{"id":3313,"date":"2017-12-07T19:25:27","date_gmt":"2017-12-07T19:25:27","guid":{"rendered":"https:\/\/mdlst2020prod.wpengine.com\/blog\/?p=3313"},"modified":"2017-12-07T19:25:27","modified_gmt":"2017-12-07T19:25:27","slug":"holiday-tips-part-1-pricing-strategy-holidays","status":"publish","type":"post","link":"https:\/\/www.modalyst.co\/blog\/holiday-tips-part-1-pricing-strategy-holidays\/","title":{"rendered":"Holiday Tips Part 1 : What Should Your Pricing Strategy Be for the Holidays?"},"content":{"rendered":"<div class=\"pk-content-block pk-block-bg pk-block-bg-light\">This is Part 1 in our new series on ways to prepare your online business for the Holidays.<\/div>\n<p>It\u2019s practically tradition for the holiday season to mean great deals, starting with Black Friday through to the classic after-Christmas and New Year\u2019s clearance sales.<\/p>\n<p>According to <a href=\"https:\/\/www2.deloitte.com\/content\/dam\/Deloitte\/us\/Documents\/consumer-business\/us-cb-holiday-survey-report-2017.pdf\">Deloitte\u2019s 2017 holiday survey<\/a>, these sales have become so reliable that 44% of participants said that they wait for holiday sales to make big-ticket purchases, and 42% said that they only purchase sale items when holiday shopping because they know that their desired items will eventually go on sale.<\/p>\n<p>These holiday promotions can often be a win-win for businesses and their customers. They help clear out old inventory and generate spikes in revenue as the year comes to a close. On the other hand, they can also put businesses in a risky \u201crace to the bottom\u201d to beat out their competitors and win over customers, ultimately resulting in low profit margins that small businesses may not be able to afford.<\/p>\n<p>Before choosing a holiday pricing strategy, it\u2019s important to take a 360-degree view of your business and the competitive landscape, in addition to evaluating some strategies that can help to preserve profit margins.<\/p>\n<p>List of strategies include:<\/p>\n<ol class=\"pk-list-styled\">\n<li><strong>Calculate Your Minimum Price<\/strong><\/li>\n<li><strong>Do Your Own Market Research<\/strong><\/li>\n<li><strong>Proactively Gauge Demand<\/strong><\/li>\n<li><strong>Do Competitor Research<\/strong><\/li>\n<li><strong>Statistics Say Free Shipping Is King<\/strong><\/li>\n<li><strong>Margin-Preserving Pricing Strategies<\/strong><\/li>\n<li><strong>Emphasize Value Year Round<\/strong><\/li>\n<\/ol>\n<h4>Calculate Your Minimum Price<\/h4>\n<p>Before considering any promotional strategies, businesses should have a solid grasp on their costs and how they may fluctuate during the season, including:<\/p>\n<ul class=\"pk-list-styled\">\n<li>Purchasing and production costs: Does the holiday surge change costs for raw materials or agreements with your suppliers?<\/li>\n<li>Staff salary: Will you need to pay overtime hours or hire seasonal staff to keep up with demand?<\/li>\n<li>Partner fees: If you\u2019re selling or dropshipping from a marketplace or other partner, are prices fluctuating?<\/li>\n<li>Shipping costs: Are backed up orders and a busier marketplace causing a spike in delivery costs?<\/li>\n<li>Marketing and advertising: Are you paying extra for promotions, like buying ads and running digital marketing campaigns?<\/li>\n<\/ul>\n<div class=\"pk-content-block pk-block-bg pk-block-bg-light\"><strong>In addition to operational costs, do some research to see if any of your suppliers are offering special deals on bulk purchases, which can help give you some padding on promotions without eating into your bottom line.<\/strong><\/div>\n<h4>Do Your Own Market Research<\/h4>\n<p>It\u2019s hard to tell whether you really need to offer a certain discount or promotion to land the sale, or if the customer was going to purchase from you regardless.<\/p>\n<p>One of the best ways to gauge which offers are truly effective is to check your analytics performance. Look at key metrics from last year\u2019s holiday season, like:<\/p>\n<ul class=\"pk-list-styled\">\n<li>Which time periods brought the biggest spikes?