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The biggest selling season of the year is just around the corner—and in fact, eBay’s Holiday promotions have already begun. This year, online sales are predicted to be stronger than ever, and eBay wants to make sure sellers get a big piece of the pie.
Forrester market research predicts that US online holiday sales will reach $129 billion. As usual, targeted promotions will drive sales —impacting the decisions of 82% of US shoppers—and flexible return policies will go a long way towards creating long-term relationships.
To bring you more buyers, eBay is going big this holiday season with a fully integrated campaign designed to disrupt the conformity of holiday shopping, wake people up to beige holiday behaviors, and champion eBay as the way to infuse the season with color and individuality.
Here’s what you can expect.
Going Big, Going Early
“Why do we wait until the last minute to shop for the people that matter most to us?” That’s one of the questions we’ll be asking buyers as we kick off Holiday promotions on November 1. Our First Minute Shopping campaign runs through November 9, and encourages buyers to start shopping for the first person on their list right now.
The campaign includes TV, video, social media, and display ads, as well as First Minute Deals —huge, exclusive daily discounts on select items from top brands across a range of categories, including Home & Garden, Fashion, and Electronics. This new retail event, which includes discounts of 30-60%, will spark a conversation and motivate people to shop for the first person on their list first.
Deal, Deals, and More Deals
eBay will continue to entice buyers with exclusive deals throughout the Holiday season. We’ll attract early buyers with Better than Black Friday deals November 13 to 17, price matching retailers’ Black Friday deals and showing buyers that eBay truly is the best place to shop first. We’ll run additional deals on Black Friday (11/24), Cyber Monday (11/27), Green Monday (12/11).
We’ll come out strong with our, “But did you check eBay?” messaging with digital video and radio ads that will disrupt shoppers’ usual beige behaviors of following the crowds and waiting in long lines. Instead, we’ll remind them that eBay is price matching throughout the season, even on Black Friday and Cyber Monday, so they know they’re getting the best deals on eBay.
Additionally, eBay is piloting a program to bundle merchandise with discounts in select categories. These are different from seller-created bundles—the buyer can create a bundle from multiple sellers. When the buyer purchases one item, they can purchase two associated items for a discount.
Finishing Strong Through Peak Holiday
As the Holidays approach, eBay’s marketing will continue to entice consumers with exclusive deals and reinforce eBay as the place to shop first. We’ll use social media, and video, radio, display, and native content ads to push against shopping conformity and champion gifting individuality with eBay. In the final days before December 24, we’ll attract undecided last-minute shoppers with eBay’s unique personalized Gift Card. And, we’ll end strong by reminding consumers that eBay Guaranteed Delivery means their last-minute gift will arrive in time.
During each phase of Holiday promotions, the goal is the same: to bring you more buyers and make Holiday the most wonderful time of year for eBay sellers.
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