9 strategies to keep sales going even after year-end campaigns

Every autumn, we move from one discount campaign to the next – Black Friday, Cyber Monday, and Christmas sales. While just a few years ago Black Friday wasn’t yet a must for everyone, today it has also become a major shopping event in the Baltics that few merchants dare to sit out.

But no campaign lasts forever. And once the year-end sales are over, many merchants enter a quieter period: the shopping rush fades and consumer attention drifts. Does that mean sales have to stop? Definitely not.

Below are nine strategies to help keep sales active even after year-end campaigns. They work just as well for small businesses as for more established merchants with larger teams and longer experience in commerce.

1. Focus on value, not just price

When discounts end, it’s time to remind customers why your products are worth buying at full price. Instead of launching yet another promotion, tell the story behind your brand or product. Explain what makes your offering special or better than competitors’ – whether it’s material quality, thoughtful design, sustainable production, or something else that resonates with your audience. When a product feels valuable, price alone is no longer the main purchase driver.

2. Don’t waste your website traffic

If your recent campaigns brought in a lot of visitors, abandoned carts, or newsletter sign-ups, don’t let that attention fade away. Post-campaign marketing through retargeting is a powerful way to remind people who have already interacted with your brand. Send reminders or show retargeting ads with an offer that nudges them to complete the purchase. This is often far more effective than trying to acquire entirely new customers.

3. Reward your loyal customers

If you’ve built up a customer database, use it wisely. Send personalised offers to people who have purchased before – especially repeat buyers. Exclusive deals or “just for you” messages make customers feel valued. And they should – loyal customers are more valuable than new ones, including financially.

4. Add more value

Lower prices aren’t the only way to motivate a purchase. You can achieve a similar effect by creating bundles or gift sets – selling slightly cheaper per item, but more in total, while offering greater perceived value. Adding a free gift also works well, whether it’s a sample or a small surprise. This could be a mini version of a product, an accessory, a care item, a gift card, a guide, or another branded extra.

If your products allow it, consider offering personalisation, such as adding a name, dedication, or short message. These options increase perceived value without directly cutting prices.

5. Highlight products that sell even in quieter periods

Not all products are seasonal or impulse buys. If your store offers items people need regardless of campaigns or holidays, now is the time to spotlight them. Clothing, car accessories, household items, and children’s products remain relevant even when shoppers become more cautious.

6. Turn today’s purchase into tomorrow’s return

A smart way to encourage purchases during quieter times is to give customers a reason to come back. This could be a gift card for their next purchase, bonus points, or store credit valid until the end of the month. You could also run a campaign where a larger purchase unlocks a future discount. It’s a win-win: the customer gets more value, and you secure a returning customer.

7. Offer flexible payment options

If a customer wants the product but isn’t ready to pay the full amount upfront, don’t turn them away. Buy Now, Pay Later solutions help maintain sales even when purchase decisions involve larger sums. The customer receives the product immediately but pays next month or in instalments. This works particularly well for higher-priced items, bundles, or seasonal products that customers want now but prefer to pay for more flexibly.

8. Extend offers into the new year

One strategy is to move against the general trend. Many stores end their discounts on December 31, but early January is when people finally have time to browse online and use gift cards received during the holidays. Those who spent December buying for others may now feel ready to buy something for themselves. If competitors have already ended their campaigns, even a partial extension can bring extra sales and visibility while others go quiet.

9. Use the power of clearance sales

A clearance sale isn’t just another discount – it’s a psychologically strong message that creates urgency. If you still have seasonal products, gift items, or excess stock that won’t be needed in the new season, January is the perfect time to clear it out. Use messages like “end of season” or “last chance” to encourage quick decisions. Once inventory is moving again, it’s time to consciously shift focus – not to slow down, but to change the nature of your sales activity.

Sales don’t have to stop after discounts, instead, a new phase begins. This is the time to strengthen customer relationships more thoughtfully, optimise your offers, and build long-term value. A short break from campaign noise might be exactly when your brand stands out the most: present, smart, and genuinely useful to customers.