<\/li>\n<li>What were the most popular items sold?<\/li>\n<li>What was the average order value?<\/li>\n<li>How did your previous holiday pricing strategies perform?<\/li>\n<li>Which strategies brought the highest ratio of profit margin? The lowest?<\/li>\n<\/ul>\n<div class=\"pk-content-block pk-block-bg pk-block-bg-light\"><strong>Keep in mind that just because a strategy brought higher sales volume, it doesn\u2019t necessarily mean that it increased your margins.<\/strong><\/div>\n<h4>Proactively Gauge Demand<\/h4>\n<p>To see how many customers were actively searching for deals before the holidays, <a href=\"https:\/\/www.pendleton-usa.com\/\">Pendleton<\/a> had a brilliant idea to encourage shoppers to sign up for early notification of holiday sales. This way, the company could gauge the interest of their shoppers while keeping these more price-conscious shoppers engaged.<\/p>\n<p><a href=\"http:\/\/new.modalyst.co\/wp-content\/uploads\/2017\/12\/Screen-Shot-2017-12-06-at-5.24.22-PM.png\"><img fetchpriority=\"high\" decoding=\"async\" src=\"http:\/\/new.modalyst.co\/wp-content\/uploads\/2017\/12\/Screen-Shot-2017-12-06-at-5.24.22-PM-300x171.png\" alt=\"\" width=\"565\" height=\"322\" \/><\/a>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 source : <a href=\"https:\/\/blog.justuno.com\/e-commerce-sales-promotions-converting-holiday-shoppers\">Juno<\/a><\/p>\n<h4>Do Competitor Research<\/h4>\n<p>You\u2019ll also want to tap into what your competitors are doing. You can do this manually by periodically going to your competitors\u2019 websites and recording this information, or you can solicit the help of a specialized tool that will do all the dirty work for you.<\/p>\n<p>If you\u2019re interested in having competitive research handed to you on a silver e-platter, look at a competitor price tracker like <a href=\"https:\/\/prisync.com\/\">Prisync<\/a> or <a href=\"https:\/\/www.import.io\/solutions\/price-monitoring\/\">Import.io<\/a> that automatically scrapes this information and delivers it through on-demand reporting.<\/p>\n<p><a href=\"http:\/\/new.modalyst.co\/wp-content\/uploads\/2017\/12\/Screen-Shot-2017-12-07-at-1.24.39-PM.png\"><img decoding=\"async\" src=\"http:\/\/new.modalyst.co\/wp-content\/uploads\/2017\/12\/Screen-Shot-2017-12-07-at-1.24.39-PM-300x172.png\" alt=\"\" width=\"527\" height=\"302\" \/><\/a>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Image credit: <a href=\"https:\/\/www.import.io\/solutions\/price-monitoring\/\">Import.io<\/a><\/p>\n<h4>Statistics Say Free Shipping Is King<\/h4>\n<p>There are a handful of classic strategies that e-commerce companies rely on for the holidays, but key 2017 surveys are showing that this is the year of free shipping.<\/p>\n<p>In <a href=\"https:\/\/www2.deloitte.com\/content\/dam\/Deloitte\/us\/Documents\/consumer-business\/us-cb-holiday-survey-report-2017.pdf\">Deloitte\u2019s holiday survey<\/a>, 72% of participants said that they plan to take advantage of it, followed by 44% who plan to take advantage of easy returns and 42% for price matching.<\/p>\n<p><a href=\"http:\/\/new.modalyst.co\/wp-content\/uploads\/2017\/12\/Screen-Shot-2017-12-07-at-1.36.34-PM.png\"><img decoding=\"async\" src=\"http:\/\/new.modalyst.co\/wp-content\/uploads\/2017\/12\/Screen-Shot-2017-12-07-at-1.36.34-PM-300x163.png\" alt=\"\" width=\"744\" height=\"405\" \/><\/a>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Image : <a href=\"https:\/\/www2.deloitte.com\/content\/dam\/Deloitte\/us\/Documents\/consumer-business\/us-cb-holiday-survey-report-2017.pdf\">Deliotte<\/a><\/p>\n<p>The same survey also said that the top three reasons participants chose to shop online over in-store were convenience, saving time, and free shipping. To confirm this sentiment, a 2017 holiday survey by BDO showed that 21% of consumers claimed <a href=\"https:\/\/www.bdo.com\/insights\/industries\/retail-consumer-products\/2017-bdo-retail-cxo-holiday-survey\">free shipping will have the biggest influence<\/a> on their holiday shopping decisions.