Do eCommerce summer sales still work?

30/06/2022
  • We wonder if eCommerce summer sales will still work in 2022. There are mixed signals, so let's unravel them.

  • Summer sales are one of those old retail milestones of a lifetime, a period when "analog" shoppers used to concentrate a large part of their purchases for the whole year.
     
    Like so much else from physical retail, eCommerce has incorporated summer sales into its calendar. It is, in a way, what happens with January or Black Friday and Christmas.
     
    No one disputes that the beginning and end-of-year sales work, but do the June sales continue to do so?
  • Arguments against

  • There are some aspects that clearly work against campaigning in summer. Let's see what they are.

    • The omnipresence of offers: since the beginning of online sales, it was assumed that customers had price as the main purchase driver. This has led us to carry out promotions throughout the 12 months of the year, which means that summer sales lose their impact.
    • Product seasonality: there are products that are more and less sensitive to seasonality. Products that are to be used at the time of sale will always sell better. Summer is a good time for products such as air conditioners, but also for those that, as in the case of fashion, have specific collections. If this is not the case for your product, it will be more difficult to convince buyers, even if you lower prices (it is not a good time for Christmas garlands).
    • Economic framework: this year the uncertainty is even greater. Potential customers are facing one of the most "experiential" spending periods of the year (trips, school camps...), unlike Christmas and previous periods, when spending is more dedicated to physical products. Add to that everything that is happening in the world as a result of Russia's invasion of Ukraine and the effects that COVID is still dragging on the distribution chain. There is less money in people's pockets this year.

    These three factors combined pose an inauspicious scenario, really. It is easy to conclude that this year's summer sales are not going to work for eCommerce.
  • Arguments in favor

  • Despite what we have just read, there are some interesting factors that play in favor of sales:

    • Expectation: any situation that is repeated on a cyclical basis becomes something the consumer expects. Also, it is worth not forgetting that, in the last few years of pandemic, many new customers have joined the digital channel. This is important because they come from pure retail and the summer sales are a very strong period there.
    • Mobility: more and more shopping is done through mobile devices, the connection has reached practically every corner. Why is this important? Because vacations and being away from home are no longer an obstacle for eCommerce and sales.
    • Product seasonality: indeed, what can be a handicap is also an undeniable advantage if you are on the right side of the scale. Shoppers wait for summer sales to get products for the new season that they have liked or to get clearances from the previous one.

    These three arguments in favor, in truth, are very important. Will they be enough to justify the creation of a campaign with all that it entails?
  • Do eCommerce summer sales still work?

  • Having stated all this, it is time to try to answer the question that has given rise to this article. The best way is to argue with data what we are going to develop below, numbers from the past and a projection for this year.
     
    According to this IEBS report, despite the fact that the situation is not the best at the political and economic level, respondents have answered with a great resounding answer: yes, they are going to buy during the sales on online stores.
     
    Forecast for 2022 says, in fact, that 59.6% plan to purchase some items. If we compare this with the forecast for Christmas shopping (33.2%) or Black Friday (21.3%), the numbers speak for themselves.
  • From the looks of it, this is still a trend that is very much alive. So, we are going to leave you some tips for sales that can be very helpful. Get ready for a few days with lots of sales.
  • What about you: do you have everything ready for the summer sales in your eCommerce or you did not plan to do them this year? Tell us about it in the comments of this post or on our social networks.

  • Images| Unsplash.  

Miguel Nicolás


Miguel Nicolás O'Shea is a life-long copywriter (more than 15 years working in agencies) and a specialist in Search Marketing (SEO and PPC). From now on, he will contribute with his online marketing experience to Oleoshop, publishing regularly.

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