Mentality collapsed! Some sellers' sales plummeted, and the number of orders was zero.

Mentality collapsed! Some sellers' sales plummeted, and the number of orders was zero.


In recent days, European and American countries have begun to take New Year holidays one after another. The direct impact is that many sellers have found that their orders have also begun to "take a vacation", and sales have plummeted.

Starting from last Friday (December 20), orders from a large number of sellers have shown a cliff-like decline. The decline in traffic and order volume has continued for several days. Only a small number of sellers have relatively stable order volumes, and most sellers said that "order volumes have plummeted by more than 50%."


Especially on these two days, Christmas Eve (December 24) and Christmas Day (December 25), overseas users were busy with Christmas carnival on the weekend, and many sellers' products that originally had hundreds of orders suddenly dropped to dozens of orders, and there were even no orders!



In response to the sudden drop in the past two days, sellers gave consistent feedback, but the drop was different:


“ It started to decline on the 19th, and after the 21st, there were basically only a few dozen orders, but on the 24th, there were no orders at all.”
“The day before yesterday, the number of orders was 600, but today it is zero.”
" The new product just came out and it happened to be a holiday, so I just sold it out. "
"Christmas Eve was terrible, the number of orders dropped by 50%."
"Christmas sales are the lowest of the year, terrible"
"I felt so sad when I saw the sales volume before going to bed on Christmas Eve. It felt like the store was gone."
"Foreigners don't buy anything during the holidays, so sales are going downhill."
"The sales of Amazon and Temu stores reached a freezing point during Christmas."


At present, it is not just Amazon, other cross-border e-commerce platforms have similar situations. The reasons for the decline in orders in the past two days are mainly due to the following factors:

0 1
Christmas holidays in Europe and America begin

Starting from December 20, European and American countries have entered the Christmas holiday mode one after another, especially since schools have been closed. Usually, Europeans and Americans like to combine the Christmas and New Year holidays with the annual leave to form a longer continuous vacation time.


Some people's vacation starts on December 22nd and lasts to January 5th, a full two weeks; while some people choose to start their vacation earlier and start enjoying their vacation from December 20th.


During weekends and foreign holidays, traffic will decline and the number of orders will drop by about 1/3.

02
Logistics delivery delay

In addition to holiday factors, there are also timeliness issues in logistics and distribution.


Some sellers have noticed that the labels of some Christmas-related products on Amazon have been updated to say they can only be delivered after Christmas . Even if many sellers choose to expedite processing, they may face the situation where the goods cannot be delivered until 2025.


On the one hand, during holidays, logistics and express delivery companies have shorter operating hours and less manpower. The overall lag in cargo operations has led to delayed cargo delivery. On the other hand, some warehouses are congested, such as LGB8 and ONT8, where pallets are difficult to obtain and warehouses frequently refuse to accept goods. Sellers face the risk of out-of-stock, which also affects the timely supply and sales of goods.

Meanwhile, airports and roads in the Midwest and Northeast of the United States are being hit by extreme weather from the snowstorm , which the U.S. Weather Bureau predicts will bring at least four inches of snow, which could make roads slippery and significantly slow delivery times.


03
Advertising effectiveness deteriorates

Due to reduced traffic and lower consumer purchasing intention, even if sellers run advertisements, their conversion rates are lower than usual. The imbalance in the advertising input-output ratio has caused many sellers to choose to reduce their advertising budgets or suspend advertising during the holidays, further affecting the exposure and sales of products, thereby causing a decline in orders.

Therefore, some sellers remind that they need to pay attention to advertising strategies during the off-season:

1. Pay attention to rankings : Pay special attention to sub-category rankings and keyword rankings. If sub-category rankings and keyword rankings are stable, it is normal. If the ranking drops rapidly, promotional tools can be used to stimulate sales.


2. Carefully adjust ads : Focus on adjusting budgets and rejecting keywords, and avoid bidding, ad placement, and bidding strategies. Try to keep the budget unchanged for major advertising activities. For non-major high-acos ads, the budget can be appropriately reduced. For non-major high-click, non-conversion ads, the budget can be temporarily suspended. Reject low-performance keywords that are neither relevant nor generate orders every day.


3. Reasonable arrangement of promotion: According to historical data from previous years, the BD/ID effect during the Christmas holidays is very poor and the cost-effectiveness is low. It is recommended to cancel the BD/ID promotion before January 5th, and submit BD/ID for the week of January 6th.


4. For seasonal products: Focus resources on ASINs that perform well, and use a combination of automatic and manual advertising to reactivate search traffic and improve advertising efficiency.


5. New product promotion : For newly launched products, you can first offer 20%-30% coupons; first open a few automatic ads, run a few keywords for inclusion, and do not expand ads on a large scale. Open the vine plan to quickly deliver vines and accumulate data. After delivering the expected number of vine plan products, you can stop selling the link and wait until January 5th to start selling again.


In short, don’t expand your budget during the Christmas holidays, but use conservative strategies to stabilize your order volume and minimize large fluctuations in order volume caused by a decline in traffic.

As for when the order volume will recover, it depends on the length of the holiday. It usually takes one to two weeks to return to normal levels, so sellers don’t have to be too anxious. During this time, you can calm down and think about your plans for next year.

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