Leather Gloves Online is crafting a plan to generate more sales from its own e-commerce website this holiday shopping season, so that it can rely less on sales on Amazon.com.

As it prepares for the 2017 season, the web-only retailer of leather gloves has hired a company that specializes in social media to boost traffic to its site, says Bryan Freedman, owner of Leather Gloves Online.

“We need to bring more traffic and buzz to our site, and we feel we’ve mostly exhausted the single other way of getting traffic to your site—which is Google,” Freedman says.

In the 12-month period of June 2016 to May 2017, organic search drove 70.90% of traffic to leatherglovesonline.com, paid search drove 5.64% and social media 2.19%, according to web traffic monitoring firm SimilarWeb. (The remaining 21.27% share consisted of direct, mail, referral and display ads.)

The retailer plans to invest in ads on Facebook Inc. and Pinterest, and to market to both high-end and price-conscious shoppers. For the fashion-oriented shopper, the retailer will feature its premium Italian glove, while the ad aimed at the budget-conscious consumer will focus on lower-priced gloves that would make good Christmas gifts, Freedman says. The social media marketing firm LaunchPad Creative Marketing is developing ad-targeting strategies, such as using Facebook lookalike audiences to reach consumers like those that shop with Leather Gloves Online, however, the retailer has not yet settled on a plan, Freedman says.

“We have invested almost no money in [social media,] and we are planning to invest 10% or 15% of our advertising budget in it starting in the fall,” says Freedman. The retailer will increase its marketing budget by up to 15% to cover the social media spend without taking money from other marketing campaigns. The retailer plans to spend a total of $90,000 for holiday marketing, Freedman says.

The retailer’s primary goal is to send more shoppers to Leatherglovesonline.com to buy its products instead of Amazon.com, No. 1 the Internet Retailer 2017 Top 500. Three years ago, 35% of Leather Gloves’ sales were via Amazon’s online marketplace and now Amazon has a 50% share, Freedman says.

“I’d rather have the increase happen on my site,” Freedman says. “I’m not going to turn away business, but the truth is Amazon is not good for us except for the fact that we’re selling.”

For example, Amazon does not allow marketplace sellers to remarket to shoppers who have bought their product, making it unlikely for those customer to make their next purchase directly from Leather Gloves Online, he says.

Plus, with so many sellers and SKUs on Amazon, it “forces the commodification of your product,” Freedman says. He says every brand on Amazon looks the same and that displaying pages of similar products encourages shoppers to focus on price. “When you sell a high-quality product like we do that is a problem, because we will never win a general price war that makes no distinction about quality,” he says.

Freedman wants to position its leather gloves as unique, of high quality and the best a consumer can find. On Amazon, however, it’s difficult to convey that message, he says.

“Unlike our site, which allows us to present a look and feel that we think represents our brand, everything on Amazon looks the same,” he says.

Leather Gloves Online’s return on investment has not increased on its paid search campaigns, both Google AdWords text ads and Product Listing Ads featuring images, he says, so the retailer is turning to social media to boost sales.

But don’t expect a promotional blitz: The retailer does not plan to discount its product during the holiday season because it never discounts its products, he says. “We don’t want to be stuck in the retail hamster maze where everything is always on sale. People are always waiting the next sale,” Freedman says.

So far, that no-discount strategy seems to have worked. Web-only Leather Gloves Online launched almost 20 years ago and generates millions in annual sales, although Freedman declines to say how much. The retailer’s 2016 sales grew significantly over 2015, although Freeman notes that sales were horrible in 2015 because of unseasonably warm weather. Its 2016 sales were a small increase over 2014 sales, he adds without revealing specifics.

Because of the seasonality of its product and because of the holidays, Leather Gloves Online generates 50% of its annual sales between Nov. 1 and Dec. 15, Freedman says. During the holiday season and the surge in business, the retailer triples its staff to 12 employees from four.