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How to tackle that January sales lull

Christmas + January sales = The mid-January lull.

But don’t panic! There are things that you can implement now to prepare to tackle the January lull this December.

We know that January is a dreaded month (#TheJanuaryBluesAreReal), and we know that as a Small Business owner it can be a particularly difficult time for sales:

😴 You’re no doubt exhausted from the Christmas rush (especially for those of you that are product-based business owners)

😨 You’re overwhelmed by the New Year, new start mentality … not ideal during the month known as the ‘Slump in Sales Month’.

😣 And you’re already worried about the most unpredictable economy we’ve had in a while.

So, ID&EA have put together some researched advice to help you and your SME avoid the January blues. You can skip straight to the relevant category for you by using the menu below:

Product based business

Service based business

Event based businesses


Advice for Product-based businesses


Have a SALE!

Bye-bye to seasonal stock that will clutter up our storage space until next year if you don’t sell it now—you know what I’m talking about.

Remember: you don’t have to sell everything. Stock that you will be able to sell all year round doesn't need to be shifted, focus your sales on the items that are harder to sell or ones that you won’t be restocking in the new year.

New offerings

Do you have a new offering for 2023?

Let your customers know that you’re still hanging onto some Christmas generosity and spirit by giving special offers on your new products.

You can give out samples of the new item on orders over a certain price --or even all orders if you have that extra bit of goodwill hanging around.

73% of consumers said they were likely to buy a product after trying it”, says Sampling Effectiveness Advisors.

Or, if it’s not a sampleable product, you could include a flyer or a note in all of your packaging about your new release.

Get as many people as excited as possible for the product ahead of the launch to help make it a success.

Abandoned cart recovery

We all love an online browse when shopping, so much so, we tend to browse more than we buy (I’m guilty as charged for this!). We buyers put lots in our baskets but don’t always complete the sale on everything… particularly in the new age of tightening our purse strings.

But that doesn’t mean your business has to miss out on a sale.

Shopify has said that69.57% of online shopping carts are abandoned, with WIX you can take advantage of abandoned cart recovery systems. So, when shoppers abandon their cart, you can re-target them with ads and “retrieve 25% of your visitors”. You can set up automations on your WIX site that will collect the data and do this for you!

If you need help doing this, we can set this up on your WIX site for you.

Prepare for returns

Some returns are inevitable. From a family member choosing the wrong thing to perhaps your product not quite living up to its expectations -- whatever the reason, returns are to be expected after a period of such high sales like Christmas.

Organise your returns procedure. Take notes of which items were returned the most (perhaps that product needs a re-think) and reach out to your customers for feedback on why they made the return.

Most retailers expect a 15% return rate from online shoppers, but this will fluctuate depending on your business and its size.

Tip: To avoid numerous returns in the future analyse your product transparency. Make sure you provide good information about your product and who it is suitable for in the description, as well as quality product photography.


Advice for Service-based businesses

New Year, New goals: Take advantage of the fact that most people are ready for a fresh start and ready to change things up.

Perhaps they are ready to learn something new, try a new method, or are ready to ease their workload with some outsourcing.

Whatever it is that you offer, January is the PERFECT time to be reaching out to new customers --AND checking in with old leads.

Here are our recommended ways to reach out:

📞 Offer a free call: Use the lull to speak to prospective clients. They can find out more about your biz before committing (which they are more likely to do after a call).

🎯 Ads: Create some Ads so that you are visible.

💬 Attend networking events: Meet with fellow business owners. You can offer each other support. Your services could be just what they are looking for, or if not, they might even recommend you to someone who is.