With 2025 in full swing, many retailers are already starting to prepare for the upcoming commemorative dates of the semester, such as Carnival, Easter, Mother’s Day, and Valentine’s Day. Adopting specific strategies and practices for each of these milestones will help merchants boost sales and strengthen customer relationships.
For William Santos, commercial director of VarejOnline—a company specialized in technology for store management, franchises, and point-of-sale (POS) systems—it’s not too early to think about the entire semester. ‘This is the exact moment to intensify preparations; therefore, it’s important to focus on planning, ensure presence across multiple channels, maintain efficient inventory management, and above all, prioritize the consumer experience, which is the true differentiator,’ he emphasizes.
One of the first steps for successful management is, indeed, early planning. By identifying the key dates in the segment, retailers can create a detailed calendar, necessary for organizing everything from advertising campaigns to inventory management, avoiding unforeseen issues during the celebrations.
And when it comes to inventory, analyzing sales history and consumption trends helps predict demand more accurately, avoiding both product shortages and excess, which can lead to losses. Diversifying the portfolio also assists in catering to different customer profiles, increasing conversion chances.
William also highlights the importance of a multichannel approach, integrating physical stores, e-commerce, and social media, offering customers the freedom to choose where and how to shop. ‘Additionally, quick and accessible channels, such as WhatsApp Business and chatbots, enhance the experience and speed of service, essential during peak demand periods,’ he adds.
Another point is that although discounts are always attractive during seasonal dates, innovating in promotions can set the brand apart. Offering bundles, cashback, exclusive giveaways, or personalized gifts for purchases within certain price ranges are effective ways to capture attention and boost sales.
Finally, for William, post-sale service is the secret to turning occasional buyers into loyal customers. ‘Attentive service after the purchase, combined with loyalty actions like discount coupons for future purchases, extends the impact of seasonal campaigns and strengthens the bond with consumers throughout the rest of the year,’ he concludes.
