How to make the most of Super Saturday as last chance for holiday sales

Super Saturday, the last Saturday before Christmas, is a critical day for business owners who want to end the year with a bang. Because it’s too late for most online purchases to arrive in the mail, brick-and-mortar reigns supreme on Super Saturday. And because it’s before the expected after-Christmas sales, retailers can push to move merchandise before discounting it for the new year.

How to make the most of Super Saturday as last chance for holiday sales
How to make the most of Super Saturday as last chance for holiday sales

While its proximity to record-breaking days like Cyber 5 (Black Friday to Cyber Monday) might have retailers wondering if it’s worth investing additional resources into, the two shopping periods work hand-in-hand with one another. A solid Cyber 5 strategy is key to the holiday season, and a strong Super Saturday complements that strategy by giving retailers a boost through the end of the year.

Content Summary

4 tactics to boost Super Saturday sales
1. Offer curbside pickup and same-day buy online, pick up in-store
2. Send exclusive, segmented email offers
3. Show up on social media—however you can
4. Personalize the experience
Make the most of your Super Saturday sales

4 tactics to boost Super Saturday sales

1. Offer curbside pickup and same-day buy online, pick up in store

Super Saturday is a tight squeeze for delivery, driving the brick-and-mortar energy of the day. But some shoppers might not feel comfortable coming in-store, and others might be used to the convenience of curbside pickup. When retailers give customers a choice, they secure holiday sales instead of sending them to a competitor.

“This year the omnichannel experience is even more important. Making sure all inventory is available to be sold through all channels is key,” advises Hillary Senko Cullum, Wholesale and Retail Consultant at HSC Advisors. “Be ready to meet your customer where they are, whether that is online, at the curb or if they want to come in and shop in person.”

2. Send exclusive, segmented email offers

To make the most of an email list at this time of year, start by analyzing customer buying patterns, suggests Gilad Rom, the CEO of Huan, a retailer of smart tags for pets. “Create a segmented email marketing list highlighting your last-minute holiday promotions and offers. Target customers who haven’t shopped with you in a while with a ‘we miss you’ email campaign.”

Super Saturday is also a great day to move inventory as the year comes to a close. Creating exclusive bundles that you don’t regularly offer and advertising them by email to your most loyal customers can help you repackage inventory that has been sitting on your shelves for too long.

3. Show up on social media—however you can

Being seen on social media is another way to support a Super Saturday push. If the budget exists, paid social media advertising increases brand visibility to a wider audience.

But if a retailer can’t budget for ads, there are other options.

“If you don’t have the budget for ads or if you want to make an organic push, then show up on social media and utilize video,” suggests Jacqueline Snyder, co-founder of small business coaching platform and popular podcast, The Product Boss. “Go live and give a wide shot of all the amazing products in your store. Or go live and share specific products just like home shopping networks. You can also keep it simple and post videos and pictures of products in your stories and posts. If you have a Facebook presence and community, I’d advise doing the same.”

4. Personalize the experience

This is an area where smaller retailers can thrive, especially in a year where local shopping is bigger than ever. One survey found 70% of Americans are making an effort to support their local businesses this year.

Greeting a customer by their name and knowing their purchase history makes shopping local stand out compared to big box stores. Retailers can set their employees up for success with point of sale software that collects customer profiles and purchase histories so they can make personalized recommendations. That familiar touch will cut through the otherwise hectic Super Saturday for customers.

Make the most of your Super Saturday sales

Projected sales totals for the 2021 holiday season stand at $1.093 trillion—from the early-bird September shoppers to the last-minute Super Saturday gifts. Retailers who are prepared can make the most of the holidays and boost their business going into the new year.

By working off of the momentum of an effective Cyber 5 strategy, retailers can reuse many tactics and promotions originally created for those dates and repackage them with a last-minute shopping holiday spin.