Every day is a celebration in retail and eCommerce - from National Pizza Day in February to International Coffee Day in October. However, with so many events to commemorate, it's critical to know which of these eventful days and events are significant to your company.
Holiday shopping days like Black Friday and Cyber Monday are well-known for causing internet outages. Last year, Cyber Monday set a new record with sales of $9.4 billion, surpassing Black Friday and Amazon Prime Day combined. And therefore, you should definitely record these dates on your marketing calendar.
When is it?: Feb 13th
Each NFL season culminates with the Super Bowl. The yearly championship game is the most anticipated athletic event of the year for many. One-fourth of Americans believe the day after the Super Bowl should be designated as a national holiday.
Given the communal character of this yearly sporting event, it's no surprise that food, beverage, and alcohol businesses ranked first in Super Bowl eCommerce. Purchase intent for supermarket brands beat its historical norm by 30% during Super Bowl week. Saturday, rather than Sunday, was the busiest day for consumers buying purchases, owing to households' completion of game-day preparations.
The shopability of eCommerce ads remained with top-of-funnel content into 2020, in line with customer behavior. Consumers were ready to spend, and firms who responded to this urgency via media presence and product availability were likely to reap the rewards.
Alcohol customers were ready to purchase — and they were ready to buy immediately — during Super Bowl week in 2021. Both upper and lower funnel media produced double-digit purchase intent.
Even in the absence of special circumstances, buying intent for this business has consistently been strong (with alcohol purchase intent up to five times higher than grocery overall). This is most likely because when people go out to gain alcohol, they're also looking to drink it.
The 2021 Super Bowl week was one in which being present at each level of the marketing funnel was crucial. Media was distributed across channels by brands. However, Facebook/Instagram, Snap, and programmatic advertising accounted for more than half of all eCommerce traffic during that week.
While upper funnel media drew significant no. of visits, lower-funnel media drove conversions, beating upper funnel buy intent by nearly four times. Given consumers' significant interaction with awareness-based content and readiness to convert via decision-stage media, firms that launched media targeted at all stages of purchase consideration benefited the most from this online shopping event.
International Women’s Day
When is it?: March 8th
Every year on March 8, International Women's Day is commemorated. This event is all about honoring women's accomplishments, whether they be social, economic, cultural, or political.
IWD was originally observed in 1911, and more than a century later, eCommerce companies are now embracing this opportunity to honor women and their preferences all across the world.
International Women's Day is progressively gaining popularity among online retailers. Women account for 72 percent of worldwide internet purchasers as of 2018. eCommerce retailers should not pass up such a chance to engage a huge number of female customers while also attracting male customers to purchase gifts for the ladies in their life.
If you want to make a difference and contribute to global advancement as a business, you must consider how you want to connect with your female customers. In your commercials, how do you target women? Are you treating others with enough respect? Do you regard women as the powerful individuals they are, or do you associate them with antiquated stereotypes?
Customers are showing increasing respect, appreciation, and devotion to brands that view women as strong and powerful individuals and choose to stand up to stereotypes. There has undoubtedly been a paradigm shift in this notion.
St. Patrick’s day
When is it?: March 17th
St. Patrick's Day is celebrated by an estimated 149 million people, with the great majority displaying their shamrock pride by sporting holiday-specific clothes and accessories or purchasing food and beverage products relevant to the day. The green costume is popular on St. Patrick's Day, with 83 percent of celebrants planning to wear it.
A whopping 73 percent of 18-24-year-olds intend to commemorate the occasion, with the majority opting to go out for a fun night rather than remain home.
Traditionally, St. Patrick's Day is spent socializing with friends, watching parades, or drinking at bars. However, owing to the epidemic, over 55 percent of US individuals acknowledged they would not be gathering this year.
A third has indicated that they would be hosting a special supper at home to commemorate the occasion. According to the National Retail Federation and Prosper Insights & Analytics, the average spend will be $40.77, totaling $5.1 billion countrywide.
Bring attention to your shop with Irish-inspired branding in the weeks leading up to March 17th. Green and four-leafed plants should be prominent, with pots of gold and rainbows tossed in for good measure. If you have any "Kiss Me, I'm Irish" kitsch, don't forget to display it because this is the one time of year when it always sells.
While there is a lot of advice out there advising eCommerce business owners to tone down the green, combining over-the-top branding with too-good-to-pass-up discounts can help you drive your sales over the rainbow.
