Celebration dates: how retail can turn special occasions into opportunities to sell more

In Brazilian retail, the commemorative dates are much more than seasonal moments, since they represent true drivers of the economy. According to the National Trade Confederation (CNC), the commemorative dates account for up to 35% of the annual turnover of many retail segments. Natal, for example, is responsible alone for approximately 25% of the annual sales in the sector, while Mother's Day and Black Friday occupy the second and third place, respectively, with increases of up to 12% and 10% in the strategic sales volume. In 2024, the Brazilian trade has only counted 1 million, the RTP4th of these occasions.

For marketing and business strategy expert Frederico Burlamaqui, success on these dates is not only in offering discounts or one-off promotions, but in creating experiences that emotionally connect the consumer with the brand.“Many companies still underestimate the power of anticipation. When you prepare a campaign with time, you can work on desire, belonging and even exclusivity, which are fundamental triggers for the purchase decision.But in addition to the emotional appeal, there is also room for innovation. It is not enough to just say that the product is with 20% discount. It is necessary to tell a story, show why that date is special for that date is still special for the customer and makes the brand more special.

The emotional appeal cited by Burlamaqui becomes even more relevant in a scenario in which the buying journey is hybrid and personalized. “Today, the consumer does not just want to consume, he demands to materialize his internal desires. Therefore, campaigns that touch on family, affective or community values tend to be more successful. A good example of this is the rise of marketing causes on dates such as Mother's Day and Children's Day, when brands position themselves with actions aimed at the appreciation of women or child inclusion, for example”, complements the specialist.

Planning X Success

According to the Social Miner survey, companies that start advertising campaigns at least one month in advance have, on average, 30% more conversion than those that launch last-minute actions. “ Planning is the heart of an effective sales strategy. Anticipating actions allows you to negotiate better with suppliers, structure more robust media campaigns and even customize the service”, Burlamaqui highlights. 

The expert concludes by reinforcing that with so many commemorative dates distributed throughout the year, the retail calendar is full of opportunities to create thematic campaigns and stimulate consumption. “In addition to the more traditional occasions, there are also less explored dates, but with great potential for engagement, such as Customer Day or Halloween. With well-planned actions for these occasions, retail has the chance to build relevant campaigns, win new audiences and strengthen ties with already loyal customers”, he comments.  

10 Practical tips for retail to better enjoy the commemorative dates:

1 ^ Plan ahead: draw up an annual promotional calendar and start designing each campaign at least 30 to 45 days in advance.

2 Invista in emotional communication: create campaigns that arouse feelings and bring identification with the public, humanizing your brand.

3 'Offer experiences and not just discounts: set up thematic showcases, promote actions in store and explore digital with creativity.

4 & Use the data to your advantage: analyze sales history and customer behavior on previous dates to customize offers and actions.

5 Integrate sales channels: ensure that your website, social networks and physical point are aligned and convey the same message.

6 Enjoy less explored dates: innovate by creating campaigns on non-traditional dates, such as Friendship Day or Customer Month, generating differentiation and engagement.

7 Create kits and exclusive products for the occasion: customize the product mix with limited editions or special combos that have direct connection with the celebrated date.

8 Reforce customer service: invest in team training and widening support channels during busy periods.

9 Invista in strategic partnerships: collaborate with influencers, local brands or service providers to add value to your campaign and reach new audiences.

10 Monitor and evaluate the results: after each campaign, do a performance analysis to understand what worked and what can be improved in the next actions.