Double Your Holiday Sales (Without Deep Discounts)

Author

Adam Weiler
December 28, 2024

Welcome Back to the Emplicit Weekly Newsletter!

Every Saturday, we'll share an actionable Amazon & TikTok growth guide with practical tactics and strategies to help you dominate your competition and scale your Amazon sales. This newsletter will remain free forever. We hope you enjoy!

At Emplicit, we've helped over 500+ eCommerce brands earn $550 million in sales through Amazon.

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Brands are facing a dilemma in today's economic climate.

Do you slash prices to help customers during the holidays?

Or maintain your value proposition?

Here's what we've learned after helping brands generate $550 million in Amazon sales:

1️⃣ Show Value Beyond Price

Turn holiday bargain-hunters into long-term customers

Communicate your unique value proposition. Highlight quality, durability, or long-term savings.

Let's break this down with a real example:

Imagine you're selling a high-quality blender. Instead of dropping the price, emphasize its durability. Show how it lasts 5 years longer than cheaper alternatives. Calculate the long-term savings for customers:

"While our blender costs $100 more upfront, it lasts 7 years compared to budget models that need replacing every 2 years. That's a $150 saving over time!"

This approach maintains your brand value while appealing to cost-conscious shoppers.

2️⃣ Smart Holiday Discounts

Use data to identify where discounts can drive loyalty without devaluing your brand.

Analyze your sales data to find products that often lead to repeat purchases. Offer a small discount on these "gateway" items.

For example, a skincare brand we worked with offered a 15% discount on their facial cleanser.

Why?

Data showed that 70% of customers who bought the cleanser went on to purchase the full skincare routine within 3 months.

This discount attracted new customers without sacrificing overall profit margins.

3️⃣ Tap Into Holiday Traditions

People seek comfort in familiar brands. Emphasize your heritage and reliability.

We've seen this work wonders, especially for established brands:

One of our clients, a 50-year-old kitchenware brand, created a "Heritage Collection" featuring modern versions of their classic designs. Their product descriptions highlighted how these items had been "trusted in American kitchens for generations."

This approach saw a 22% increase in sales compared to their standard product lines.

4️⃣ Maintain Marketing Spend

Brands that continue marketing all year round often see higher ROI and reduced price sensitivity during the holidays.

This might seem counterintuitive, but it's backed by data:

In our analysis of $550 million in Amazon sales, brands that maintained or increased their advertising spend during the year saw an average 28% higher return on investment compared to those who cut back.

Why? Less competition in the ad space means your marketing dollars go further. Plus, consistent visibility builds trust with consumers.

5️⃣ Make Holiday Shopping Easier

Find new ways to add value beyond price cuts. Could be enhanced experiences or flexible payment options.

Here's a creative example:

For a high-end furniture brand, you could use a "Design Now, Buy Later" program. Customers could use a 3D room planner to design their space with the brand's products. They could save their design for up to 6 months, locking in current prices without immediate purchase- perfect for holiday budgeting

It's about building trust for the long-term, even if customers can't buy today.

Slashing prices might seem tempting, but it risks long-term brand devaluation.

Instead, focus on communicating value and staying visible.

That’s all for this week!

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We've helped over 500 clients earn more than $550 million on Amazon. If you need help making the most of the Amazon opportunity, click here to book a call & claim a Free audit of your store/brand.