The Ultimate 12.12 Sale Guide for Sellers and Buyers
The fourth quarter is always the busiest season for brands and retailers across the world.
The wave of big sales typically observed offline during the holiday season have moved online thanks to prolific marketplaces like Lazada and Shopee. These campaigns now occur consecutively on 10.10, 11.11, and 12.12 (October 10, November 11, and December 12). Starting in early-October and lasting until end-December, these online shopping events offers massive discounts across different categories.
Whether you’re a seller or buyer wanting to prepare for the biggest year-end sale, this article is for you. In this article, we’ll discuss how sellers can make the best of the shopping season, and how buyers can enjoy a safe and successful 12.12 online shopping spree.
12.12 Sale: Interesting Facts and Statistics
Over the years, people have shown great interest in shopping during 12.12 events. Below are some remarkable statistics by Techinasia based from previous years’ 12.12 online shopping events.
- The ideal time for shoppers during 12.12 events is late at night. Customers wait long enough to start shopping. Statistics show that in the Asia Pacific region, the greatest number of sales were completed between 21:00 – 22:00 (9:00 PM – 10:00 PM). Be careful not to drain your inventory before this prime time of online sales during 12.12.
- Compared to usual days, there is a 4 – 5 time increase in web traffic on online shopping websites. This shows the commitment of customers to buy during 12.12 sales. As a seller, its your responsibility to capitalize on such a big sales opportunity.
- In 2018, a total of 60% unique visitors accessed online shopping websites during 12.12 events. This statistic shows that customers are migrating towards online shopping through these events. So, this is a golden opportunity for you to not only earn, but also to build a strong brand for your business.
- On average, an order was received every 2 seconds during 2018’s 12.12 sale event. A total of 18,000 orders were placed in a single day.
Winning Strategies to Maximize Sales During 12.12
Want to maximize your sales during the 12.12 shopping event? Here are some tips and strategies that sellers should keep in mind.Set a Goal
Although sales promotion is probably the main goal of all e-commerce sites during the Christmas season, there are other goals that you can set to boost your services and products. Before creating your marketing campaign, you need to identify your goals. What do you want to achieve? What results do you want to see? Here are some goals to consider:
- Increase sales
- Promote a new service and/or product
- Boost brand awareness
- Gather user feedback
- Develop brand advocates/ambassadors
Once you have decided on your big-picture goals, you can then set smaller and S.M.A.R.T goals – goals that are Specific, Measurable, Attainable, Timely, and Relevant. Why? The more specific your goals are, the easier it will be to gauge deviations and whether your goals have been met.Study Your Competitors
Study and analyze what your competitors are doing. What are they offering? How are they marketing their products? By studying your competitors, you can formulate techniques to outdo them and boost your sales.Get Smart About Pricing
These days, customers have become very price-sensitive, this is why most are waiting for big sales at the end of the year, such as 12.12. However, this doesn’t mean that every item you sell needs to be at a rock-bottom price. Do your research and identify opportunities to sell at higher price points. Also, consider bundling your products into combinations where your price won’t be directly comparable with your competitors.Traffic Acquisition
A common problem faced by brands during sales season is whether or not to spend more on marketing strategies. Cost-per-clicks (CPCs) are usually higher during a period when other brands are prioritizing and spending more aggressively on marketing. The idea behind this is that returns tend to be higher too, since there’s a higher conversion rate from more competitive SKUs, bundles, and pricing.
If your brand can afford it, it’s recommended to increase spending during the sales season. Moreover, a teaser campaign before the big 12.12 launch is recommended and actually performed by big marketplaces like Shopee and Lazada.Test Website Stability
Have your own shopping website? To avoid any issues during the 12.12 event, make sure that your website is stable. Here are some tips:
- 2 to 3 weeks before the 12.12 sale, make sure to perform a load test (also called a stress test) to determine the traffic limits of your current infrastructure setup. This will provide you with some insight into your server limits and determine an upgrade benchmark.
- Test promotions and determine any loopholes.
- Upgrade your server processing power and network bandwidth at least 24 to 48 hours before your 12.12 campaign to be able to handle the traffic spike.
- Before your 12.12 campaign, talk to your web support team and make sure that they are available and on standby. Tell them to hope for the best and prepare for the worst.
From a customer service perspective, brands need to prepare their customer service team on best-selling product details, pricing, and other details relevant to the overall campaign. Moreover, having a master FAQ that’s circulated ahead of time will allow customer service representatives to operate more efficiently during the 12.12 sale period. If necessary, brands may want to scale up their customer service staff with temporary workers to account for the increase in demand.
Tips for a Safe and Successful 12.12 Online Shopping Spree
It’s the biggest sale of the year! As a buyer, you may have waited for the 12.12 event for weeks or even months; after all, it’s a great time for online shoppers who are looking to buy great products at the best prices.
For a safe and successful 12.12 online shopping spree, here are some tips to keep in mind:Be smart about shopping apps.
Aside from major shopping apps like Shopee and Lazada, other shopping apps are cropping up in the tech space today. Shopping apps make everything more convenient; unfortunately, this also makes it easier for unsavory individuals to steal your private information. To protect yourself, make sure to only download shopping apps from reliable sources like the Android Market or Apple App Store. Pay attention to the permissions that the app asks for. If you see something that doesn’t make sense (i.e. access to your contacts), make sure you don’t allow the app to access it. Check out the reviews and comments of an app before downloading it – this is another way to identify any suspicious activities.Never give more information than necessary.
In addition to watching out for them in your emails, beware of links to deals that sound too good to be true on social networking platforms. Watch out for unbelievable 12.12 offers and holiday bonuses and gifts. If you are really tempted by a particular 12.12 offer, make sure to do some research first. Find out if anyone else has tried out the deal before you click on it.Shop on secure sites only.
Before entering any personal and financial information, make sure that the shopping website you are on is legitimate and secure. The easiest way to tell if a website is secure is to look for ‘https://’ at the beginning of a website’s address. If you don’t see the ‘s’ at the end of ‘http’, then the website is not encrypted and your data won’t be secure.Make sure that your devices are secure.
When it comes to making online purchases using a shopping app, always make sure that you have the latest version installed so your device protection is up-to-date. Some malware is so advanced that it can detect when your credentials are being keyed-in and steal your information. So, always make sure that your electronic devices have some sort of malware protection and much like that on your browser, always make sure that it is updated. While malware is typically designed for laptops and computers, it can also affect Android phone users when an app is downloaded outside the Google Play store.Shop safely.
Once you’ve found the item(s) you want to buy, make sure to check the fine print to make sure that you get the most out of your purchase and are not burdened with any unexpected charges. Also, check return policies before buying anything, especially if it’s a big-ticket item. Don’t miss out on reviewing returns and warranties as well. This is particularly important if you are buying electronic gadgets. If buying from overseas, always make sure that the warranty covers international use and if there are local service centers that provide repair services for the product you want to purchase. Always look at shipping prices and compare them with other sellers; expanding your search can provide you with better shipping rates.
The Bottom Line
Whether you’re a business owner or a buyer, proper preparation can help you make the most out of the upcoming 12.12 sales events.
Good luck and shop safely!