites.

Test every aspect of your mobile experience. Can customers easily browse products? Do images load quickly? Is navigation intuitive? Most critically, does your checkout process work flawlessly on mobile?

Abandoned carts are nightmares during any season, but particularly painful during Christmas when purchase intent runs high. A clunky mobile checkout directly translates to lost revenue. Optimise now, before your peak selling period arrives.

Add Gift Vouchers to Your Offering

Gift vouchers solve multiple problems simultaneously. For customers, they provide the perfect last-minute gift option. For businesses, they represent a unique revenue opportunity.

Consider this scenario: Christmas Eve arrives and someone realises they've forgotten a gift. They visit your website but shipping deadlines have passed. A digital gift voucher, delivered instantly via email, saves the day. They can print it, present it, and everyone's happy.

From a business perspective, gift vouchers are fascinating. Not everyone redeems them—Jersey Beauty Company estimates redemption rates between 70-80%. Unredeemed vouchers represent pure profit, though ethical considerations apply to how aggressively you can leverage this reality.

IKEA ran a clever Christmas tree promotion demonstrating strategic voucher use. They sold Christmas trees for £25 whilst offering £25 gift vouchers redeemable in January/February—their traditionally slow period. Customers felt they were getting free trees, IKEA captured December foot traffic and drove January sales, and unredeemed vouchers became profit. Brilliant.

Support Charitable Causes

Christmas celebrates giving, making it the perfect time to involve your customers in charitable initiatives. This isn't just about feeling good—though that matters too—it's about building deeper connections with your audience.

Jersey Beauty Company partnered with Imagine If, a charity providing Christmas dinner for lonely and elderly people. They invited customers to donate towards a £2,000 target, offering to match contributions. Customers donated £2,500, enabling the charity to serve hundreds of people on Christmas Day.

The team here cannot overstate how meaningful this involvement felt. Connecting business success with genuine community impact creates purpose beyond profit. It reminds everyone why they're working those long hours preparing for the Christmas rush.

Create Fun and Include Customers

Christmas is meant to be enjoyable. The pressure of driving sales, managing inventory, and handling increased customer service demands can overshadow the festive spirit. Don't let that happen.

A few years ago, the team dressed in Christmas outfits, piled into cars, recorded an original Christmas song, and created a carpool karaoke-style video. It took weeks to remove all the glitter from the cars, but the experience was brilliant. Customers loved it, the team bonded, and it injected genuine fun into the season.

What could you do to bring festivity to your business? Behind-the-scenes content showing warehouse preparations? A countdown calendar with daily surprises? A competition inviting customers to share their favourite uses for your products? Get creative and remember that Christmas is supposed to be fun.

The October Sales Reality

Jennifer, Marketing Manager at Jersey Beauty Company, confirms what data suggests: "Sales tend to drop off towards the end of December, towards the end of the first week of December. So a lot of the sales are taking place in October and November as people are planning for Christmas."

This timing creates interesting opportunities. Organised shoppers purchase early, guaranteeing delivery and accessing the best selection before popular items sell out. Smart businesses capitalise on this behaviour by launching Christmas offerings in October with their strongest promotions running through November.

Jersey's "Twelve Days of Christmas" runs from mid-November, not the twelve days before Christmas. By late December, online shopping has largely concluded. The customers you'll convert in October and November represent your primary Christmas revenue.

Special Considerations for Boxing Day

Don't forget about Boxing Day. Whilst your team enjoys reduced hours and skeleton staff coverage, your website remains open. Customers continue browsing and purchasing.

Jersey Beauty Company discovered that straightforward money-off promotions outperform percentage discounts during Boxing Day sales. Customers prefer seeing "£10 off orders" rather than calculating "20% off" themselves. Keep it simple, make it attractive, and let automation handle the orders whilst your team recovers from Christmas.

The Mobile Shopping Surge

Here's something fascinating: mobile browsing increases during summer months, yet businesses typically reduce optimisation efforts precisely when mobile traffic peaks. The same pattern applies to Christmas.

Customers browse on mobile devices whilst relaxing with family, sitting on trains, or taking breaks from shopping centres. They're in buying mode, on their phones, searching for perfect gifts. If your mobile experience frustrates them, they'll simply move to a competitor.

Packaging Makes the Difference

Jennifer emphasises the importance of festive packaging: "If there's any specific packaging that you're going to package up orders in, you need to give them a festive touch. You need to have ordered that and have it ready in the warehouse."

