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Map out and plan ahead for 2023 holidays
According to Ebit Nielsen data, 34% of all revenue from e-commerce and online stores occurs during seasonal dates such as Christmas, Mother's Day, and Black Friday.
This highlights the need to pay attention to consumer behavior and create a strategy so that your business, regardless of its size or niche, can benefit to the fullest from the sales increase during these dates.
Before carrying out an action or investing in paid media, for example, you need to keep in mind that your business does not need to create a different promotion for every holiday on the calendar.
The holiday should be relevant to the target audience of your e-commerce, meaning that there is a spontaneous increase in demand for your product among consumers.
Example: for an e-commerce store that sells flower bouquets, wreaths, and other arrangements, All Souls' Day is an opportune date to run special promotions and offers to attract potential buyers.
The same reasoning cannot be applied to an online store selling cosmetics and makeup in general, as November 2nd has no direct impact on demand for these items.
The importance of planning
Now that you already have clarity on which holidays and dates are relevant to your audience, the time has come to wait for visits to your site that will convert into sales, right?
Wrong.
Without detailed planning regarding why/when/how promotions will be carried out, the chances of failure, and consequent losses, are very high.
But don't worry, we have brought you a step-by-step guide to help you plan your actions more effectively.
Start with the “Why”.
Holidays such as Christmas, New Year's, and Black Friday are universal for retailers in all segments, and the sales increase occurs in practically every product category.
So, is your e-commerce going to join this date because everyone else is doing it?
Slow down, but you are not everyone else. (yes, you have heard that before)
Of course, it is extremely important to run Christmas promotions, but it is essential to define goals and objectives for your e-commerce.
- Site visits x conversion
- Average ticket
- Revenue
- Number of orders
- ROAS
These are some examples of goals you need to keep in mind before putting promotions into practice.
Compare them with previous years and see what worked in the strategy and can be replicated for the current year.
Define the “when” (and in advance)
Black Friday is always on the last Friday of November, and it is precisely on this date that consumers prepare to take advantage of discounts on various products.
However, for retailers, it is unfeasible to start thinking about Black Friday only in November or on the date itself.
It is extremely important to plan all dates on the calendar in advance.
Define “when” the actions will be carried out; this brings predictability to you and your team and prevents you from missing the correct timing for the dates.
Organize the actions on a quarterly, semi-annual, and annual basis and do not be caught by surprise having to create last-minute promotion rules.
Time to get down to business with the “How”.
You have defined the relevant dates, set the goals, and established the start of each action, so now is the time for the “How”.
- What will the promotion be?
Free shipping, cashback, discount coupons, or an exclusive gift—the possibilities for attracting potential customers are endless.
- How will it be promoted?
“Advertising is the soul of business,” it is no use planning a promising action with your team if the most important people are not impacted by the communication: the customers.
Establish communication across all acquisition channels for your business.
- Website (banners, pop-ups, and product showcases)
- Social media (feed and stories)
- Organic media (blogs and email marketing)
- Paid media (Meta and Google Ads)
Check the main holidays of 2023
National holidays
- January 1st (Sunday) – Universal Brotherhood
- April 7th (Saturday) – Passion of Christ
- April 21st (Friday) – Tiradentes Day
- May 1st (Monday) – Labor Day
- September 7th (Thursday) – Independence of Brazil
- October 12th (Thursday) – Our Lady of Aparecida Day
- November 2nd (Thursday) – All Souls' Day
- November 15th (Wednesday) – Proclamation of the Republic Day
- December 25th (Monday) – Christmas
As we have seen, planning and executing actions for your e-commerce to gain scale requires time, knowledge, and investment.
It was with this in mind that Check Commerce created solutions covering the implementation, performance, and operation of e-commerce stores of all sizes and segments.
Click the button below and find out how our solutions fit the needs of your business.
