Holidays have become one of the main opportunities for revenue generation for companies of all sizes. In 2025, the potential of celebrations should be further explored, according to Ana Somaggio, Marketing and Human Resources Director at Ótima Digital, one of the largest messaging distributors in Brazil, telecommunications, CPaaS, and proprietary AI."The celebrations are not limited to people's personal calendars. For businesses, they represent a driver of strategic growth. Those who plan ahead, invest in creative actions and digital solutions, will be able to boost their gains," affirms the director.
Market data reinforce this analysis: for example, during Christmas, retail sales totaled R$ 69 billion, while Black Friday reached R$ 5.23 billion in e-commerce revenue, according to Statista. These numbers confirm that seasonal dates, when strategically managed, help increase the average ticket, retain customers, and attract new audiences.
According to Ana, planning is a competitive advantage. "Opening the doors or posting a promotion on social media is no longer enough. It is necessary to understand the customer, create targeted campaigns, and use digital tools to increase reach and conversion," he explains. Among the main commemorative dates that should be included in the 2025 commercial calendar, according to the specialist, are:
- Back to School (February):Campaigns can be carried out aimed at parents, teachers and students – who are also part of the purchasing decision process – with school products and even online courses.
- Carnival (February):In addition to costumes and drinks, brands can adapt their communication to sell items that indirectly are part of the celebration, such as vitamins and comfortable shoes to help with the festivities.
- Consumer Day (March):Considered the "Black Friday" of the first half of the year, the ideal is to sell products at promotional prices and offer exclusive benefits to existing customers.
- Easter (April):Themed baskets and attractive visual marketing are essential.
- Mother's Day (May):the second most profitable date of the year, suitable for customization and loyalty. It is important to maintain relationships with clients and attract new ones.
- Valentine's Day (June):combine products with experiences. The brand can remain forever in the memory during a special moment for the couple, for example.
- Father's Day (August) –Invest in campaigns that create identification, such as telling real stories between parents and children.
- Customer Day (September) –Strengthen the bond with the audience by offering exclusive discounts. Invest in loyalty programs and take advantage of the date to collect feedback.
- Children's Day (October) –Toys, clothes, and electronics are the favorites. Explore interactive actions between the digital world and the real one.
- Black Friday (November):Significant discounts and urgent actions are the secret to success on this date.
- Christmas (December) –highest sales volume of the year, ideal for highlighting the company's logo on personalized kits. Create campaigns, offer unique experiences, and invest in audience segmentation.
In addition to a well-structured calendar, the director emphasizes the importance of investing in digital solutions to boost sales and provide a positive experience for both new and returning customers. "The integration of channels, such as WhatsApp, SMS, and webchat, personalizes and speeds up the purchasing process. Tools like virtual assistants and chatbots are essential to serve efficiently and quickly, without losing quality," he states.
One of the main benefits of automation is scalability with a touch of personalization. Bots developed by Grupo Ótima Digital, for example, perform over 500,000 daily interactions, responding to questions effectively and reliably. "Still, human supervision is indispensable. While GenAI accelerates content creation, professionals bring context and nuances, ensuring that communication is relevant," it points out.
Ana also highlights that these technologies provide a multichannel experience to the consumer. "Convenience and interaction are clear demands from customers. Companies that offer agile journeys, combining automated service with real-time support, win the preference and loyalty of the public," he concludes.
