Beyond December 25: Why Retailers Need to Focus on Post-Holiday Shopping

| Insights

While the holiday shopping season is top-of-mind for everyone, smart retailers are thinking a little further ahead and taking post-holiday time into account as well. According to ShopperTrak, the day after Christmas is the fifth-busiest day of the year for shopping traffic – and the seventh highest in sales. Finding post-holiday bargains is a tradition and passion for many shoppers, so digital marketers need to take advantage of this key time.

First, let’s look at what consumers are purchasing in the post-holiday period. Top sources of spending in January are:

  • Fitness Equipment. A popular New Year’s resolution for many is to get in shape.
  • Winter Apparel. Winter clothing deals remain good buys through January.
  • Home Furniture. January is a good time to purchase old inventory, before new collections are released.
  • Electronics. Previous-generation devices will see new price cuts.

Now for specific tactics for retailers and marketers to consider:




The takeaway: the holidays are huge, but the post-holiday period can also be extremely significant for retailers. Great visuals, smart targeting, and customized offers can go a long way in helping your digital marketing efforts close the deal for bargain-hungry post-holiday shoppers.


Sources: DealNews, “The Best and Worst Things to Buy in January”, January 2014; “Retailers Counting on After Christmas Sales to Escape Doldrums”, Susanna Kim, December 2013; “For Boosting Post-Holiday Sales”, Brandi-Ann Uyemura, January 2014; Entrepreneur, “Know Your Shopper to Boost Post-Holiday Sales”, Dec 2013; Multichannel Merchant, “How to Avoid the Post-Holiday Blues”,  Jan 2014; Los Angeles Times, “Retail Sales Pick Up in January after Lackluster Holidays”, February 2013; Special to CNBC, “Hey, It’ll be Cheaper After Christmas”, December 2013; The Denver Post, “Shoppers try to find Bargains in Post-Holiday Sales”, December 2013



Natalie Breitbach

As a member of the marketing communications team, Natalie is responsible for copywriting, emarketing and sales collateral, and Undertone’s social media presence. She joined Undertone in early 2012 and has worked in digital media for several years. Outside of work, Natalie enjoys finding new restaurants and new places to go running in NYC.


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