For Emma, who runs a store with handmade jewellery, 2025 starts full of ambition. After a successful first year she wants to grow her store and capitalise smartly on key marketing moments and trends. In this blog we share how Emma adapts her strategy to the time of year, with special attention for upcoming marketing days like Valentine's Day and Mother's Day, seasonal changes and global developments that influence e-commerce.
The start of a new year always brings new opportunities. For Emma it means:
Preparing for marketing days: February brings Valentine's Day, a prime opportunity for her jewellery, often bought as gifts. Emma is planning exclusive Valentine's deals and designing a special collection.
Seasonal shifts: with spring on the way, Emma is considering launching a spring/summer collection. "I want to inspire my customers with fresh, colourful designs," she says.
Influence of global trends: the ongoing focus on sustainability plays a big role in her marketing strategy. Emma highlights the sustainable production and packaging of her jewellery.
Emma works with Theme Xclusive, a Shopify theme that fits perfectly with her need for visual storytelling and conversion-driving features. "The 'Shop-the-Look' feature is a favourite with my customers. They can see right away how my pieces can be combined and order a whole set with a single click," she says.
She also uses:
Automated email campaigns via Klaviyo to remind customers of upcoming events such as Valentine's Day.
SEO tools within Shopify to optimise her pages for relevant keywords like 'Valentine's Day jewellery gift'.
Emma's plan for the months ahead:
Special collections: Emma launches a limited-edition collection with heart-shaped pendants and bracelets.
Social media campaigns: on Instagram and TikTok she promotes her products with romantic photos and videos.
Working with influencers: she partners with micro-influencers promoting personalised jewellery as the perfect Valentine's gift.
Gift bundles: for Mother's Day Emma offers jewellery bundles with a small discount.
Live shopping events: Emma is planning a live shopping session showing jewellery suitable for Mother's Day, complete with styling tips.
Spring sale: to make room for new designs, Emma runs a sale on her winter collection.
New colours and styles: the spring/summer collection centres on fresh pastels and minimalist designs.
As her store grows, Emma is finding more and more work behind the scenes. "During the holidays, packing parcels was a huge job," she says. So she's decided to hire someone to help with the logistics process.
Emma's new team member takes care of:
Efficient packing: using sustainable packaging stays a priority, but now she can handle larger volumes faster.
Stock management: together they make sure popular products are restocked on time.
On top of that, Emma is exploring the option of working with a fulfilment partner. That would give her more time to focus on marketing and design while the partner takes over the shipping process. "It's an investment, but it gives me space to grow my business further," she says.
Emma also takes broader trends into account:
Sustainability and transparency: customers increasingly expect information about where and how products are made. Emma plays into this with storytelling about her sustainable production process.
Technological progress: AI tools help Emma make personalised recommendations and offer the right products based on customer preferences.
Thanks to her focus on marketing moments, logistical optimisation and a strategic use of Shopify's features, Emma sees positive results:
30% rise in sales during Valentine's Day.
More repeat purchases thanks to personalised email campaigns.
Better customer engagement through live shopping events.
More efficiency behind the scenes thanks to her new team member.
With this approach Emma looks ahead to the coming year with confidence. Which marketing moments will you tap into in 2025?
Read our blog on marketing moments and add them to your calendar!
