The Fourth of July isn’t typically known as a launchpad for online sales. Around Independence Day, many Americans spend money on food, fireworks, and travel—most of which is bought in brick and mortar stores.
However, that doesn’t mean online retailers can’t make the most of the holiday, especially in years when it falls in the middle of the week. When this happens, shoppers are less likely to travel to a family barbecue or head out for an extended weekend. Those slower work days and time at home provide a great window of opportunity for retailers to reach them when they’re scrolling through their social feeds.
To skyrocket your own Fourth of July sales, we’ve compiled four growth strategies from ambitious brands that can help you make the most of this holiday. The one thing they all have in common? Each brand was ready to pivot quickly to reach their goals and drive sales.
Shoot Up Your Site Traffic
The time around July 4 is the perfect time to seize your site traffic and take a strong digital approach with your advertising. This can help you pull in visitors that would otherwise not consider shopping during this holiday, or encourage past site visitors to become customers.
AppliancesDelivered.ie wanted to turn their site visitors into customers, but to do that, they needed a growth strategy that involved spending less on radio, television, and print advertising and more on reaching their target audience on digital channels. They created a multichannel digital campaign that served dynamic carousel ads audiences that were already familiar with the brand.
This doubled their sales from the previous year. If you take a retargeting approach, you can pull in site visitors with products they had looked at in the past and possibly offer a discount, turning casual holiday web surfers into serious shoppers.
Target the Right Customers at the Right Time
TeePublic needed to serve ads to low-, mid-, and high-intent customers and get them to buy to meet their own sales goals for a holiday marketing campaign. To add to the pressure, it was the director of marketing’s first major campaign with the company.
The growth strategy they chose for their holiday campaign was an “implement and test” plan for their ads. As results began rolling into their advertising platform dashboard and sales database, TeePublic tweaked parts of the campaign, changing the ads they used and how ads were sent to the intended audience. TeePublic beat their original sales projections by 2x.
This worked because TeePublic could easily change their ads as they saw what worked and what didn’t. The time around July 4 is a perfect time to test your own ads, as the most impactful ones will bring in sales in an otherwise quiet retail time. You can then use what you’ve learned for future ad campaigns.
Focus On Ad Creative
Knowing that they wanted to focus on their creative assets, Topo Designs chose an advertising platform that would automatically handle all of the heavy lifting: targeting customers, serving up ads, and driving traffic to their site. Topo Designs could then focus on quickly creating their surprise-and-delight holiday campaign, which was so successful that it consistently drives 7.6X ROI.
If you’re struggling with sales, now is the time to spend more time and energy on developing engaging creative assets. A/B testing your creative will also give you insight into what resonates with your target audience. This can give you a leg up on the competition, which may be resting on their laurels during this relaxed week.
Make a Splash in the Marketplace
There’s never an ideal time to launch a new product—you’ll always want to make tweaks to make sure it’s perfect. But if you’ve noticed stagnating sales, take a cue from Boomf.
It took a whimsical idea, the Boomf Bomb, and used an advertising and marketing strategy to test how well it would work in the marketplace. Their growth strategy involved scaling for a soft launch, then building on the success of the campaign and the product, to increase the company’s revenue by 123%. Quiet retail times are perfect for running a small campaign to test the interest in a new product. Try to tie it into the patriotic theme of the holiday, and you may end up with a smashing success.
There’s a lot you can do on the Fourth of July, and if your competition is ignoring the potential of a midweek holiday, that’s even better for you. Light up your sales numbers by taking a cue from these brands’ growth strategies, and see what kind of sales you can generate from a well-timed ad campaign that pulls in previous visitors, targets the right customers at the right time, boosts sales, or introduces new products.
Fourth of July sales out of the way, are you also interested in launching Fourth of July social media campaigns? Check out this eBook we produced with Bitly to learn the secrets to social media success.
Nick is a Lifecycle Marketing Associate at AdRoll. He’s a high-energy individual who’s passionate about e-commerce. He is currently working on launching his own Shopify store.