With Black Friday and Cyber Monday behind us, it is time to look forward to three important marketing dates in December: Green Monday, National Free Shipping Day, and Super Saturday. Let’s take a look at each of these dates, what makes them important, and some tips for taking using them to maximize your holiday email results.
Green Monday – December 12, 2022
Although the name may imply an environmental connection, Green Monday is all about the money. The event was created by Shopping.com in 2007 to promote what was historically their best online sales day. It occurs annually on the second Monday in December – a date that leaves at least ten days Christmas delivery. Shoppers recognize Green Monday as the last day to take advantage of holiday deals to purchase last-minute gifts. Over the years Green Monday has been broadly adopted by customers and brands alike, turning it into one of the busiest e-commerce days of the year.
Tips for Green Monday
Send Last Chance Shipping Alerts – Remind customers of the last day to purchase for holiday deliver. Personalize your message to the relevant holiday: Christmas, Hanukkah, Kwanza, or Diwali.
Send Gift Ideas – Gift buying procrastinators are typically frozen by a lack of ideas. Recommend items aimed at a variety of interests or different groups to eliminate the guesswork for these last-minute shoppers.
Gift One, Get One – Sure, it is better to give than to receive. But wouldn’t doing both be even better? Freshen up the traditional BOGO by bundling items then allowing last-minute shoppers to purchase a gift for a friend or family member and get something for themselves.
National Free Shipping Day December 14, 2022
Free Shipping Day was created in 2008 by the founders of Coupon Sherpa and FreeShipping.org in order to extend the online holiday shopping window beyond Cyber Monday. It is a one-day event held annually in mid-December that promotes free shipping with no minimum purchase in time for Christmas Eve.
Tips for National Free Shipping Day
Make Shipping Transparent – Customers love free shipping but fret about on-time delivery during the busy holiday period. Alleviate delivery fears by including a clear schedule in your email that defines when customers need to order to receive their purchases on time depending on shipping method.
Live Order Tracking – Another way to quell shipping worries is tell your customers they can track their orders via email. Adding a live order tracking feature to your transactional emails gives customers peace of mind and provides you with another opportunity to promote last-minute deals.
Super Saturday December 17, 2022
Super Saturday (AKA Panic Saturday) is the last Saturday before Christmas. It more or less marks the end of the holiday shopping season that kicked into high gear on Black Friday. Retailers typically use Super Saturday to target last-minute shoppers with one-day sales in order to drive more revenue than any other day in the holiday season.
Tips for Super Saturday
Promote Last-minute In-store and Online Deals – Super Saturday traditionally drives last-minute in-store traffic and if that’s your goal, email can certainly help. However, Super Saturday falls on December 17 this year, so there’s still plenty of time for shoppers to purchase online and take delivery before Christmas.
Segment Based on Proximity – Segment your list and target customers within driving or delivery distance with messaging that relieves anxiety about in-store crowds or missed delivery dates by promoting curbside pick-up or local delivery. For customers further afield, promote expedited shipping but be transparent about shipping options to ensure customer satisfaction.
When it comes to the holiday sales season, “It ain’t over till it’s over”. So, while big sales targets such as Black Friday and Cyber Monday over, three key dates remain in December. Use these tips to make the most of Green Monday, National Free Shipping Day, and Super Saturday in your email campaigns.