The End-of-Year sales period, from Black Friday to the summer holidays, is a critical time for e-commerce sales. This is when consumers in New Zealand flock to online retailers such as Amazon, PB Tech and Leeming for hot deals. In 2024, the long Black Friday-Cyber Monday weekend alone saw a massive $175.6 million in online spending1. This high-stakes season brings unique challenges, from managing peak logistics to meeting rising customer expectations. This guide is your step-by-step game plan to navigate the holiday rush with successful marketing and sales strategies.
Phase 1: Planning Your E-Commerce Business Strategy
The September-October period is ideal for pre-season planning. Analyze past sales data to understand customer behavior and identify top-performing products. In 2024, the most popular purchases were technology and electronics, followed by fashion and household appliances.2 However, while there were nearly 8 million more online transactions in 2024 compared to the previous year, customers also spent 7.5% less per transaction. These insights should inform your product selection, pricing and marketing strategy in order to increase sales.
Inventory and Supply Chain Management
Based on your data analysis, forecast demand and secure stock for your most popular items. Account for adequate packaging, labels, and other shipping supplies. A proactive approach now prevents critical shortages during the rush, ensuring you can fulfill orders without delay. This is especially true if the majority of your goods are imports. Allow for ample time to manage import-exports with the New Zealand Customs Service.
Website and Technology Audit
Conduct a thorough technical review of your website. Ensure it can handle the expected surge in traffic. Optimize for fast loading speeds and a seamless, mobile-friendly checkout process. A smooth user experience is critical for converting shoppers and preventing cart abandonment. According to the latest data collected by the Baymard Institute, 18% of people who abandoned their shopping carts cited overly long and complicated checkout processes as the reason for doing so.3
Content and Marketing Strategy
Develop a detailed campaign calendar for the holidays. Create summer-themed gift guides and early-bird promotions. Launch "coming soon" teasers on social media and through your email list to generate buzz. This builds early anticipation and gives you a head start on the competition. Leverage the latest digital advertising trends to create content that engages your target audience, and builds customer trust and loyalty.
Phase 2: Black Friday-Cyber Monday E-Commerce Strategy
Here’s how to get ready for the November-December holiday season, from marketing strategies to managing logistics, so you don’t end up with order fulfillment bottlenecks.
Launching Multi-Channel Campaigns
Deploy targeted campaigns across email, social media, and paid ads. Focus on creating a sense of urgency with limited-time offers for key sales events like Black Friday and Boxing Day. A unified brand experience across all platforms is essential for enhancing brand recognition and ensuring your messaging resonates with customers wherever they are.
Scaling Customer Support
The high volume of inquiries during this period can lead to frustration, so a well-prepared team is critical. In 2024, the average Kiwi was expected to spend around $600 on Black Friday, with men set to spend more on average than women.4 Preparing your customer service team for demand spikes can help to capture sales from customers who are eager to spend, but face technical issues. Prime your customer service team for crunch time by budgeting for extended hours and briefing them with clear FAQs.
Mastering Last-Minute Logistics
The perennial high volumes of Black Friday online orders present both challenges and opportunities for e-commerce businesses. A 2025 McKinsey study reveals that while almost 90% of shoppers are willing to wait up to 3 days for delivery, their patience tends to drop off a cliff the longer they wait.5 Partnering with a reliable logistics provider like DHL Express ensures you can meet customer expectations for timely delivery. Time-sensitive delivery services, such as DHL Express's On-Demand Delivery, help protect your brand's reputation and promote customer loyalty when deadlines are tight and customer expectations are high.
Phase 3: The Post-Holiday E-Commerce Strategy
January is about building on the momentum of the previous year, to turn a lucky strike into a winning long-term strategy.
Focus on Customer Retention and Loyalty
Send personalized thank-you emails and a request for customers to leave reviews. Offer exclusive, post-sale promotions to encourage repeat purchases as Kiwis head off on their summer holidays, turning one-time buyers into loyal brand advocates.
Performance Analysis
Dive into your data to understand what worked. Did paid search generate increased traffic? Did social media marketing help to reel in eyeballs and influence purchases? Analyze key metrics such as conversion rates, average order value, and the performance of your paid ads versus organic traffic. This data-driven review helps you identify successful strategies and pinpoint areas for improvement, preparing you for the year ahead.
Clearing Inventory
Run a targeted "last chance" or "New Year's" sale to move remaining stock. Avoid generic "50% off" discounts. Instead, create exclusive bundles or special offers that speak to your brand's personality and provide unique value to your customers. If you’re still experiencing issues with clearing stock, consider diversifying your sales channels to reach new customers. Set up a seasonal pop-up shop at an event, or partner with consignment shops that can help you clear your inventory.6
Pair Your E-commerce Strategy With Expert Logistics
Will you be ready when Black Friday officially starts at 00:01am NZDT on Friday, 28 November?7 Gear up and turn a busy season into a record-breaking one with early planning and a comprehensive holiday e-commerce marketing strategy. By preparing your inventory, optimizing your website, and launching targeted campaigns, you can meet demand and even exceed customer expectations.
Partner with DHL Express for overseas courier services you can depend on when peak season hits. Streamline your logistics with a delivery partner with a global network across more than 220 countries and territories, for a stress-free holiday sales season.
Open a DHL Express business account today.
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