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eCommerce Calendar 2020

2020 Commerce Opportunities to Know and Love

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February 14, 2020

Love may be in the air for Valentine’s Day, but there’s a fair amount of money floating around for the holiday, too. Record spending is predicted by the National Retail Federation, which estimates that consumers will spend upwards of $27.4 billion on the holiday – up 21 percent from last year. Sentimental celebrants are likely to spend an average of $196.31 on gifts.

There’s a lot you can do to prep for holiday blast-offs – whether it’s Valentine’s Day, Groundhog Day, Halloween or the Christmas holidays that fuel your bottom line. But planning is required to lay a solid foundation. So use this 2020 calendar to identify peak holidays you can put on your radar and take advantage of tips to drive holiday performance.

 

Record What Worked and What Didn’t

Analyze key successes and failures in the past year. Access artifacts that reflect performance, which will ensure you avoid repeating mistakes and carry key learnings forward.

 

Start Early

Plan early for success. Choose your most important 2020 holidays and plan backwards by at least six months. Marketing and promotional activities, order management and fulfillment plans, and team structure should be planned well in advance. Marketing budgets, replatforming, load testing should be addressed early, too.

 

Expect the Unexpected

Be ready for the unexpected, so teams know how to react when things don’t go according to plan. Devise a peak readiness strategy for the 2020 holidays that incorporates all aspects of your holiday plan — technology, marketing, promotions, and more. With specific responsibilities and contingencies in place you not only can keep revenue flowing during peak periods but also protect brand reputation should problems arise — think outages, volume spikes, inventory availability.

 

Be Agile

The retailers that capitalize on peak-period selling are prepared to innovate. Think about introducing a radical social media or digital advertising campaign, launching a new product, going mobile with improved UX or an app, or offering same-day shipping for the first time. Trying something new will show existing customers you’re willing to evolve and can attract new audiences.

 

Get Creative

Get creative with promotions. There’s 12 months of holidays you can play with. If it’s “Take Your Daughter to Work Day” and you’re an apparel brand, think about a promotion or merchandise that will inspire mom or day to outfit their rising professional. Spin up promotions that align with your brand identity.

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