Jersey includes random free samples with orders—typically six different products—sometimes adding chocolates for an extra festive touch. Small Hessian Santa sacks become part of qualifying orders. These thoughtful details transform transactions into experiences.

Premium packaging serves another purpose: it makes unboxing shareable. Customers photograph beautiful packaging and post it on social media, creating organic marketing. Invest in packaging that delights, and customers become your advertisers.

The Eco-Conscious Christmas

Environmental awareness has grown significantly. Jersey Beauty Company is responding by creating eco-friendly Christmas boxes featuring bamboo toothbrushes, shampoo bars, and other plastic-reducing products.

These curated boxes serve customers wanting to reduce their environmental impact whilst giving gifts. It's a thoughtful response to changing consumer values and demonstrates how businesses can align profit with purpose.

Your Implementation Checklist

Ready to transform your Christmas trading? Here's your action plan:

1. Create your promotional calendar immediately - Map out September through December, identifying key dates, required assets, and promotional activities.

2. Audit your mobile experience - Test every step from homepage to checkout completion on multiple devices. Fix friction points now.

3. Confirm shipping deadlines with carriers - Contact Royal Mail, couriers, and international partners to understand their Christmas schedules.

4. Implement gift services - Add gift wrapping and digital vouchers to your offering, pricing them to improve margins.

5. Prepare festive assets - Commission photography, order packaging materials, create Christmas banners, and develop promotional graphics.

6. Plan your charitable involvement - Research local charities, decide how you'll involve customers, and create a giving plan.

7. Review your product descriptions - Ensure clarity, add videos where beneficial, and minimise potential return reasons.

8. Schedule customer service coverage - Determine opening hours throughout Christmas, communicate them clearly, and ensure adequate staffing.

9. Develop your offer strategy - Plan promotions that convert heightened buying intent without destroying margins.

10. Create festive content - Plan social media, email campaigns, and website updates that bring Christmas spirit to your brand.

The Competitive Advantage

Most eCommerce businesses will start thinking about Christmas in October. They'll scramble to create promotions, rush developers, and stress about inventory. They'll miss optimal selling windows and wonder why results disappoint.

You won't be one of them.

By starting now, you gain advantages competitors can't match. Your developers have time to create polished Christmas sections. Your marketing team can develop compelling campaigns. Your warehouse can prepare festive packaging. Your customer service team knows the schedule.

When October arrives and competitors panic, you'll be calmly executing a strategy refined over months. Whilst they're figuring out shipping deadlines, you'll be converting customers. When they're scrambling for festive packaging, yours will be delighting customers.

Christmas readiness isn't about working harder—it's about working smarter by starting earlier. The brands that finish the year strong are already planning. Are you?


Full Episode Transcript

Read the complete, unedited conversation between Matt and Matt Edmundson. This transcript provides the full context and details discussed in the episode.

