EOFY eCommerce Game Plan: Smarter Sales Tips (Without Just Slashing Prices)
EOFY is more than a mad dash to June 30th, it’s an opportunity. For e-commerce brands, it’s one of the most powerful moments to clear aged inventory, grow average order value, and reconnect with your customer base.
But if your only plan is to slash prices… you’re leaving better margin and stronger brand equity on the table.
Here’s a smarter way to approach EOFY sales in 2025.
1. Maximise your revenue AND clear your stock
EOFY buyers are ready to spend, but they’re also looking for value. Instead of defaulting to discounts, try strategies that move stock and grow revenue without cutting deep into profits.
✅ Bundle & Upsell Strategically
Group slow-moving products with seasonal bestsellers or high-performing SKUs. Create limited-time value bundles to:
Increase perceived value
Encourage higher cart sizes
Add urgency (like a EOFY countdown)
💡 Retarget With Meta Ads
Retarget people who viewed EOFY bundles but didn’t convert. Keep the copy time-sensitive, add reviews for social proof, and remind them the clock’s ticking.
2. Don’t Rely on Discounts Alone
Big discounts might move stock fast, but they can also attract deal-chasers, hurt your margins, and dilute brand perception.
Instead, lead with value and brand experience:
🎁 Add Bonuses, Not Just Discounts
Offer free express shipping, tax-time gifts, or exclusive perks for VIPs. These incentives drive conversions without gutting your bottom line.
🧾 Speak to EOFY Relevance
Selling business-use products? Shout it from the homepage. EOFY is peak season for customers looking to claim deductible purchases.
⏳ Use Scarcity (The Right Way)
Limited stock counts or “ending soon” banners drive urgency, but only if they’re genuine. Don’t fake it.
🖼️ Create a ‘Tax Time Essentials’ Collection
Make it easy for shoppers to navigate your EOFY deals by curating a dedicated section of claimable, seasonally relevant products.
3. Start With Your Data
EOFY strategy shouldn’t start with a Canva graphic, it should start in your data dashboard.
📊 Review Past Performance
Look back at last EOFY and YTD sales data:
What sold well?
What has high margins?
What’s sitting too long in stock?
This will help you prioritise profitable products and focus your campaign messaging.
🧠 Segment Your Email List
EOFY isn’t one-size-fits-all. Break your list into:
VIP customers
Lapsed buyers
EOFY shoppers from last year
Tailor your campaigns to each segment for stronger open rates, CTRs, and conversions.
4. Make the Most Out of Google Shopping Ads
When EOFY hits, shoppers are actively searching, and Google Shopping is where intent meets product.
Here’s how to get it working harder:
Refresh your feed: Make sure your titles, images, and prices are clean and up to date
Add promotional overlays: Use Merchant Centre annotations to display sale pricing and promotions
Use urgency in your titles: e.g. EOFY Clearance – Ends June 30
Prioritise high-margin products: Use custom labels to segment and bid smarter
Optimise by performance: If it’s not converting, cut it. Shift budget to best-sellers with strong ROAS
EOFY traffic spikes, make sure your ads show up for the right people, with the right offer, at the right time.
5. Utilise SEO
Organic traffic doesn’t stop just because you're running a sale. EOFY search intent starts weeks before June 30, and SEO helps you capture it for free.
Quick SEO wins for EOFY:
Create an EOFY landing page: Optimise for keywords like EOFY sale [category] or EOFY gift ideas
Add internal links to that page from your homepage, nav, and collection banners
Update meta titles & descriptions: Use urgency and clear benefits (e.g. EOFY Deals – Limited Time Only)
Publish a helpful blog: Think EOFY essentials, EOFY business buys, or how to shop EOFY like a pro
Optimise your product schema so Google knows your items are on sale and displays them with price drops in the SERPs
SEO isn’t slow when you play it smart, and EOFY is the perfect time to build evergreen value with seasonal relevance.
Final Thought:
EOFY is a sprint, but it’s also a strategy play. The brands that plan ahead, segment smartly, and think beyond the discount tag will win more than just short-term sales.
Need help shaping your EOFY strategy? That’s what we do.
📩 Let’s talk. Book a strategy call or slide into our inbox.
