It’s the final entry in this series of posts and if you’ve been creating your social media content around the various online events throughout the year, it’s obviously been a busy one for you! As a result, you should have increased your followers on your social media platforms and gauged an idea of what content works the best with your target market. You may have even mastered a platform that allows you to automate your posts on social media, leaving you free time to concentrate on running your shop whilst your followers engage with your brand online.
With that in mind, it would be worth noting down which events worked the best for your online shop in terms of your brand, promoting your products, promotions and sales and repeating these during 2021. You can find January’s events in this post. A word of warning though – if you wish to do this, you will need to research the exact dates because many events will fluctuate by a day or two each year.
Back to December though, and there’s obviously less online events in the run-up to Christmas because everyone is preparing for the holidays which is more problematic than usual due to the current lockdowns in place up and down the country. During this period, the key is to keep the conversation and engagement with your customers going to keep them interested in your brand and your products. You’ll need to post more than ‘buy this’ type updates, and instead create conversations with them where possible. This encourages them to form a relationship with your brand, and in turn, return custom.
The Event: Decembeard
Date: All Month
What you could do for a Business Post: If you already joined in with Movember, then you should continue your goodwill and get involved with Decembeard too, where you can raise money for Bowel Cancer UK. If your online shop sells men’s grooming products, specifically razors and oils for facial hair, then you can promote some of these items and even make videos to show how they should be used, whilst showing off your own beard and raising money for a fantastic cause.
What you could do for a Personal Post: If you have no product lines which can be associated with this event, simply advertise your participation with Decembeard with a series of selfies and Boomerangs on your social media and maybe dress that beard up a bit with paint or glitter to really make it stand out.
The Event: National Cookie Day
Date: 4th December
What you could do for a Business Post: The whole point of this event is to celebrate the humble cookie; whether a chocolate chip or oatmeal raisin, today is the day to celebrate the softer version of our own British biscuit. If your online shop sells cookie cutters, cookies, biscuit tins or similar, now would be a good time to promote these items – ideally with a corresponding offer.
What you could do for a Personal Post: Treat yourself – and your staff – to some cookies for lunch and run a poll in the office for the most popular cookie flavour. You could have your followers vote as well, and don’t forget to have the obligatory glasses of milk at the ready!
The Event: Tree Dressing Day
Date: 6th December
What you could do for a Business Post: Contrary to popular belief, traditionally Christmas trees should be decorated on the 1st day of December. If your online shop sells Christmas tree ornaments, tinsel and other such items, you need to promote these around a week before the event. You could even offer a promotion to your customers to take photos of your products on their trees to garner some social proof and followers which can be referred to again in the run-up to Christmas.
What you could do for a Personal Post: If your online shop does not sell Christmas tree decorations, simply put up your own tree and take videos and Boomerangs of the process to share on social media, encouraging your followers to do the same.
The Event: Christmas Jumper Day
Date: 11th December
What you could do for a Business Post: In workplaces and offices across the land, folk will be donning their Christmas jumpers for the day to raise money for Save The Children. If your online shop sells Christmas jumpers and accessories, promote these product lines before the big day, and get involved in your own workplace with your staff if you can. Take photos and videos of the staff in their Christmas jumpers and offer awards for best and worst efforts.
What you could do for a Personal Post: Make a donation to Save the Children and don your Christmas jumper with pride! Share a selfie on your social media and encourage your followers to do the same, posting a link to the Save The Children website so that they can donate too.
The Event: Crossword Puzzle Day
Date: 21st December
What you could do for a Business Post: The aim of this event is for us to celebrate the humble crossword puzzle – that which millions of us complete in the newspaper on a daily basis. If your online shop sells crossword puzzle books, then you need to get these items promoted before the day itself.
What you could do for a Personal Post: You could challenge your followers to answer cryptic crossword clues on your social media – some people are amazing at these and everyone likes to compete to prove their mettle.
The Event: First day of Winter/Winter Solstice
Date: 21st December
What you could do for a Business Post: It’s the shortest day of the year and a day of celebration to those of a Pagan and Wiccan persuasion. If your online shop sells candles, incense and specifically Pagan and Wiccan goods, then you’ll need to get these items promoted before the big day, ideally with an offer of some kind.
What you could do for a Personal Post: Winter Solstice is also the traditional time to make a Yule Log, so whether it’s the ornamental or edible kind, construct your own to take photos to share with your followers.
The Event: Christmas Day
Date: 25th December
What you could do for a Business Post: Obviously there will be millions of posts made during Christmas Day, so keep things simple by publishing a video, Boomerang or photo of yourself and your staff with your branding to wish all of your customers a Merry Christmas. This would also be a good time to advise your customers when your online shop will be open for trading again after the holiday.
What you could do for a Personal Post: Wish your followers a Merry Christmas with a Boomerang, photo or video.
The Event: Boxing Day
Date: 26th December
What you could do for a Business Post: If you are running a Boxing Day sale, make sure that you promote this on your social media profiles before Christmas day with strong graphics and any promo codes to encourage customers to return to your online shop on the day itself.
What you could do for a Personal Post: If you’re braving the Boxing Day sales yourself, make a video of the queuing and crowds. Alternatively, if you’re only shopping online, let your followers know what you’ve picked up in your haul.
The Event: New Year’s Eve
Date: 31st December
What you could do for a Business Post: If you have January Sales due to begin the following day on your online shop, be sure to advertise this today and post a graphic of yourself and your staff, wishing all of your customers a Happy New Year for 2020.
What you could do for a Personal Post: Are you making any New Years’ Resolutions? If so, detail these to your followers and start a conversation with your followers to find out what their goals are for 2021 too.