<\/p>\n<p>It\u2019s safe to say that people really love free shipping. And that\u2019s no surprise, since it offers <a href=\"https:\/\/mdlst2020prod.wpengine.com\/blog\/2017\/07\/23\/benefits-offering-free-shipping\/\">plenty of benefits<\/a> like increased sales revenue and order value, and overall happier customers.<\/p>\n<p>After crunching the numbers and doing some competitor research, consider this strategy for your own store.<\/p>\n<p>Keep in mind that it can be a great holiday offer, but paying these costs out-of-pocket can also eat into your margins. You\u2019ll also want to ensure that you have the financial flexibility and software infrastructure to handle these requests.<\/p>\n<p>If you\u2019re hesitant to offer free shipping across the board, consider some variations like offering it:<\/p>\n<ul class=\"pk-list-styled\">\n<li>With minimum purchase amounts, like orders over $100<\/li>\n<li>For certain items only<\/li>\n<li>During specific time periods, like three weeks before Christmas only<\/li>\n<li>Only on returned items but not the original delivery<\/li>\n<\/ul>\n<p>One way to make sure you don&#8217;t lose money is to include the shipping cost into the price of the item but offer &#8220;free shipping.&#8221;<\/p>\n<p><a href=\"https:\/\/mdlst2020prod.wpengine.com\">Modalyst<\/a> now offers the ability to automatically add in the shipping costs when adding products to your store so you never have to worry about your margins.<\/p>\n<p>Another option is offering flat-rate shipping. This may encourage larger purchases since customers will pay the same shipping rate regardless. To build loyalty in addition to offering free shipping, work it into a subscription or loyalty program like Amazon did with its <a href=\"https:\/\/www.amazon.com\/Subscribe-Save\/b?ie=UTF8&amp;node=5856181011\">Subscribe &amp; Save<\/a> program.<\/p>\n<p><a href=\"http:\/\/new.modalyst.co\/wp-content\/uploads\/2017\/12\/Screen-Shot-2017-12-07-at-1.42.43-PM.png\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/new.modalyst.co\/wp-content\/uploads\/2017\/12\/Screen-Shot-2017-12-07-at-1.42.43-PM-300x141.png\" alt=\"\" width=\"536\" height=\"252\" \/><\/a>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Image credit: <a href=\"https:\/\/ignitiondeck.com\/id\/bundling-e-commerce-products\/\">IgnitionDeck<\/a><\/p>\n<h4>Margin-Preserving Pricing Strategies<\/h4>\n<p>Instead of blasting out sales and discounting everything to bring in high volumes of customers at the expense of your profits, consider some alternative strategies that can help preserve your margins.<\/p>\n<p>These can be life-savers for businesses that simply can\u2019t afford the race to the bottom in competition with big-name marketplaces like Amazon.<\/p>\n<h5>Step Discounts<\/h5>\n<p>Step discounts can help to encourage customers to spend a bigger slice of their holiday budget at your store, instead of spreading out smaller purchases across multiple stores.<\/p>\n<p>For example, depending on your product line and average sale totals, you can offer a 5% discount for purchases over $100, 10% for purchases over $250, and 15% off for purchases over $500.<\/p>\n<h5>Flash Sales<\/h5>\n<p>Keep in mind that flash sales should be around a specific product. Focusing on a single product helps build a higher urgency to buy while ensuring that customers aren\u2019t expecting a similar store-wide discount in the future.<\/p>\n<p>This could deter customers from making future purchases, as they might feel that your inventory isn\u2019t worth purchasing at full price, if it will inevitably be on sale again soon.<\/p>\n<p>Take for example <a href=\"https:\/\/www.watches.com\/\">Watches.com<\/a>\u2019s flash sale for the Xeriscope Squared automatic watch.