Q4: What to expect at Christmas 2021?
The fourth quarter of each year (October, November, and December), known as Q4, is a crucial period for online commerce.
Therefore, to make the most of this period when online sales explode, it is important for online store owners to prepare well to offer internet users products that can satisfy them during this festive season.
This preparation must include implementing a winning marketing strategy, which we will detail with advice from our Shopify Experts consultants.
In this article, we will cover:
• What are the particularities of Q4 compared to the rest of the year for e-commerce?
• What Q4 events should you prepare for?
• What are the winning Q4 products?
- How to prepare for Q4?
What are the particularities of Q4 compared to the rest of the year for e-commerce?
The last three months of the year are a period when the online purchase rate explodes (an increase of 15 to 20%). It is therefore the ideal time to launch an online sales site or to achieve good sales figures for those who already have one.
Moreover, studies have shown that each year, Q4 e-commerce sales increase. This increase is even more significant with the COVID-19 pandemic, which necessitates social distancing. Thus, many prefer to shop online.
However, knowing that there are many online shoppers during this period, the cost of social media advertising also increases. Fortunately, this expense will quickly be offset by the revenue generated.
• During Q4, the online purchase rate increases significantly.
• Q4 online sales are growing even more due to the Corona virus pandemic.
• During Q4, the cost of social media marketing increases.
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What are the fourth quarter events you need to prepare for?
Several celebrations and events take place during these last three months of the year. This explains the significant purchases observed in online stores. These include Halloween, celebrated at the end of October, which leads to numerous expenditures on costumes, candy, and decorations.
Thanksgiving comes in second at the end of November but is celebrated more in the United States, Canada, and a few other countries. Black Friday also occurs at the end of November and represents the world's largest commercial event.
Then comes Christmas on December 25th, which causes e-commerce to boom for several weeks, even after the holiday, for the resale of unwanted gifts.
• Halloween and Thanksgiving, Anglo-Saxon holidays, lead to numerous purchases in certain countries.
• Black Friday, at the end of November, is the world's biggest commercial event.
• Christmas causes sales to explode for several weeks.
What are the winning products?
Given the large number of traditional and online stores, to stand out, you will need to focus on products that can trigger purchases.
For the various holidays during the last quarter of the year, most purchases are gifts for someone. Focus on leisure items (like games and others), which are highly sought after.
Small products grouped in a package also generally have an impact, such as a set of perfume, shower gel, deodorant... or a manicure kit, for example. Unusual and uncommon items are very often sought after, to offer original gifts that can impress and please.
• During Q4, most purchased products are gifts for someone.
• Focus on leisure-related items and products packaged in sets.
• Unusual and uncommon items are in high demand.
How to prepare your online store for a successful Q4?
For a successful Q4, it is necessary to prepare your online store well, to receive a maximum number of visits leading to purchases.
The first strategy is to set up an email sequence for abandoned carts, which will allow you to recover lost revenue for free.
Then, given the influx of customers to online stores during this season, it would be beneficial to hire a virtual customer service advisor.
To attract customers, special discounts are a very effective trick. Also, focus on bundled product offers at reduced prices. To anticipate these needs, you can implement a Shopify marketing strategy.
Because with the multiple expenses generated by the end-of-year holidays, promotional items generally find takers. Also, remember to test your advertisements in advance, to choose the best one and keep your advertising costs at the lowest level.
• Set up an email sequence for abandoned carts to recover lost revenue for free.
• Hire a virtual customer service advisor.
• Focus on discounted products and advertising tested in advance.
In summary...?
• During Q4 (the last quarter of the year), the online sales rate increases significantly. This growth is projected to increase in the coming years, even more so in recent years, due to the Coronavirus pandemic.
• Several holidays and events taking place during the last quarter of the year explain the high level of product sales online: these include Halloween, Thanksgiving, Black Friday, and Christmas.
• The popular products during Q4 are products that can be offered as gifts, such as leisure items, products sold in sets, and unusual, therefore original, items.
• Good preparation of your online store for Q4 involves setting up an email sequence for abandoned carts, hiring a virtual assistant, lowering product prices, and advertising prepared and tested in advance.
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