Early Holiday Sales Up, AOV Down for Fairytale Brownies

Sales for the Black FridayCyber Monday period for Fairytale Brownies rose about 16%. But marketing coordinator Kari Gayes says the desserts merchant saw a slight drop in average order value because “we are offering a wider selection of gifts at a slightly lower price point this year and had more promotions earlier in the year than usual.”

Fairytale Brownies expanded its keywords and added in several long tail keywords for more effective conversions. “We also uploaded a data feed to the Google Merchant Center so our products are available in Google Shopping,” Gayes says.

In terms of email promotions, Fairytale used the same Black Friday-Cyber Monday offers from last year, she notes. “We just resent the message on Cyber Monday, one which lifted web sales almost 40% over last year for Cyber Monday’s web sales.”

The company sent a reactivation email to buyers and inquirers it hadn’t heard from in 13 months on Oct. 19 offering a 30% discount sitewide for 48 hours offer, Gayes says. “This put a lot of customers back on our email list right before our November/holiday promotions began.”

November sales for Fairytale Brownies increased about 10% over 2009, again with a slight drop in AOV. “We did notice an earlier surge in orders than last year as well,” Gayes says.

Fairytale Brownies mailed about 100,000 fewer catalogs in November compared to the month in 2009, by trimming unprofitable segments from the file.

The only other major change the company made to its circulation strategy was testing more offers to prospects, Gayes says. “While last year all prospects received an offer of free shipping on $50 orders, this year we are testing three offers against each other, including free shipping on $75, 20% off $75 and 20% off $125.”

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.