How Handmade Sellers Can Boost Holiday Sales Like Le Creuset
- Cheri Tracy
- Nov 29, 2024
- 3 min read
Creative ways to keep customers engaged and increase conversions during Black Friday.
The holidays are a prime time for handmade sellers to shine—but with so many brands competing for attention, how can you stand out? Let’s take a cue from Le Creuset, the iconic kitchenware brand, which uses creative strategies to make their Black Friday and Cyber Monday (BFCM) campaigns unforgettable.
From rebranding the shopping holiday to building excitement with early deals, Le Creuset’s approach is packed with actionable lessons for handmade sellers.
Here’s how you can apply these tactics to your shop and create a buzz this holiday season.
1️⃣ Rebrand Black Friday to Align with Your Brand
Le Creuset rebranded Black Friday as “Colorful Friday” to reflect their vibrant product range. This small but meaningful tweak makes their campaign feel unique and memorable.
Actionable Tip for Handmade Sellers:
Choose a name for Black Friday that matches your brand’s identity. For example:
“Handmade Friday” for a focus on artisanal products.
“Crafted with Care Sale” to highlight the effort behind your items.
Incorporate your rebranded name into your email campaigns, website banners, and social media posts.
Pro Tip: Use visuals to reinforce your theme. If your shop is known for colorful products, like Le Creuset, highlight those colors in your marketing materials.
2️⃣ Update Your Newsletter Sign-Up Copy
Le Creuset optimized their newsletter pop-up during Q4 to attract deal-seekers, offering holiday gift ideas, recipes, and exclusive event access in exchange for an email subscription.
Actionable Tip for Handmade Sellers:
Tailor your newsletter pop-up to appeal to holiday shoppers. Examples include:
“Sign up for 15% off your first order + exclusive holiday gift ideas!”
“Get access to our Handmade Holiday Gift Guide + exclusive deals!”
Offer value beyond discounts, such as:
Sneak peeks at new collections.
Limited-time offers for email subscribers only.
Pro Tip: Use tools like Mailchimp or Klaviyo to create seasonal pop-ups and segment your subscribers for more targeted marketing.
3️⃣ Launch Pre-Holiday Deals to Build Excitement
Le Creuset runs “Weekend Treasures” in the weeks leading up to Black Friday, introducing new deals on a special landing page every Friday. This not only boosts sales early but also trains customers to revisit their site weekly for more irresistible offers.
Actionable Tip for Handmade Sellers:
Roll out themed promotions ahead of Black Friday, such as:
“Weekend Steals”: Highlight a different product category each weekend.
“12 Days of Handmade Deals”: Offer a special discount or bonus for 12 days leading up to the holiday season.
Create a dedicated landing page for these offers to make them easy to find.
Pro Tip: Announce your pre-holiday deals on social media and through your email list to drive traffic to your site.
Why These Strategies Work
Le Creuset’s approach makes their Black Friday campaign more impactful because it:
Builds Brand Recognition: “Colorful Friday” aligns perfectly with their vibrant product identity, making their campaign memorable.
Captures Leads: Their updated newsletter pop-up converts casual visitors into subscribers, providing an audience to retarget throughout the season.
Increases Site Traffic: Pre-holiday deals create excitement, train customers to return weekly, and boost sales long before Black Friday officially starts.
For handmade sellers, these strategies offer a blueprint for creating a more engaging and successful holiday campaign.
How You Can Retarget Subscribers After BFCM
The holiday season doesn’t end on Black Friday. Use your subscriber list to keep the momentum going:
Send Holiday Gift Guides: Curate products for different recipients (e.g., “Gifts Under $50” or “For the Craft Lover”).
Promote Last-Minute Deals: Offer free express shipping or discounts for last-minute shoppers.
Tease Post-Holiday Sales: Build anticipation for Q5 by hinting at New Year or clearance sales.
Pro Tip: Use urgency in your email subject lines, like “Only 2 Days Left for Holiday Shipping!”
Summary: Get Your Handmade Shop Ready for Black Friday
Le Creuset’s BFCM strategies are a masterclass in creating engaging, memorable campaigns. Here’s how you can apply their tactics to your handmade business:
Rebrand Black Friday: Choose a name that reflects your brand and makes your campaign stand out.
Optimize Newsletter Sign-Ups: Use holiday-specific copy to grow your email list and convert visitors into loyal customers.
Launch Early Deals: Roll out pre-holiday promotions to build excitement and drive repeat visits.
By planning your campaigns now, you can create a buzz that carries through the entire holiday season—and beyond.
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