Tips For Tapping Into Holiday Traffic – 2011

Holiday Shopping Is Going To Happen – Are You Ready?  Will You Benefit?  To get things started, let’s take a look at some stats:

  • Cyber Monday sales at online retail websites were 19.4% higher in 2010, compared to the online sales of Cyber Monday in 2009 – Coremetrics
  • $1.028 billion was spent online on Cyber Monday in 2010, the first day in U.S. retail history to surpass the billion-dollar sales level. – comScore
  • 9 million people made purchases online on Cyber Monday in 2010. – Comcast
  • The average online order on Cyber Monday 2010 was $194.89, which was 8.3% higher than the $180.03 average in 2009. – Coremetrics

That’s a lot of action to tap into.  If you haven’t started a holiday campaign yet – now is the time. There are various things you can do.  Grab a cup of coffee or tea and settle in – this is going to be a long one!

Where to Start

The key to converting visitors into sales has always been to get inside their heads – figure out what problems they have and then offer a solution.  If you approach it from your agenda and what you want, they aren’t going to care.  You need to show them that what you offer is what they need.

So if you can solve their problems (and get yourself found when they come searching so they know you solve their problems) – you’ve got them.

What problems do holiday shoppers face?  Here are some of the big ones:

  • They don’t want to fight crowds, look for parking, carry heavy bags through the mall. They want convenience.  This is a big one!
  • They are often looking for deals – especially in a tough economy.   Everyone wants holiday bargains and in malls the stores with the best sales are the most crowded.  People expect deals online so you have to give them something to get excited about.
  • The are looking for ideas and gift suggestions.  It’s hard to buy for people sometimes and finding the perfect gift is important for most people.
  • They have to get their hands on hard to find item.  This one will cause parents to lose sleep at night!
  • They want something unique/different – something that shows they really care and put a lot of thought into the gift.
  • They have to deal with logistics – sometimes gifts need to be transported/shipped to family and friends in other locations and they don’t want to deal with the hassle.  They want the cheapest and easiest way to get it done.
  • They have very little time – there is so much to do around the holiday season and shopping can take up a big chunk of their time.  Save them time and you’ll win their hearts.
  • The realization slowly hits them that anything they buy – they will have to wrap.  For some this task is the fun part and for others it’s dreaded and they are looking for all possible ways to get out of wrapping.
  • They are concerned about the cost of shipping if they do shop online.  If they go to the store they don’t have to pay for shipping (yep, they want the benefits of buying online but without paying the price for it)
  • They are concerned that they can’t really see the items well if they do shop online.  There is no way they can touch and feel but they want to at least be able to clearly see.

Out of all those problems, how many can you help them with?  Probably most of them.  But do they know that?  Probably not.

Your job is to let them know you are there with the solutions.  At this late date, you can do PPC and you can make changes to your site for the traffic you already have.  You can also get Blogging and using social media to spread the word.  If you have an established Blog you can get your posts out there in the engines fairly quickly usually.

So get blogging!!  Use social media and RSS feeds to push your content out there.  Don’t be timid.  Be aggressive in your campaigns.

Here’s an outline of the steps to get you going:


Step one: determine what keywords people used last year and are using now to find their holiday gifts online.

For example: gift ideas, gifts under $100, gifts for bosses, gifts for kids, gifts under $50 etc.

When people search online, your goal is to get your Blog posts to come up.  The posts will boast the solution you offer and will easily link them to where they can shop on your site (don’t make them search – make it easy to find products that are related to what you blog about)

Step two:  Now that you have the keywords, it’s time to get blogging.  No delays – get going on this!

Remember your posts need to clearly show them that you offer the solution to their holiday shopping woes.

Jennifer Horowitz

Jennifer Horowitz

Jennifer Horowitz is the Director of Marketing for – a full service SEO, Web Design & Development and Social Media Firm. Since 1998 Jennifer’s expertise in marketing and Search Engine Optimization (SEO) has helped clients increase revenue. Jennifer has been published in many SEO and marketing publications. Jennifer Horowitz is the author of Twitter Quickstart Success Training System, Blogging For Dollars, Optimization Step By Step: 2010 and more. You can follow Jennifer on Twitter at @ecombuffet. For more information on SEO, Twitter training or killer Facebook Fan Pages, contact Jennifer at
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