Great shows like Lady Gaga's, which will take place in May in Rio de Janeiro, and established events like Lollapalooza and The Town are creating a wave of opportunities for e-commerce. With thousands of people preparing to participate in these experiences, the demand for essential festival products 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 show in Rio in 2024 generated over R$224 million in purchase transactions by shopkeepers using the system, with a large part of the sales driven by consumer demands planning for the event.
"Those who operate in retail, whether through online or physical sales, or in both segments, need to seize opportunities beyond the traditional commercial calendar. And this consolidation of major shows and festivals is certainly an opportunity for entrepreneurs to diversify their product portfolio and take advantage of 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, more than R$72.4 million in sales were generated by the retailers using the system. Among the most searched segments were fashion, beauty, footwear, and computing.
Among the products sold during the period, in addition to fashion items, there were electronic products such as power banks, wireless headphones, mini portable fans, and smartphone accessories, essential for those who spend hours at concerts and festivals.
"We noticed a significant increase in the demand for electronics that offer convenience, such as portable chargers and phone holders, which are essential at long events," comments Pedro Rabelo, director of Bagy.
According to experts, for this year, with Lady Gaga, retailers should focus on strategic campaigns centered on kits for major events. The recommendation is to assemble packages with items such as power banks, compact raincoats, anti-theft backpacks, headphones, sunglasses, and personalized themed accessories.
Tips to sell more during major events
- Prepare the stock in advancePopular festival products tend to sell out quickly. Plan the replenishment and ensure variety.
- Create specific campaignsOffer progressive discounts for kits and product combos that complement each other, increasing the average purchase value.
- Invest in SEO and themed adsUse keywords like "festival kit," "electronics for shows," and "preparation for Lady Gaga in Rio" to attract qualified audiences.
- Offer fast deliveryLogistics must be efficient to ensure that customers receive their orders before the event.
- Bet on relevant contentProduce lists and guides like "what to bring to Lady Gaga's concert" to engage the audience and boost sales.
