Make a List, Check it Twice: the Dos and Don'ts for OND
As summer comes to a close it’s time to start thinking about, and planning for, your busiest time of year: the critical OND season.
Sales soar for all retail businesses, including wineries in October, November, December (OND). With your favorite time of year fast approaching, you need to make sure you’re ready for action.
To make your life a little easier we have compiled a checklist of all the dos and don’ts surrounding OND so you can make the most of your DTC sales this holiday season.
Here’s a sneak peek at what you can find:
Do track important holiday dates
You’ll want your team to know when important dates are coming up, and you’ll need to keep your website up to date with the hours and contact information for your winery so your customers know that you’re ready to sell to them during the holidays.
Here are the major dates to consider:
- Canadian Thanksgiving - October 10th
- Halloween - October 31st
- American Thanksgiving - November 24th
- Black Friday - November 25th
- Cyber Monday - November 28th
- Green Monday - December 12th
- Free Shipping Day - December 18th
- Christmas - December 25th
- New Year’s Day - January 1st
Do bundle products or create custom gift baskets
Everyone loves a good deal, and it’s all about perception. Bundle one of your not so best sellers with a popular wine that you can afford to discount. You’ll clear out unwanted inventory, and your customers will be happy that they got a deal.
Don’t ignore consumer-oriented events like Black Friday and Cyber Monday
Consumers expect discounts on Black Friday and Cyber Monday on all goods, including wine. Design a promo that maximizes basket size, like a flat shipping rate after $X and make sure to advertise so consumers realize you’re participating in the sale frenzy.
Don’t forget to coordinate closely with your fulfillment house and/or shipper
Make sure you know when your shipping cutoff dates are so you can communicate these to customers. Coordinating with your shipper will also ensure any bundles or baskets you sell get prepared and shipped correctly.
What else do you need to consider? Download the checklist to see the other best practices to prepare for OND.