At this point in the year, the decision fatigue is real. Which tactic will move the needle? What promotion will excite folks? Which cohort has the most potential?
It can be exhausting, so we tapped a few influential industry experts (not to brag, but they’re Ari Murray, Nik Sharma, Andriy Rudnyk, Bryan Starck, John Roman and Grace Clarke) to share a creative strategy they love that you have full permission to steal.
Seriously, six tactics that are yours to implement, adapt, and roll out to boost your subscription sales this holiday season.
Let’s get into it.
Lock in longevity
Ari Murray, Chief Growth Officer at Sharma Brands & creator of Go-to-Millions at Workweek
On the product page, in the subscription buy box, reward longevity by offering 15% off the first order of the subscription, and 20% off every subscription order thereafter. This, of course, increases subscription retention and LTV, but it also increases conversion. I’ve tested it 10 times!
My favorite way to make this ‘holiday’ and really kick it up a notch: Make the first subscription order price the offer you’re running for BFCM (ex: 30%), and increase to 35% off every order thereafter. Subscribers will be afraid to cancel, because they know the renewal price is better than your best offer. Making this only available to BFCM subscribers makes it feel urgent and like a steal. Try it please, and remember me when you buy a Malibu beach house. I’d love an invite.
Bundle value
Nik Sharma, CEO of Sharma Brands
Merchandise a bundle specifically to focus on subscriber acquisition during the holidays. If you have a product that has a very clear consumption cycle (e.g. a supplement or cream with a daily use case), create a new subscriber offer to entice customers to join. Include a gift with purchase (GWP) and/or a discount to create a perceived value that is 1.5x to 2x greater than the price someone is paying. Everyday Dose does this perfectly with their starter kit—you get a $149 value for $25 when you subscribe.
Of course, your product has to deliver on its benefits to the customer. But as long as it does, this is a phenomenal way to acquire people who are on the fence.
Celebrate your subscribers
Andriy Rudnyk, founder of Good Subscription Agency
A question I often hear: ‘What do I do for my existing subscribers during BFCM? I don’t want them to feel left out.’
Here’s the answer: automate a small holiday gift in their upcoming order. The gift’s value doesn’t matter as much as the thoughtfulness—what counts is a standout email that makes the subscriber feel seen, and humanizes your team.
A simple message like ‘A small holiday gift from us on your next order’ will improve the quality of the relationship, driving renewals through BFCM and retention well after.
Now if I could get my cell phone provider to think this way…
Reward at renewals
Bryan Starck, founder of 100 Celsius
Want to reduce cancellations around billing reminders? Try this: Alert subscribers about upcoming free gifts or credits in their renewal notifications.
Most brands see a cancellation spike when billing reminders hit inboxes. But by highlighting a surprise gift (via Recharge’s Rewards) in these emails, you transform “You’re about to be charged” into “Your free gift is coming!”
This simple shift taps into loss aversion, and can significantly reduce churn around renewals.
Upsell with mystery
John Roman, CEO of Battlebox
At BattlBox, we’ve incorporated a “mystery box” upsell at checkout for customers with a subscription in their cart. About 32% of these customers opt for the one-time mystery box, generating an estimated $80,000 in additional monthly revenue and giving a strong boost to our average order value (AOV). Around the holidays, consider offering a limited-edition mystery box with seasonal or exclusive items to elevate the first purchase experience and increase overall order value.
Secret subscriber society
Grace Clark, Fractional CMO
First, my (and now your) rules for any new idea:
- Simple enough to do tomorrow, using just the product and tech you have.
- CFO-approved! We need to increase holiday subscriptions and bottom line LTV. Your CFO must look at this and think, “Clever. I like it.”
- Out: funnels. In: flywheels. Add digital subscriber perks each month to keep subscribers engaged.
Send what looks like a site credit email to your top customers. “Don’t forget your site credit. Credit #: 0395u0983092 Pin: 0293. CTA Button: check balance.”
The button should take users to a hidden, branded landing page where they’ll see the best ongoing discounts and bundles. If your usual discount is 20%, tell them they get 25% in perpetuity and highlight bundles of high-margin items or excess inventory. Brand it as a secret, VIP-only offer, and then pitch it to affiliates too with a higher-than-usual commission—perfect for impressing your CFO!”
