6 Steps to Keep Post-Holiday Sales Strong on Walmart Marketplace

The holiday season may have ended, but the shopping doesn’t stop there. For Walmart sellers, the post-holiday period is a valuable time to capture the attention of shoppers who are still hunting for deals. Whether they missed out on gifts, are using gift cards, or are seeking post-holiday savings, there’s a large audience still ready to purchase.

Let's explore 6 key strategies to maintain and grow your sales during this crucial period.

1. Capitalize on Post-Holiday Shoppers

The post-holiday rush often sees an influx of customers looking for deep discounts and post-Christmas sales. In fact, over 50% of shoppers engage in post-holiday buying, whether it's for returns, exchanges, or simply taking advantage of markdowns.

 Actionable Tip: Target post-holiday sale shoppers with Walmart Connect’s sponsored search ads. Increase your visibility with relevant keywords like “post-holiday deals,” “clearance,” or “after Christmas discounts.” This allows your products to stay top of mind for shoppers looking to score last-minute deals.

👉🏻Learn more about advertising strategies

2. Optimize Your Listings for Continuous Visibility

Just because the holidays are over doesn’t mean your listings should take a break. It’s essential to ensure your product listings are optimized to keep your products visible even when shoppers aren’t actively looking for holiday gifts.

 Actionable Tip: Revisit your listing content, refresh titles, descriptions, and keywords based on Walmart’s Search Insights to align with the products customers are searching for post-holiday.

👉🏻 Optimize your listing to sell more!

3. Leverage Walmart’s Targeting Capabilities

Walmart Connect offers powerful targeting tools to help you stay visible post-holiday. Here’s how to make the most of them:

1. Audience Targeting: Reach shoppers based on their interests and previous behaviors, ensuring your ads appear to the right people.
2. Keyword Targeting: Bid on high-relevance keywords like “post-holiday deals” or “clearance” to capture shoppers actively searching for discounts.
3. Product Category Targeting: Place ads within relevant product categories to reach customers already browsing similar items.
4. Retargeting: Re-engage visitors who didn’t purchase with ads reminding them of your products, driving them back to complete the sale.

 These tools ensure your products stay in front of high-potential customers even after the holiday rush.

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Actionable Tip: Use brand term targeting to bid on your brand's keywords, ensuring your products remain in the spotlight after the holiday rush. Pair this with sponsored brands to reinforce your brand’s presence and drive engagement.

4. Keep the Promotion Momentum Going

It’s a known fact that shoppers expect deals, and that expectation doesn’t fade with the holiday season. Offering discounts during the post-holiday period can be highly effective in maintaining sales volume.

Actionable Tip: Set up time-limited promotions using Walmart's Promotions Manager. Highlight discounts in your ads, and ensure your promotions are aligned with post-holiday trends. Creating bundles for things like New Year’s resolutions or back-to-school items can also drive additional sales.

5. Focus on Data-Driven Insights for Continuous Optimization

Data is key to optimizing your post-holiday campaigns. Walmart Connect provides several tools to track performance and adjust strategies in real-time.

Actionable Tips:

1. Monitor Performance Reports: Track metrics like RoAS, CTR, CPC, and CVR. Adjust campaigns by increasing budgets for high-performing keywords and reducing bids for underperforming ones.
2. Use Search Insights: Identify top-converting keywords using Walmart's Search Insights. Refine your bid strategy based on keyword performance to maintain visibility.
3. Leverage AI Optimization: Walmart’s AI-powered tools automatically adjust bids and placements. Set clear objectives to let the AI optimize your campaigns for better performance.
4. Adjust Campaign Pacing: If your campaign is underpacing, increase bids or budgets for better visibility during the post-holiday surge.
5. Dynamic Budget Adjustments: Allocate more budget to high-performing campaigns based on on-demand performance reports to capture post-holiday sales.

By using Walmart’s insights and optimization tools, you can keep your campaigns running smoothly and drive sales after the holidays.

6. Invest in Sponsored Video and Display Ads

Consumers are still engaging with content after the holidays, making it the perfect time to boost visibility with Walmart Connect’s sponsored video and display ads. These ad types are designed to capture attention and drive conversions.

 Actionable Tip:

1. Sponsored Products Ads: These ads help boost product visibility and conversions by placing your listings in Walmart search results, on product pages, and within high-traffic spots on the site and app. Sponsored Product ads are CPC-based, meaning you only pay when customers click your ad, ensuring efficient spend.
2. Sponsored Brands Ads: This ad type drives brand awareness and sales by allowing you to display your brand logo and custom headlines at the top of search results, helping your brand stand out, especially for new or smaller businesses that may not rank high organically.
3. Sponsored Video Ads: These premium ads stand out in search results and product pages using high-quality video to capture shoppers’ attention with motion, sound, and visual appeal. Video ads can significantly influence customers during the consideration phase, showing key product benefits that drive purchasing decisions.

Pairing sponsored search with video and display ads creates a complete strategy that ensures visibility at all stages of the shopping journey, from awareness to purchase.

👉🏻You can learn more about video and display ads here

Conclusion: Keep the Momentum Going

The post-holiday period is far from a lull; it’s a time to build on the momentum you gained during the holiday season. By adjusting your strategy and optimizing your Walmart listings, you can keep your sales flowing and position your brand for year-round success.

 Ready to continue your holiday success? Reach out to SellCord and let us help you optimize your strategy for sustained growth beyond the holiday season.

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