Last year after Katrina hit, I wrote this blog post about external events and how they can temporarily slow down a home-based, web-based business. Certain events just capture so much of the population’s focus, that the slowdown in shopping is significant and measurable. It just so happens that the SuperBowl is one of those events. So many people (including yours truly) are so preoccupied with pre-game events as well as the actual game, that business is temporarily impacted.
What can you do about events like this? Unless you can afford SuperBowl spot advertising, not much. But you can be aware that they exist. The SuperBowl is a great example of a predictable, recurring event that will have a temporary, negative impact on web shopping.
It’s always on a Sunday so what if you sell on eBay (or some other auction site)? eBay sellers know that most of the ‘action’ occurs at the very end of an auction; in the last few hours. Sunday evening between 8:00pm and 9:00pm EST is generally considered one of the best time slots for eBay auctions to end. Lots of people apparently shop eBay on Sunday nights …..usually. But having your auction end at 8:30pm on SuperBowl Sunday is going to yield significantly poorer results than most Sundays. For that particular week, it might help to choose a different ending day and time.
You just can’t predict some events (like Katrina) but for the ones you can expect, be ready and roll with them.