welcome to the curiosity podcast a show about everything ecommerce and digital
business the aim is simple to help you thrive online and now your host Matt
Edmondson hello my fellow ecommerce entrepreneurs my name is Matt Edmondson
and this show is for those of us who are curious about e-commerce and want to know how to get better at doing digital
business coming up in today's show we are talking Christmas and what your
business can be doing to plan ahead and capitalize on those Christmas sales
that's right we're gonna get into it it may seem early to be talking about this but trust me it isn't we are going
to get into it the notes for today's show will of course be on the website
Matt Edmondson comm so if you're driving in your car may peddle whatever it is
you use for transportation maybe an electric push bike like me I really like my electric bike whatever it is wherever
you are obviously drive safely be safe but the good news is you can download the notes from the website meded mints
and calm just head on over there and you will see all of those now if you are new to this show I want to extend a massive
welcome to you we are getting new listeners all the time principally because this is a new show right we are now in episode already
cannot believe we are in to our th episode but if you are new welcome to the show it is great to have you is a
real honor and privilege that I have to be able to talk to you about e-commerce
and if you are new definitely check out my website because on there I've got
Collab Project
information about something called the collab project and if you haven't heard of this do check it out it's a project
that I'm doing that involves the challenge of setting up new e-commerce websites and to do that many
apart from being slightly notes I do need to partner with some entrepreneurs
who have some great products to sell online who want to partner with me and work with me to bring that great product
great service great idea to the e-commerce world also on the site
you'll find links to the amazing curious digital who sponsor this show curious
digital is an experience-based ecommerce platform that I used to run and grow my
own e-commerce businesses okay so if you're looking for a new platform be sure to check it out at curious digital
that's curious with a cane not with a CE and if you're actually looking for a site that's not even ecommerce still
think about curious digital if you check out my Edmondson comm that whole site is driven by the KD platform so you can
have a look have a play around now today's show I am going to talk to you
like say about Christmas and after the new section we are going to listen to an
interview that said I've recorded with Jen now Jen is the marketing manager for
Jersey Beauty company and she's going to be telling you all the kind of things that they are thinking about over at
Jersey for Christmas so you're gonna want to carry on listen and make sure you listen to the end because Jen and
Sadoff are gonna be great and you get to listening to that conversation eggnog
eggnog and Christmas lights
and Christmas lights think about that right buddy what are some of the things that you think about when you think
about Christmas what are some of the things that pop into your mind eggnog Christmas lights Christmas trees the
presents the turkey the cranberry sauce being with family being with friends the Queen speech whatever it is I can pretty
much guarantee that until you came along to this podcast and started listening to it it's probably the furthest thing away
from your mind because we have literally just finished summer why would we be
thinking about Christmas in fact for some of us summer isn't even over yet so I'm already we're talking about
Christmas so Christmas might be the furthest thing from your mind right now but to experience success this
year I strongly believe recommend wholeheartedly that you start thinking
about how you're going to run your ecommerce business around the Christmas period and how you're going to drive
sales and finish strong in this final quarter okay so I'm going to run through
plan ahead
my top Christmas tips I'm gonna give you ten tips for Christmas readiness or ten
e-commerce tips for Christmas readiness is is the exact title number one we are
going to plan ahead right now I've mentioned this already a little bit and it's super super critical it's never too
early to start thinking about Christmas and we have to start planning now and there's a whole bunch of reasons we need
to start planning now for example if we need to develop our website that doesn't happen overnight developers need time to
do that we've got to think about assets we've got to go get the photography sorted out we've got to get the content
sorted out or the videos made so make sure you plan ahead be more strategic
promotional calendar
right just plan and think about what you're going to do rather than think oh my goodness is October it's November I'm
in the middle of it and I've not thought about it okay we want to avoid that pitfall so my top tip here is you create
a promotional calendar and write down how you intend to reach your sales goals for the next quarter what are you going
to do in September what are you going to do in October what are you gonna do in November and what are you going to do early December and then also around the
Christmas period you know Boxing Day and so on and so forth what are you gonna do write that down in a promotional
calendar take the time to plan now listen to the interview with sadaf and
Jim because Jim will share with you some of the things that they've thought about and so you know you'll get some more
ideas which is great top tip number two this may sound blinking obvious but I
have to say it anyway provide gift wrapping services right especially if your website offers
products that are gifts right so if people can come to your website and go you know what that would be great for my
friend Susan or my friend Simon or whoever I could buy that for them that's
great offer a gift wrap service because one it just makes it easier for the customer
right oh I don't have to give wrap it which is great and two you can actually add another one or two pounds to your
