| "Black Friday" has just passed, marking the | | | | sure what to buy, or who needs a last-minute |
| traditional start of the holiday shopping season. | | | | gift. TIP: Make sure your shopping cart ships gift |
| Web sales are already at a record high this year | | | | certificates free.5. Wrap it up. |
| and the fourth quarter of 2004 is projected to | | | | Offer to wrap and ship a gift directly to the |
| bring in $22 billion in online sales alone - a whole | | | | recipient for a small |
| third of the sales for the entire year. (Source: | | | | fee. You'll earn loyalty from your customers if |
| eMarketer.com)And since Friday, your in-box has | | | | you can help them out during a busy, stressful |
| been overflowing with all those new orders... | | | | time.6. "Will it get there on time?" |
| right?Or maybe not.If you're like many small | | | | Concerns about delivery are at the top of Web |
| retailers, you've waited until the last | | | | shoppers' lists. |
| minute to start thinking about your online holiday | | | | Overcome their uncertainty by posting |
| sales. You've been too busy, too short-staffed, | | | | information about shipping times, order cut-off |
| too distracted, or perhaps even too confused to | | | | dates for holiday delivery, and express delivery |
| take the necessary steps to get your Web site | | | | options in a conspicuous place.7. SHOUT! |
| ship-shape for the holidays.Don't despair! you can | | | | NOW is the time to toot your own horn and help |
| still take advantage of the holiday sales season | | | | people remember that |
| ifyou take immediate action.Here are seven things | | | | your products and services make great gifts. |
| you can do RIGHT NOW to boost your online | | | | Email the folks on your mailing list at least once a |
| holiday sales this year.1. "Hello, is anybody home?" | | | | week until the end of the holiday season. Pick a |
| Update your Web site. If your home page still | | | | different gift product to feature with each email, |
| boasts "Summer | | | | and be sure to include a direct link to the product |
| Specials," this means you! Put photos of your | | | | page. Also, work the phones. Don't be afraid to be |
| best sellers out front, and highlight any holiday | | | | low-tech! Pick up the phone and call your 10 best |
| specials.2. Use the power of suggestion. | | | | customers to let them know about your great |
| Make it easy for shoppers to figure out what to | | | | holiday deals.Although there are lots of things you |
| buy. Try adding a | | | | can do to jumpstart your online holiday sales, |
| "Great Gift Ideas" list on your home page with | | | | there's one thing you *shouldn't* do right |
| links to each product. Better yet, organize the list | | | | now.DON'T try to give your web site or |
| into categories: "Gifts Under $20," "Stocking | | | | e-commerce system a major overhaul during the |
| Stuffers," "Gifts for Kids," "Gifts for Him/Her," | | | | peak season. The last thing you and your |
| etc.3. Bundle it. | | | | customers need is to deal with echnical glitches or |
| Combine popular items into a "gift set" that | | | | lost orders during the holiday crunch. If you're |
| shoppers can add to their carts with one click. | | | | panning a major upgrade, wait until January when |
| Package them together in an attractive gift box | | | | things are a little slower and there will be minimal |
| or basket. Be sure to display a photo of the gift | | | | disruption to your customers.© Copyright |
| packaging.4. Sell the gift that always fits. | | | | 2004 Jamila White. All rights reserved. |
| Offer gift certificates for the shopper that isn't | | | | |