Personalization as a competitive differentiator

To win over these generations, personalization is essential. Campaigns that take into account 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 like Mother's Day, Black Friday or Christmas.

Purpose and sustainability are priorities

Both millennials and Generation Z have clear criteria when it comes to 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 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). Guaranteeing 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

To win over millennials young people and generation ZFor the first time, e-commerce needs to keep up to date 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.