Major shows like Lady Gaga’s, which will take place in May in Rio de Janeiro, and renowned events like Lollapalooza and The Town are creating a wave of opportunities for e-commerce. With thousands of people preparing to attend these experiences, the demand for festival essentials is growing—and e-commerce needs to be ready to serve this audience.
According to a survey by Tray, LWSA’s e-commerce platform, the months leading up to Madonna’s historic concert in Rio in 2024 generated over R$224 million in transactions for merchants using the system, with a significant portion of sales driven by consumers preparing for the event.
“Those working in retail, whether in online or physical sales, or both segments, need to seize opportunities beyond the traditional commerce calendar. And this consolidation of major concerts and festivals is undoubtedly an opportunity for entrepreneurs to diversify their product portfolio and capitalize on current demand to sell more,” explains Thiago Mazeto, director of Tray.
At Bagy, another e-commerce platform focused on small entrepreneurs, the impact was also significant last year. During the weeks leading up to Madonna’s concert, over R$72.4 million in sales were generated by merchants using the system. Among the most sought-after categories were fashion, beauty, footwear, and electronics.
Among the products sold during this period, in addition to fashion items, were electronics such as power banks, wireless headphones, portable mini fans, and smartphone accessories—essential for those spending hours at concerts and festivals.
“We noticed a considerable increase in demand for convenience electronics, like portable chargers and phone stands, which are crucial for long events,” comments Pedro Rabelo, director of Bagy.
According to experts, for this year with Lady Gaga, merchants should bet on strategic campaigns focused on kits for major events. The recommendation is to assemble packages with items like power banks, compact raincoats, anti-theft backpacks, headphones, sunglasses, and customized themed accessories.
Tips to sell more during major events:
- Prepare inventory in advance: Popular festival products tend to sell out quickly. Plan 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 concerts,’ and ‘preparing for Lady Gaga in Rio’ to attract a qualified audience.
- Offer fast delivery: Logistics must be efficient to ensure customers receive their orders before the event.
- Bet on relevant content: Produce lists and guides such as ‘what to bring to Lady Gaga’s concert’ to engage the audience and boost sales.
