Ugh. January.
It’s cold and dark and no one has any money. Sales have slowed right down.
Continuing the sales and marketing momentum after the Christmas period can be a challenge, especially for small businesses. As the festive cheer quickly fades, consumers typically spend less, and small businesses can feel the pressure to keep sales up.
However, with the right approach, January and beyond can still be full of opportunities. Business owners can take advantage of the extra time they have post-Christmas to get the sales pipeline flowing again. Here are a few tried-and-tested ways to keep your sales going strong and make the most of your marketing efforts as the New Year begins.
Start with a New Year sale or offer
Once Christmas is over, many shoppers are still looking for deals. Running a New Year sale or exclusive promotions can help you capture some of this post-holiday enthusiasm. It doesn’t have to be a massive discount - sometimes, small incentives like a limited-time discount, a freebie with a minimum spend, or free shipping can be enough to nudge customers into making a purchase. Highlight the offer across all your channels, whether that’s through email, social media, or paid ads.
Use data from Christmas to refine your marketing
If Christmas brought in a surge in sales, it also brought valuable data. Take time to analyse what worked well. Did certain products sell more than others? Which marketing channels drove the most engagement or conversions? Use these insights to refine your approach for the New Year. For instance, if a specific demographic responded well to a particular offer, target that audience segment with similar promotions in January. By acting on insights, your marketing can be more targeted, ultimately helping you continue to engage past customers and attract new ones.
Implement loyalty incentives for returning customers
January is a great time to focus on customer loyalty. Reward customers who shopped with you during the festive season by offering them an exclusive post-Christmas discount or loyalty points towards future purchases. Building a loyalty programme that provides points or discounts based on purchases is a long-term strategy that both improves customer retention and encourages repeat sales in slower months. Even a simple 'thank you' email to your Christmas customers can go a long way in keeping your brand top-of-mind.
Build a social media calendar for consistent engagement
Consistency is key, especially after the holiday buzz has quietened down. Plan out a month’s worth of engaging content, including product posts, customer testimonials, and behind-the-scenes snippets, so you’re maintaining a steady online presence. Try to vary your content to keep things fresh and remember to prioritise quality over quantity. January is also an excellent time to experiment with new formats, like Instagram reels or live Q&As, or even new channels like TikTok or Pinterest. Gather data and find out what resonates.
Emphasise wellness and fresh starts
January is traditionally a time of new beginnings, so align your messaging with themes of wellness, self-improvement, and fresh starts. This could be an ideal way to market products that fit into New Year’s resolutions. For instance, if you sell skincare products, position them as part of a ‘new year, new you’ self-care routine. You can create bundles or curated collections that reflect these themes, making it easier for customers to discover products that fit in with their January mindset.
Re-engage email subscribers with targeted campaigns
Email is the single most powerful tool for reconnecting with your audience, especially if your messages are personalised. Segment your mailing list based on purchase history, seasonal engagement, or demographics, and tailor your emails accordingly. You could send one segment an offer based on items they viewed but didn’t purchase over Christmas, and another segment a survey to gather insights on their preferences. Re-engagement emails can reignite interest and set the stage for repeat sales.
Plan for the year ahead
The quieter period after Christmas is an ideal time to set your long-term goals. You can use this time to expand your product range, revamp your website or invest in new marketing strategies. Planning early can give you a clear roadmap. Also, don’t overlook the importance of analysing industry trends - knowing what’s coming can help you stay ahead and seize opportunities before they become mainstream.
Staying motivated and maintaining momentum after Christmas doesn’t have to be a struggle. Use your insights from the festive season, focus on customer loyalty and keep engaging with your audience to keep your sales strong well into the New Year.