Beyond Black Friday: Unmissable international events for 2017 eCommerce plans

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Author: Greig Holbrook, Oban International

Since the fifties, the day after Thanksgiving has been a key focus for US shopping. Now, Black Friday is becoming the unofficial start to the Christmas shopping season in countries across the world.

Retailers in Argentina, Brazil, Canada, Germany, France, Israel, India, Russia, and the UK all offer promotions on this day and experience significant hikes in sales.

 

But there are hundreds of other events across the world to be aware of when developing an international strategy. With the potential for focus at both a local and international level to increase retail sales, we have compiled a 2017 calendar of more than 200 events – some traditional and religious celebrations and others more recently created commercial sales events. These include:

 

Dia del Niño – celebrated in Mexico on 30 April:
Children’s Day is a fun, bright festival where adults buy gifts to treat their children, nieces, nephews and grandchildren. With a boom in eCommerce expected in Mexico over the coming years, and some retailers lagging behind in this country, this festival offers a significant opportunity in 2017. Benito Juárez Birthday Memorial Day on 20 March is also well worth planning for, with a surge in people buying beach items as they use the day off to travel to the coast.

 

Defender of the Fatherland Day – celebrated in Russia on 23 February:
Also known as Men’s Day, women buy small gifts for their boyfriends, husbands, fathers and sons. This is the third most searched-for event in the Russian eCommerce year. In the lead up, searches for cigars, tools and men’s underwear rise between 15% and 50%.

 

Nowruz – celebrated in Iran on 20 March:
During the Iranian New Year, families give presents brought by a Santa Claus-like figure. Ecommerce traffic increased 3.5 times last year thanks to a week-long national online shopping festival established by a local telecoms provider – clearly showing the impact of the right marketing strategy.

 

Shavuot – observed in Israel and by Jewish communities globally from 30 May:
A two-day holiday where gifts are exchanged to celebrate the giving of the Torah, retailers offer discounts in the run up to Shavuot on everything from clothing to cars and children’s entertainment.

 

As cross-border purchasing continues to rise, the challenges will grow from overseas brands already expanding into the UK and other markets. In 2017 successful companies will be those that grasp the opportunities presented by international eCommerce.

 

To download the calendar, which is based on insights from our marketing experts across 78 countries, click here. This year you can also choose to upload all the dates automatically to your Outlook, Google or iCal calendar.

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