profit margin by offering raps service which increases the increases the average order value okay
so not only do you give a better customer service you actually increase your profits which is a beautiful thing
around Christmas so make sure you provide the gift wrap service and I get asked all the time is that something you
can charge for absolutely don't go crazy in your charging I think we tend to
stick to around four or five pounds or under in most of our sites so you know
what set in dollars maybe fight again the magic number five right stick to under five if you can or offered tiered
gift wrap so you could do a you know sort of a standard gift wrap which is five bucks and then like the super
luxurious gift wrap which maybe twenty bucks you know whatever it is that comes with a free teddy bear or whatever you know
think it through what could you do to add value in the gift wrap service that your clients could take advantage of and
that would increase profits for you tip number three right on your website
shipping dates
certainly around the end of October you have got to start putting on their clear
dates and time frames for shipping and delivery okay so you need to have on your website last
delivery date for the UK so this is what we do right we put on there this is if
you want to order in time for Christmas if you live in the UK you've got a water before this date if you live in Europe you've got a water before this date if
you live in the states you have to audit before this date so don't forget to give the last post and over Christmas for
your national and international deliveries on your website now to to understand what that information is your
course going to have to talk to your shipping company to get that information but get it put it on your website so
customers are informed around Christmas if they order now are they likely to get
it in time for Christmas yes or no tip number four is think ahead and try and
prevent returns
prevent returns right so what you don't want to do is sell a load of stuff before Christmas only to come back to
your office after Christmas to find most of it has been returned tricky in the
clothing industry I know but you know we'll get into how you prevent returns at a much later date in
a podcast you know we'll get into it much further but things like be really clear on your images use videos if you
can certainly if clothing or makeup or something like that involve people need to see it on people make sure your
descriptions are super super clear of products so that customers know exactly what it is that they are buying from you
and they get no surprises when they open their packages that's one of the key things right you don't want to
disappoint a client I was on a website earlier today um an advert for a product
came up on my facebook feed and it was for a digital clock and I thought all that looks interesting the way it looked in the photograph the clock looked quite
big and so I clicked through to the website and it looked quite big in all
the images and actually quite a lot of the reviews were like man this thing is tiny you look at the image and think
it's big but it's tiny and so some customer kindly put a photo in the
review of the clock next to a TV remote control so I could get some idea of size and you know what because of the way
that image looks yes it makes a clock look bigger so you might get more sales but more people are going to be
disappointed they're going to send it back to you and they're gonna write negative reviews okay so just be super super clear tip number one one two three
customer service
four five tip number five customerservice make sure your customers
know exactly how and when they can reach you over the customer over the Christmas
break right now we always talk about you know being great at customer service
being ready to offer your customers the best most hassle-free customer service
as possible right that should be your aim so that obviously when they're all ready stuff they want to know can I get
it in time for Christmas yes or no be clear about that and give them a super-fast service from your point of
view give them upgraded shipping options so they know that they can get it in time guaranteed shipping but let them know
when your customer service center is open and when it's closed I in all the years I've been doing this people never
complain if we don't answer the phone on Christmas day because they all appreciate where
home with the family right as we should be but we make that clear on the website so be really really clear tip number six
offers and discounts now around the Christmas period so start in sort of
under September early October it's gonna draw up people start to get into what I
like to call their buying frenzy right so there's no doubt about its sales generally go up around October December
sorry October November time can't remember my days now I think sales go up around that time okay so that's great
people are in a buying mood they are ready to buy now that doesn't mean you always have to discount your products to
get people to buy from you and in next week's podcast we're talking
specifically about Black Friday so if you want to know how to do Black Friday we're gonna get into that next week and
we'll talk much more about discounts and offers and so on and so forth and what that actually means you don't actually
have to discount you know to get in increase sales because if the discounts
are strips your profits what's the point right but because people are in a better buying mood and are more likely to buy
what offers could you give them maybe you want to do a scan I don't know but what are the offers what things can you
throw in there which is going to help them choose you and convert on your
website someone who's you know highly motivated buyer this is a good time make sure you capitalize on it okay the next
mobile ready
tip make sure your site is mobile ready now I have drummed on about this for so
long and but it is super super important okay every day I seem to come across a website this spent money advertising to
me on Facebook or through Google Ads and I look at it on my mobile phone and it is just all for to use it's not
working and I don't quite understand what's going on okay so remember over half your customers are going to be
