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Tue July 2 2013 13:30:27

Is Christmas in July an Effective Summer Selling Promotion?

By: Julia Wilkinson

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We're already in July and with it comes that quirky selling season known as "Christmas in July." Various online marketplaces are doing their own version of the event, and no doubt some individual sellers will be doig their own takes on it as well. The question in my mind is, does Christmas in July work for you as a sales bump tool?

Bonanza

Bonanza is one of the marketplaces best-known for this annual event. "Bonanza.com is once again celebrating Christmas in July - for the entire month of July," said seller Marsha Muller, MyTexasTreasures on the site. "The seller-driven, organized, and promoted event features deep discounts on gifts, jewelry, fashion, vintage, Christmas items, books, toys and much more. Many sellers will offer free gift wrapping and free shipping. For ease of shopping all sellers will use the coupon code "Christmas,"" she added.

A number of partipating booths have put together boards on Pinterest for the promotion, including:

- http://pinterest.com/texastreasures/bonanza-christmas-in-july-2013-christmas-products/
- http://pinterest.com/jdsgiftshack/bonanza-christmas-in-july-2013-general-merchandise/
- http://pinterest.com/jewelsbyfaith/bonanza-christmas-in-july-2013-jewelry/

There is also a  Bonanza Blog post about the event. More information can be found on Bonanza's boards here.

Etsy

Some Etsy sellers, such as Kristen S. of KristenMakesArt, who creates fun decorated sneakers and jewlry, are talking on this discussion thread about doing their own promotions. Also doing coupon codes or discounts for the month are Torrie M from TMSupplyShop  and Rochelle Alexander from DivineRusticCreation.

There is a general Pinterest board about Etsy's Christmas in July promotions  as well.

Pinterest


Speaking of Pinterest, there are various boards devoted to the event - not all by sellers. One user put together a kind of "wish list"of various craft ideas and products for the halfway-holiday season at http://pinterest.com/DabbleinChic/christmas-in-july/.

Want to get started on your gift list now? Start making things yourslef with this Homemade Christmas Gifts board. http://pinterest.com/loriclem/homemade-christmas-gifts/. Or..make some of them and then sell them!

eBay

A variety of eBay sellers are doing their own July Xmas promotions...just do a search for "Christmas in July" on the site and you'll get 955 results (at this writing) across a variety of categories. The ones that caught my eye were the political figure busts - what says "Christmas in July" so much as a polystone-finish-bornze likeness of  Thomas Jefferson?

Hey, lest you forget, Thomas Jefferson died on the Fourth of July, as did John Adams - that's right, on the same day, the national birthday of the nation they helped found, within five hours of each other. I've always found that to be an amazing historical fact.

ArtFire and RubyLane

Some sellers on ArtFire have holiday items listed for this hot month...just do a "Christmas in July" search on that site.

And RubyLane, which is celebrating its 15th anniversary  this year, has a number of sellers using this summer month to promote items, such as this Christmas in July German Cardboard SantaClaus.

Will you be doing a Christmas in July promotion? What do you think of them in general, as a seller, or buyer? Are they effective? Post a comment here!




Comments (10) | Permalink

Readers Comments

Is Christmas in July an Effective Summer Selling Promotion?    Is Christmas in July an Effective Summer Selling Promotion?

by: mazelgirl This user has validated their user name.

Tue Jul 2 17:19:18 2013

Yes, Christmas in July on Bonanza is super successful.  Here is a link to all participating booths that tells you what they sell and the discount they are offering.
http://www.bonanza.com/forums/12/topics/284593

Is Christmas in July an Effective Summer Selling Promotion?    Is Christmas in July an Effective Summer Selling Promotion?

This user has validated their user name. by: Ming the Merciless

Wed Jul 3 00:16:59 2013

Please define "super successful" on Bonanza.

It sounds like a contradiction in terms.

Is Christmas in July an Effective Summer Selling Promotion?    Is Christmas in July an Effective Summer Selling Promotion?

This user has validated their user name. by: Rexford

Wed Jul 3 08:46:21 2013

Agree with Ming. Super successful on Bonanza?  Do tell what you are giving away there.  Oxymoron if ever I heard one.

