Nederlands
The final quarter of the year has arrived, and the holiday season is quickly approaching. Alongside Sinterklaas and Christmas, there are other international discount events, such as China’s Singles Day (November 11), the American Black Friday (November 29), and Cyber Monday (December 2), which have now firmly taken root in Europe. For many online stores, this is the perfect opportunity to boost sales. A solid preparation is essential to make the most of this busy period. Here are five up-to-date tips to prepare for the upcoming holidays.
Forecast and analyze based on data
In 2023, Dutch consumers spent over €10.8 billion at online stores in the final quarter, an increase of almost 7% compared to 2022. The last quarter typically sees a peak of 30-35% compared to the rest of the year. Look at your own sales data from past years, especially if you’ve been in the market for a while. Use data analysis to identify patterns and make an accurate prediction of the number of orders you can expect this year. This allows you to better align your inventory and ensure that popular items don’t sell out too quickly. Machine learning tools and AI-driven analysis, which have become more accessible in 2024, can be helpful here.
Identify your specific peak moments
The impact of holidays like Sinterklaas and Christmas is felt by nearly every online store, but discount days like Singles Day, Black Friday, and Cyber Monday aren’t necessarily relevant to everyone. Perhaps you don’t participate in discount events at all, or maybe your focus is on other moments more relevant to your niche market. In 2024, we also see many companies emphasizing sustainability and offering smaller discounts, which can attract a different group of consumers. Determine your own peak moments and ensure you’re prepared for them.
Communicate promptly with your partners
Logistical pressure during the holiday season continues to grow. In 2023, we once again saw delivery services struggling to keep up with timely deliveries. In 2024, AI-driven logistics solutions may provide some relief, but maintaining close contact with your logistics partners remains essential. Give them timely notice of the additional orders you expect and discuss how they can accommodate this, perhaps by deploying extra staff or extended work hours. With the rise of flexible delivery options, some bottlenecks can be managed, but clear agreements are still crucial.
Manage customer expectations
In 2024 the e-commerce industry remains busy, and there is a risk that orders will arrive later than usual, especially during peak times leading up to Sinterklaas and Christmas. Communicate clearly with your customers about possible delays and encourage them to order early. Smart tools like personalized emails and notifications can automatically inform customers about expected delivery times or delays. Also, consider setting up a dedicated page on your website with information about holiday shipping deadlines.
Optimize your customer service and return process
More orders often mean more inquiries and returns. In 2024, customers expect increasingly rapid responses from customer service teams, often within hours. Make sure your team is well-prepared and, if necessary, scale up with additional staff, especially for chat and email support. The return process can also be made more efficient. Use smart return tools to speed up the process and replenish stock faster. By implementing automated systems, returns can be processed more quickly, which not only boosts customer satisfaction but also improves your inventory management.
Finally: Make it festive!
During the holiday season, it’s not only about efficiency but also about the experience. Give your online store a festive look!
Are you handling everything yourself but finding the logistical pressure too much? Consider outsourcing your online store’s logistics. This has many benefits, as explained in this blog. Want to know more about how to optimize your logistics for the holidays? Feel free to contact us for personalized advice!
