A bestseller selling out in December is good news and a risk at the same time. Visitors keep arriving on its page from ads, gift guides and search, and if they find a dead end, they leave. Here is how to turn a sold-out page into sales.
Before it happens: show low stock
A “Only 3 left” badge, when true, helps hesitant buyers decide and prevents disappointment later. See which badges increase sales.
When it happens: four options
1. Collect emails for the restock
Replace the button with a “Notify me when it’s back” field. If it comes back before Christmas, you sell to people who already wanted it. Restockly sends the email automatically when stock returns (demo). More in back in stock notifications.
2. Suggest an alternative
Show similar products in stock right under the message: same price range, same style.
3. Take pre-orders after Christmas
If the restock arrives in January, say so: “Order now, ships 10 January. We send you a card to print for the tree.” Some gift buyers accept this.
4. Offer a gift card
A gift card for the price of the product lets the buyer give something on the 25th and the recipient choose later.
Keep the page online
Do not delete or hide sold-out bestsellers: they rank in search and receive links. Keep them visible with the options above.
After Christmas
Look at the number of restock requests per product: it is a direct measure of demand to plan next year’s stock.
Read also what to do with out of stock products.
Plan before the peak
- List your ten bestsellers of last November and December.
- Check your supplier’s last delivery date before Christmas.
- Order earlier than usual, and keep a small reserve for the last week.
- Prepare an alternative product for each bestseller, already linked.
Messages that work
“Sold out for Christmas — leave your email and we’ll tell you when it’s back.” “Back on 8 January — order now to be first.” “Prefer it before Christmas? Try our similar Linen Throw in Sand.” Clear, honest, and each one offers a next step.
How to measure the result
Compare the same weeks before and after the change in WooCommerce › Analytics: conversion rate (orders divided by visits in your statistics tool), average order value and the share of mobile orders. Change one thing at a time when you can, and give each change at least a week of traffic before judging it. In December, compare with the first half of November rather than with last year, because your catalogue and traffic have changed.
Frequently asked questions
Should I hide out of stock products at Christmas?
No, keep them visible with a restock alert and alternatives, they still attract visitors.
Do back in stock emails convert?
They reach people who already wanted the product, so they usually convert well.
What if the restock arrives after Christmas?
Offer a pre-order with a card to print, or a gift card.