Commemorative dates have been consolidated as one of the main revenue opportunities for companies of all sizes. In 2025, the potential of celebrations should be even more explored, according to Ana Somaggio, Marketing and Human Resources Director of Ótima Digital, one of the largest messaging distributors in Brazil, telecommunications, CPaaS, and proprietary AI. “Celebrations are not limited to people’s personal calendars. For businesses, they represent a strategic growth engine. Those who plan ahead, invest in creative actions and digital solutions, will be able to leverage earnings,” says the director.
Market data reinforces this analysis: for example, at Christmas, retail sales generated BRL 69 billion, while Black Friday reached BRL 5.23 billion in e-commerce revenue, according to Statista. These numbers confirm that seasonal dates, when strategically worked on, help increase the average ticket, retain customers, and attract new audiences.
According to Ana, planning is a competitive advantage. “Opening doors or posting a promotion on social media is no longer enough. It is necessary to understand the customer, create targeted campaigns, and use digital tools to increase reach and conversion,” she explains. Among the main commemorative dates that should be included in the commercial calendar for 2025, according to the specialist, are:
- Back to School (February): campaigns can be carried out targeting parents, teachers, and students – who are also part of the purchasing decision process – with school supplies and even online courses.
- Carnival (February): In addition to costumes and drinks, brands can adapt communication to sell items that indirectly are part of the celebration, such as vitamins and comfortable shoes to help with the festivities.
- Consumer Day (March): Considered the ‘Black Friday’ of the first half of the year, the ideal is to sell products at promotional prices and offer exclusive benefits to existing customers.
- Easter (April): Themed baskets and attractive visual marketing are essential.
- Mother’s Day (May): The second most profitable date of the year, ideal for personalization and loyalty. It is important to maintain relationships with customers and acquire new ones.
- Valentine’s Day (June): Combine products with experiences. The brand can leave a lasting impression on a special moment for the couple, for example.
- Father’s Day (August) – Invest in campaigns that create identification, such as real stories between fathers and children.
- Customer Day (September) – Strengthen the bond with the audience by offering exclusive discounts. Invest in loyalty programs and take advantage of the date to gather feedback.
- Children’s Day (October) – Toys, clothes, and electronics are favorites. Explore interactive activities between the digital and real world.
- Black Friday (November): Significant discounts and urgency actions are the keys to success on this date.
- Christmas (December) – highest sales volume of the year, perfect for highlighting the company logo in personalized kits. Create campaigns, offer unique experiences, and invest in audience segmentation.
In addition to a well-structured calendar, the director highlights the importance of investing in digital solutions to boost sales and provide a positive experience to customers, both new and old. “Integrating channels such as WhatsApp, SMS, and webchat personalizes and streamlines the purchasing process. Tools like virtual assistants and chatbots are essential for efficient and quick service delivery without sacrificing quality,” she states.
One of the main advantages of automation is scalability with a personal touch. Bots developed by Grupo Ótima Digital, for example, handle over 500,000 daily inquiries, effectively and reliably answering questions. “However, human supervision is essential. While GenAI accelerates content creation, professionals bring context and nuances, ensuring relevant communication,” she points out.
Ana also emphasizes that these technologies provide a multichannel experience to consumers. “Convenience and interaction are clear customer demands. Companies that offer agile journeys, combining automated service with real-time support, gain the preference and loyalty of the audience,” she concludes.
