Who Knew Tuesday?

11/04/2010 11:25:00 AM


Which is your favorite day to shop? It probably won’t surprise you that most stores see their highest traffic on Saturdays. But what do you think is the most popular day to shop online? If you said Monday, you’re wrong. Looking at daily e-commerce spend data from the past five Decembers, Tuesday is the peak shopping day online.

Knowing when potential customers are in the hunt can help retailers manage their marketing budgets and promotion calendars. Savvy retailers are mining their online sales data to identify patterns around website purchase activity to make sure that they are top of mind when shoppers want to buy. Armed with that insight, here are some ways to make your marketing stand out.

  1. Make sure customers know you are open for business. If you know your product sells best on Fridays, boost your marketing and advertising on Fridays so shoppers can easily find you. Retailers who under-budget for their major shopping days may miss a chance to reach people who are ready to buy.
  2. Plan for the purchase cycle. Your product may sell best on Friday, but how long does the buyer think about it? Some products are impulse buys, some require heavy research over a few days. Build this buying cycle into your marketing plans. You can gradually build awareness, or blast targeted marketing messages quickly at high volume.
  3. Use customized marketing messages. When you know what customers are likely doing, you can speak to them more directly about the product, the price and what other customers are saying.
  4. Tailor special offers to drive sales. Do your customers value free shipping or in-store pickup? Do they want a discount or a special bonus for buying? Test how different promotions change buyer behavior. You can shorten the sales cycle and win more business when you know what your customer values.

Posted by Julie Lentz, Google Retail Team


Anonymous said...

Showrooms do! This Tuesday is big kahuna for sample sales. See Sample Sale Samurai Tips from GuerillaShopper

With a tsunami of sample sales starting next week, here are Nancy
Brenner's 10 tips:

1. Act like a retailer - take total inventory of your closet, then
rearrange by color and function (i.e. weddings, work, weekend)

2. Not perfect? - If the dress need more alterations than a patient on
"Nip/Tuck," skip it. A missing button or a busted zipper is a simple

3. Where will you wear it? Spotted a dress in a blue hue that was my
most flattering shade, but wasn't 100% sure. Luckily, the "sample sale
whisperer" Leora at Teri Jon said, said "where will you wear it?" Sage
counsel. I put it back on the pile.

4. Does this update my look? Search for statement makers, but not
one-hit wonders. I suspect the ubiquitous fur vest will be on deep

5. Donate or consignment items - to clear room in your closet and earn
cash for sample sale spending.

6. Don't succumb to herd mentality - it's hard not to get carried away
when everyone around you is swiping their credit cards - just remember
- you don't know their credit ratings.
7. Know the retail value - Check the designer's website, and peruse
retailer's websites to assess if it's a true bargain. Don't let a
"sale" entice you.

8. Make a list - just like supermarket shopping, temptation lurks at
the aisle or check-out. Focus on completing an unworn outfit - matches
for a sweater or skirt hanging with tags still attached in your

9. The "pow" factor - always leave room in your budget for unexpected
find - but not fifteen of them.

And finally,
10. Does this make me look like Lady Gaga? - If it does, and you're
not Lady Gaga, you should probably put it back on the rack - it's on
sale for a reason.