Great shows like Lady Gaga’s in Rio de Janeiro in May, and established events like Lollapalooza and The Town, are generating a wave of opportunities for e-commerce. With thousands of people getting ready to participate in these experiences, the demand for essential festival products is growing — and e-commerce needs to be ready to cater to this audience.
According to a study by Tray, the e-commerce platform of LWSA, the months leading up to Madonna’s historic show in Rio in 2024 generated over R$224 million in purchase transactions by merchants using the system, with a large portion of sales driven by consumer demands planning for the event.
“Those in retail, whether online or physical sales, or both segments, need to take advantage of opportunities beyond the traditional commercial calendar. And this consolidation of big shows and festivals is certainly an opportunity for entrepreneurs to diversify their product portfolio and capitalize on the current demand to sell more,” explains Thiago Mazeto, director of Tray.
At Bagy, another e-commerce platform aimed at small entrepreneurs, the impact was also significant last year. During the weeks leading up to Madonna’s show, over R$72.4 million in sales were generated by merchants using the system. The most sought-after segments included fashion, beauty, footwear, and information technology.
Among the products sold during this period, in addition to fashion items, were electronics such as power banks, wireless earbuds, mini portable fans, and smartphone accessories, essential for those spending hours at shows and festivals.
“We have noticed a considerable growth in the demand for electronics that offer convenience, such as portable chargers and cell phone holders, which are essential for long events,” says Pedro Rabelo, director of Bagy.
According to experts, for this year, with Lady Gaga, retailers should focus on strategic campaigns centered around kits for big events. The recommendation is to put together packages with items like power banks, compact raincoats, anti-theft backpacks, headphones, sunglasses, and customized thematic accessories.
Tips to sell more during big events:
- Stock up in advance: Popular products for festivals tend to sell out quickly. Plan for restocking and ensure variety.
- Create specific campaigns: Offer progressive discounts for kits and product combos that complement each other, increasing the average purchase value.
- Invest in SEO and thematic ads: Use keywords like “festival kit”, “electronics for shows”, and “preparation for Lady Gaga in Rio” to attract qualified audience.
- Offer fast delivery: Logistics must be efficient to ensure customers receive their orders before the event.
- Focus on relevant content: Produce lists and guides like “what to bring to Lady Gaga’s show” to engage the audience and boost sales.
