Are commemorative dates changing with Millennials and Generation Z?
Commemorative dates are strategic moments for e-commerce, but the buying behavior of consumers from new generations - especially younger millennials and the first members of Generation Z - has challenged traditional approaches. These audiences are redefining expectations in relation to seasonal campaigns, bringing new values and demands that directly impact online retail strategies. Personalization as a competitive differentiator To win over these generations, personalization is essential. Campaigns that consider the consumer's individual interests generate more engagement, while generic communications lose appeal. Tools that offer product recommendations based on browsing behaviour, customizable packages and humanized messages are key to standing out on occasions such as Mother's Day, Black Friday or Christmas. Purpose and sustainability are priorities Both millennials and Generation Z have clear criteria when deciding where to spend their money. Recent research shows that these consumers prefer brands that share their values, such as sustainability, diversity and ethics. Campaigns that integrate social actions, support for environmental causes or transparency in production practices have a greater impact on sales. A good example are initiatives that link part of sales to donations or present eco-friendly products in a strategic way. Social commerce: the influence of networks on seasonality These generations are digital natives, but they behave in complementary ways in the online environment. While millennials have shaped the emergence of influencers, generation Z has turned content consumption into one of the pillars of social commerce. Networks such as TikTok and Instagram have become key to promoting offers during special dates, thanks to the power of influencers and creative content such as short videos or interactive challenges. Exclusivity and scarcity generate results An effective strategy for engaging these audiences is to create a sense of urgency and exclusivity. Flash offers, limited edition products and progressive discounts usually provoke instant reactions. During periods such as Cyber Monday or even launches on themed dates, the feeling of "not being left out" is amplified, boosting conversions. Digital experiences that go beyond the purchase The millennial and Z generations see e-commerce as more than a transactional platform; they expect innovative and immersive experiences. Technologies such as augmented reality, virtual product tastings and humanized chatbots are tools that help build loyalty among this audience. In addition, gamified experiences can turn seasonal events into real shows of engagement. Flexibility and convenience are indispensable Convenience is one of the most important factors for these generations. Hybrid delivery models, such as click-and-collect, are gaining momentum, as are flexible payment options, such as "buy now, pay later" (BNPL). Ensuring fast and effective alternatives throughout the buying journey can be the difference between losing or winning a sale, especially at times of high demand. What to focus on to meet new behaviors In order to win over young millennials and generation Z, e-commerce needs to update itself and meet values that go beyond discounts and promotions. Commemorative dates represent opportunities not only for sales, but also for strengthening relationships with a demanding, engaged and purpose-focused public. Those who invest in campaigns aligned with these factors will be one step ahead in an increasingly competitive market.
Social estimates a projection of 485% at the end-of-year party, compared to last year
Christmas and the end of the year are synonymous with gifts, joy and prosperity - values that Social Digital Commerce has incorporated into its actions to end the year on a high note. With a portfolio that exceeds 80 clients, Social is the fastest-growing full-service company in Brazil, as well as expanding its international operations to Europe, reinforcing its trajectory of continuous growth. In this scenario, the market is also reflecting positive expectations. According to ABECS, R$50 billion in sales are expected this Christmas, and Brazilians are expected to spend an average of R$446 on gifts this year. The main items chosen as gifts will be: clothes (60%), toys (42%), footwear (18%), perfumes and cosmetics (15%), electronics (5%), accessories (4%), household appliances (3%), household utensils and books (2% each). This month, Social Digital Commerce estimates a projection of 485% compared to last year. Among the clients who are taking advantage of the Christmas spirit to boost sales, Concha Y Toro, the renowned wine producer and exporter, is a successful example. The brand is investing in sophisticated options for Christmas gifts, such as the Diablo and Pedro Jimenez labels, which are perfect for special occasions. In addition, Concha Y Toro has launched a special personalization action for the Dom Melchor label, allowing consumers to engrave names or phrases of up to 18 characters directly on the bottle. This initiative combines sophistication and exclusivity, aligning perfectly with the spirit of the end-of-year festivities. With a 2024 full of achievements and strategic partnerships, Social Digital Commerce continues to reaffirm its commitment to innovation and excellence, closing the year with new conquests and preparing for an even more promising 2025.
35% increase in Social Digital Commerce's August turnover and the kick-off for the commemorative dates in the second half of the year
Check out our clients' exclusive Father's Day promotions. The second half of the year for e-commerce sales includes several important dates that drive growth in the sector. In August, Father's Day kicks off this period of commemorative dates. Social Digital Commerce estimates an increase of 35% in August sales due to Father's Day, compared to the previous year. In addition, more than 30,000 orders are expected to be placed, with more than 150,000 items being shipped on this date. Social wishes you all a Happy Father's Day!
7.7 by Shopee: take advantage of exclusive discounts at Social's customer stores!
