7 ways to attract last-minute shoppers this holiday season

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 realised 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. Optimise your inventory management

There’s nothing more disappointing than a “sold out” message during crunch time. Stay ahead of the rush with smart inventory tactics:

• Use just-in-time inventory management to minimise storage costs and stay flexible – but coordinate closely with suppliers to ensure availability.
• Sync your warehouse and website stock so sold-out items are removed in real-time.
• Offer smart alternatives when products run out – suggest similar items that keep shoppers engaged and excited.

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

• Social media is a powerful influence on holiday purchases – so double down on platforms where your audience is most active. Look at past campaign data and what your competitors are doing to guide your strategy. 
• Reward email subscribers with exclusive deals and discounts to win some extra sales in the final days. Be sure to highlight your express shipping options at the same time.  
• Use retargeting ads and cart abandonment emails to bring hesitant shoppers back. A friendly reminder could be all it takes to close the sale.

5. Fine tune your pricing strategy

• Check your competitors’ pricing. Can you price match, or – even better – offer lower prices?
• Shout about your promotions. 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

• 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 process², 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 launching a loyalty program. It’s a great way to keep customers coming back long after the holiday rush. Best of all, the top-performing loyalty programs boost customer spending¹ by 15-25% a year!

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