Get Ready for Green Monday with These 4 Best Practices
Cyber Monday, Black Friday and Thanksgiving have come and gone, generating a whopping $58.5 billion in sales. 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 free two-day shipping is more the rule than the exception. Still, Green Monday is traditionally the strongest sales day in December. Last year, Green Monday sales were close to $2 billion. It’s also right around the corner. Are you ready for December 10?
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 was also Walmart.com’s highest-traffic day in December for the last two years.
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. Last year, 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 Calvin Klein and Solstice Sunglasses are offering unusually large discounts.
Don’t Send Emails at the Top of the Hour
Since Green Monday is such a popular shopping day — last year, Sailthru sent more than 290 emails, far more than a typical day, even during the holiday season — there tends to be an uptick in marketing messages. Retailers tend to send 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.