shopping on their phones so take the time to optimize your mobile phone for
your Christmas sales for your Christmas promotions for whatever it is you're trying to do over Christmas
make sure it works on the mobile okay especially pay close attention to the
checkout because abandoned carts are a nightmare you don't want you don't want that you just don't want that okay tip
number eight if you do not sell them on your website then and if you're if
you're you know you're generating traffic and sales you want to add gift cards you want to add gift vouchers to
your website these are a great way to create customer engagement especially after your Christmas shipping date right
so if someone comes to your website Christmas Eve they're like I've gotta buy my mom a present what am I gonna get
her I know I'll get her a gift voucher from calm because they're a great
website and I know she loves them I'm gonna go onto the website I'm gonna buy gift voucher I'm gonna get that emailed to me instantly I can print it off and I
can give it to my mom and go hey mom Merry Christmas right so I feel like I've got a semi for Christmas and
definitely definitely make sure you have got the vouchers on your website okay
super super critical now one of the things that we did a few years ago with
vouchers which was really really fascinating and now bearing in mind with vouchers you're almost printing money in
some respects and it's there is a moral side to this which we'll get into in another podcast but with vouchers it's
true that not a hundred percent of people will redeem them right so on Jersey we reckon there's between and
% of people redeemed their vouchers okay so people buy the vouchers about
to percent of them get redeemed just bear that in mind in terms of how that's going to work for you but you can then
use those kind of stats if you've got that experience on your website to create really interesting ideas for
example we came across an idea a few years ago where it was running up to
Christmas and IKEA the the furniture store started selling Christmas trees
and they ran this promotion which says listen if you buy this Christmas tree from us which is retailing at say
bucks and if you buy this tree at bucks we will give you a gift out
to the value of bucks to spend in our store right so customers were looking at
this game man is almost like I'm getting a free Christmas tree and so they come along they got the Christmas tree they
were already IKEA they were going to go and buy other stuff say got him into the store and IKEA gave them a voucher and
when you look to the small print on that voucher it had to be redeemed in a very specific week between January and
February where sales are notoriously low right of course not everybody's going to
redeem that voucher and so I am sure IKEA one out in the tie and they're in
that so if you've got a product with high profit margins if you've got vouchered redemption stats that you
understand is there something like that that you could run on your website that's going to help you tip number nine
charity
is you know it is Christmas so let's think about other people and do something for charity right now what we
like to do here at Jersey last year for example we invited people to donate to a
charity that we were going to support over the Christmas period and we offered
to match donations okay so for example we supported a charity called imagine if
last year and the target was to raise two thousand pounds and in fact we
raised two and a half thousand pounds because our customers are super generous with the Jersey site which is great two
and a half thousand pounds is what about three and a half thousand dollars so we wanted to raise a couple of thousand pence for a very specific event that
imagine if we're doing and what they did is they opened up the big hole a big
Church Hall on Christmas Day and they invited the lonely and the elderly and
those maybe who couldn't afford to have Christmas dinner into the building and
they waited on them hand and foot they got a whole bunch of volunteers in and they give them presents and they cook
them Christmas dinner and it was wonderful and it was beautiful and actually they fed people on
Christmas Day in Liverpool in the UK and we got to
sponsor that a little bit and support that and it was brilliant to see so many people turn up and get fed and not be
lonely on Christmas and enjoy a good Christmas dinner and I cannot begin to tell you how good everybody here felt to
be involved with something like that right and Christmas is about charity as
much as it's about anything else you know and let's let's do something for
charity you know let's get out there and think what could we do for charity okay
tip number big fun and include your
customers in the festive spirit christmas is a time of charity and love
and you know it's Christ's birthday so it's quite an important day of the year
which is brilliant and I I you know I have to be honest with you Christmas is
fun
perhaps my favorite time of the year but you've also the thing about Christmas and family is all about fun and you've
got to have a laugh and you've got to have some fun and so make sure you do that my favorite memory of fun at
Christmas was a few years ago the staff the staff included me put on some
Christmas outfits and we got in a whole bunch of cars and we wrote our own Christmas song and we recorded our own
sort of version of a Christmas carpool video kind of thing and it was just brilliant and it took weeks to get all
the glitter out of my car I have to be honest with you but it was fantastic and if you want to see that video which he I
actually think is quite good video check it out I'll put a link at the on the show notes at madman CENTCOM to YouTube
where you can watch that right because it was fantastic so there are my top tips make sure ok
you start to plan early get involved in gift wrap be super clear on your shipping and delivery times for your
customers minimise your returns be super clear with customer service think about your offers and your
promotions and what you due to increase conversion pay attention to the mobile friendliness of your
website definitely definitely definitely do gif ouches and you can even be
