Wherever your customers reside, in the U.S. or overseas, it helps to know when they are most likely to shop for your products or services.
Wherever your customers reside, in the U.S. or overseas, it helps to know when they are most likely to shop for your products or services. For instance, if you sell jewelry, chocolate, or flowers, you already know that the vast majority of those items are purchased in the days and weeks leading up to Valentine’s Day and Mother’s Day. But do you know whether these holidays occur where your cross-border customer resides? Are they on the same dates as in the U.S. or different dates? Which other holidays or events in your target countries might provide fodder for online promotions?
On February 14th, consumers in many countries—not just Americans—show their love for one another with gifts and special outings. In Japan, South Korea, and Taiwan, March 14th is an equally important date on the calendar. That’s when Valentine’s Day recipients “reply” in kind with superior gifts. (An equivalent gift signals a severing of the relationship.) Chinese and Brazilians, on the other hand, honor their loved ones in the summer instead, with gifts on the Double Seven Festival and Dia dos Namorados respectively.
Multiple Mother’s Days
As for mothers, across the globe more than a dozen different dates honor them. (See chart.)
Mothers and lovers aren’t the only recipients of a special day that retailers can leverage.International Women’s Day, on March 8th, offers an excellent opportunity in numerous countries to run a fashion-related promotion. And Children’s Day in many Asian countries would be a good time for a toy sale.
Special Seasons and Long Weekends
In many countries, consumers spend three-fourths of their gift-giving budget between mid-November and mid-December. In Russia, however, Christmas shopping peaks in January. In China, more money is spent on gifts the month before the Chinese New Year holiday, which starts February 18th this year. And in Islamic countries, gift spending peaks before Eid-Al-Fitr and Eid-Al-Adha, the dates of which change every year because they are based on a Julian calendar.
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