For many retailers, January means starting back and a ‘new year, new marketing plan’. Your budget is afresh and there’s a huge interest in post-Christmas discounts.
However, the January sales are not just about big discounted products: remember you’ll be engaging customers so they’ll remember you, and keep buying throughout the year.
01 | Segment your data to reward your most loyal customers
Some retailers release their sale to a specific portion of their customers. It could be as simple as sending an email such as ’24 hour early access’ to a pool of your highest-spending and most loyal customers to announce your sale.
You could look at your highest email openers and if possible, the highest spending accounts to make this list. Sending exclusive access adds a special feel to the message and makes customers feel valued. Then email the rest of your email list, one day after announcing the sale. You could even offer them a review 24 hours before the sale goes live, to gain interest.
02 | Go out with a bang but keep the momentum
It’s important to keep momentum with your sales. Extra day-long discounts for your most popular items can work well. You could even offer free shipping for a few days or free gifts sporadically throughout your sales period. When announcing these extra discounts and freebies make sure you post on all marketing touchpoints such as your social media channels, email and all over your website.
03 | Change your messaging depending on the season
For your January sales to resonate with your customers you need to be in your target audience’s mindset. This may well be different in January. Google Trends searches peak every January with ‘lose weight’ and ‘resolutions’, so take this on board with your messaging. For example, if you’re a homeware retailer, ‘new year new home’ or ‘freshen up your home in 2023’ are great ideas. 
04 | Ask your customers!
And if you’re really stuck and feeling brave, ask your customers what they’d like to see discounted in your sales. Perhaps a poll on social media or a clever one-question survey on your website. This will increase engagement and also humanise your brand, and you’ll receive useful feedback.
Did you know we reach 12.4m people we reach a month are tempted to buy something in the seasonal sales promotions?
Contact us to find out more about kicking start your January 2023 sales campaigns and for the rest of 2023.
