When to start the festive season sales?


And yet again the festive season is here. This is arguably the best time of the year for many, as it is also considered to be the holiday season in many regions. Ultimately, this is the time of festivities, color, new beginnings, gifts, and also the best time to shop. This is the right time for retail brands to capitalize and score big to add glitter to their festive season. One important query that retailers seek to resolve is to know the right time to start the festive sales

Officially speaking there is no specific start date for retailers to begin launching their festive season sales. In fact, every year, new standards are set by different retailers, making this shopping season a dynamic one and which continues to evolve further. Having said that, deciding the start of the festive season sale should be typically based on 2 factors:

  • The nature of the business: The best starting point would be to look at earlier trends of the business and understand what the competition is doing as this will give retail owners a benchmark. Then applying those learnings to their business will help them in taking the right steps towards launching the campaign. Also, it is very important to consider business objectives and align efforts accordingly because the business’ long term goal should be.
  • The market the business serves: It is important to understand and sense the market trends and the sentiments of the consumers. Various factors such as season, geography, ethnicity, and others, largely influence the target markets’ shopping behavior.

A good example of considering the above to factors for starting the sale is a scenario where a retail business deals with selling products that are generally perceived to be of high value and exclusive, with a limited stock. In that case it would be better to start closer to the festival as the bonuses come in and thus there may be demand for high range products then due to the increase in purchasing power.

Taking into account the nature of the business and its market will really help retailers make the right decisions towards launching their festive season sales.

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