How to stop bargain hunters ruining your Holiday Sales

Now the clocks just changed, you are probably already fully focused on this year’s peak trading period, the almost non-stop 57 day Holiday Sales period including Black Friday, Cyber Monday and the January Sales.

But unless you work out now how you are going to get value from the inevitable bargain hunters your deep discounts will attract, you risk wasting most of the effort and money you invest. Yet there is hope. That is, if you get your bargain shoppers to bring you good clients, then you can save your Holiday Sales. Here is how.

It's going to be a big deal

Adobe has forecasted this year’s Holiday Sales will drive US$91bn in sales in the US with US$3bn on Black Friday alone. The same period is predicted to drive £24.3bn in the UK. However you look at it that is a big deal.

So as well as meeting with your IT team to make sure your site stays up, external courier companies to ensure parcels get delivered on-time and working out how to deal with all those inevitable returns, you will also be putting the final touches to your customer acquisition campaigns. You will


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