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Story by
diffractionfiber
Published on November 23, 2009 in How-To |
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Beth of DiffractionFiber held a very informative workshop in our Virtual Labs last week on promoting your Cyber Monday sales. Did you miss it? Hopefully these notes will help!
What is Cyber Monday?
Cyber Monday is the Monday after Thanksgiving. Traditionally (or at least how the media markets it), Black Friday, the Friday after Thanksgiving, is the time for big brick and mortar retailers to offer their huge deals on their wares. And Cyber Monday is the time for Internet retailers to do the same. What I suggest is to offer your deals and discounts the entire weekend, so from Friday through Monday.
What kind of deal should I offer?
Well that’s entirely up to you. People are out shopping in force, but they are also out for a good deal. Obviously, don’t offer more than you can afford. But your prices should have enough wiggle room and mark-up so that you can — on occasion — offer a discount. You can offer a percentage discount, Buy One Get One deals, or free shipping. Regardless of what you offer, make sure that your deals are clearly explained in your announcement and in the beginning of your descriptions. After all, a discount doesn’t mean much to a potential shopper if they don’t know what the price was originally.
How should I provide discounts in my Etsy shop?
This leads me to my next point, mark down ALL your designated listings before the sale starts. I do this on Thanksgiving night when I’m recovering from my turkey coma. That way customers can buy and pay and they aren’t waiting for revised invoices or refunds or anything. It makes their lives easier, it makes your life easier. Tip: Editing your listings and changing the price does not cost you any additional listing fees, and it bumps you up in Shop Local results (provided you have entered your geographical location).
What do I do leading up to the sale?
Plan your marketing strategy! Here are some ideas:
- Remember to tag your items with the sale tags Etsy is promoting this weekend! Read this Etsy blog post: Seller How-To: Get Involved With Black Friday and Cyber Monday Promotion to find out more.
- If you have a mailing list, send out an email blast on the morning of Black Friday announcing the sale.
- Purchase ad space on your favorite blogs. Either directly or through companies like Project Wonderful.
- Use social media like Twitter, Facebook, and MySpace to get the word out.
- Stock up on your most popular items so they can get mailed as soon as possible. That includes packaging and shipping supplies as well. That way you are ready to go!
- Look over your listings and be critical of your photos. If you have anything that might need some revision, now is the time to do it. It’s helpful to have a friend look over your shop with a critical eye. After all, you are so close to your listings; what seems obvious to you might be confusing for a potential shopper.
- If you don’t already sell internationally, do it now! It's easy, and you open your shop to so many more potential sales overseas. Probably a third of my customers are international. Just pick up some customs forms or order online from USPS or your country's postal website. These customs forms are simple to fill out and can still be used if you're scheduling a pick up. Make sure your international shipping profiles are all set up — it is about making it as easy as possible for your customer. To calculate prices just go to USPS.com and plug in the weight with a few far flung locales.
What do I do over the sale weekend?
Check Etsy often. Make sure everything stays in stock, consider upping the stock numbers prior to Thanksgiving weekend. I know it goes against common Etsy wisdom, but I consider it smart to up your numbers so that if a blog links to a listing, your listing stays as active and doesn’t show up as sold. Be sure to answer any Convos as soon as possible. You don’t want to keep customers wondering and waiting.
How quickly do I need to ship out my orders from the sale?
With, hopefully, an onslaught of purchases coming in, you need to consider how quickly you’ll be able to ship out new orders. Set a realistic expectation for being able to ship out orders. Customers would much rather know up front that they are going to be waiting five days for their orders to ship than to be left wondering. You can post the days you plan on shipping in your Shop Announcement.
What else can I do to wow my buyers?
Will you be offering gift wrapping? Gift tags? Shipping direct to the recipient? Figure all this out now and put it in your policy page. If you are able, I suggest offering all of these at no charge. They are little perks that few people will take you up on but will make you seem more generous and friendly. Nothing is worse than when you look like you are being cheap and trying to squeeze a buck from someone. Just buy some non-denominational holiday wrapping paper like snowflakes, and then whatever is left over I’m sure you can use for your own holiday wrapping.
How do you turn all these new customers into devotees?
First thing is of course exceeding their expectations, making them happy and providing a great product. You can consider including a coupon that is good in the slow months of January/February/March. You can ask if you can include them on your mailing list. Side note: NEVER automatically enroll people in your mailings, ALWAYS ask first.
Make sure you are including a business card in all your packages going out. If it's an item that is conducive to a branded tag or label, make sure to attach it. That way both the buyer and the recipient have your name in front of them for future purchases.
Try PrintRunner.com for hang tags, you can get 250 for $12, full color, fabulous quality. There are lots and lots of options out there for business cards. Moo.com sells small fun cards for something a little different.
What should I expect?
If you are brand new to Etsy with no followers, don’t expect to be blown over with sales. You have to have a following to get that sort of barrage. Think of it as a percentage increase. Just like selling on Etsy any time of year, the more you put in as far as marketing and publicity, the more you get out of it.
| Tags | black friday, business, cyber monday, holidays, promoting, sale, seller handbook, seller help, selling, tips, tutorials |
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207 comments Login to add your own!
