January 23rd, 2008 | 2 MIN READ

Ecommerce Holiday Marketing Guide

Written by author_profile_images Linda Bustos

Linda is an ecommerce industry analyst and consultant specializing in conversion optimization and digital transformation.

Holiday MarketingThis post is a companion to today’s Webinar “12 Things Retailers Must Learn From Christmas ’07” and points to Get Elastic posts and other websites mentioned in the session, along with some additional resources you might find helpful.

Whether you caught the presentation or not you'll find this a handy reference for your holiday marketing planning.


• Full Holiday 2007 post-mortem from MarketingCharts.com
• Marketing Experiments has a great merchandising calendar that you can download.

Choosing the right promotions

Valentine's marketing ideas that can be applied to any holiday.
• Offering free shipping to Canada? How to optimize your site for it.

Off-site messaging

Examples of Facebook marketing creative and landing pages.

On-site messaging

• Future Now's 2007 Retail Customer Experience Survey results.
• Examples of Christmas home page designs.
• Palmer Web Marketing's post on saving stockout sales.
• Trigger email tip for recovering abandoned shopping carts with email, you can use this for low-stocked items sitting in an abandoned cart.
• Detailed post on shipping cutoff dates.
Store locator usability examples and tips.

Building trust

User Reviews: The Power of Social Commerce webinar replay and summary blog post.


• Example of the word-of-mouth effect that Zappos-type return shipping policies can have.

Essential email

12 Can't Miss Email Strategies for Online Retailers
webinar replay and summary blog post.
• Net-A-Porter's example of emailing your wishlist.
• If you're looking for inspiration on a particular season, check out RetailEmail.Blogspot's seasonal archive. From Breast Cancer Awareness Month to Earth Day, you can see screenshots of email campaigns and scan subject lines.

Masterful merchandising

Cross-selling dos and don'ts with examples from top online retailers.

Capturing last minute shoppers

We have several posts on this:

Last-minute holiday marketing tactics for online retailers
Optimizing your store for last minute shoppers
Tips for converting last minute shoppers
In-store pickup usability tips

• Upresent.com is the service that allows you to add gift notification services to your e-store.

You'll also enjoy our Webinar with Melissa Burdon of Future Now: 7 Simple Ways to Boost Your Holiday Conversion Rate.

Happy holiday marketing!

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