Lamps Plus expects record holiday sales

Lamps Plus is adjusting its holiday marketing strategy for an expected influx of online traffic and sales volume.

The specialty lighting retailer expects to see a continuation of increased demand through the 2020 holidays drive record sales for the fourth quarter. In anticipation of a high-volume e-commerce holiday season, Lamps Plus upgraded its warehouse management system, along with labor and slotting, during summer 2020.

“With more Americans at home than ever, home-related projects and purchases continue to be top of mind,” said Angela Hsu, senior VP of marketing and e-commerce for Lamps Plus. “We don't expect to see the same increase in sales at our physical stores on Black Friday because some consumers are still hesitant to shop in stores. Instead, some customers who typically shop at stores on Black Friday are likely to shop online and continue looking for deals on Cyber Monday.”

However, Lamps Plus is uncertain whether it will see the typical spike in sales on Cyber Monday is uncertain. The company is ramping up inventory and staff, including warehouse and customer service hiring, to prepare for the demand increase during the holiday shopping season. It is also encouraging customers to shop early, before mid-December, to make sure that their shipments arrive on time.

Lamps Plus has experienced sales growth throughout the COVID-19 pandemic, and is actively pursuing marketing acquisition to capture the market share of the increased demand. This includes testing more top-funnel channels such as connected TV and YouTube, while continuing to increase focus on performance marketing and remarketing.

“We will remain agile and only commit to marketing channels and campaigns that give us the flexibility to modify and adapt based on economic condition and consumer behavior over the coming months,” Hsu said. “We will continue monitoring creative, messaging and social media tactics closely to make sure that we are aligned with consumer sentiment and product preference.”

California-based Lamps Plus operates 36 brick-and-mortar stores in seven western states.