🎁 Shorter Shopping Season Challenges
The holiday season has five fewer shopping days this year, pushing DTC brands to rethink their shipping and promotion strategies. Many brands, such as Geologie, have set earlier shipping cutoffs. After December 18, they direct customers to Amazon to leverage Prime's two-day shipping guarantee. By promoting Buy with Prime features, brands ensure items arrive on time for last-minute shoppers.
🚀 Strategies for Holiday Promotions
Geologie and Foria have tailored their holiday sales to align with Amazon's Black Friday-Cyber Monday deals. Foria offers 30% discounts from November 22 to December 3, while Geologie shifted focus to Amazon promotions after December 18. Both brands use tools like email and social media to guide customers to their Amazon stores. Manscaped employs a diminishing discount strategy, encouraging early purchases by offering the steepest discounts before December.
📦 Leveraging Amazon’s Capabilities
Amazon's infrastructure plays a vital role for brands during the holiday crunch. With FBA inbound deadlines as early as October 19, brands like Geologie optimized inventory planning using historical sales data. Amazon’s new tools allow targeted promotions to audiences like cart abandoners or repeat customers, maximizing conversion rates during peak shopping times.
🛍️ Expanding Retail Options
Some DTC brands are diversifying their retail presence. Foria directs shoppers to Amazon and brick-and-mortar stores like Ulta during the final shopping days. Manscaped uses Amazon flash deals and daily ads to attract last-minute buyers. As tight deadlines loom, experts like Stanley Lim emphasize the need for reliable two-day delivery and strategic marketing to maintain a seamless customer experience.
Is Amazon the key to saving last-minute shopping?
