The importance of seasonal dates

Explore important seasonal dates in Brazil and practical strategies to increase sales. Learn how different circumstances can make a product seasonal.

26/09/2024

Marketing

Sales strategies for seasonal dates

Planning around seasonal dates

Seasonal dates stimulate commerce. Planning for holidays and celebrations helps businesses make the most of these opportunities and achieve useful results.

Different celebrations offer different opportunities to retain customers and attract new ones. Promotions should connect the occasion with the products on offer.

Acessibilidade: imagem mostra notebook cinza, uma agenda apoiando um smartphone e uma caneta, dando contexto à um planejamento com dias da semana. (datas sazonais) — Use seasonal opportunities with careful planning, efficient stock allocation and good customer service. Photo: Freepik.

What are seasonal dates?

Businesses experience fluctuations in sales and customer traffic. Seasonal dates provide a framework for planning actions that can support revenue.

These are holidays, celebrations and other occasions with commercial significance. In Brazil, examples include Mother's Day, Christmas, New Year and Customer Day. Special promotions and benefits can form part of the sales and marketing plan. For Black Friday 2023, MField research found that 75.6% of Brazilians intended to buy, an increase of 32.2% compared with 2022.

Acessibilidade: shopping com decorações natalinas, contendo bolas de árvores de natal vermelhas e douradas, com guirlandas horizontais enfeitando batente de vidro, com clientes andando pelos corredores do shopping. (datas sazonais) — Seasonal dates create sales opportunities for retailers and wholesalers. Photo: Pxhere.

Seasonal marketing: plan your actions

Sales and marketing work together. According to the Minu blog, seasonal marketing focuses on specific dates and periods, matching campaigns to demand for products or services and identifying the occasions most relevant to each business.

Potential benefits include:

– Avoiding unsold stock;
– Keeping the business active throughout the year;
– Retaining existing customers;
– Attracting new customers.

To do this:

– Choose dates relevant to your business;
– Adapt the communication style to the occasion;
– Schedule the actions;
– Measure campaign results.

Certain periods suit particular products or services. Special items and prices can help retain customers and expand market presence.

Acessibilidade: pessoa fazendo o planejamento com aparelho notebook e smartphone em local decorado. — Use customer data to plan effective seasonal marketing strategies. Photo: Freepik.

Which strategies should you use?

Begin with planning. Choose the most relevant dates to attract customers whose buying habits fit your business.

Once you have an action calendar, consider these questions from the Galatéia blog:

– Is my goal to sell more or increase brand awareness?
– Which media channels will I use?
– Which content formats will I produce?
– How often will I post on social media?
– Who is the audience for each campaign?
– Which benefits can I offer?

Give the campaign a clear direction and include after-sales service. Maintaining the relationship can create further business opportunities.

Acessibilidade: pessoas traçando estratégias de marketing para ação de venda, com documentos que contém insights para uma campanha mais assertiva. (datas sazonais) — Plan seasonal campaigns around available stock, logistics and shelf presentation. Photo: Freepik.

Key seasonal dates in Brazil

Here are some dates and occasions to include in your planning:

– January 1: New Year's Day;

– February 14: Valentine's Day, celebrated in the United States;

– March 15: Consumer Day;

– Easter: a variable date in March or April;

– Second Sunday in May: Mother's Day;

– June 12: Brazilian Valentine's Day;

– July 10: Pizza Day;

– July 20: Friendship Day;

– Second Sunday in August: Father's Day;

– September 5: Siblings Day;

– September 15: Customer Day;

– October 4: Pets Day;

– October 12: Children's Day;

– October 15: Teachers' Day;

– October 18: Doctors' Day;

– October 31: Halloween;

– Late November: Black Friday;

– December 25: Christmas.

Acessibilidade: coelho da páscoa em escultura decorando comércio. (datas sazonais) — Following seasonal dates helps organize a sales strategy. Photo: Pxhere.

Sales actions can attract potential customers, but departments need to coordinate to achieve the intended results. Trade marketing and marketing connect promotional channels with attractive shelf layouts.

Embrast can help your business

Embrast offers a broad product range for seasonal opportunities. Request a quote from our sales team through WhatsApp, by telephone or email.

Acessibilidade: atendentes de televendas batendo na mão uma da outra, em contexto com sala de telemarketing. — From mop buckets to aluminum foil, Embrast offers products for seasonal campaigns with competitive business terms. Photo: Embrast.

Sources:
- E-COMMERCE BRASIL: https://www.ecommercebrasil.com.br/noticias/podcast-pod-do-varejo-linx;
- PORTAL PÓS: https://blog.portalpos.com.br/o-que-sao-datas-sazonais/;
- MINU: https://www.minu.co/blog/datas-sazonais#:~:text=%E2%80%8DAs%20datas%20sazonais%20nada%20mais,especiais%20tamb%C3%A9m%20entram%20nessa%20lista.;
- AMAZON: https://venda.amazon.com.br/sellerblog/descubra-como-se-planejar-melhor-para-vender-em-datas-sazonais;
- GALATÉIA: https://www.galateia.com.br/marketing-sazonal-o-que-e-e-como-aplica-lo-para-melhorar-os-resultados-da-sua-empresa/#:~:text=O%20que%20%C3%A9%20marketing%20sazonal,aquecidos%20durante%20todo%20o%20ano.;
- PAGAR.ME: https://pagar.me/blog/venda-sazonal/?utm_source=google&utm_medium=cpc&utm_campaign=Performance_Max&origin=&media=google&type=pago&campaign=14465604185&ad_group=&ad=&theme=&gad_source=1&gclid=CjwKCAjw6c63BhAiEiwAF0EH1Doj7NHBFI7t5uEMzQG5zrBl_jBQMgSOGNAFGk5yCPgIa4EdgPFtZRoCLU0QAvD_BwE.