Every year, as a special date approaches, brands and businesses always they plan well in advance those campaigns related to a holiday or important event that stands out in the course of that year. These companies manage to build their marketing strategies based on the behavior and demands of the consumer on those special occasions.
Therefore, in this article we will talk about what the key commercial campaigns of the year are, those that are essential to improve the image of the brand and increase its visibility in all aspects. Of course, we are at the gates of a 2022 where the Covid-19 pandemic is still in the air and more so given the emergence of new variants such as the Omicron, which makes many governments rethink measures that slow down its progress.
But despite all this situation, the brands continue to make their best efforts to plan the entire promotional part for the year that is about to begin.
Key campaigns to watch for eCommerce businesses in 2022
For this occasion, we have analyzed the most relevant campaigns for 2022 for any eCommerce business that wants to make itself known at a key moment, as well as to grow its sales volume and market positioning. These thematic campaigns are the following:
January sales
Right at the start of the year, a traditional campaign arrives that we all have more than integrated into our day to day; one that we look forward to all year long. Surely, more than once, you have heard your mother say «if you wait for the day after Kings, it costs you half“, TRUE? Well, this is undoubtedly a campaign that brands face with total optimism, although they are aware of its loss of strength after the appearance of other similar campaigns (increasingly stronger) such as or Cyber Monday ; Both very close in terms of dates.
When is celebrated
Although not all brands start their January sales on the same date, it is true that (in general terms) these sales start after Three Kings’ Day. That is, from January 7thlasting about a month.
what are your results
According to data from the Cetelem Observatory, in 2017, the average expenditure of the Spanish consumer was €284, in 2018 it reached €317, in 2019 €358, while the average figure spent in 2020 was €326. This 2021, and bearing in mind the health and economic crisis caused by Covid-19, the average spending of Spaniards on winter sales was €227,
Which eCommerce businesses does it touch most closely?
In this case, all businesses could work on this campaign.
What should be done from the brand
In general, the natural objective that leads brands to carry out this campaign is to sell last season’s products, but we can also take the opportunity to set ourselves other objectives by encouraging (also like this) our sales. In addition to this, we must analyze the profit margins based on the new prices, correctly coordinate the logistics making some projection about the increase in demand, try to ensure that our campaign achieves a wide reach (thus attracting potential customers) and, above all, above all, study the consumer protection laws correctly, so as to avoid discounts and misleading offers.
Valentine’s Day
February, the month of lovers, in which Valentine’s Day is the occasion that makes brands mobilize in terms of campaigns that allow them to increase their sales. Undoubtedly, dates like this are key for any company, because the fact of carrying out marketing and advertising campaigns would ensure great numbers in sales.
When is celebrated: the days before February 14th.
what are your results
According to 4 out of 10 ten Spaniards (surely the most in love) celebrate Valentine’s Day with an average expenditure of around €70.
Which eCommerce businesses does it touch most closely?
Possibly, to date, the businesses that obtained the highest profitability as a result of this campaign were those related to jewellery, perfumes, clothing and experiences. However, looking ahead to the next Valentine’s Day 2022, it is more than possible that we will see a possible slight rebound in the last mentioned sector (experience), due in part to the current health situation, although it will also depend on how the response to new variants of Covid-19.
What should be done from the brand
As in the previous campaign, on Valentine’s Day, brands must bear in mind, above all, the logistics management that they will require due to the increase in demand, in addition to correctly assessing the profit margins in the case of presenting special offers or promotions for this time of year. On the other hand, if what we want is to expand our circle and reach a larger potential audience, it is recommended that our campaign include alternatives aimed at those singles who also want to celebrate this day by giving themselves gifts, for example.
Father’s day
Are you aware of the number of searches, on the Internet, that there are of type «father’s day gifts«? Without a doubt, this occasion is the perfect moment to stand out from the competition and design a powerful and effective advertising campaign with gifts for our father.
When is celebrated: days prior to Father’s Day; the March, 19.
what are your results
On average, Spaniards tend to spend for the purpose of surprising their parent with a specific gift on their special day.
