4 October 2023
10 min read
Mastering Sales: The Next 10 Key Dates
Retail and eCommerce thrive on taking advantage of key dates and holidays throughout the year. From October to January, numerous opportunities arise to drive sales, engage customers and reinforce your brand.
In this guide, you’ll discover the essential strategies that are crucial to not only outperform, but excel during the most crucial sales season of the year, ensuring profitability and success.
Below, we will look at a series of examples relevant to each key date, providing inspiration to help you achieve your goals:
1. Spirit Halloween’s “13 Nights of Halloween” campaign
Spirit Halloween is a seasonal retailer specialising in Halloween costumes and decorations.
This campaign features a countdown of spooky events and promotions leading up to Halloween night.
Strategy: The brand creates a sense of excitement by unveiling a new offer or special event each night, encouraging customers to visit the shop or website regularly for surprises and discounts.
2. Amazon’s “Black Friday Deals Week”.
Amazon is a global e-commerce giant known for its extensive Black Friday deals.
Strategy: Amazon offers thousands of discounted products in various categories for an entire week leading up to Black Friday. They also use lightning deals with limited quantities, creating a sense of urgency among shoppers.
3. Best Buy’s “Cyber Monday Deals”.
Best Buy is a major electronics and appliance retailer.
Strategy: Best Buy focuses on online deals on electronics and appliances. They highlight exclusive online-only discounts and provide detailed product information to help customers make informed choices.
4. Macy’s Thanksgiving Day Parade
This is a major event that drives retail sales during the holiday season.
Strategy: Macy’s features giant floats and balloons sponsored by various brands, which showcase their products to a mass television audience. This indirect promotion generates buzz and drives sales for participating brands.
5. American Express “Shop Small” campaign for Small Business Saturday
American Express promotes Small Business Saturday to encourage consumers to support local businesses.
Strategy: American Express encourages cardholders to shop at local businesses on the Saturday after Thanksgiving by offering them statement credits for qualifying purchases. This campaign has grown over the years and has gained widespread support from small businesses.
6. Coca-Cola’s Christmas campaign “Holidays are Coming”.
The iconic Coca-Cola Christmas campaign with the Coca-Cola truck and the jingle “Holidays are Coming”.
Strategy: The Coca-Cola truck’s multi-country Christmas tour has become a symbol of the holiday season. The brand leverages nostalgia and Christmas cheer to create emotional connections with consumers.
7. Boxing Day sales on Amazon
Amazon extends its holiday sales to include Boxing Day.
Strategy: Amazon offers ongoing discounts on leftover holiday inventory, electronics and winter-related products. This strategy helps clear holiday stock and keeps customers engaged after Christmas.
8. Airbnb’s “Endless Nights” Campaign
Strategy: Airbnb offered exclusive overnight stays in iconic locations such as Times Square and advertised them as unique experiences to welcome the New Year. This campaign tapped into the desire for memorable celebrations.
9. Fitbit’s “New Year, New You” campaign
Fitbit, a fitness wearables company, promotes its products in the New Year.
Strategy: Fitbit encourages people to set fitness goals for the new year and offers discounts on its wearables and fitness app subscriptions, aligning with the common New Year’s resolution to get fit.
10. Target celebrates Three Kings Day
Target, a large retailer, recognises Epiphany as an important holiday.
Strategy: Target offers a variety of products related to Epiphany traditions, including gifts and traditional foods. They may organise in-store events, workshops or online content to educate customers about the holiday.
Not excited about the prospect of creating highly relevant and lucrative campaigns? Let this guide be your ally to simplify the process and help you create them successfully.
Success in the retail and e-commerce sector during the months of October to January depends on effective planning and execution of strategies tailored to each key date. By understanding consumer expectations and adapting your offering to these insights and recommendations, you can maximise your sales, engage customers and create a strong brand presence during this crucial holiday season. Stay agile, adapt to changing trends and continue to provide excellent customer service to ensure long-term success.