E-commerce Christmas Campaign: What We Learn From Boots Approach

E-commerce Christmas Campaign: What We Learn From Boots Approach

December 11, 2018

With Christmas right around the corner, we know you’ll be keen to get your e-commerce strategy into order.

When you’re a small retailer, you might feel as though you’re limited when it comes to what you’re able to achieve around the Christmas period.

You’re already having to deal with increased stock numbers, increased customer support queries and increased pressure to offer the best deals.

It can very quickly become overwhelming.

But it doesn’t have to be that way.

If you’re struggling with e-commerce Christmas campaign ideas or don’t know how you can make your e-commerce store stand out, this is the post for you.

We’ve done a full analysis of Boots’ (health and beauty retailer) Christmas e-commerce strategy to provide you with a list of strategies you can implement into your own e-commerce store.

Let’s go.

How Boots SEO strategy helps them generate new Christmas leads

Around Christmas, you should know that people actively look online to buy their Christmas presents or even just browse for inspiration.

One way to make sure that when someone searches for Christmas gifts, your website shows up is to improve your Christmas SEO strategy.

boots seo christmas campaign strategy

When you search for “Boots” online, you’ll see that they’ve changed their page title to include the word “Christmas”.

They’ve also included two product category keywords “beauty” and “health”.

This is effective because it not only lets a prospective visitor know that there will be Christmas deals and offers on the site, but it helps them find it in the easiest way.

One of the core reasons why people land on your site and don’t make a purchase falls down to the amount of friction your website has.

If a customer cannot easily find what they’re looking for, compare other options and make a purchase, they’re going to go somewhere else.

So what Boots do well is to make sure that when someone searches for them on Google, you can easily access their Christmas page and browse the products.

So if you’re going to start your Christmas campaign, make sure you have your Christmas products and offers in the most visible place so your potential customers can find them easily.

Christmas themed deals

If there’s one thing a majority of people love, it’s Christmas deals.

When you have a load of people to buy for, but you also want to get people nice presents, the total amount can quickly add up.

It’s why so many retailers (including Boots) offer specific Christmas deals their customers will love.

Now, where Boots gets really clever is that they don’t just create deals for Christmas, they actually have great deals all year round.

What they do, however, is to reframe the way their deals appear.

You’ll see in the screenshot above, the half price razor has a Christmas theme.

People often like to buy high-ticket items for their close loved ones and to know you can get an expensive item for half the normal price, it seems like a no-brainer why you wouldn’t make the purchase.

In order to properly highlight these great deals though, Boots makes them as prominent on their website as possible.

The huge banner images are above the fold, meaning before people even delve deeper into the website, they’re presented by these offers.

If you’re just coming to the website to browse, seeing great deals like these is a sure-fire way to generate more sales.

Remember, people can’t resist a deal, make it as easy as possible for them to get one!

Reimagining the homepage

One thing you’ll notice about the Boots website at Christmas is that the entire thing feels “Christmassy”.

Every image and product category description on their website has been altered with Christmas in mind.

boots christmas e-commerce campaign deals

This is effective because it helps customers understand that this is the website to go to if you want to find a good Christmas deal.

Every single image on their homepage has some sort of Christmas-themed graphic behind it.

They even change the copy on some of their category pages to “shop stocking fillers”.

This is because they know at this time customers are actively seeking out presents.

What’s more, they understand that although people are looking for presents, not everyone is prepared to spend 100’s of dollars.

Having a specific section for lower-priced products like stocking fillers allows people to increase their average order value.

Think about it. You’re unlikely to buy 7 razors, but what you might buy is 7 different people a nice stocking filler.

If you’re thinking about switching up your e-commerce store this Christmas, see if you can give your entire site a Christmas theme.

If you manage to do it, you’ll send a message to your prospective customers that you understand their issues with finding the right gift and you’ve reorganised your online store to help them locate something that’s just right for them.

Customer segmentation

Being able to properly segment your customers is a great way to generate sales because it helps prospective buyers easily find the products they’re looking for.

You’ll see in the image above, Boots have two options. The first where you can search for products for “her”. The second option is to search for products for “him”.

This is effective because it removes the sense of overwhelming you might feel when presented with a load of products.

Remember, Boots have repositioned their entire website to have a Christmas theme.

This is good to draw people into their website, but can also feel quite pressurising when it comes to actually find the perfect gift for your loved one.

In the example above, Boots segments their products by gender, but they also have further filter options for when you’ve chosen which gender you’re hoping to buy for.

You can segment by fragrance, brands, rating but the one segmentation that’s particularly useful is the “who’s it for” section.

Under the “who’s it for” section, you can pick out of a range of categories.

So whether you’re buying for your son, your grandad or your friend, you’ll find the perfect product for you.

If you’re looking for ways to segment your products this Christmas, see if you can go beyond simply “price higher to lower” and instead think about how people shop at Christmas.

Helpful product category pages

Often when brands produce a specific deal or offer and promote it furiously it becomes the thing they’re known for.

Boots are the same.

If you’re from the UK, you’ll know about Boots “3 for 2 mixes & match”.

And if you’re not already familiar with the mix&match concept, they have a helpful motion graphic on their 3 for 2 page that explains the process.

christmas e-commerce campaign - boots

They show a series of three images that guide people through how their offer works. The first tells customers to choose the gifts they want from the offer page.

The second shows that you don’t need to think about what price your products are. Their system automatically arranges the gifts in price order: from high to low.

Finally, they let you know that you’ll get the third (cheapest) priced item out of the three for free.

It’s a really simple concept but made even more useful by the fact they’ve explained how to use the system.

Again, they’re working to remove any friction by customers who might choose not to buy simply because they don’t understand how the concept works.


Don’t let Christmas become overwhelming for you or your customers.

Let’s Christmas be a time that your e-commerce store generates loads of sales.

In this post, we’ve looked at a number of different Christmas e-commerce strategies you can implement into your e-commerce store.

See what changes you can make to your store this year and watch the results fly in.

Let us know in the comments if you’ve ever changed your e-commerce store during the Christmas period.


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