Which eCommerce businesses does it touch most closely?
The celebration of Father’s Day is directed, to a large extent, to those technology, leisure, wellness and personal care businesses: of course, they still have a marked bias towards the traditional masculine concept.
What should be done from the brand
As in the rest of the campaigns, obviously, in addition to taking into account logistics management and profit margins when making discounts, it is also recommended, for this campaign in particular, to correctly differentiate between the public you are going to address and the one who is going to enjoy your product, since it is not the same in this case. Once you are clear about this difference, and after analyzing what the audience you want to reach is like, you can have the opportunity to tell them a story with which they identify and that makes it possible for your product to sell itself.
Spring
The good weather is finally showing up after several weeks under the snow. And that means that it is the key time for online businesses to start offering their products for spring; this implies, for example, renewing their wardrobe and showing their communities everything that they can offer them for spring.
When is celebrated
These promotions are usually presented between the end of March and early Aprilas spring begins, although it is becoming more and more common for brands to launch their campaigns earlier, thus anticipating the start of spring.
Which eCommerce businesses does it touch most closely?
During this time, eCommerce specialized in fashion and beauty stand out more, although all those businesses whose product accompanies the beginning of good weather can also be included.
What should be done from the brand
Unlike what happens with the Christmas or summer sales campaign, which seek to release products in stock from previous seasons, this campaign has the opposite purpose: to welcome a new collection. In this type of campaign, its dissemination and scope is key, as well as betting on colors, images, videos and formats that remind potential customers that winter is gone and the good weather is approaching.
Mother’s Day
As in the celebration of Father’s Day, we couldn’t wait much longer to celebrate Mother’s Day. A special occasion that brands should take advantage of with their customers, to offer them those products that they can give away on this beautiful day.
When is celebrated: first Sunday of May. In 2022 it will be May 8.
what are your results
an expert in gifts for Mother’s Day, the average expenditure in previous years stood at €50 in up to seven out of ten cases. Only 6% disbursed more than 150 euros, and the rest stayed between 50 and 100. In 2020, in the midst of a pandemic, the celebration of this day (and its derived campaigns and purchases) was greatly reduced. Unlike 2020, in the celebration of 2021, there was a greater effort in the Spaniards regarding their expenses to give their mothers a gift, since many could not celebrate this special occasion as they would have liked the previous year due to the global health situation .
Which eCommerce businesses does it touch most closely?
Fundamentally, jewelry and fashion, although it also stands out as a general rule (except for 2020) all kinds of businesses specialized in leisure and/or experiences.
What should be done from the brand
As in the case of Father’s Day, we have to correctly differentiate between two different audiences when bringing our campaign to life. In addition, we must adapt our strategy to the current situation and launch other ideas that allow us to connect with our customers and offer them alternatives that go beyond experiences and leisure.
summer and sales
Entering fully into the summer period, the summer and sales campaigns arrive in stores, being a key moment for brands to give a boost to their sales (in addition, of course, to dispatching everything that will be of little use in terms of start the cold).
When is celebrated
Although they may vary depending on the autonomous communities and the businesses themselves, the most common thing is that the summer sales start on the day 1st of Julylasting about a month.
Which eCommerce businesses does it touch most closely?
This campaign is particularly strong in businesses related to fashion, beauty and leisure.
What should be done from the brand
As in the case of the January sales, we must perfectly analyze the resulting margins after the discounts and offers that we assign to the products. In addition, of course, to taking into account the excess demand that will require greater logistics both in the store and in the online service. It is essential, as with the arrival of spring, that your actions reflect everything that your customers associate with summer (although without falling into stereotypes).
Amazon PrimeDay
Amazon Prime Day is the day you can shop at the largest store on the internet without making a single queue. A rage for all Internet users, no doubt. Therefore, for those businesses that integrate the platform, what better way to grow their sales and their positioning than by highlighting everything possible, with a good and powerful digital advertising campaign?
When is celebrated
It is usually celebrated in the summer months (mid-July), depending on the year, and lasts two consecutive days. There was only one exception…
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