Is Christmas in July an Effective Summer Selling Promotion?    Is Christmas in July an Effective Summer Selling Promotion?

This user has validated their user name. by: Map

Wed Jul 3 12:37:49 2013

@ Ming the Merciless

Hey Ming, just discovered something. Please contact me.

Want to see if you have some success with what i just found. You may see something more than me.

Thanks Chris
Scrappyautoparts@gmail.com

Is Christmas in July an Effective Summer Selling Promotion?    Is Christmas in July an Effective Summer Selling Promotion?

This user has validated their user name. by: Ming the Merciless

Wed Jul 3 18:35:21 2013

@map

Sorry, but I don't give out my email address.

Ebafia is a devious, deceitful corporation, and I don't want to leave any sort of trail for them follow.

While perhaps their endemic tech incompetence might prevent them from identifying me, I'm not taking any chances.

Sorry -- not anti social. Just very, very careful.

Is Christmas in July an Effective Summer Selling Promotion?    Is Christmas in July an Effective Summer Selling Promotion?

by: CollectiblesNJ This user has validated their user name.
Web Site

Thu Jul 4 03:41:08 2013

I am getting ready to unleash my Christmas inventory early. I buy storage units and as such I end up with a very large horde of Christmas collectibles along the way. I will stop back at this blog an update how this goes. I sell primarily on E-bay but might look into Bonanza for the xmas in july event

Is Christmas in July an Effective Summer Selling Promotion?    Is Christmas in July an Effective Summer Selling Promotion?

by: JoyfulA This user has validated their user name.

Fri Jul 5 00:06:26 2013

Isn't Christmas in July a little stale by now? It's been going on at least 50 years.

Is Christmas in July an Effective Summer Selling Promotion?    Is Christmas in July an Effective Summer Selling Promotion?

by: comet This user has validated their user name.

Fri Jul 5 02:31:03 2013

Never quite understood the POINT of this----

It's kinda like making your kid who had a Christmas time birthday have ANOTHER birthday in July to  drag in MORE gifts because you were too lazy to give them SEPERATE ones for their actual you know---birthday.  In December.  

Is Christmas in July an Effective Summer Selling Promotion?    Is Christmas in July an Effective Summer Selling Promotion?

by: FREDDY This user has validated their user name.

Fri Jul 5 11:18:03 2013

''NO''

Is Christmas in July an Effective Summer Selling Promotion?    Is Christmas in July an Effective Summer Selling Promotion?

by: purpleiris This user has validated their user name.
Web Site

Mon Jul 15 06:12:16 2013

Whether or not anyone finds it an effective promotion, it's still a promotion designed to attract a certain audience. Some like to get an early start on Christmas shopping and/or preparing for back-to-school. Plus, overseas shoppers looking to buy Christmas gifts from a foreign country like to allow plenty of time for something to arrive.

So, there is definitely a group of shoppers out there looking for deals at this time of year. An event's success is based on level of promotion, buyer trust of the seller and the site they're selling on, ease of participation, and, of course, the deals being offered.

After the Bonanza forums were pretty much done away with, many left and started their own group. Many have also made the move to open their own stores outside of any marketplace venue due to the decreasing or complete lack of trust in and profitability of such venues for a multitude of reasons.

So, there were several Bonanza sellers wondering how they were going to continue holding the annual group sales events we've always organized. Especially since they are now looking to promote their new stores as well as their other existing stores (you can only advertise your Bonanza booths on Bonanza).

My answer to that was the eSellers Sales Events group (website link to blog provided above), which uses Pinterest to list and promote their stores and products, as well as the blog, Facebook, Google+ and Twitter. It was just created at the end of June in preparation for the CIJ event, so is still in its infancy.

However, it has the potential to grow exponentially with time considering that sellers now have a permanent place to offer their specials during an event. Since the links to the group's accounts will remain the same, shoppers can follow and easily find them for all events held throughout the year, every year (complete details provided on the group's blog).

So, like I said, it's the level of promotion, buyer trust, ease of participation, and the deals being offered that determines the success of any sales event. Shoppers are looking for deals throughout the year according to their habits and needs. So, you just have to be aware of those habits and needs in order to effectively target a particular audience.



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