7 ways to attract last-minute shoppers this holiday season

In the mayhem that ensues, two qualities are especially valuable to them—fast and reliable delivery, saving their once-in-a-year get together with their friends and family.

With many Singaporean businesses offering same-day and next-day delivery options, online shoppers can feel more confident in making last-minute purchases and receiving them on time. As Christmas approaches and order volumes grow, find out how you can maximise your e-commerce sales potential by winning over this seasonal but eager crowd.

1. Understand the last-minute shopper mindset

To attract last-minute shoppers, it helps to understand the groups you’re targeting:

• The panic buyers
  It’s mid-December, they’ve been busy with work or year-end events, and suddenly—no gifts. Convenience is key for this group. Consider offering digital gift cards, a popular alternative to physical gifts for all giftees. You can also add a dedicated “Last-minute gifts” section to your website for quick browsing.
• The unsure-what-to-buy shoppers
  Some shoppers may have been browsing Lazada, Shopee, or your website for weeks but can’t decide. Inspire them with curated gift guides and feature them prominently on your homepage. Bundled gift sets also work well too, especially when presented as “Perfect for colleagues”, “Secret Santa ideas”, or “Family gifts”.
• The bargain hunters
  Singaporeans love a good deal—especially around 12.12 sales and year-end promotions. To stand out, consider holding a flash sale in early December or offering subscribers an exclusive promo code.

2. Optimise your inventory management

There is nothing more disappointing than selecting the perfect gift only to be greeted with an “out of stock” message. Prepare for the rush with smart stock planning:

• Use just-in-time inventory strategies to stay nimble while reducing storage costs. Work closely with suppliers for reliable replenishment.
• Ensure your website reflects real-time stock levels to prevent overselling.
• Suggest alternatives when an item sells out. Shoppers appreciate having quick backup options.

3. Use scarcity tactics

Buyers respond strongly to transparent, time-sensitive offers. Create a sense of urgency by:

• Showing low-stock indicators, such as “Just a few left”, could push indecisive shoppers into buying it
• Adding real-time purchase notifications, for example “12 people bought this in the last hour”.
• Displaying countdown timers for limited-time deals on your website—this forces shoppers to make a decision as soon as possible before the deal ends.

4. Leverage targeted marketing campaigns

• Double down on social media. Instagram, TikTok, and Facebook continue to dominate Singapore’s online space. Review both past campaign data and your competitors’ actions to refine your own strategy and target where your audience is most active.
• Reward email subscribers. Exclusive deals, early access to promotions, and reminders about your fast shipping options can drive purchases in the final days.
• Retarget drop-offs. Use retargeting ads or cart-abandonment emails—sometimes a gentle nudge (or a small discount) can close the deal.

5. Fine-tune your pricing strategy

• Keep an eye on what competitors are doing during mega-sale periods. If you can’t beat their price, consider value-add options like free gifts, bundle pricing, or free express shipping thresholds.
• Feature your best promotions prominently across your website and social channels.
• A 24-hour flash sale in December can help move older stock from Black Friday or the increasingly popular 11.11 sales.

6. Offer fast, reliable shipping

People expect a fast delivery, especially when they are in a rush.

• Promote your express delivery options across key touchpoints: homepage, product pages, and checkout. DHL Express now offers domestic shipping, perfect for online shops offering high-value items requiring next day delivery.
• Make sure you clearly display your Christmas delivery deadlines so customers know when to order and can plan ahead. A “Last few hours to order!” email can draw in extra buyers.
• Offer On Demand Delivery with DHL Express, allowing customers to choose their preferred delivery time and location, complete with full tracking.
• Make returns easy. Knowing they can change their mind if they want to make buyers more comfortable spending their money with you, so make sure to sharpen your returns management.

7. Don’t forget the post-purchase experience

The festive season brings many first-time buyers. Turn them into returning customers through:

• Post-purchase emails that include discount codes for future purchases.
• Encouraging your customers to leave reviews on their social media or online platforms—many Singaporean shoppers rely heavily on reviews before purchasing.
• Launching or highlighting a loyalty programme, which can increase yearly customer spend by 15–25%

With DHL Express, you can offer your customers fast, reliable, and flexible delivery throughout the peak season—helping you capture more last-minute sales when it matters most.