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eBay Sellers, Get Ready for Dads and Grads Campaign

Mother’s Day can be a windfall for online sellers, and luckily there are more occasions for gift-giving this spring. eBay reminded sellers it’s graduation season, with Father’s Day looming on the horizon, as it kicked off “Dads and Grads” marketing campaign this week to appeal to online shoppers that includes homepage exposure, email marketing and a sweepstakes.

eBay said it would be driving shoppers to the following categories for Father’s Day shoppers: Computers, Men’s Fashion, Home & Garden Gifts like grills and blowers, All things Golf, Motors Parts & Accessories, TV and Audio items, including Portable Audio, Sunglasses, Cameras, Watches, Fragrances and Cell Phones.

The marketplace will drive shoppers to the following categories for Graduation Day presents: Computers, Cameras, Watches, Cell Phones, Athletic Shoes, Jewelry & Watches items with diamonds or gems, Handbags, Sunglasses and Fragrances.

eBay created landing pages for the two occasions: the Gifts for Dads page and the Gifts for Grads page. eBay added links to the promotional landing pages on its homepage slider and sent out emails to buyers as well, including one with a subhead, “Up to 60% off watches, activewear, golf gear, and more for Dad.”

Both landing pages appear to limit listings to certain sellers. That could be explained by advice it offered sellers about how to qualify for exposure. eBay warned sellers that in order for sellers’ fashion and jewelry listings to qualify for exposure in the campaign, they must follow best practices, including the following:

  • Offer free shipping;
  • Use great photos;
  • List with multiple variations;
  • Add strike-through pricings to fixed price listings.

And that last point is something all the items on the landing pages have in common. The Father’s Day landing page advertises up to 50% off tablets and laptops, up to 40% off athletic gear, up to 50% off apparel, up to 25% off golf gear, and so on. In addition to a gallery of featured listings, the page includes a list of categories, such as Electronics, which brings visitors to a special landing page for gadgets under a banner that reads “Father’s Day, June 15 – Up to 50% off – Must-Have Tech – Free Shipping – Limited Time Event.”

eBay also advised sellers to keep in mind the following best practices for all categories:

  • Offer a great returns policy.
  • Make sure listings look great when viewed on mobile devices.
  • Offer free expedited service to make listings Fast ‘N Free.

eBay is running a sweepstakes that ties into its Collections feature. “What is Dad wishing for this Father’s Day? Join us in saluting Dads during our one million eBay collections celebration! For a chance to win $500, simply create a collection using #eBayDad. Check back weekly for more chances to WIN!”

eBay is also encouraging its affiliates to promote Dads and Grads through a 10% bonus promotion in Electronics, Computers, Cell Phones, Cameras and Video Game categories. The affiliate promotion runs from May 18 through June 16, 2014.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.