When is it?: April 22
Earth Day, which began the modern environmental movement 50 years ago this month, was born amid a social crisis, grew through recessions and bull markets and is now celebrating its Golden Jubilee in the aftermath of one of the deadliest pandemics in recorded history. Even as COVID-19 continues to plague the country, customers remain committed to the environment.
It's time to advertise your eco-friendly brand qualities and illustrate how you walk the walk once your eCommerce firm has bolstered its sustainability efforts. Make a list of specific ways your business is helping to create a more sustainable climate and lowering its carbon footprint. Begin with the findings of your sustainability audit and work your way outward.
Consumers are more conscious of their own and environmental effects from the businesses they buy from, thus being environmentally responsible may help your business just as much as it does nature. Customers who desire to lessen their own environmental effects will seek out companies that support that goal.
Businesses that adhere to an environmentally friendly standard must, of course, ensure that their consumers are aware of the actions they take to reduce environmental harm, which is where marketing comes in.
June the Pride month
To commemorate the Stonewall riots, which happened at the end of June 1969, the month of June was selected as LGBTQ+ Pride Month. As a result, various Pride activities are organized throughout the month to honor the contributions that LGBTQ+ persons have made to society.
Follow these rules for best practices to appropriately celebrate LGBTQ+ Pride and culture via your company, or you risk alienating the same individuals you're trying to express support for.
According to Google Trends, from 2004 to the present, web searches for consumer-interest subjects about Pride — everything from 'Pride Month' to 'Pride apparel' – have increased enormously, illustrating the rising curiosity and evident opportunity to educate and celebrate. In 2020, this increase remained mostly unaffected by the epidemic.
Highlighting how your company's internal processes and policies match the principles that Pride month represents is one of the finest ways your brand can demonstrate genuine support during Pride month. Also, match your activities with the services and/or goods that are at the heart of your brand's identity to ensure true Pride month activism.
When is it?: September 5
Labor Day may not be the first holiday that springs to mind when thinking about holiday shopping. Labor Day, on the other hand, is a big seasonal milestone for eCommerce merchants and a vital opportunity to re-energize sales following the dreaded "summer slump" that many eCommerce companies face.
Consider the items that have traditionally performed well on Labor Day as you plan your Labor Day sales strategy. While all businesses can benefit from Labor Day sales, certain verticals outperform others, such as consumer-friendly "Back to School/Work" items such as clothes, school or office supplies, and gadgets.
It's also a good idea to think about today's consumers' economic reality. Last year, 66 percent of customers celebrated Labor Day in a more modest manner, while 39 percent were more frugal. Consider whether you'll need to provide greater discounts than normal to entice this year's customers.
Remember what Labor Day is all about when you plan your social strategy: it's a celebration of American workers and laborers. If possible, incorporate the spirit of Labor Day into your sale by emphasizing American-made items or offering special discounts to "Essential Workers" who cannot take the day off. If that's not feasible, you may at least keep the Christmas joy alive by posting on social media. This is also an excellent chance to publicly recognize and appreciate your own employees.
When is it?: The first Monday after BF weekend
Since its inception in 2005, Cyber Monday has grown to become the most important day for internet shopping. Consumers are in "shopping mode" immediately after Black Friday and want to keep buying everything they didn't get during the Black Friday bargains.
Cyber Monday shopping fills this urge for them to finish their annual Christmas shopping. As a result, with millions of dollars being spent online on Cyber Monday, online companies must prepare to capitalize on the buying frenzy.
You don't want to miss out on the huge traffic on Cyber Monday, so make sure your website is up to date with your latest items, offers, and inventory long before the big day. This not only assists you on the day of the event but also allows consumers to see what they may miss if they purchase elsewhere.
Make the most of the increased traffic by giving a discount on the following transaction. Consider that Cyber Monday discounts are merely the beginning of the holiday season; thus, you want happy and loyal clients who will return to your website even if no special deals are available.
Over the previous several years, there have been some significant trends in customer tastes and demographics which you should know. Cyber Monday may set you up for a profitable end of the year if you get your site ready early, use smart marketing methods, and keep clients satisfied with a lightning-fast site and special discounts.
These are some occasions that you can focus on taking advantage of. With the right marketing strategy for these occasions, you can generate more traffic to our online store. Along with the right products and offers, retain a lot of those customers for the future.
A touch of personalization in your eCommerce marketing strategy will always come handy if you want to make the most of this occasions. At Argoid, we provide different types of personalized recommendations starting from - “Recommended for you”, “You may also like”, “Trending products” and so on. All these can engage your customers for a longer period of time and boost the conversion rate.
Want to know more? Talk to us!