With Halloween just behind us, Thanksgiving ahead and Christmas around the corner, I’ve been thinking a lot about holiday promotions (as well as my waistline!). And it seems I’m not the only one.

EBay have recently launched a new ad campaign, which focuses on holiday products,  and a new survey conducted by BIGresearch for Shop.org found that online retailers will be revamping websites, focusing on social and offering free shipping, in some form, this holiday season and, for a third, this activity will start earlier this year than last.

But competition is hot, and employing new methods to reduce costs and attract customers will be critical.

Through my company, DHgate.com, I’ve noticed an increasing trend for SMEs to buy small volumes at higher frequency, allowing closer management of inventory and quick response to consumer trends – A low-risk strategy particularly valuable during holiday periods.

For etailers looking to differentiate their marketing this season, the options are extensive. I came across the Vastplanet blog recently and thought it was interesting. It includes some worthwhile pointers; you can read the whole article here or view my selection of highlights below.

What have you got planned for your upcoming promotions? I’d love to hear about tips and lessons, so please feel free to leave a comment!

Customer Service / Operations:

Holiday Shipping – plan special rates that are easy to understand and provide ETA chart with cut off dates for customers on the shopping cart. Here are important dates to know:

11/27 Black Friday

11/30 Cyber Monday

12/07 Green Monday (expect heavy traffic)

12/14 Brown Monday (last day for free shipping)

Gift Services:

Last Minute Holiday Suggestions – great idea to choose some rapidly shipped options for the time constrained consumers.

Promotion:

Coupons – consumers want them and this will be a key driver this holiday season. Consider Free Shipping, Save $X when you spend $Y and % off scenarios.

SEO:

Consider Facebook advertising, Retargeting, Ad Networks and Content Networks to maximize coverage

Form a Partnership:

Niche Online Store – create a new store to capitalize on a rising market trend and benefit during the holidays. You can go to Google Trends and get some Ideas on what’s popular.