When it comes to eCommerce holiday marketing strategies, product bundling may be the best one of all.
Combining several products into one package for a discounted price feels like a gift in itself for stressed shoppers searching for the best presents for their loved ones.
Product bundling brings good tidings for marketers as well. The allure of an all-in-one gift — at a reduced cost — encourages shoppers to increase their average order value, boosting conversions and revenue during the holiday season. And, it helps retailers get rid of excess inventory as you head into the new year.
Ready to market your own eCommerce gift bundles for the holidays? Read on for our best holiday marketing tips for product bundles and gifts.
Sections
1. Design your product bundle
Just like presents, eCommerce product bundles come in various shapes and forms. You can simply tie together related or complementary products, or you can go all out on the gift idea with themed packaging.
Offering different options, like Williams Sonoma does, allows you to cater to different types of shoppers. Some won’t be interested in splurging in all the ribbons and gift wrap, but others will be thankful for the convenience — and happy to pay the extra cost!
2. Call attention to the savings
Price is the #1 consideration for shoppers, with three in four online shoppers agreeing that discounts drive their purchasing behavior.
So, highlight the savings they can enjoy on your holiday bundle! Here’s an example from Sephora.
3. Create a dedicated landing page
Shoppers are busy during the holidays. Make it easy for them to find your gifts with a dedicated landing page on your website. Once they arrive, ease their shopping experience further with the ability to filter by gift category, price, recipients, and more.
For an extra festive touch, take a cue from Ulta and theme the page with different graphics, copy, and colors.
4. Spruce up your gift guides
Update last year’s holiday gift guides with your product bundles and gift sets for this year. If you have time, create new gift guides as well to cater to different gift recipients, budgets, and needs.
REI creates gift guides that feature their best-sellers and product bundles for different activities, like running, cycling, and camping.
5. Email your loyal customers
You know who can’t wait to hear about your new product bundles? Your most loyal customers — the ones who happily signed up for your email list.
Let them be the first to know with an email newsletter promoting your holiday gift sets.
6. Spin up advertising campaigns
Nearly nine in ten shoppers say they use Google to find holiday gifts. Promote your gift bundles with holiday advertising campaigns on Google that target keywords related to gift shopping. Maximize your budget with long-tail keywords focused on what you sell or the types of recipients who would love your gift set.
Here are a few Google holiday advertising examples for cosmetics and pet-related gift sets.
Pro Tip: Don’t forget to advertise your holiday product bundles on Facebook, Instagram, and TikTok, too. Last year, one in three shoppers bought a gift using social media, an increase of 6% from the year before.
7. Partner with influencers
Finally, ask your influencers to spread the holiday cheer! Their audiences are large and loyal — the perfect recipe for moving your eCommerce gift bundles off the shelves. Having an influencer promote your gift can be more persuasive than any product copy.
Are you ready to market your holiday gift sets and product bundles? Contact Your Marketing People for a holiday marketing strategy tailored to your business and budget.
