How far in advance do you announce your sales?

[Amanda_at_Re-Mi]

Our go-to for sales is to offer free shipping, usually for no more than 24-48 hours at a time. 

We are having a debate in the office right now about whether it is better to announce the sale several days before it starts (to give people time to prepare) or if that kills sales for the in between days, and leads to us giving free shipping to people who would have paid for shipping during those days, making it better to wait until the day before or day of the sale to announce it. 

Anyone have any ideas about which is better? 

Thanks!

[jimmielee00]

We're giving like a week or two for promotion and awareness. Ex: if it is seasonal like Mother's Day or Father's Day so a lot of our patron knows. We are also alloting a decent budget for promotion (like FB ads) for awareness.

[SEO_proagency]

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[Amanda_at_Re-Mi]

Thanks!  And between when you start promoting the sale and when the sale starts, do you experience a big decrease in sales?  

[Amanda_at_Re-Mi]

@SEOproagency, Jimmie has a dropship store where it looks like things are often on sale.  We sell one product - our own line of shoes - and we don't put them on sale very often. They are also a higher price point. How does this change the formula?

[Shopili_com]

Hi Amanda,

The answer to this is - Does your store have a strong brand following. Ie. Do most people that receive your email newsletters know who you are?

If you are a brand - I would definitely go with urgency via an email newsletter. This is something we test at Shopili a lot, and works for brands, but not more general stores. 

Formula is - Store with strong brand image + a contemplating customer + add in the urgency of free shipping offer (Id even go as far as to cut the time to 24 hours, with a secondary email going out **Extended free shipping due to high demand!**)

Really seems to work up conversion rates in our opinion.

Jo

Shopili.com

[Amanda_at_Re-Mi]

Thanks so much, Jo!  Yes, I'd say that describes us.  

Because of our differing opinions about this in the office, our sale is going longer this time (almost 4 full days) and our sales dropped significantly after the first 36 hours of the sale.  The 24-hour extension definitely sounds like a more effective way to do it next time!  Thank you -

Amanda

[Jarrett3]

Hey you do not want to annouce too early because people will obviously just wait for the sale instead. If you do it via paid traffic ads then you can announce the day of. If this is an organic play you will want to launch the ads about the sale about 2-3 days earlier but spam them almost make sure everyone sees them!

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