Celebrating holidays other than Christmas improves conversion rates

By Ilana Davis

Thanksgiving and Christmas are the most observed holidays in the US. So it’s no surprise that most sales revolve around these two holidays.

This year I call on you to think outside the box a bit.

Diwali begins on November 4th, a five day Festival of Lights celebrated by millions of Hindus, Sikhs, and Jains across the world.

Days after Thanksgiving, one in 14 people begin to celebrate the Festival of Lights. Hanukkah arrives early this year beginning November 28th and goes on until December 6th.

Giving Tuesday, the Tuesday after Thanksgiving, is November 30th. A day recognized as a way to give back to the community.

One in 49 people observe Kwanzaa from December 26th – January 1st.

Some celebrate the Winter Solstice, the longest night of the year on December 21st.

Over 20 countries celebrate Boxing Day on December 26th.

Perhaps someone celebrates National Cocoa Day on December 13th. (Me, I’m celebrating National Cocoa Day!)

Yet so many of the Black Friday, Cyber Monday messaging revolves around Christmas without mention of other observances, holidays, or cultures.

Ignoring other celebrations, could leave you with missed opportunities and missed revenue. Recognizing others’ differences is also the right thing to do. It’s high time we celebrate our differences instead of assuming everyone is just like us.

Being inclusive in the words you chose, the ways you give back, the sales you offer, and the products you sell can set you above your competitors.

It’s so rare to receive an email reminding me to “Place your order by Wednesday to get it before Hanukkah.”

It’s not hard to celebrate others. In doing so, your customers may feel a connection with you and in return, spend money with you instead of your competitors.

One of the things I look at during a Website Rescues is whether you are recognizing the differences in your customers.

I may ask you if your customers could be of a different skin tone than the ones in your photos. Or whether your customers are part of the LGTBQ+ community for example. If you’re not representing members of all communities and showing that your store is for them, they may go somewhere else.

There is a fine line between being genuinely inclusive and paying lip service to the cause. Work with, include, and learn from people with a range of perspectives.


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