EmmaGordonLondon
Brilliant tips - thank you!
I've done some of those already but will get onto the rest now...
candythomasgourdart
Very helpful information.Thank you!(I need all the help I can get!!!)
Earmark
super cute! We have banners in our shop too! http://earmark.etsy.com
Lilley
great tips and ideas thank you...I'm getting super excited now!! It was a big one for me last year so fingers crossed it'll be just as busy this year!
LadyLuLus
Excellent ideas!
Good luck to everyone this weekend, Happy Sales :)
unicornkidsstudios
Great information, thanks! Looking forward to another Cyber Monday sale!
dragonhouseofyuen
thank you for this great list!
looking forward to this weekend :)
poppyswickedgarden
Great article! Lots of really useful advice here DiffractionFiber, especially for those who are new on ETSY!
Good luck Everyone on the upcoming weekend! Wishing everyone Lots of sales:)
BizzieLizzie
Best of luck to all! Many sales your way! Thanks for the tips!
kjmoore
Thanks for the tips!! I'm new at this so all tips are welcome. Thanks Again!!!!
breadandroses
Thanks for the tips & let's hope Black Friday is a good one! Since Google Checkout online payment isn't yet integrated into Etsy's checkout process, I still have to generate my own invoices and find changing each listing price redundant & not a wise use of valuable time. Etsy - adding Google Checkout online payment processing any time soon? This will be the third holiday season without it for me. My customer's are happy using Google Checkout and more & more are asking to NOT pay w/ Paypal.
Serrelynda
Thanks for the words of wisdom. I alternate between looking forward to this weekend and being frightened.
wearingthepast
GREAT IDEA!! MY SHOP IS READY ALL MY SHOP IS IN SALE AND I HAVE FREE SHIPPING INT HE US! WHOOO!
SkeweredyCat
Wow. I didn't even realize there was a "Cyber Monday". Thanks for the heads up!
clevergirl
Great tips! Thanks!
Just wanted to remind folks that there are tons of Etsy sellers who make hang tags and cards for products!
(Just search for tags, hang tags, custom shop hang tags)
Some sellers also make printable tags- they email you a PDF that you can print at home, which is AWESOME if you realize you could use some tags but don't have time to order/wait for USPS:
blueskyclouds
I'll look forward to reading this in more depth once I get a moment. Thanks!
dreamypleasures
Thanks for the tips. I didn't think about offering to ship to the recipient. Added that to my front page.
riorita
Great advice. I also like your sense of humor:"...after recovering from my turkey coma"...
Waterrose
It was a great virtual lab....thanks for posting the notes here as well!
cassidycay
Wonderful Idea! I will offer free shipping over the shopping weekend!
AppleTreeHouse
Thanks for the advice...I am new to Etsy and can use all the advice I can get!
QuiltFinger
I'm so excited for Christmas! Check out my sale items! 40-50% off!
posystudio
Cyber Monday... I had no idea. I like the idea of offering a deal over the weekend. Thanks for the tips!
silentlanguages
Thanks for posting these notes!
I am offering free shipping on all the maps in my shop!
FABRINICO
Cyber Monday I learn new things everyday (here in Peru we don't have Thanksgiving)
blackbirdtees
All such great tips. Thanks so much, little diffractionfiber!
gilstrapdesigns
Thank you for the way that you explained Cyber Monday. You covered everything.
girlingearstudio
Wow, I can't say enough how great Etsy's articles are. Thanks so much!
vintagegirldezigns
I'm excited to participate and I'm all ready...I think:? Thanks!
onesweetpeach
Loved the tips and I learned a good bit......thanks....you rock.
mychildhooddolls
Thanks for the tips I must print off more business cards & stock up on tissue and packing.
EclecticOrchid
Thank you for the helpful tips! Hoping to implement some! Crossing fingers for a profitable weekend for all!
SaddleStitchStudio
Great ideas! I'm updating my tags right now and also figuring out free gift wrapping options :D
SunshineDaydreamz
Thanks for the great info! I'll be adding a coupon for Jan. & Feb. with any orders this month. That along with my sale :)
ChristmasGal
Thanks for the great tips. Very helpful! Can't wait to do a buy two/get one free on my Ice Cream Ornaments this weekend, and FREE SHIPPING on everything! Looking forward to the fun of the weekend! (And getting in on some good deals while doing a little shopping on Etsy, as well!)
http://www.etsy.com/view_listing.php?...
sapphiregem
Something I will definately be part of- roll on Etsy Sale Weekend !
SplendidLittleStars
Thanks for all the helpful information! Great additional idea, SunshineDaydreamz!
AmericanHandmade
Great information, Thank you. I'm so new to this. I just figured out how to use the featured items button. Just made my first sale & trying to figure the paypal thing out. I just Love ETSY.
Beegrl88
Thank you for the helpful tips! I linked it in the forums on a thread I started. :)
SixSkeins
Great tips but remember you have lots of sellers based outside the US who use different mailing companies to USPS!
