Get Ready for Green Monday with These 4 Best Practices
By Mike O'Brien | December 8, 2020
Thanksgiving, Black Friday and Cyber Monday have come and gone, generating nearly $25 billion in online sales between them. However, the holidays are far from over. There is plenty of time between now and Christmas, with Green Monday being a particularly significant shopping day.
Noticing consistent spikes in sales on the second Monday in December, about 10 business days before Christmas, eBay coined the term “Green Monday” in 2007. It was a simpler time before mobile commerce, Amazon Prime and in-store pick-up options, and many shoppers made online purchases in a panic, worried about receiving their orders in time for Christmas.
Ecommerce has come a long way since then and fast, free shipping has gone from being a “nice to have” to table stakes. As they compete with Amazon, retailers like Target and Best Buy are even making it a big part of their holiday season marketing.
Still, Green Monday is traditionally the strongest sales day in December. Last year, Green Monday sales were more than to $3 billion. It’s also right around the corner. Are you ready for December 14?
Don’t Sleep on Green Monday
Our first best practice is pretty simple: Remember that Green Monday exists. It may not have the same level of name recognition as another Monday that comes to mind, but huge retailers like Amazon, Best Buy and Target have been known to have Green Monday deals. It is also typically Walmart.com’s highest-traffic day in December.
Do Something Different
The average shopper’s inbox is a sea of sales, especially during the holidays. If you want people to think of Green Monday as something special, you have to do something different. In 2017, eBay celebrated 10 years of Green Mondays with hourly deals on popular products such as Bose sound systems, Samsung TVs and KitchenAid mixers. Many retailers have yet to reveal their deals for this year, but Groupon, for one, is offering unusually large discounts this year.
Don’t Send Emails at the Top of the Hour
Since Green Monday is such a popular shopping day, there tends to be an uptick in marketing messages. Retailers tend to send Green Monday emails right on the hour; stand out by sending at, say, 8:20, rather than 8:00 on the dot. If your email doesn’t contain a time-sensitive deal, we’d also recommend personalized send times based on each individual customer’s historic engagement.
Do Evoke Eco-Friendliness
Because Green Monday is lucrative for retailers, the name is a nod to cash. However, we’ve been conditioned to associate that color with sustainability. Focus on how much more eco-friendly ecommerce is than brick-and-mortar shopping, as the Carnegie Mellon Green Design Institute found. You can also go a more subtle route, like BH Cosmetics did with this email. We’re guessing that jungle aesthetic isn’t an accident.
2020 Holiday Marketing Playbook
With all that has happened this year, we expect to see a holiday season unlike any other. That said, the time to start testing and building out email and CRM strategies is now. Along with our Retail Advisor, former JustFab VP Monica Deretich, Sailthru has developed this playbook to help retailers crush Q4 and beyond.
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