Digital marketing needs to prepare early for year-end sales

The golden season of commerce is approaching, with Black Friday and, of course, the biggest date of all: Christmas. But a mistake repeats itself every year: lack of preparation.

According to Thiago Andrade, social media manager at KAKOI Comunicação, time can be a friend or foe of digital sales, depending on how effectively each company has utilized its digital assets:

Let's imagine a clothing store, for example. If left until the last minute, there will be no strategy, nor landing page, not even ad configuration to enhance results. Can it be done? Yes! But the cost and effort will be much greater,” says Andrade.

During the 2024 holiday season alone, according to data from ABComm (Brazilian Association of Electronic Commerce), digital sales reached approximately R$ 26 billion, a growth of 20% compared to 2023.

Andrade states that the ideal minimum lead time for year-end sales is 60 days. During this period, the brand defines the “hero products,” creates the landing page (direct sales landing page), sets up the ads, and plans the posts.

“When we work with strategy, all points must be aligned. Running isolated actions is costly, ineffective, and creates a sense of lack of results. If the budget is limited, the ideal is to start now and concentrate sales within a shorter period. This way, results will appear. In this case, the Marketing becomes a recipe for success,” concludes Andrade.