One of the best ways to close the year on an up note is by giving a push to gift sales.
Since few gardening companies are in high season in December, it’s not an area that gets much attention. But with some creativity and preplanning, you may be able to solve problems for many shoppers and boost your own sales as a result.
Got Gift Cards? I perused several dozen garden company web sites and was surprised to see that only about one-third offer gift certificates. Most of those hide the fact; I had to use the search function to locate the offer. If you welcome gift business, make it obvious with a prominent link or banner on the home page or in your navigation.
Gift Guides. According to a recent survey done by MarketLive, companies that added a gift guide to their web site increased conversions by 68%.
The most successful ones go beyond categories such as “Gifts,” or “For Him” and “For Her.” Group items into a variety of categories like these:
- By interests, such as Bird Lovers or Green Gifts
- By function, such as Harvest Helpers
- By growing conditions, such as Patio Gardens or Shade Gardens
- By age range, such as Seniors or Kids
- By expertise, such as Beginners or Pros
Gift Combos. A garden pruner may not be the most exciting gift by itself, but combine it with some seeds, garden gloves and a few other accessories in an a colorful pot or trug, and you have an attractive presentation and a higher price point.
Start Early. Don’t wait until the last minute to promote gift offers on your web site. Formulate your strategy now, and get your offers online in the fall. Let customers know about your gift offerings in emailings, newsletters, and package inserts. With a little effort on your part, you may find yourself rewarded with more gift business than you ever expected.