creative with those do something for charity and have fun and include your
customers in that festive spirit there my top tips I hope you've got
something out of this and like I say keep on listening because after the news section
you're going to hear from sadef and jen and it's a it's a great little interview it's about minutes long where Jen's
going to share with you some real practical help and insight that she is doing for Jersey beauty company so check
that out we are now going to take a few minutes
to stop pause and review this week's ecommerce news all right so it's
back to school
September and kids are going back back to school this week yes are your kids going back to school they
are definitely going back to school my kids are at different ages to each other all kids of different ages unless you
have twins but I have kids in different schools and so they going back at
different times which is you know that's slightly contentious because one goes back to school two days before the other
one and of course that's not fair right but you know c'est la vie c'est la vie we were actually joking about this here
the day we're and I was talking to a school teacher and she was remarking how
whenever September comes running you say you kids back to school it seems to be that the first few days parents
literally open the door throw their kids in run off as quickly as they can because the summer break is over right
the six weeks of sheer torture has been done them and they're off so are you
gonna do that with your kids I am I am I'm very much looking forward to that so
Matt had a question I know your kids are much older now but back in the day when
you used to make their lunchboxes no okay well say you're making their lunchbox
yeah what are you putting in it well okay now if I was making a lunchbox it
would be different to if my wife was making their lunchbox I would tend to be quick easy and probably slightly
unhealthy where Sharon would have taken a bit more time and given them healthy
food although that said our policy from a very early age was they made their own packed lunch because they have to leave
at once every day so our kids as long as I can remember I've always made their own packed lunch but within very strict
boundaries if that makes sense so I would say what went in their lunchbox
would have been sandwich carrot sticks some notes bit of fruit I don't know
that kind of stuff it's been a while yeah yeah I'm not checked in recent all right well I'm in the process of
trying to figure out what to go what to put in lunchboxes okay hence why I asked and I'm sure there's many listeners out there who
might also be interested so thanks Matt a top tip I would tend to avoid anything
with sugar because they will just flip out around o'clock and then the teachers were not not appreciated so
I wouldn't put Coke in their lunchboxes I wouldn't but crisps or biscuits or any of that kind of stuff I was like here's
some nice food eat it and then you know the teachers will be thankful very thankful when your kids are not kicking
off at one o'clock kids might be thankful too one day
alright so moving on a few days ago in the in the news there was a news story
about a guy who was approached by a Washington State Trooper while he was sitting parked on the shoulder of a busy
highway him did you hear about that no all right so this trooper found this dude sitting in his car playing Pokemon
go on eight different phones like literally he had he had a foam board
yeah it is he had a foam board that was had slits in it and he had placed so he
made a proper I have you seen photos of this hmm so he actually made a board where he could put eight phones so he
could play pokemon go yeah and he was just sitting there on the hard shoulder playing Pokemon go okay did he get
arrested he didn't actually he didn't even get a ticket he just got a warning got away with a
warning there's no trooper joining the Pokemon guy I don't think he did but he must have
been sympathetic at least I with the whole Benson sorry if you played poker no I would not have been sympathetic to
that because you I hear about it all the time people you know doing crazy things because of Pokemon go just walking out
into traffic and all kinds of stuff it's just nurse it is nuts and I thought
that it was kind of dying down and kind of stopped hearing about it but
according to Forbes and app centric news outlets the app is currently pushing over two point four five billion dollars
in revenue since his debut in billion and that crazy Pokemon go mm-hmm
Balkan spoons that's a lot of money okay so I guess it's my turn to bring a news
item and although not much of what we've talked about is news well I suppose the Pokemon thing isn't it
UK consumers right there's an article has come out recently that I read about the sales of DVDs and CDs when was the
last time you bought a CD or DVD I can't even remember I don't remember
the last time I bought a DVD I remember giving away all of practically all of my
Andy collection because it's like I know you know what I tell you what happened right a few months ago we were with a
friend of ours Tony Tony if you listening hey hmm we were with a friend of ours Tony me and
Sharon with Tony and his wife Annie and we were talking about the TV series The West Wing have you ever watched no I
haven't seen it all that started it you started so he was talking about the West Wing and he said to Sharon I have you
watched the West Wing and I said no we have not seen the West Wing and bearing
in mind this was you know have a long ago West Wing game on and he's like he couldn't get his head around this because in his opinion the West Wing is
like the best TV series that's ever ever been done now he did political history
at university so he was gonna be well into the politics of it that's cool and so I didn't think anything else of it
and then a few days later this box arrives from Amazon and in it is the complete West Wing but I said but it's
on DVD right and so part of me is like Oh Tony this is super kind and generous over you to buy as the DVDs the problem
was we did not have a DVD player in the house to go and wash them right and so we had to rig up an old CD DVD play that
