5 tips to increase sales during Christmas

For many businesses, sales tend to spike during Christmas as presents are bought ahead of the big day and people get into the Winter spirit. But, what if your product is underperforming or you want to further increase your existing sales?

Let’s take the example of ice cream.

They tend to be associated with summer, sun and beaches. They are generally seen to be a refreshing snack for a warm day and ice cream vendors find their demand is very seasonal.

However, what if I told you that you could actually increase the sale of ice cream during Christmas?

To do so involves understanding how to connect with your audience on an emotional level through pains, fear, emotion, contrast and ego. Combine this emotional connection with a change to the frame of reference of ice cream and it’ll work a treat.

1. Pains

Individuals spend a lot of time and money cooking on Christmas Day for their extended family.

Ice cream could be marketed as a quick dessert to spend more time with the ‘family that matters’ over the festive period.

You would need to demonstrate the scale of the time spent cooking on Christmas Day through a video or image.

You could use a numerical clock that adds up the time spent cooking a traditional dinner and one that adds time spent with family. This would draw on a number of the other customer characteristics but would mostly appeal to the lack of time pain point.

2. Fear

This is the fear of starting an action or missing out on not doing something.

Within our example, there could be a clear feeling of missing out on getting Christmassy during Winter.

Ice cream could be an alternative that allows you to get into the Winter spirit without having to find the nearest Winter Wonderland or Santa’s Grotto.

This would require you to associate the cold and frozen nature of the ice cream to the freezing Winter feel.

To take this association a step further, you could release a new limited-time themed ice cream flavour for the season. The limited nature of the product would also spark further urgency and desire from customers as they look to not miss out on the product.

3. Emotion

This encompasses the desire for love, affection and attention.

An example of this could be the cozy movie nights with partners that many look to have through the freezing weather.

However, not every person has a significant other and ice cream could be positioned as the next best thing that would keep you company through film nights.

This method of engaging customers needs to draw on an emotion that is linked heavily with an individual’s subconscious and can be shown very effectively through video or image.

4. Contrast

upside down ice cream with red cone on top to look like a Christmas hat on blue background

This is where a comparison is drawn between two extremes.

Using ice cream, comparison could be drawn between traditional hot drinks and cold alternatives.

In particular, ice cream could be positioned to be either a hot drink replacement or complementary product to cool the drink down to drinkable temperatures.

You could also contrast how the ice cream is eaten and instead of the summary cone or tub, provide a different container for the ice cream.

For example, the ice cream could be served in a cocktail glass that would entirely change how the product is perceived and eaten.

5. Ego

This refers to the personality of the individual.

The Ego of a person compliments the other four customer characteristics, but also allows you to target people with specific traits, likes and dislikes.

For example, ice cream could be marketed as the perfect alternative for non-conformists who want to be different at Christmas.

To do so, you could include a video showing the difference between a traditional Xmas dinner and a combination of the individual’s favourite dishes on the day instead.