
eBay wrapped up its "December Dozen" marketing on Sunday, which included some sitewide and category-only flash sales over the 12 days of campaign.
The good news for sellers: flash sales are more inclusive than much of eBay's holiday marketing that pushes shoppers to the eBay Deals site, where only a small segment of sellers can participate (those who have large quantities of commodity products).
In addition, eBay subsidizes the cost of flash sales, unlike Deals, where participating sellers must slash their prices.
But as eBay revealed each day's promotion during the 12 days of the campaign, it left shoppers in a quandary. Should they buy that handbag on Day 7 (December 11) when there was a 10% flash sale in Fashion? Or should they wait in case there was a better flash sale coming down the pike?
eBay's first December Dozen sitewide flash sale offered a 10% discount on December 7, but a week later, it ran a sitewide flash sale for 15% (December 15). By structuring the campaign the way it did
without providing details about what was to come, did eBay discourage some shoppers from pulling the trigger?
One reader explained another issue for sellers in describing his frustration in watching eBay unveil a flash sale in the Sporting Goods category on Day 10 (December 14) of the December Dozen deals:
"I sell sporting goods EXCLUSIVELY, and have a store, which will be a STARTER store come Jan.
"It's 5 degrees short of insane to NOT give me a heads-up about today's 15% coupon on sporting goods. I could have highlighted the coupon in all my higher priced to-be-listed listings, but N-O-O-O-O...it's a state secret.
"Not everybody sees the coupon offer...noting it in a listing would possibly have driven sales. OR...did the mega sellers get a heads-up?"
Some sellers did their best with the short notice - for example, I received a marketing email from a seller on December 15th before noon promoting the eBay 15% off sitewide flash sale. But did anyone notice any sellers mention the flash sales in their listings?
Here's a list of the "December Dozen" flash sales eBay ran:
December 7 (Day 3): Sitewide (PHLDAYTEN) 10%
December 10 (Day 6) Parts and Accessories (PEDAL2METAL) 10%
December 11 (Day 7): Fashion and Beauty (Clothing, Shoes & Accessories, Health & Beauty, Jewelry & Watches) (PERFECTSTYLE) 10%
December 13 (Day 9): Toys (PLAYTIME15) 15%
December 14 (Day 10): Sporting Goods (PERFECTGAME) 15%
December 15 (Day 11): Sitewide (PICKUPSALE) 10% tech, 15% everything else
December 16 (Day 12): Home & Garden (PDECKTHEHALLS) 15%
Let us know if you benefited by eBay's holiday flash sales as a seller and if you think eBay will run another before Christmas - and, given the short delivery window, should it?