I managed to find the one that used to plug into USB port on your Mac right yeah Rimma download some software I can
now watch them so we have to watch these CDs or DVDs on a computer because I don't own a DVD player anymore that's
how crazy the world has gone anyway all of that said according to this
article CDs the sales of CDs and DVDs have plunged by almost /
in three months so in the last three months sales are fallen by % right as
as mind boggling baton a figure that is I'm not surprised
no I'm not surprised either and a part of me wonders why this didn't happen
earlier well I'm sure it has been but I mean it's properly falling off a cliff
now isn't it so there you go I hope you're I hope well I hope you're not
selling CDs and DVDs you know doesn't seem to be a growth industry maybe in years time it'll you know there'll be a
revival like that was with record players I don't know maybe I'll regret giving away all of those DVDs but you've
got that software now I've got that stuff right and I'm gonna hang on to West Wing just in case yeah that's great
thanks ed it [Music] that's the news so now let's get back to
it okay so Jan I have to be honest with you when I have seen Christmas stuff
why are people selling Christmas stuff so early
popping up in stores in October I get annoyed thinking why are people selling
Christmas stuff so early I'm guessing it's because people are buying that early or is there another
reason for it yeah I think typically and Jersey BT have found that sales tend to
drop off towards the end of descent towards the end of the first week of December so a lot of the sales are
taking place in October and November as people are planning for Christmas so the
jersey christmas sharp goes live in October and so that people can actually
see what's available and buy in advance of December okay so you're saying that a
lot of the profit that you're gonna be making mm-hmm for for the Christmas
stuff is actually going to be made about two months before the actual holiday
season yep that's right and a lot of work has gone into the Christmas shop well in advance of October so for
example if you're wanting to create a specific Christmas section on a website
your web developers might need about four weeks and to do that they might
want to take photographs of Christmas products and obviously for your shop then to have a section a Christmas
section that goes live in October you need to have started that a good few weeks before once the Jersey Christmas
section goes live obviously we need to have had details of the last shipping
dates for customers to see and so we need to be clear on those that needs to be up on the website and other things we
consider are and how the websites going to look are you going to have Christmas banners and I know you said about people
going into shops and not liking to see all the Christmas stuff too early but actually you need to put it in the the
customers eyes so I think Jersey have you know snow falling on banners and
things to get people in the festive spirit and and another thing that jay-z
consider in advance of the Christmas shop going live is that there will be people that are organized and buy stuff
straight away so if there's any specific packaging that you're gonna package up orders in you need to give them a
festive touch you need to have ordered that and have it ready in the warehouse for when people package up gifts that
are purchase from the Christmas section so is there any advantage for me as a
consumer to go shopping in October for Christmas presents for December I guess
it depends what kind of a consumer you are whether you're organized or last-minute and but a lot of promotions
that we do will be in October and November for the Christmas stock and also if the sooner you order it you're
guaranteed to receive it because there are you know last shipping dates you don't want to miss those and some items
might be really popular so they might go out of stock okay I mean I'm not always
that organized but good reasons to be organized all right so what has Jersey
done in the past that's been tried and tested and you know it works okay so um
Jersey runs most of their offers like I said October November they do do some Christmas offers in December and in
November jerseys were on a twelve days of Christmas so you might automatically think that should be the twelve days
leading up to Christmas but actually shoppers are probably bought online what they going to buy then so in order to
catch people as they're shopping they're twelve days of Christmas has run in the past from about the th of November and
that's included all kinds of things like a three four to one day a voucher for
money off another day a free headband a competition it could be anything but I
different offer each day and the you know the customers will get to see that on the website and on the emails they
receive as well they've done the tired days of Christmas and we offer gift vouchers and all of these Christmas
promotions will start making customers aware of them in our social media and the emails they receive from up
but so they'll know that their thing that they're going to happen so we have gift vouchers and you could obviously
run that clique quite close to Christmas and so that people can buy a gift voucher for a loved one or a friend and
we offer gift wrapping for a small cost people will often choose that because
then the gift is they've bought it it's ready wrapped and it's it's easy for them to give and closer to Christmas we
might upgrade the shipping from a hour to a hour shipping for free as
an incentive for people to to buy and also we sometimes I've offered a little
Hessian Santa sack and then they will get if they spend a certain amount and a
customer receives six free samples and that will be selected randomly for them
and that will be packaged up maybe with some chocolates in their order so it's just little extra little touches and put
a festive spin on on the gifts cool that sounds great before I ask you what your plans are for
plans for this Christmas
this Christmas talking about your promotions that you guys have done in the past are they mostly catered towards
your current customers or are they also for new customers so when you say that you've got promotions on your website
