It seems like every day is a holiday season sales event at this time of year. From Black Friday to Giving Tuesday, there’s always something for us small business owners to think about. It makes things pretty exciting!
The latest addition to the list is Green Monday. Never heard of it? No problem – we’re here to help with the ultimate Green Monday guide to help you target those last-minute shoppers.
Is Green Monday a Thing? What is it exactly?
Green Monday is a thing. Sometimes referred to as Manic Monday (a bit too panic-inducing for us!), Green Monday is the second Monday in December and is one of the most lucrative sales for retailers.
The term was first coined by eBay back in the olden days of 2007 when this was the last day you could order online for delivery before Christmas. While this is no longer true, the day remains one of the biggest days in the holiday rush.
Why ‘green’? Well, this refers both to the money spent and the fact that online shopping tends to be better for the environment.
How to Use Green Monday to Target Last-Minute Shoppers
So now we’re all on the same page, let’s start thinking about a Green Monday strategy. This is a Green Monday how-to guide to help you tick all the boxes for the upcoming event.
Take Advantage of the “Sense of Urgency”
Let’s face it; if people are still working their way through the shopping list this far into December, they’re probably starting to worry about whether they’re going to get everything done. The super-organized among us will already be done and smugly relaxing by now, so it’s those last-minute shoppers you want to speak to.
So one of our top Green Monday marketing tips is to enhance the sense of urgency. Show a Christmas countdown on your website or app (if you have one) to remind your customers of how much time they have left before the big day. This is a guaranteed way to get them shopping.
It’s also worth having limited-time-only campaigns. Often Green Monday sales are only 24 hours – highlight this in your promotion to motivate people to start buying. Use your social media channels before to count down to the start of the campaign in a creative way to get your customers on the edge of their seat for the deals. ‘Sneak peaks’ at the deals also helps to build the anticipation and builds momentum! Doing these with customer loyalty programs also strengthens your relationships with loyal customers.Providing 'sneak peeks' at upcoming deals and offers helps to build momentum and it gives loyal customers an added incentive on purchasing from you.Click To Tweet
Then visibly countdown to the end of the offers on your website, in emails and on your social media. This acts as a compelling call to action for your customers as they won’t want to miss out.
Another way to play on this sense of urgency is to show stock figures and encourage shoppers to hurry and buy before you run out. Of course, if you’re well-prepared, you won’t run out, but it’s an excellent way to give potential customers the nudge they need.
Finally, remember to tell customers what’s happening. If you haven’t even heard of Green Monday, it’s unlikely shoppers will have. Having a clear campaign reminds those last-minute shoppers that they need to get a move on if they want to have all the presents under the tree!
Combine with Super Saturday
Super Saturday, the last Saturday before Christmas, is a day that all last-minute shoppers are dread. Because Green Monday is mainly online retail, while Super Saturday is more applicable for brick and mortar retailers, they’re the dream team for Christmas procrastinators.
When preparing your Green Monday marketing, think about combining it with your Super Saturday campaigns. If you have an email list send the information on both campaigns together, playing up the fact that people can get the deals online on Green Monday and in-store on Super Saturday.
Think about offering deals on related items, so that if customers buy something on Green Monday, they can get discounts on three related items on Super Saturday. This means your Green Monday shoppers will plan to return to you for further deals on Super Saturday, guaranteeing higher sales.
Highlight to your customers that these days are their final opportunity to get such fantastic deals and discounts.
Play Up Shipment Delivery Dates
Nowadays we don’t need to leave ten days delivery time when shopping online, but things are still busy at Christmas and consumers will want to know that their purchases will arrive on time. Give clear shipment delivery dates to highlight how efficient your services are.
That’s why a big part of your Green Monday marketing should focus on delivery dates, assuring last-minute buyers that their gifts will be there before Christmas. If it’s an option for your business, consider using Green Monday to offer free or discounted next-day delivery to prompt purchases and remove the risk of shopping cart abandonment.
Ensure these kinds of deals are showcased on your website so customers know before they even start searching on your site that they’ll get everything on time. Integrate these promotions into your site and social media design with easy-to-read banners, images, and social media profile pictures.
Show Empathy to Procrastinators + Last-Minute Shoppers
Of course, there’s plenty we can do for Green Monday to draw in those last-minute shoppers, but make sure it comes from an empathic place. The holiday season is stressful for everyone; show your customers that you understand that.
Use phrases in your marketing to encourage them, reminding them that with your help, they can tick off the last few items on their list and then relax and enjoy the festivities. In this way, Green Monday can be a positive event to help everyone wrap up their shopping (no pun intended!).