Despite the cost-of-living crisis putting a squeeze on consumer spending, Australians are still finding ways to splash some cash during key sales events – good news for small businesses looking to dial up revenue in Q2.
Here’s how you can prepare your business to cash in on Q2’s festive spending with a multichannel marketing plan that doesn’t wipe out your margins.
Establish a competitive pricing strategy
Think through your discount approach well ahead of time. Aim for something enticing that doesn’t sacrifice too much margin. A 20 per cent site-wide discount is a strong starting point for Click Frenzy. Save deeper discounts for Black Friday and Cyber Monday when shoppers expect bigger price drops. Boxing Day? Keep it around 20-30 per cent. You might even consider throwing in an archive sale somewhere to clear old stock with higher markdowns. Or offer shoppers the option to build their own bundle to give them a sense of personalisation and encourage higher average order value (AOV).
Build a dedicated sales page
Make sure your website has a dedicated sales page that’s accessible from the main menu – even ahead of sales launching. This helps customers navigate directly to offers.
It’s also a great way to gather data in the lead-up to sales. Set up a form on the page to capture email addresses for early access to sales – those sign-ups are golden when it comes to launching your offers and can also enhance retargeting later. Make sure to have tracking in place and optimise the page for the right keywords.
Shoppers will also be Googling your brand name alongside the sale, so make sure they can find you.
Launch your sales early
Don’t wait until Black Friday to roll out your big offer. Each year, brands are going live with their deals earlier and earlier. And many shoppers have snapped up the best deals before the official BFCM weekend even starts.
Getting in early ensures you’re not missing out.
Drive sales around the clock with email
Relying on social media alone is a risky strategy. You can’t control how many people the algorithms show your content. With email, you’re in charge. It’s like owning access to your audience, versus renting. You control how many inboxes your email marketing campaigns land in. Plus, automated emails can drive sales even when you sleep.
Set up abandoned cart recovery, welcome sequences, and post-purchase flows to keep customers engaged. Your website doesn’t shut up shop for the day, so neither should your marketing.
Amplify reach and acquire new customers with digital advertising
When discounts are on the table, people are more likely to switch brands or try new things. This makes sales-packed Q2 the perfect time to put some budget into digital advertising to amplify reach and get in front of potential customers who may not know your brand yet.
Although initial sales might come with slimmer margins, the long game is all about expanding your customer base. When repeat purchases start rolling in (and they will), you’ll enjoy a higher customer lifetime value (CLTV) and a better return on your ad investment.
Advocate for thoughtful consumption
Remember to encourage responsible consumption. As consumers grow more conscious of sustainability, they expect brands to reflect those values. We’re in the midst of a climate crisis, and the endless cycle of hauls and throwaway trends is only making things worse. While sales events are a great way to drive revenue and offer value, they shouldn’t fuel a frenzy of mindless buying. Brands have a responsibility to promote smarter, more thoughtful purchases – not just more stuff. Positioning your brand this way can resonate with customers and build long-term trust not only during Q2 but also beyond.
If you’re after more sales season tips, ISB has amassed a treasure trove over the years.
