I'm a holiday shop, so pretty much all of my customers need their items by the same deadline ~ it gets pretty nutty in November if I'm lucky. It helps to be organized!
The most important thing for holiday sales is to 1) have a great product people need, 2) get people into your shop, and 3) look good when they get there.
1) Have a product people need ~ something they will hunt for. In my case, every child needs a stocking, and every home has a tree.
2) Have gorgeous, salivation-inducing photos ~ buying is emotional, so help your shoppers feel something when they see your product.
3) Get found ~ help your shoppers find you by making sure your listings land as high as possible in the search results.
I spend a good deal of time before the holiday season designing and improving my product. Product always comes first.
Next I look at my stats and past holiday seasons and try to estimate my sales for this season.
Then it's straight forward:
> Clean up the stockroom and studio.
> Organize the workspace for efficient production and shipping ~ have a smooth, nice work flow from cutting, to stitching, to pressing and packing.
> Order product supplies early ~ and prewash, cut, and prep them for production.
> Order shipping supplies early ~ and prep them with return address labels, air mail stickers, etc. String hang tags. Mount washi tapes on tape dispensers.
> Make one of every single item I will sell this season, in every color and personalization I will offer.
> Photograph these. I need 5 photos for every product ~ front, back, personalized, in use, and a collage of all variations available (sometimes a collage of the entire holiday collection, so they can think about adding to their collection each year). It speeds up photos to shoot all of the fronts one right after the other, then all of the backs, etc.
> Prepare my listings ~ use all 5 photos, make sure titles/tags/descriptions will get good strong search results, and plan to have as many listings as possible ~ you want to appear in lots of search results.
> Answer common questions in your listing descriptions ~ it saves time later. Things like size, care instructions, available colors, fiber content, anything your customers ask regularly.
> Use shipping profiles and shipping labels ~ they save time!
> Arrange for the postal service to pick up your shipments for you, at your door, if you ship regularly. It saves time!
> Start listing early, but stage your listings so you are continually listing ~ don't put them up all at once. You want them sprinkled through the search results, and recent listings appear higher in the results.
> Post holiday order deadlines and turnaround times ~ people always need to know this, for decorating and gift giving.
> And if you can, get in touch with media outlets and bloggers, to let them know what you'll be showing this season.
> Use social media ~ and the new Shop Updates on Etsy, awesome! ~ to invite people to your shop.
> Block time each day for emails, production, order fulfillment, and shipping ~ prioritize these continually.
And have a wonderful holiday season!
Very best wishes,
Anne