<\/p>\n<p><a href=\"http:\/\/new.modalyst.co\/wp-content\/uploads\/2017\/12\/Screen-Shot-2017-12-07-at-1.44.12-PM.png\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/new.modalyst.co\/wp-content\/uploads\/2017\/12\/Screen-Shot-2017-12-07-at-1.44.12-PM-300x161.png\" alt=\"\" width=\"605\" height=\"325\" \/><\/a>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Image credit: <a href=\"https:\/\/blog.justuno.com\/e-commerce-sales-promotions-converting-holiday-shoppers\">Just Uno<\/a><\/p>\n<h5>Incentivize Low-Volume Sellers<\/h5>\n<p>It\u2019s the natural ebb and flow of business for some products to naturally sell better than others. Instead of losing that revenue on unsold products, try incentivizing them to get them out the door. This way, you\u2019re still offering customers a special deal without cutting into the revenue of your best-sellers.<\/p>\n<p>You can do this by:<\/p>\n<ul class=\"pk-list-styled\">\n<li>Simply slashing prices on these items or having flash sales for them<\/li>\n<li>Including two or more of them in a discounted bundle<\/li>\n<li>Adding one as a \u201cbonus\u201d for purchasing a higher-priced item, to help justify the price tag<\/li>\n<\/ul>\n<h5>Price Matching<\/h5>\n<p>More price-sensitive shoppers often hesitate to make purchases because they\u2019re unsure of the best time to buy. They wonder<em> is this the lowest price, or will this store or a competitor have a sale soon?<\/em><\/p>\n<p>To alleviate this uncertainty and reward cost-conscious shoppers for doing their research, consider a price guarantee for your own store as well as matching competitors. Of course, you\u2019ll have to be committed to following through, so be sure that you have the technology or manpower to confirm pricing and adjust when needed.<\/p>\n<h4>Emphasize Value Year-Round<\/h4>\n<p>While it won\u2019t necessarily help you with pricing for a holiday that\u2019s right around the corner, it\u2019s worth noting that brands can avoid the disastrous race to the bottom by competing on value, not price. This is a long-term strategy, but it pays off for brands that do it right \u2013 they don\u2019t find themselves freaking out about holiday sales every November.<\/p>\n<p>To do this, <a href=\"https:\/\/www.demacmedia.com\/ecommerce-race-to-the-bottom\/\">offer your customers a stellar experience<\/a> the whole year by:<\/p>\n<ul class=\"pk-list-styled\">\n<li>Clearly and consistently communicating your value<\/li>\n<li>Focusing on solving problems over selling features<\/li>\n<li>Building a positive reputation for your brand<\/li>\n<li>Offering exceptional customer service<\/li>\n<li>Rewarding loyal customers and building a community<\/li>\n<li>Creating awesome content to educate and engage<\/li>\n<\/ul>\n<h4>Finding the Sweet Spot<\/h4>\n<p>The holiday season can be stressful for many e-commerce entrepreneurs who aren\u2019t quite sure how to keep up with high demand for promotions and how their competitors are meeting them.<\/p>\n<p>However, coming up with a pricing strategy doesn\u2019t have to hurt your bottom line.<\/p>\n<p>With some thorough research and business analysis, coupled with some strategic short-term and long-term planning, your business can rack up holiday revenue while building strong, loyal customers throughout the entire year.<\/p>\n<p>If you want to be notified when our next article is posted, please sign up below!<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s practically tradition for the holiday season to mean great deals, starting with Black Friday through to the classic after-Christmas and New Year\u2019s clearance sales.<\/p>\n","protected":false},"author":10,"featured_media":4000,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[243],"tags":[],"class_list":["post-3313","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-grow-your-online-sales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Holiday Tips Part 1 : What Should Your Pricing Strategy Be for the Holidays? 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