eBay crosses all channels with holiday promotions, including brick-and-mortar
eBay’s latest holiday marketing efforts include shoppable videos and a physical pop-up.
The e-commerce marketplace has been busy since ending its self-imposed ban on holiday promotions on Nov. 1. In what it described as a brick-and-mortar alternative to visiting crowded stores on Black Friday, eBay will open a pop-up, “Black Friday Escape Room,” in downtown Manhattan. The multi-room installation, at 163 Mercer Street, will be open on one day only, Friday, Nov. 29, from 8 a.m. – 3 p.m. Customers will be able to compete in fun holiday challenges and puzzles and visit eBay's “Zen Room,” where they can sip hot, holiday-themed drinks and shop eBay's holiday selection and deals.
On the digital front, eBay is partnering with Verizon Media’s new shoppable video format. The e-tailer will integrate a selection of one-of-a-kind and trending products from top brands into shoppable carousels beneath gift guide videos. Verizon Media will also roll out a series of videos featuring influencers like tech and gaming expert Brian Tong and reality TV star Tanner Tolbert to highlight eBay products across lifestyle, tech and sports.
In addition, eBay and Verizon Media subsidiary Yahoo have created a multifaceted content and commerce campaign aimed at male holiday shoppers. The elements include a “Holiday Guide for Guys” hub, a unique destination on Yahoo Lifestyle which aggregates holiday shopping content, as well as expert-driven original articles that share male-themed eBay gift ideas for 2019.
“Together with Verizon Media’s shoppable content capabilities and the gifting expertise of influencers like Brian and Tanner, we’re offering eBay’s amazing selection of inventory to help guys everywhere find the best gifts to give and ask for,” said Suzy Deering, chief marketing officer for eBay Americas. “From rare collectibles to trending fashion and retro-inspired gadgets to the latest tech, eBay provides the value and selection that shoppers are looking for as they seek out gifting inspiration this holiday season.”
eBay is also running a ''Black Friday Preview' sale. From Nov. 19-28 (Thanksgiving Day), eBay will offer discounted prices with free shipping across a variety of categories including electronics, kitchenware, sneakers, toys, jewelry, and apparel. And starting Thanksgiving week, eBay will reveal “Cyber 5” savings including Black Friday (Nov. 29), and Cyber Monday (Dec. 2) deals. Customers will find thousands of deep discounts daily at 5am PT / 8am PT.
"This is the busiest time of year for consumers; and with the shortest possible holiday shopping season this year, every day counts, so we're releasing amazing deals on the largest selection of gifts before Thanksgiving weekend even begins," said Sam Bright, VP and GM of merchandising. "We're offering our customers deep discounts on what they really want this year, all at a great value from tech, fashion, home decor, toys, sporting goods and more."
Additionally, eBay is offering a “Best Price Guarantee” that gives shoppers 110% of the price difference on eligible items if they find one for less on a competitor’s website, and no blackout dates on deals.