The end-of-year shopping season in e-commerce is always eagerly awaited by consumers and brands alike. It's one of the biggest demand-driving periods of the year, with a host of shopping events organized both offline and online. This is also the time when consumers spend generously, and businesses need to accelerate to ensure their business strategies are maximally effective during this period.
TikTok Shop is one of the platforms that enables businesses to access consumers strongly with pioneering shopping trends, multiple touchpoints with customers from Livestream, Short Video Ads content, Shopping Center,... Thereby driving business sales.
"What is the end-of-year shopping season?"
The end-of-year shopping season is a crucial period in the year for both retailers and consumers. This period typically starts from late November and extends until the end of the year, including important events and holidays such as:
- Black Friday: Black Friday typically falls on the day after Thanksgiving in the United States (usually the fourth Thursday of November). It is a shopping day with significant discounts and attractive promotions. Consumers often rush to traditional stores or shop online to hunt for deals.
- Lunar New Year: With the Vietnamese Lunar New Year - a major shopping occasion, programs will extend from after the Western New Year to 2-3 weeks before the Lunar New Year. During this time, people often host parties, welcome the new year, and there are usually promotions and offers in restaurants and bars.
- Cyber Monday: Cyber Monday typically occurs on the Monday after Black Friday. It is a day for online shopping, featuring many deals and discounts on electronic products, technology, and internet shopping.
- Christmas: The end-of-year festive season culminates with Christmas, on December 25th. Consumers buy gifts for family and friends during this occasion, and businesses often have promotions and shopping events specifically for Christmas.
In addition, combined with many programs and events to drive shopping on e-commerce platforms like Shopee/TikTokShop/Lazada, such as: Super sales on Double 11.11, 12.12, or birthday super sales have made the end of the year one of the biggest consumption periods of the year.
What do businesses need to prepare for the end-of-year shopping season?
Preparing for the end-of-year shopping campaign is an important part of the business strategy to capitalize on the opportunity of increased shopping demand during the holiday season and end of the year. Here are some things businesses may consider to prepare for the end-of-year shopping campaign:
- Marketing planning
– Determining the marketing objectives of the business for the end-of-year shopping campaigns
– Building messaging, creating a system of short video content, suitable livestream programs, relevant to the holiday season
- Developing discount and promotion policies
– Identifying discount programs, special offers, promotions, and gift packages
– Ensure that these policies are clearly promoted to attract customers
- Check inventory status
– Ensure you have enough inventory to meet increased shopping demand
– Identify hot products to enhance supply
- Enhance payment and delivery systems
– Ensure that your online payment system is functioning effectively
– Identify a shipping plan to ensure timely delivery during peak times
- Promote and reach out to customers
– Utilize social media channels, email, and online advertising to promote your campaign.
– Create special advertising campaigns for the holiday season
- Theo dõi hiệu suất và tăng cường dịch vụ khách hàng
– Track performance and enhance customer service
– Train and prepare the customer service team to meet increased customer volume.
Leverage TikTok Shop's pioneering shopping trends
In May of last year, users had the opportunity to witness the first Livestream session in the form of a fashion show, co-hosted by TikTok Shop and Paradox. As a Vietnamese fashion brand catering to the youth with a streetwear style, the innovative model attracted hundreds of millions of views and generated impressive sales figures, thereby strongly affirming the successful formula of combining commerce and entertainment through content formats such as livestreams and short videos. With a systematic strategy and maximizing available resources and support from TikTok Shop through Livestream and Shopping Page, the number of followers on Paradox's channel has quadrupled, and sales have tripled since its launch. In particular, the best-selling product, the Reverie T-shirt, has seen a growth of over 500% in monthly sales volume compared to Paradox's early days on TikTok Shop, with an average monthly growth rate exceeding 20%.
With its pioneering position in the trend of commerce through entertainment content, TikTok Shop has provided a comprehensive and creative solution for businesses to effectively manage and livestream. Additionally, with an expanded community of content creators in both quantity and quality, TikTok also supports businesses in connecting and finding suitable "partners," gradually addressing comprehensive business issues, even SMBs with limited resources can achieve significant opportunities to succeed.
For the 11.11 campaign, a major event in e-commerce, what does TikTok Shop have to offer?
In fact, the continuous sale events on TikTok Shop are always the starting point of the strategy for SMBs through good ripple effects, helping brands reach a large, potential customer base, along with the ability to boost sales. Looking back at the 9.9 Shopping Festival on TikTok Shop, the number of customers searching for and purchasing products increased by 250% compared to before the campaign. The order placement rate also increased by 140%, corresponding to a 150% increase in the volume of products recorded in sales figures.
According to a TikTok-commissioned study on consumer behavior during the 2023 Super Shopping Season, 81% of users on the platform agreed to spend during this super shopping spree. Anticipating consumer shopping psychology, TikTok Shop unveiled an exciting series of "Double Fun Sale" activities on November 11th, featuring millions of attractive offers, heavily discounted branded items up to 50%, Livestream Superstar vouchers worth 1,111,000 VND, free shipping for orders starting from 0 VND, along with a series of engaging interactive activities featuring the representative face of Thao Nhi Le. For the first time, TikTok users will experience a platform-wide Livestream event – the "Fun Sale Universe" promises to deliver invested, quality, and humorous content. By combining entertainment with commerce to stimulate emotional buying behavior, businesses have many opportunities to capitalize on this occasion.
Furthermore, TikTok Shop has recently opened up attractive revenue opportunities for businesses of all sizes on the Shopping Page (Shop tab), positioned in a prime location right next to the Home tab. Aimed at providing users with diverse and easily accessible product selections, the Shopping Page has become a reliable "go-to" destination for brands with its attractive storefront design and prominent, enticing promotions. This has contributed to a 300% revenue growth and a 140% increase in the number of customers following the recent 9.9 sale event.
With promising forecasts and burgeoning business opportunities in the end-of-year shopping season, businesses are accelerating to boost revenue. To quickly grasp and optimize the programs, support, and promotions from platforms like TikTok Shop to efficiently sprint towards success, businesses can access TikTok Shop's Seller Center.
Capture the schedule of TikTok Shop campaigns in December to leverage the best opportunities and traffic.
