With less than two months to Christmas, your winery should be seeing an increase in DtC wine sales. Whether it’s Christmas gifts for friends and family, preparing for any number of celebration dinners that happen in December or just stocking up in case of annoying relatives, this is the time of year you should be finding it easier to sell than normal.
But if you’re not happy with the sales you’re making or just want to drive a little more business in the lead up to Christmas, there are some quick and easy things you can do to increase your DtC wine sales now.
Know the important dates
Christmas and New Years are not the only important dates coming up. In fact, Black Friday and Cyber Monday are some of the biggest shopping days of the year. While they might traditionally be American, more and more Australian businesses are running sales at this time and you don’t want to be left behind.
We recommend coming up with an offer to maximise your order size. There are a few ways to do this but the easiest way is to offer free shipping to customers who spend over a certain amount. If you already offer free shipping, consider a staggered discount ie save $20 when you spend $150, save $30 when you spend $180 or a more traditional percentage off discount.
You should also make sure you know your own internal dates. Contact your preferred courier and find out your shipping cutoffs for guaranteed delivery and make sure your customers know this as well as any dates you’re closed over the holidays.
Create custom gift items
While of course it is the season of love and happiness, but realistically Christmas is also a good time to get rid of underperforming or old stock.
Consider creating gift items that pair some of your best selling items with some that aren’t selling well. Normally, you can afford to take a hit on the profit for both items, as selling an underperforming wine is better than keeping it and additional sales of the popular item will make up for a small loss. This will work even better if you can throw in additional gift items such as glasses or olive oil or food. Customers like to get a bargain and this time of year is no exception.
If you want to try something a little different, consider whether there is an experience you can offer your customers. Something like a chance to walk through the vineyard with your winemaker may be a more appealing option, particularly to your wine club members
Embrace the Christmas spirit
While it seems commonplace to joke that companies start hanging up their Christmas decorations in September, when it comes to wine, we think there’s a good reason to start talking about Christmas early.
Christmas is a time of year where food and wine are a crucial part of the celebration. Your customers will likely be socialising more and with that, comes the opportunity for them to introduce their friends and family to some of their favourite wines. Connect your wines to the holidays through beautiful images or even offer helpful pairing and recipe ideas. This will help your customers to see how your wines fit their celebrations and minimise any uncertainty in purchases.
Communicate with your customers
When was the last time you sent your customers an email? While judging how many emails you should send can be difficult, you can also just use some common sense.
When you are about to send an email, think about whether it is the kind of email you would appreciate. For customers who have never visited your cellar door, sending them an email announcing your cellar door closure dates over Christmas probably isn’t that relevant but sending them an email reminding them of shipping deadlines probably is. And who turns down a good sale?
Your emails don’t need to be designed to strictly sell. Instead offer value in the form of information and inspiration or even just gratitude for their business this year to gain some impromptu purchases.
There is a lot going on at this time of year, so to make the most of your DtC wine sales, you need to be organised. Stay on top of your stock, what wines are selling, and what deadlines are coming up and then make sure you are communicating this to your staff so they can help provide that information to customers. It is also worth considering what information your customers need to stay organised. Small things like updating your shipping cutoffs and closure dates over Christmas can significantly help them.
Sell more these holidays
We've created the marketing plan you need to sell more wine this Christmas.