Black Friday and Cyber Monday may be behind us, but online shopping is still going strong. In 2022, nearly half of all holiday spending happened after Cyber Monday. Some shoppers wait on purpose. Others are just getting started. Many still need to find the right gift — or they’ve simply been too busy to shop until now. Whatever the reason, it adds up to a big opportunity for you and other ecommerce sellers.
December is a window, not just to squeeze in last-minute orders, but to earn trust, create memorable experiences and keep customers coming back. And the best part is you don’t have to slash prices again to do it.
Keeping the momentum through December
December buyers are different from the Black Friday crowd. They’re not all deal-hunters. Many are on a mission: find the right gift, get it delivered on time and avoid surprises along the way. Most of them aren’t even shopping for themselves — 82% of December purchases were gifts in 2022. That means your product might be someone’s first impression of your brand.
At this stage of the season, shoppers care less about doorbusters and more about dependability. They want to know when their order will arrive. They want to feel confident it’ll make it’ll make it to their doorstep safely. And they want the whole process to feel smooth and easy, especially when time is running out.
That’s where clear communication can make all the difference. Let customers know your shipping deadlines and post them prominently on your site and social channels. A simple message like “Order by December 18 for guaranteed Christmas delivery” can calm nerves and help close the sale. If you offer express options as the clock winds down, make sure the cost and cutoff times are easy to understand.
Even small incentives help drive decisions. Free shipping remains a top motivator, with 82% of shoppers saying it’s the thing that gets them to complete a purchase. If you can offer free shipping on all orders, great. If not, consider a minimum threshold or a time-limited promotion in mid-December. Many ecommerce sellers also plan a “Free Shipping Day” around the 14th or 15th — right when shoppers are scrambling for gifts and weighing their delivery options.
Turning post-holiday into a growth opportunity
Once the holidays pass, you’re not looking at a slowdown; you’re looking at your next wave of opportunity.
In January, your customers come from all directions. Some are returning or exchanging gifts. Others are using gift cards. There are the people who discovered your brand through a present they received, and then there are the self-gifters — those buying what they really wanted after not finding it under the tree.
Returns are inevitable this time of the year, but they don’t have to be a loss. By creating a return process that’s clear, generous and easy to navigate, you turn a potentially frustrating situation into a chance to show your customers how helpful and reliable you are. Many shoppers say they wouldn’t return to a store after a bad returns experience, but a good one can actually increase their loyalty.
Don’t forget every return is also a conversation. Follow up with a thoughtful communication, whether it’s a small thank-you message, a discount for another item or a personalized recommendation. These small moments show you care, and they set the tone for the next purchase.
This is also the moment to offer alternatives to refunds. A quick prompt to exchange the item or take store credit, especially with a small bonus, can keep the value of the sale while making your customer feel like they’re winning. Something as simple as, “Not quite right? Choose store credit and we’ll add $5 for your next pick,” can turn that return into a new purchase on the spot.
At the same time, millions of gift card recipients are out there, ready to treat themselves. Most will use their card within a few weeks, and nearly two-thirds will spend more than its value. That makes January a powerful revenue opportunity too, especially if you keep things fun and easy. So, remind your customers that your shop accepts gift cards, highlight your best-selling products and invite people to discover what they really wanted this season.
And for the first-time visitors — like gift recipients who didn’t choose your brand themselves — consider a welcome message, a curated collection of favorites or even a small discount for their personal order. That warm greeting could be what turns them from a one-time gift recipient into a repeat buyer.
Shipping is a brand experience
Whether it’s December or January, your shipping process speaks volumes.
Customers want to feel informed. That means clear tracking, helpful updates and quick communication if something goes wrong. You don’t have to be perfect, but you do need to be responsive, especially when a gift or exchange is on the line.
And don’t underestimate the power of presentation. A branded box, a handwritten note or a little bonus sample can turn a routine shipment into a loyalty-building moment. These touches create joy for the recipient — but also build credibility for you.
The same goes for returns. Branded return kits, step-by-step instructions, or even just a friendly tone your return emails can make the process feel far less transactional. Your customer may not remember every detail of the purchase, but they will remember how it felt to work with you. A smooth delivery and an easy return are the stuff loyalty is made of.
Shipping insurance can also be a quiet hero here, adding another layer of reassurance. Especially during peak season, when porch theft and delivery mishaps are more common, customers appreciate knowing their package is protected. And for you, it’s a safeguard against loss during the busiest time of the year.
The holiday arc isn’t a straight line
It’s easy to think of the holidays as a single spike of sales but really, it’s more of a wave. There’s the build-up to Cyber Monday. Then the steady stream of gift-buyers in December. And finally, the wave of returns, redemptions and rediscovery in January. And throughout it all, there are the opportunities to deepen relationships, reinforce your brand and keep customers coming back long after the holiday lights come down.
The key is consistency. Keep shipping timelines and tracking clear. Continue adding thoughtful touches to every box. Extend your return policy so customers feel supported. And let insurance do some of the heavy lifting when things go wrong.
When you treat every order — before and after the holidays — as a chance to impress, you create something much better than a seasonal sales bump; you create trust. And that trust carries you into Q1 and beyond.
This material has been prepared for general informational purposes only, is intended to apply generally rather than to any specific company and presumes appropriate discretion will be exercised regarding any particular situation.
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