Struggling With Sales? Simple Ways to Make Your Online Shop Work Harder This Season

If your in-person markets have quietened down a bit, don’t panic - your online shop can step in to keep those sales ticking over. Think of it as your digital market stall that’s open 24/7!

Here are some easy, low-cost ways to turn your website into a reliable little sales machine -  I've used an aromatherapy and skincare business as an example.

💡 Psst… I’ve created a simple 4-Week Online Shop Makeover Plan to help you put all of this into action - complete with a printable checklist and dashboard. You can grab it for just £7 here.

1. Create quick-to-shop seasonal collections

Make it easy for people to find what they need in just a couple of clicks
Try themed collections like:

• Autumn/Winter Skin Protection: Cleanser, barrier balm, face oil, and hand cream - all designed to fight the cold. Add a little “Why it works in cold weather” note on each page

• Under the Weather Set: Immune-boosting pulse point oil, chest rub, shower steamer, and herbal bath salts

• Sleep Better Kit: Pillow mist, body oil, and a mini soak

• Stocking Fillers Under £15: Lip balms, mini roll-ons, or mini oils

• Gifts for Sensitive Skin: Gentle, fragrance-free favourites

2. Build Christmas-ready gift packages

Bundles make buying easy - and they look gorgeous too

Try simple Good, Better, Best tiers (for example £18 / £35 / £59) and include:

• Gift wrap and a handwritten note as a small add-on

• A “Corporate/Teacher Gifts” option with a price break for 5, 10, or 20 sets

• A “Ships by” date and local pickup option for peace of mind

4. Add a touch of urgency

Limited editions create excitement!

• Release a seasonal scent or colour and label it “Only 100 made.”

• If possible, add a stock counter so customers see when something’s nearly gone

5. Treat your email list like your market table

Stay in touch weekly — it doesn’t have to be fancy
One topic, one offer, one button is plenty

Example plan:

• Week 1: Launch your Winter Collection + offer 10% for subscribers

• Week 2: Share behind-the-scenes photos and your story

• Week 3: Spotlight a customer review and link to the featured product

• Week 4: Share a “Gift Guide by Budget” + final posting dates

6. Grow your email list (without being pushy)

• Add a Pop-up with a real incentive: “10% off your first order” or “Free mini with your first purchase.”

• Add a checkbox at checkout to join your list

• Or try a short freebie, like a 3-Day Calmer Skin Mini Course by email

7. Make your social posts work harder

Keep it simple and rotate these ideas:

• Problem/Solution: “Red, tight winter skin? Here’s what helps”

• Routine Reels: 15–30 seconds, showing how to use your products

• Customer Voices: Share a lovely review or message

• Timely Offers: “Order by 18 Dec for Christmas delivery”

8. Refresh your product pages

Small tweaks can make a big difference:

• Start with who it’s for and what it helps with
  “For dry, tight winter skin. Locks in moisture, calms redness, restores glow”

• Add 3 quick benefits with icons or emojis

• Include a short “why it works” ingredients story

• Add a few short reviews near the top

• Suggest complementary products with a “Pairs well with…” section

9. Offer mini versions or discovery sets

You don’t always need full new product testing

• Create minis of existing products

• Repackage tested formulas with seasonal labels

• Add accessories (like a silk scrunchie or soft cloth) to create a bundle

10. Add a loyalty or referral nudge

Simple wins work best:

• “Earn points” or “£5 credit when a friend buys”

• Or a digital/printed stamp card that works both online and in-person

11. Treat your homepage like a shop window

Make it seasonal and inviting:

• Hero banner: Winter Skin Protection – big “Shop Now” button

• Three tiles: Gifts by Budget | Bestsellers | Sleep Better

• Social proof: “1,200 happy customers since 2012” + review snippets

• Add a banner with your last shipping date -  people really appreciate that clarity

12. Make checkout easy

• Offer Apple Pay, Google Pay, and guest checkout

• Be upfront about shipping costs

• Offer free delivery over a sensible threshold (e.g. £40)

13. Team up locally

• Place a few gift sets in a yoga studio or spa

• Offer a shared discount code and split the revenue

• Or host a “Winter Skin Workshop” together - ticket plus product credit