Q4 Power Guide: How to prepare your business for the strongest quarter of the year

The fourth quarter of 2021 offers huge potential for retailers thanks to Christmas business, Black Friday and Co. A new report from Smarketer reveals how you can use this.

For 2021 will be in Germany forecast a record turnover of 85 billion euros in e-commerce. The e-commerce boom is never ending and, especially in the last quarter of the year, retailers can bet on even more income. Because Singles Day, Black Friday and Cyber ​​Monday as well as the Christmas business are enormously important sales factors. In addition, 37 percent of users are ready to try out new stores, brands or platforms. That goes from the Smarketer report “Final spurt in 2021: How to prepare for the strongest quarter of the year before 2021”. This shows which potential retailers are currently using and which pitfalls they should be aware of. After all, the challenges related to privacy concerns and increased digital competition are growing, as are customer expectations when it comes to topics such as service, sustainability and mobile friendliness.

Topics retailers should have on the agenda for Q4, © Smarketer

Mobile and SEO a must: where and how shoppers interact with brands

Online shopping has become even more of everyday life for many people in the wake of the corona pandemic. Also for many users who may have previously made less digital purchases. Smarketer states in the report that 67 percent of so-called silver surfers (people over 50 years of age) will shop more online in the future. In addition, 50 percent of the respondents from the studies cited by Smarketer state that they visit several shops before they buy. For many retailers, this is an opportunity to convince users of themselves and their own offers. At the same time, this willingness to always look left and right for offers also means less loyalty to a shop or a brand.

In order to be able to attract the users’ attention at all times during their product search, retailers have to make their presence up-to-date, especially with search engines. Because, according to the Smarketer report, search engines are the most important sources both when discovering new brands and when researching brands.

Search engines are extremely relevant for product searches
Search engines are extremely relevant to product searches, © Smarketer

The relevance of qualitative SEO and targeted SEA strategies can therefore hardly be underestimated.


Take the Smarketer quiz now and find out whether you have what it takes to be a SEA professional and how well you would fit into the Smarketer team.

Take the test now!



But in addition to these aspects, it is also important for shops to continuously optimize their mobile presence. Mobile optimization is no longer an option, but a must-have. According to Smarketer, 55 percent of purchases are made via smartphone. Of these, 40 percent of these transactions take place via apps. The UX must therefore always work on the move and be clearly structured. And users have long been expecting personalized offers and numerous payment options as well as simple shipping conditions on mobile pages or in apps.

Mobile optimization is not an option, it is a must-have
Mobile optimization is not an option, but a must-have (click on the picture to get a larger view), © Smarketer

It is also extremely important for retailers to adjust the technical infrastructure of their shops to possible traffic and shopping rushes during the peak times of the fourth quarter, for example on Black Friday. After all, around 33 percent of users had problems with shops in 2020 – and these inevitably lead to abandoned purchases and lost sales.

Preparation for the “golden quarter”: focus on campaign planning now

In the fourth quarter of 2021, retailers and advertisers will have a whole range of opportunities to increase sales. Smarketer lists relevant shopping events in the so-called “golden quarter”. This includes, for example, Halloween or the After Christmas Season.

The fourth quarter delivers these shopping events.
The fourth quarter delivers these shopping events (click on the picture to get a larger view), © Smarketer

For all the tricks and approaches that retailers and advertisers can use to make Q4 a successful quarter, Smarketer provides a number of tips that you can understand in the report from the Google Ads agency. Whether it is about the fact that you can now use Black Friday as a term for your campaigns, or about the best possible starting time for your offers for the holiday season.

So that the offers can also be found directly in the search context, integrating them into Google Ads is a good idea. With the help of the report and its own offers, Smarketer shows the great importance SEA has for the e-commerce business area and provides a quiz in which you can test yourself in this area:

Lateral entrants: in or SEA professional: would you have what it takes to work for the largest Google Ads agency in Europe? Find out in the quiz whether you would be up to the challenge (click on the picture to take the test)!

Extract from the Smarketer quiz
Extract from the Smarketer quiz, © Smarketer

Source: OnlineMarketing.de by onlinemarketing.de.

*The article has been translated based on the content of OnlineMarketing.de by onlinemarketing.de. If there is any problem regarding the content, copyright, please leave a report below the article. We will try to process as quickly as possible to protect the rights of the author. Thank you very much!

*We just want readers to access information more quickly and easily with other multilingual content, instead of information only available in a certain language.

*We always respect the copyright of the content of the author and always include the original link of the source article.If the author disagrees, just leave the report below the article, the article will be edited or deleted at the request of the author. Thanks very much! Best regards!