10 Tips for last-minute holiday sales

Whether your business is brick and mortar or 100% online, the last few weeks of the year can represent a big opportunity for sales. This year has been challenging for many retailers, so you may need to try some new tactics to capture that last-minute revenue. Here are 10 tips to take advantage of the season of giving to boost your sales. 

1. Make gift giving as easy as possible

You want to make it easy for customers to buy their holiday gifts from you. To do this, you can:

• Offer online gift cards. Some people aren’t willing or able to go into a store to buy a gift, or they want to easily send a gift to someone they won’t see for the holidays. Companies like GiftFly and GiftUp offer digital gift card services for businesses.
• Offer gift wrapping. This is a great way to add value to a purchase. You can wrap gifts that are bought in your store or even ship gifts already wrapped.
• Provide convenient delivery options. Your business may already routinely ship purchases, but some local stores don’t. Consider providing local delivery, either by your own staff or a delivery company. Or, offer curbside pickup, with purchases concealed in paper bags or boxes so you don’t give away the surprise!

Related: Update your business website with this checklist 

2. Have a flash sale

If you have specific merchandise you’d like to see fly out the door, consider a flash sale. 

• Create urgency: Run a short-term promotion, lasting only a day or a few hours, on a select group of items to motivate quick purchase decisions.
• Promote across channels: Announce the flash sale through email newsletters and social media to generate a rapid influx of traffic and interest.
• Drive revenue and clear stock: A well-executed flash sale can not only drive immediate revenue but also help clear out seasonal inventory. 

Related: 6 Local marketing tips for small businesses

3. Bundle products

Put two or more complimentary products together and offer them for a slightly lower price than you’d charge individually. 

• Group complementary items: Combine related products and offer them at a discounted bundle price.
• Introduce new products: Product bundles are an effective way to introduce customers to new or less-familiar items.
• Increase transaction size: This strategy naturally increases the average order value with minimal additional marketing effort.  

4. Create a subscription model

For food and beverage products in particular, a subscription can make a great gift and be a year-round revenue-generator. 

• Offer "giftable" subscriptions: Frame your subscription service for products like coffee, curated foods, or apparel as an excellent gift that lasts all year.
• Generate predictable income: Subscriptions create a reliable and recurring revenue model that extends far beyond the holiday season.
• Foster long-term relationships: This model helps build lasting customer loyalty that turns a one-time gift recipient into a long-term brand advocate.  

5. Send a greeting

Sending a holiday greeting to your customers may be the thing that reminds them about an item you carry or a service you offer. 

• Send a non-promotional message: Mail a holiday card or send an email that expresses gratitude for your customers' support without a sales pitch.
• Strengthen brand loyalty: A simple, authentic greeting reinforces your brand's values and builds a stronger community.
• Drive organic sales: This authentic engagement often reminds customers of your business, leading to organic, goodwill-driven purchases. 

6. Launch "Last-Minute Lifesaver" campaigns

Directly target procrastinating shoppers by positioning your brand as their ultimate solution in the final days before the holiday.

• Run targeted digital ads: Use keywords like "last minute gift ideas" or "fast shipping gifts" in your search and social media advertising.
• Create "urgency" email sequences: Send dedicated emails to your subscribers that highlight express shipping deadlines and in-store pickup options.
• Craft solution-oriented messaging: Position your products as the perfect, stress-free solution for shoppers who have run out of time.

7. Build instant trust with social proof

For undecided shoppers, seeing that others have had a positive experience with your brand can be the final nudge they need to make a purchase.

• Showcase customer reviews: Feature positive testimonials prominently on your product pages and homepage.
• Feature user-generated content (UGC): Display photos and posts from real customers enjoying your products to create authenticity.
• Display trust badges: Prominently show secure payment icons (SSL certificates, PayPal) and satisfaction guarantees to reassure hesitant buyers.

Related: The small business guide to social commerce: How to boost your sales on social media

8. Optimize the mobile shopping experience

A significant portion of last-minute shopping occurs on smartphones. A seamless mobile experience is critical to converting this traffic into sales.

• Ensure website responsiveness: Your website must load quickly and display correctly on all mobile devices.
• Enable mobile-friendly payments: Integrate options like Apple Pay, Google Pay, or PayPal to allow for fast, one-click purchasing.
• Simplify site navigation: Make sure shoppers can find products, view their cart, and check out with minimal tapping and scrolling.

9. Streamline your checkout process

Cart abandonment is a major challenge for online retailers. Simplifying the path to purchase can dramatically increase your conversion rate.

• Reduce required fields: Remove any unnecessary steps or fields from your checkout form to make it as fast as possible.
• Offer a guest checkout option: Do not force users to create an account to make a purchase, as this is a common point of friction.
• Provide full cost transparency: Clearly display all costs upfront, including shipping and taxes, to avoid surprises that lead to abandoned carts.

10. Capture post-holiday spending

The sales opportunity does not end on the day of the holiday. A smart post-holiday strategy can capture a final wave of revenue.

• Launch a "Treat Yourself" campaign: Run a sale immediately after the holiday to appeal to customers who received gift cards or cash.
• Run a clearance sale: Use this time to clear out remaining holiday inventory and make room for new products.
• Engage new customers: Send exclusive offers to the new customers you acquired during the holiday season to encourage their second purchase and build long-term loyalty.

Despite all we have to do this time of year, it’s important to pull out all the stops to get those year-end sales in. You don’t want to look back in January and think about what else you could have done. So try a few of these sales ideas and see if you can boost your sales before the new year.