One of the largest marketplaces in the world, Shopee is celebrating its anniversary with promotions that will make it easier to buy your favorite products. Set to begin operations in Brazil in 2019 and with distribution centers in six Brazilian states: São Paulo, Rio de Janeiro, Paraná, Minas Gerais, Bahia and Pernambuco, Shopee has become firmly established among Brazilians. To celebrate four years of Brazilian shopkeepers selling on the platform, on July 7, consumers will be able to take advantage of exclusive coupons and discounts on various products. The 7.7 event is one of the marketplace's special dates, with shopping advantages announced at the following times: 00:00, 6:00, 10:00, 12:00, 14:00, 16:00, 18:00, 20:00 and 22:00. Shopee highlights this date as crucial for boosting sales and offering special savings opportunities to consumers. Marketplce Management is one of the services of the Digital Management hub, where Social Digital Commerce's team of experts carries out complete management of the main channels in the segment. To celebrate Shopee's special event, take advantage of exclusive discounts for Social customers. Check them out below:
Valentine's Day 2024: check out the tips to sell more and take advantage of the promotions for the most romantic date of the year
Valentine's Day is one of the most eagerly awaited dates for e-commerce, bringing lucrative opportunities every year. In 2024, the profit forecast for this romantic day is R$ 2.5 billion, representing an increase of 30% to 60% in revenue for various sectors. To stand out in sales and win the hearts of lovers, it's essential to create irresistible promotions and plan effective strategies. Check out the tips to ensure success on Valentine's Day: 💜 Lightning deals;💜 Progressive discounts;💜 Free shipping;💜 Personalized kits;💜 Gift vouchers;💜 Cashback and discounts for paying in the pix.(Source: Beonly) Take advantage of the unmissable promotions from Social Digital Commerce partners: 💜GAMA ITALY:Use coupon AMOR20 and get 20% off purchases over R$ 199.90Use coupon AMOR25 and get 25% off purchases over R$ 299.90Available between 13/05 and 13/06 💜EVERGREEN:Enjoy 10% off sitewideAvailable between 09/06 and 15/06 💜PHYTOTERÁPICA:Get a massage oil when you shop over R$260Available between 01/06 and 30/06 💜 FREIXENET:Enjoy up to 15% off selected labelsAvailable between 01/06 and 12/06 💜TEKBOND:Use the coupon TEKCOLADOS and get 10% off purchases over R$50 Available between 03/06 and 23/06 💜 PHILIPS:Buy Philips Hue Go and get Philips Hue Brigde Available between 01/06 and 15/06 💜 CAFÉ AMÉRICA:Enjoy discounts of up to 7% on kitsAvailable between 05/06 and 15/06 💜 DEL RIO:Use coupon SEDUZA15 and get 15% discount Available between 02/06 and 13/06 💜 SHOPVINHO:Enjoy up to 30% discount on selected wines Available between 01/06 and 15/06 💜 CASA FLORA:Enjoy 20% discount on kitsAvailable between 01/06 and 30/06 💜 ROKÉE:Use coupon ROKEELOVER when buying kits and get a pendant. Available between 01/06 and 15/06 💜Happy Valentine's Day!
Check out our partners' Mother's Day promotions!
Mother's Day is the date that historically accounts for more than 1% of the year's total sales in e-commerce, which in numbers is more than R$ 2 billion today. To have an exclusive and memorable shopping experience on this date, you need to plan strategically, promote offers, personalize your products, give away gifts and create a connection with your audience. Check out our clients' unmissable actions below: Enjoy!
Social Digital Commerce expects to double sales on Mother's Day this year
Using the right strategies and personalizing products increases sales on one of the main e-commerce dates in the second quarter of the year Commemorative dates such as Christmas and Black Friday are essential for boosting e-commerce sales, taking advantage of these seasonal peaks to increase demand. Mother's Day, which ranks among the main commemorative dates in the physical and digital market, allows retailers to adjust stocks and diversify products, while themed marketing strategies and personalized offers maximize consumer engagement. Historically, Mother's Day usually accounts for more than 1% of the year's total sales in e-commerce, which in figures we're talking about houses over R$ 2 billion today. According to Diogo Olher, Chief Growth Officer (CGO) at Social Digital Commerce, a Full Commerce company, adopting a strategy designed especially for Mother's Day in the world of e-commerce is like preparing a unique and carefully thought-out gift for such a special date. This approach not only opens the door to a significant increase in sales, taking advantage of the great interest of consumers, but also helps to create a deeper connection with them, promoting personalized offers and an unparalleled shopping experience. "It's as if every detail of the strategy is an extra tie in the gift, making it even more special. It's also an opportunity to stand out in a market full of options, showing customers how much your brand cares about offering the best. And it doesn't stop there: the insights gathered during this time are like seeds that, once planted, will help cultivate even more effective strategies in the future. Well-designed Mother's Day planning not only boosts sales, but also strengthens bonds, delights customers and paves the way for continued success in the vibrant e-commerce universe," Olher points out. Social Digital Commerce has six distribution centers in Brazil and around the world, which makes it easier to ship products. For this to happen, it is necessary to have efficient logistics in e-commerce, especially during Mother's Day, for sales success and customer satisfaction. With demand increasing on this date, the ability to deliver quickly and accurately sets companies apart in the market. Investing in effective stock management, choosing reliable logistics partners and ensuring transparency in delivery times are key strategies. For last-minute shoppers, speed of delivery is decisive. According to Social's executive, having robust logistics not only meets high demand, but also improves the customer experience, fostering brand loyalty and boosting sales. "Mother's Day is a date on which our customers can count on personalization of packaging, exclusive gifts, messages and even clothing to offer the greatest delight to the customer when they receive their order. This creates a completely exclusive and memorable shopping experience," says Olher. The executive points out that Social Digital Commerce expects to double its turnover compared to last year this Mother's Day, driven mainly by the entry of important leading brands in the fashion, beauty and cosmetics market in the last year. Would you like to have assertive sales strategies and well-structured logistics for Mother's Day? Get in touch with our experts.
