SmallBizResource Blog -- Retail

Holiday Promos Already?!

Posted by Naomi Grossman Thursday, Oct 11, 2007, 10:17 AM ET

Believe it or not, holiday promotions are starting to trickle in and LL Bean has a whopper this year: Free shipping with no minimum purchase required. How can a small business with an online presence compete?

The truth is you can't. As Steve Fuller, L. L. Bean's senior vice president for corporate marketing says in the New York Times (registration required) "The company, is coming off a strong spring season, so it can afford a more expensive promotion. And, he said, in contrast to some retailers, Bean's typical shipping charges are meant to recoup costs, not generate profit." Fuller adds that shoppers typically buy less when there's free shipping but this is way for LL Bean to attract new customers.

If it makes you feel better, the Time adds that, "According to a recent report by Shop.org, an industry group, 54 percent of online retailers had tried unconditional free shipping offers, but fewer than half said they would use the tactic this year. By contrast, 80 percent had made conditional free shipping offers, and 71 percent said they would use this approach more this year."

You can't afford a promo that could lead to a loss but it's time to start thinking about ways to get customers to consider your site when making up their holiday shopping lists. (Defiantly and "stealthily" others are already starting to get the word about their holiday deals out there). (Registration required)

There is no better time of the year to get new customers familiar with what you do or sell and while you probably can't afford to give them free shipping you might be able to come up with a creative and resourceful way to show them what you do best.

Marketing | Retail | SmallBizResource