May Bank Holiday eCommerce: 10 campaigns worth your time
With an extended weekend, increased consumer spending, and more free shopping time, the May Bank Holiday is an excellent opportunity for online retailers.
But here’s the catch: your competitors have been preparing for weeks. You need creative, data-driven campaigns that optimize conversions, revenue, and customer experience to stand out.
Here are 10 practical and proven campaign ideas to help you maximize the May Bank Holiday. You’ll discover key shopper behaviors, actionable strategies, and expert tips to measure your success.
Whether you want to clear inventory, increase average order value (AOV), or drive customer loyalty, we’ve got you covered.
Understanding the May Bank Holiday shopper
Before launching your campaigns, it’s important to understand how customers behave during the May Bank Holiday. Their habits and priorities during a three-day weekend are often different from their usual shopping patterns.
Three-day weekend psychology
Many shoppers consider the May Bank Holiday an opportunity to indulge, refresh, and prepare for the upcoming summer months. They’re more likely to spend on leisure activities, experiences, or items that enhance their long weekend.
Shopping patterns
Stats from previous May Bank Holidays show a spike in online purchases beginning on Friday evening and peaking late Saturday. Many customers browse via mobile devices during their downtime, while transitioning to desktop when ready to complete purchases.
Mobile vs. desktop trends
According to IRP Commerce, the sales breakdown in the eCommerce market in February 2025 was 60.7% mobile, 37.5% desktop, and 1.8% tablet.
Worldwide, consumers spend the most money on online purchases made through desktops. Between January and December 2024, the AOV from desktop purchases peaked in October at $204. The amount spent on purchases made via mobile devices and tablets was significantly lower throughout the year, according to Statista.
Design campaigns that cater to both mobile convenience and desktop spenders.
Campaign idea 1: The tiered spending reward
Offer rewards at different spending thresholds to encourage customers to spend more. For example, “Spend £50, get £5 off; spend £100, get £15 off.”
This strategy incentivizes higher AOV while giving customers a feeling of added value.
Implementation requirements
Use a cart-value tracker on your eCommerce platform to display progress towards rewards.
Campaign idea 2: Limited-time flash offers
Run flash promotions during peak shopping hours, like Saturday evening or Monday afternoon. Limited-time offers build urgency and encourage quick purchases.
Choose high-demand items or products you need to clear from inventory.
Urgency messaging
Use phrases like “Hurry! Ends Tonight” or countdown timers on your site to drive action.
Campaign idea 3: Bundle deals for weekend activities
Customers will likely use bundle items together, such as picnic supplies or beauty and skincare products. Offer discounts only for bundled purchases to protect profit margins. For example, “Buy these three items together and save 20%.”
Measurement framework
Track bundle sales separately to measure their impact on revenue and inventory.
Campaign idea 4: Weather-triggered promotions
British weather is unpredictable. Prepare “rainy day” campaigns for indoor comforts and “sunny day” promotions for outdoor essentials.
Examples include offering discounts on cozy blankets for rainy weather or BBQ kits when the forecast predicts sunshine.
Campaign idea 5: Early access for loyal customers
Identify your most loyal customers using purchase history or loyalty program data. To make loyal customers feel valued, offer exclusive early access to sales or special discounts.
Measuring impact
Track repeat purchase rates among this group to gauge loyalty.
Campaign idea 6: Post-purchase upsells with deadline
Send personalized upsell offers to customers shortly after purchase. For example, “Add these items to your order within 48 hours and enjoy free shipping.”
Choose items related to their original purchase.
Revenue attribution
Track upsell revenue separately for accurate performance analysis.
Campaign idea 7: Free shipping thresholds
Determine a threshold slightly above your average cart value to incentivize larger purchases. Use bold, clear language like, “Spend $10 more for free shipping!”
Cart abandonment recovery
Combine this strategy with email reminders for abandoned carts.
Campaign idea 8: Exit intent offers for browsers
Identify likely exits by monitoring browsing behavior. Small discounts or free shipping on their current cart can encourage completion without significant profit loss.
Testing framework
A/B test different offers to find the most effective incentive.
Campaign idea 9: Countdown-based promotions
Countdown timers tap into FOMO (fear of missing out), motivating customers to take immediate action. Phrases like “Only 2 hours left!” combined with visual timers are highly effective.
Performance tracking
Monitor conversion rates during countdown periods to assess impact.
Campaign idea 10: “Back to work” preparation deals
Shift focus from leisure to productivity by Sunday evening. Promote items like office supplies or workwear. Use a mix of email marketing and on-site banners to ensure visibility.
Implementation timeline
Two weeks before
- Finalize campaign designs and messaging.
- Test your site’s performance under a higher traffic load.
One week before
- Launch teaser campaigns on social media.
- Verify email sequences are timed correctly.
Day before
- Monitor inventory levels and ensure sufficient stock for high-demand items.
During the weekend
- Track campaign performance and make real-time adjustments.
Follow-up strategy
Send post-campaign emails to thank customers and showcase what’s next.
Measuring success
Key metrics
- Conversion rate (CVR)
- Average order value (AOV)
- Revenue per customer
Compare performance against past bank holiday campaigns to assess success.
Document insights for future holidays and include customer feedback.
