Retail moments – or, the selling opportunities that occur throughout the year – have been around a long time. Some happen like clockwork, such as holiday, Valentine’s Day, and Halloween. While others are spontaneously born out of major pop culture events – think, Beyonce’s release of Lemonade, the new Harry Potter movie, and the iPhone 7 launch .
Well, now we’re seeing even more opportunity when it comes to retail moments. Using historical eBay data, we’ve identified new buying behaviors that happen outside of the calendar holidays and cultural movements. They’re seasonal retail moments, and they’re best illustrated when categorized by buyer type. So let’s get to know some of your January buyers:
The new year, new me-ers
Mere hours after the last snickerdoodle or gulp of champagne, millions set out to adopt a militaristic regimen that involves buying new workout clothing, gadgets, equipment, and kitchen appliances destined to blend up all those raw vegetables they plan to consume.
However, you’ll notice in the coming weeks that our ad campaign for January isn’t limited to driving resolution-maker traffic to eBay. Rather, we call out January as the perfect opportunity to cultivate one’s true self, whether that involves a yoga mat or a power tool. As a result, shoppers will come to eBay for everything they need to feed their passion for exercise, music, art, cooking, and everything in between.
This buyer emerges every January. Some say they didn’t get what they wanted for Christmas and are now taking matters into their own hands. Others claim that they’re looking for bargains, as many retailers historically liquidate slow-moving merchandise in January to make room for fresh inventory.
Either way, some of them will be shopping for the very same items that we saw trending for holiday, and others will be in search of deep-discounts on everyday necessities: appliances, apparel, auto parts, etc.
The cold-weather dwellers
These buyers are hunkering down for the winter or planning a cold-weather vacation. As a result, they’ll be buying up cold-weather clothing, supplies, and winter sports equipment.
Now that you’re better acquainted with some of the buyer types browsing on eBay in January, as well as what they’ll be looking for, the next step is to make sure you have relevant items listed. After that, you can create attractive promotions that speak to your buyer type (example: 10% off Cold-Weather Apparel), and promote your special offers on your social media channels. If you’re really motivated, you can also use promoted listings to get more visibility for specific items, and create collections based on these buyer types (example: New Year, New Me).
It’s a good thing you’re not taking a vacation in January, right?
Will you be listing anything for these buyer types? Let us know in the comments below, and feel free to share this article with your eBay peers via email and on Facebook, Twitter, Pinterest, and LinkedIn.
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