Sellers' orders have dropped sharply! Is the peak season over?
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The year-end peak season is a good time to boost sales, but the situation has suddenly changed in the past two days. The number of sellers' orders has dropped precipitously, which is a huge difference from before. Some sellers reported that the number of orders suddenly dropped from the previous stable daily average of 400 to 500 orders to dozens of orders yesterday, while sellers who originally had 100 to 200 orders have dropped to more than 10 orders. It is not just Amazon, other cross-border e-commerce platforms have also seen similar situations. According to the analysis of many sellers, the main reason is the Christmas holiday. Christmas is the most important holiday in most Western countries, and its status is almost equivalent to the Spring Festival in our eyes. For example, on New Year's Eve and the first day of the lunar year, people gather with friends, have dinner and chat, and have no time to shop online. When the order volume can be restored depends on the length of the holiday. It usually takes one to two weeks to return to normal levels. From the sales curve chart exposed by an Amazon seller, we can see that he had a significant increase in sales on Black Friday and Cyber Monday in 2024, and then the overall sales volume fluctuated downward, and began to drop sharply from December 23. "Yesterday it kept showing 0 orders. I was panicking and didn't know what happened. I only slept peacefully after 1 order was placed in the early morning." "Two orders today, a little confused, just finished restocking and went over." "I opened the backstage and was shocked. Is this order volume playing tricks on me? Christmas is really quiet." "With foreigners going on holiday and travelling, traffic and sales have dropped drastically. We can only wait until January to slowly recover." A senior seller said that during the Christmas holidays, many foreign companies and schools are on holiday, which usually lasts for one to two weeks. It is recommended that seller friends do not increase advertising, reduce CPC, or even temporarily turn off some advertisements. Before Christmas, the overall order volume of sellers was relatively good. Seller Simon said that Amazon's products, especially those with Christmas attributes, if they have the "Prime members get FREE delivery" logo, the conversion rate is like a cheat. Even if the price is increased by $5, the orders still keep pouring in. Seller Lily's order volume dropped from about 150 last week to 19 yesterday. She analyzed that the Christmas Eve is the ideal time for Amazon's order volume, while the Christmas period is the period with the least order volume. Of course, it may also be due to the category. Seasonal products and holiday products have obvious peak and off-seasons. When the product enters the off-season, the sales volume will drop significantly. "Before the 20th, advertising could cost more than two hundred dollars a day. In recent days, the number of orders has been declining. Yesterday, the advertising cost less than 100 US dollars, and only 30 US dollars has been spent from today to now, and only 10 orders have been placed." She predicts that traffic will only gradually increase by the end of the month. However, it should be noted that some institutions or schools may have additional holiday plans. For example, American students usually enjoy a longer holiday during Christmas. The specific holiday time may vary depending on the school or region. It usually starts from the week before Christmas and lasts until after New Year's Day. But not all countries have such a long holiday like the United States. Most countries only have one or two days. The following are some countries' Christmas holidays: United Kingdom: December 24 to December 25, usually a week-long holiday from December 20 to around January 5 Canada: December 25 to December 26 Germany: December 24 to December 26 and December 29 to January 2. France: December 24 to December 26 Japan: December 25 to December 26 Australia: December 25 to December 26 New Zealand: December 25 to December 26 South Korea: December 25 to December 26 Similarly, many schools and companies in these countries will also have longer holidays, ranging from 15 days to 30 or even 40 days, with the longest holiday being 45 days! For example, Oxford University will have a holiday from December 8, 2024 to January 18, 2025 (42 days), and Cambridge University will have a holiday from December 7, 2024 to January 20, 2024 (45 days). People working in companies usually take a few days off to spend with the Christmas holiday, and with the New Year's Day holiday, the time is not short.Some sellers remind that it is necessary to pay attention to advertising strategies during the off-season, especially for seasonal products. At this time, resources should be concentrated on ASINs with outstanding performance, and automatic and manual advertising should be combined to reactivate search traffic and improve advertising efficiency. In addition, consumers' attention can be attracted by slightly adjusting prices and designing various promotional activities. Limited-time discounts, buy one get one free, gifts and other activities can enhance product exposure and stimulate purchasing desire. For example, a product priced at US$19.99 during the peak season can be appropriately reduced to US$17.99 during the off-season, or membership discounts and 10%-30% coupons can be used to increase purchasing motivation. Of course, it also depends on the inventory situation. If there is no inventory, it is recommended to turn off advertising, otherwise advertising will be futile and will only increase advertising costs. When there is inventory, reduce the advertising budget and bid to get the maximum sales amount with the least advertising expenditure. Once the advertising fails to bring orders, it is necessary to clear the inventory through various channels such as off-site. |
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