1AEON
Thank you so much good idea, im about to make my own wrapping paper:)
HazelFisherCreations
Thanks for the advice :) This will be my first Christmas on Etsy, I hadn't even heard of Cyber Monday until fairly recently - I'm from the UK but most of my customers are from the US so I'm hoping it will be a good weekend!
perpetual3
Thank-you for the helpful tips that keep us challenged and aware of what is happening. Great info!
yourmominavolvo
These were some good tips- best of luck to all of you this weekend! ^__^
carolinasquirrell
Great tips, thanks!
I'm offering free shipping on most of my items all weekend!
1001Acessorios
Thanks for the info. It's great to have someone sharing big ideas!!
Kiss
1001 Acessorios
AstridWeigel
Thanks you for all this; I've just tagged some items so fingers crossed! By the way, I'm offering 10% discount on selected items like cushions and other things for the home - come and have a look!
happylake
Thanks! I'm havinf 15% off selected items and a gift for $20.00+ purchase!
emcee
thank you so much for the re-transcription, i got things witch were forgotten right after the chat!
RubyStudios
Beth, you make the coolest pillows. We ordered the great custom silhouette pillow you have. Thanks for sharing the helpful info!
zoijioz
Yep, I'm going to be editing all 100 of my items and then I'll edit them back again after the sale is over... Suuuuure.
How about a freaking shop discount system already!
-Z
HaroldandJane
I have to agree with zoijioz. I don't have 100 items, but a shop discount system would be AMAZING. Please, please, please?
whatzits
Great advice for a busy weekend. Good luck this season, everyone!
ForeverFiligree
I'll be offering a 15% discount on my entire shop (changing the prices while I add my new tags). Thanks for the info. Happy Holidays!
saranorris
Thanks so much for this article! There is so much helpful information and tips!
mjboutique
I've been trying to spend less time doing mindless administrative stuff and more time making new listings, how on earth can I stop everything to change my 100 listings so that I make less on them? That would be hours of work for negative pay. I've already spent hours working on them. There should be a discount system so at least I don't have to pay my time twice.
banyantreeclothing
...There should be a discount system ...
That would be a very good thing!
KellyJohnston
great tips - thanks!
i'm excited for a *hopefully* busy weekend ahead!
SWStitchery
Definitely good tips. Although I must say a shop discount system would make sale days a gazillion times easier. I can't see sellers with hundreds of items spending hours on changing all the prices just to have to change them back again :(
Please, please, please to a shop discount system <3
I'm nervous and excited all rolled into one for this weekend. Can't wait. I'm having a rare 20% off sale so stop for unique ornaments, art dolls, clothing, accs, home decor & more made w- an artistic eye, crazy attn to detail & a touch of madness ;)
Much luck to everyone this holiday season!
beckykazana
Wonderful suggestions! I'm so excited to ROCK The holidays this year! Wishing you all loads of sales!
xo-
B
blackbirdcottage
I have never heard of Cyber Monday before....living in Canada we don't have Black Friday either. Thanks for all the good tips tho. I will have to gear up for the next holiday/promotion! Hmm what would that be? Valentine's Day???
timesandchimes
Thanks for the tips, I think I have my shop all ready after spending lots of time tagging and shifting things around!
econica
these are great-great tips! Especially selling internationlally, there is no reason why not to have it set up.
3littlebirdsboutique
Thanks for the great advice!
Look for a whopping $25 OFF all of our girl's "one of a kind" dresses!
patriciasaabdesigns
Thanks much, great ideas! Have already changed about 25% of my shop to add volume discounts and free shipping!
Flowerleaf
This is an awesome article! It's going to help me out so much, thanks!! :-D
helenesmith
Fantastic article! I'm a newbie and hadn't even gotten to wrapping and gift cards, and would have forgotten. Thanks much!;)
saintesmariesjewelry
my shop is buy one get one half off!!! free shipping and gift wrap!~
mariansmale
It took a while, but after a whole day spent editing and retagging, my SALE IS NOW ON!!! 30-50% off a large selection of vintage, upcycled clothing & accessories...
tanjadlyn
Great News! I always include a sweet wash cloth or burp cloth with our company tags swen in! company tags have our .com printed on it. Every time they use the item, they can think of me! Try it!
tanjadlyn
Great News! I include a sweet wash cloth or burp with my tags swen in! Tags have my etsy.com on it, this way they can think of me when they use!
Try it!
jewelsbyldesigns
Great article with wonderful tips, thank you for sharing. :)
createology
Thank you so much Mary and etsy for the tips and help. My tags now reflect specials of free shipping and holiday sale. You are the best!
bigworldlittleplanet
Great advice! Thank you! I am also having a sale this weekend. Happy Cyber Monday!
SnippetyGibbet
I'm excited for Cyber Monday to get here. Finding that you have a sale is like Christmas morning anyway.
emmylucy
You answered my question!! Thanks a bunch...I've proceeded with free shipping on Christmas items, and free shipping over $20.
I love these "advice" columns.
felicitycrew
Great article, thanks!
I also have a sale going on thru Cyber Monday:
http://www.etsy.com/shop.php?user_id=...





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lovley~~!!
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