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Couponing for the holidays

Posted by Michael Bloch in ecommerce (Saturday October 11, 2008 )

Coupons have been gaining popularity for a while now, but recent global economic events will make them an even more powerful sales tool; particularly with the holidays coming up.

A twist on an old saying goes, “when the going gets tough, the tough go shopping” – that might be the case at times, but today’s shoppers are increasingly looking for coupons and making purchase decisions based on their availability.

Coupons are no longer the realm of folks who are struggling, people on high incomes look for them too. The recent, and ongoing, financial crisis is also making people stop and think about purchases – it’s going to be harder than ever to get them parting with their cash and understandably so. Some have forecast holiday season spending this year will be the lowest in decades.

The CEO of Entertainment Publications recently said their site has experienced a 153 percent increase in coupon usage for day-to-day items and a 198 percent increase in the use of coupons for meals since last year.

There’s something unique about coupons that people like – perhaps because it adds to the thrill of the hunt and when given a coupon, a person feels special.

Instead of just offering a “10% off” sales campaign, try a “10% discount coupon” campaign – and grab the person’s email address before providing the coupon for follow up marketing and your newsletter. I can personally vouch for this strategy working really well.

Most good shopping cart software and services have coupon functionality and you can tie this in with your mailing list software by providing the coupon code on the newsletter confirmation success page.

Pick up some more tips on coupon marketing


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