I'm guessing your current customers will be checking it all the time to see what
offers you've got but how do you bring new customers to your website for that is there any promotions or any way that
you advertise to them so our current customers who are sort of subscribing to
the emails who've ordered offers before I receive emails three times a week so
they'll have lots of information about the the offers that are happening and if a customer has never shopped before
we'll we'll have tiles on the web site specific tiles so they can see different
offers once they go on to a certain and company's page they will see offers
relevant to that part that brand and and also the social media channels of
Twitter Facebook Instagram will put lots of lots of different information there
about different ads and that obviously can be targeted to customers who've liked certain pages or who followers or who
follow you know some of the brand's we sell what are your plans for this Christmas okay so for this Christmas we
are planning to sell some jersey Christmas boxes so we currently sell
some Jersey beauty boxes and it's a box that you can buy and they're full of and
different all different brands of products some Dermalogica some Guinot
all kinds of different brands and it's a box that's you could give us a gift or you can keep for yourself as a treat but
we're going to do some with a Christmas spin so they'll have some festive touches in them so it's you can treat yourself or treat someone else and and
the box is a lovely gift box as well so we're going to do some Jersey Christmas boxes and we're also going to offer the
gift wrapping again we're going to offer the little Santa socks with some samples but and we might include them instead of
them being just one brands we might mix them up and have a few brands of samples so people can try something never tried
before and you'd have to spend a certain amount to qualify for that we'll also be offering the gift vouchers in addition
to about the Jersey Christmas boxes I think we're going to offer some boxes that are eco boxes so they might contain
products like and bamboo toothbrushes or shampoo bars and different products that
we've got to help people reduce the plastic the amount of plastic that they use in their lives and I think people
have become very aware of the amount of plastic we use so we're going to do a Christmas buck specifically for people
who are looking to reduce the amount of plastic that they use or if they've got a loved one that they know is concerned
about the amount of plastic where they can try some different end products
they're eco-friendly as well yeah that's a great incentive for people who are more eco aware mm-hmm
Jen what are your plans for Boxing Day okay so um Boxing Day and I think we are
going to offer a money off code so Jersey has tried and tested this before there's nobody in and obviously in that
Christmas period you have skeleton staff but the website is still open people can still buy and sew or just will still get
shipped the day after Boxing Day and and jerseys found that in the past and money
off code has worked better than a percent off so for example customers
prefer to see that they go in pounds off an order as opposed to percent off an order so I think the top tip
would be to keep it simple and just offer straight money off fist for Boxing
Day the % you stay away from that because otherwise people have to do the math and no I think just I think yeah I
think when people can see that they get in pounds off they don't have to start working out percentages and I
think jerseys just found that they just works better unless it's % off yeah obviously and
then people people like that Thank You Jen before you go do you have one main
piece of advice that you could give to our listeners who might be thinking about their own sales and/or promotions
for the Christmas season my piece of advice would be that if you are not
organized yet that you get your skates off and think through what promotions
you're gonna offer and start getting the assets you might need the package it whatever it is you need to make that
happen that you start doing that as soon as possible Thank You Jen really appreciate you
well my thanks again to Jen and to setup for taking the time to you know actually
outro
just record that interview which was great and it was fun to hear it I hope you enjoyed it I hope you are getting Christmas ready
like I said earlier may seem wrong to think about Christmas this early but it's really going to help you drive
those sales and I have a little notes here on my screen in front of me you
cannot see what's in front of me I appreciate this right so when I do these podcasts I have a note for each podcast
in Evernote and we use Evernote and it's brilliant it's wonderful and sad afters it'll help smooth a lot
of research and she puts it all together and she did this interview and in this note here she's put that Jen and set off
all the best so thanks again to Jen and said if you are the best skills well done it was awesome I really appreciate
that and especially your modesty you know what I mean you know your humility when talking
about Christmas is fantastic keep it up okay now make sure you subscribe to the
show wherever you get your podcast it is free and the show is full of great stuff about how to set up run and grow your
own e-commerce business so do make sure you subscribe to keep up to date and also we can connect on social media if
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mentioned this before I am I'm loving Instagram at the moment I'm trying to do this little weekly vlog on Instagram so
if you want a little bit more behind the scenes type stuff check out my Instagram
feed because there's a lot of IG TV stuff going on there at the moment as I said earlier all of the show notes for
today's episode links to the sponsors more information about the collab project the link to my social media
stuff and the link to the YouTube video the carpool karaoke are all gonna be at
my on my website met Edmondson comm thanks for listening and I'll be back next week as we talk about Black Friday
so you're definitely going to want to come and check that out until next time
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