The rhythm of the e-commerce sector is always tied to the calendar, with key holidays and special events shaping consumer behaviour. Particularly prominent are the upcoming peak dates of Mother’s Day and Easter, driving sales of chocolates, flowers, household items and other gifts.
Mother’s Day 2024 saw an estimated £1.6 billion spent, a 4.4 per cent year-on-year increase, with 61 per cent of consumers participating. Meanwhile, the early Easter in 2024 boosted take-home grocery sales by a 4.6 per cent rise in the four weeks leading up to March 17.
As the UK has Europe’s most developed e-commerce market, with penetration rates nearing 85 per cent by 2025, it is crucial for businesses to get ready for these peak periods beforehand. In this article, Flowwow’s CEO, Slava Bogdan, shares five useful tips to beat seasonality and achieve sustainable growth within the UK market.
Strategic foresight
While the Q4 season usually brings the biggest sales, the spring months present significant opportunities for UK businesses. Following the post-Christmas lull, consumer activity typically rebounds in spring. In March 2024, UK retail sales demonstrated a 3.5 per cent year-on-year growth, surpassing February’s 1.1 per cent and the 12-month average of 2.9 per cent, with Mother’s Day, Easter, and events like Chelsea Flower Show leading the way.
Planning starts with a deep analysis of previous years’ performance – what items or services were in favour, when did sales spike and fall, which marketing channels performed best? Once you’re done with data, focus on refining advertising and personalisation strategies, testing diverse channels and budgets.
For businesses in sectors such as decor, confectionery, or floristry, Mother’s Day is a key sales event. Analyse past sales to identify customer preferences. Account for increased delivery costs during the holiday, potentially offering pre-order discounts to smooth order flow. As shown by Colleen Blackhurst of Broadway Convenience Store in Edinburgh with her Easter case, closely monitor customer trends. While premium Easter eggs were expected to sell well, smaller eggs proved more popular, highlighting the importance of data-led inventory decisions.
Infrastructure preparation
The increased sales during peak periods always come with a significant strain on IT infrastructure. To guarantee a seamless customer experience, maintain a healthy workflow, and productive customer support, businesses must prioritise website and mobile app optimisation. Conducting load tests and automating processes, implementing chatbots and streamlining the processing of FAQ can significantly impact both the customer and employee experience.
For marketplaces like Flowwow, which experience significant seasonal fluctuations, these preparations are even more critical. Previous Mother’s Day brought significant surges, only proving the importance of thoughtful planning and a highly adaptable team. High-load testing, addressing development bottlenecks, and refining product solutions are crucial for maintaining high-quality service and a strong brand, especially during peak seasons.
Channel management
With 63 per meeting of UK adults in 2024 favouring online purchases over in-store experiences, businesses must strategically select sales channels to drive the most revenue. To optimise operations, maximise sales, and reduce the risk of mistakes, businesses must adopt a focused approach, concentrating on key sales channels. This will help streamline the workflow and facilitate quick and smooth order fulfilment, a crucial factor especially during the peak seasons.
IKEA UK demonstrated a significant growth, increasing sales by 11.9 per cent to £2.46 billion, through strategic investment in both physical and digital channels. In anticipation of Easter 2025, IKEA UK made bids on online sales via its official website and mobile app, offering user-friendly interfaces and exclusive seasonal promotions. Social media platforms, particularly Instagram, play a big role in promoting Easter collections and gathering UGC.
Product range expansion
Grow your product offering, adapting to seasonal shifts, trends, and customer demands. It’s important to offer special campaigns and thematic holiday collections to attract new audiences and increase an average spend. Complementing main offerings with related categories, such as gift sets, exclusive seasonal promotions, or timely delivery services during peak periods, enhances customer loyalty and the revenue itself.
Marks & Spencer (M&S) is strategically expanding its usual product range while also offering special seasonal collections, aiming to become a primary destination for family shopping and attract diverse target audiences especially during the high seasons. These strategic expansions have contributed to a 20.4 per cent rise in pre-tax profits, reaching £391.9 million in the first half of the reported year.
During the pandemic, Flowwow transformed from a floral marketplace to a gift-giving platform with local brands, resulting in a 77 per cent year-over-year increase in orders. The company added a range of new categories like clothing fits and trend-led styles.
Customer loyalty development
Returning customers typically spend an average of 31 per cent more than first-time buyers. In fact, even a slight increase in customer retention rates can yield quite an impressive profit growth.
To retain holiday shoppers year-round, businesses should think of those strategies that will drive repeat purchases. Think tailored recommendations, special campaigns, exclusive discounts, influencer collaborations, and updates on new products via diverse relevant channels (social media, email, push-notifications, and SMS) can help build lasting relationships.
A user-friendly loyalty programme with exclusive rewards, early access to sales, and personalised experiences can play a big role in turning customers into real brand advocates. It’s worth paying extra attention to SMS and push notifications, as forecasts predict that retail sales from mobile-commerce in the UK will exceed £100 billion in 2025. This trend is driven by the ease of mobile shopping, with 40 per cent of consumers perceiving SMS marketing as convenient for making purchases from their phone, and one in five spending over £100 on products marketed to them via text message.
Staying on top of peak seasons requires a lot of planning and a proactive approach. By anticipating demand, streamlining operations and prioritising customer satisfaction, businesses can increase their sales and build lasting customer relationships.
Slava Bogdan is CEO of Flowwow.
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