7 ways to attract last-minute shoppers this holiday season

There’s a silent but powerful shopping group that could give your business some big sales this holiday season: the last-minute shoppers. Read on as we explore strategies and best practices to help your e-commerce business attract these buyers. Hint: fast shipping is your secret weapon…

Last year, the average consumer completed less than half (43%) of their holiday shopping by December¹. Thanks to the availability of next-day delivery, online shoppers know they can take their time finding the perfect gift – at the perfect price. As we head into the final weeks before Holiday Season, here’s how to attract last-minute shoppers through your online doors. 

1. Understand last-minute shoppers’ mindsets

This is key to influencing your marketing and sales strategies. Consider these groups:

The panic buyers. Somehow, it’s mid-December and they’ve realized their procrastination has left them with nothing to put under the tree. Ease and convenience are your key to attracting these buyers. Digital gift cards are an obvious last-minute gift solution here, so consider offering these. Add a dedicated “Last-minute gifts” tab to your website menu too, for quick navigation.

The unsure-what-to-buy shoppers. They may have been browsing online for a few weeks for the perfect gift, but not quite found it. Create gift guides to inspire them (these can be added to your website homepage and emailed to subscribers.) You can also curate gift bundles to give them a “ready to go” option.

The bargain hunters. As we get closer to Christmas Day, many retailers will begin offering discounts to shift excess and slow-moving stock. Consider holding a flash sale in early December to get ahead of your competitors. You could email your subscribers a special holiday discount code to entice them, too.

2. Optimize your inventory management

There’s nothing more disappointing for a customer than seeing an “out of stock” message on your website. Here’s how to manage the rush:

• Leverage just-in-time inventory management. This involves receiving goods from your suppliers only as needed. It’s designed to minimize the amount of inventory businesses need to hold – reducing storage and handling costs – whilst ensuring they can adapt quickly to fluctuating demand. This requires some forward-planning with your suppliers, so make sure they have stock levels available at their end.
• Sync your warehouse stock levels with your e-commerce website, so that when something sells out, your website will automatically remove the item from view.
• Offer alternatives for out-of-stock products. Suggest similar items that will excite and inspire the customer.

3. Use scarcity tactics

Create a sense of urgency to encourage customers to buy:

• Highlight inventory levels on your website. A “just a few left” tag on a popular product will nudge an indecisive shopper to buy.
• Use real-time purchase notifications (e.g., “X people bought this in the last hour”) to build buzz around popular products.
• Offer time-sensitive promotions. Add a countdown clock to deals on your website, and promote "last chance" deals with end dates clearly communicated.

4. Leverage targeted marketing campaigns

• 89% of consumers say social media influences their holiday shopping², meaning it should be a key part of your marketing strategy. Analyze your previous holiday marketing campaigns to find out what worked well, and sneek a peak at your competitor campaigns to understand what you could do better.
• Send your email subscribers exclusive deals and discounts to win some extra sales in the final days. Remember, time is of the essence so be sure to highlight your express shipping options at the same time.  
• Use retargeting ads to reach customers who have browsed but not purchased. If they’re subscribed to your database, send emails to people to remind them of products left in their carts.

5. Fine tune your pricing strategy

• Check your competitors’ pricing. Can you price match, or – even better – offer lower prices?
• 75% of shoppers said they keep a lookout for promotions throughout the holiday period³, so make some noise around yours. Put your best deals front and center of your e-commerce website and social media channels.
• Run a 24-hour flash sale in December. It’s a great way to shift any leftover Black Friday stock.

6. Offer fast shipping

Express shipping is arguably one of the most important aspects of your holiday sales strategy – in fact, one in three last-minute shoppers say they choose where to buy their gifts based on how soon they can get them⁴. Here’s how to get your shipping and delivery right:

• Highlight your fast shipping options on your e-commerce website, including a banner on your homepage and at each stage of checkout.
• Be clear about your Christmas delivery deadlines so customers place their orders in time. Send your email subscribers a "Final Hours for Guaranteed Holiday Delivery" email to entice some final sales.
• Offer On Demand Delivery with DHL Express. Customers can choose exactly when and where their orders are made – with full tracking, too – so they’re less likely to miss a delivery.
• Offer a flexible and convenient returns process. Nearly two-thirds of customers (65%) will only shop from a website with a hassle-free returns process⁵, so investing in this area is important.

7. Remember what happens after the sale

You’ll have many new customers through your online doors over the holiday season. Make sure they return again and again!

• Send customers post-purchase emails offering discounts on future purchases.
• Encourage customers to leave reviews or post about their purchase on social media. You can use their feedback to improve your offering. 
• Consider creating a loyalty program. 60% of consumers⁶ say they have a higher emotional connection with brands whose loyalty program they are part of, whilst the top-performing loyalty programs boost revenue from customers who use them by 15-25% annually⁷. A win for your customers and a win for your bottom line!

With DHL Express, you can guarantee your customers fast and easy peak season shipping.