Not all seasons are the same
Posted: Mon Dec 23, 2024 9:19 am
You've probably already noticed that your website traffic fluctuates in annual cycles, just like your sales.
In fact, according to a study by BigCommerce in which more than 1,000 online stores were surveyed, almost 57% of e-commerce sites experienced an increase in their sales in the fourth quarter of the year (from October to December), coinciding with the period before the Christmas holidays.
In addition, this year 40% expect to see an increase of more than 25% in sales during these dates.
The second quarter (April to June) is the second period in which the most sales were reported, counting Mother's Day and summer preparations.
SEM strategies in e-commerce - Search graph by season
Q1 - January to March: 8.74%
Q2 - April to June: 10.41%
Q3 - July to September: 8.84%
Q4 - From October to December: 56.88%
No change: 15.13%
In general, the biggest peak times for both the US and Europe are Halloween, Black Friday, Cyber Monday, Thanksgiving, Christmas and New Year's Eve.
Then we find days during the rest of the year that may be more or less strategically interesting to us, depending on our target audience and the products we sell, such as Valentine's Day, St. Patrick's Day, April Fool's Day, Easter and so on.
SEM strategies in e-commerce - Seasonal marketing infographic
When we talk about seasonal marketing, we are talking about initiatives that take place within a limited period of time.
This makes SEM and Display the star channels for implementing these initiatives.
This does not prevent, however, the creation of quality organic content that can be recycled year after year, known as evergreen content.
But although organic channels and even social media can be used, the channels that demonstrate the greatest effectiveness and reach, especially when it comes to temporary initiatives, are undoubtedly SEM and Display in general, and Google Ads and Display email list of dutch business search engine campaigns.
SEMrush Display Advertising
and uncovers the advertising strategies of the competition
Enter your domain
Try it now! →
ADS illustration
This strategy channeled through paid channels is justified not only by supply but also by demand, since consumers are looking for more at the same time as being more receptive to the message because they are already expecting it.
In fact, according to a study by BigCommerce in which more than 1,000 online stores were surveyed, almost 57% of e-commerce sites experienced an increase in their sales in the fourth quarter of the year (from October to December), coinciding with the period before the Christmas holidays.
In addition, this year 40% expect to see an increase of more than 25% in sales during these dates.
The second quarter (April to June) is the second period in which the most sales were reported, counting Mother's Day and summer preparations.
SEM strategies in e-commerce - Search graph by season
Q1 - January to March: 8.74%
Q2 - April to June: 10.41%
Q3 - July to September: 8.84%
Q4 - From October to December: 56.88%
No change: 15.13%
In general, the biggest peak times for both the US and Europe are Halloween, Black Friday, Cyber Monday, Thanksgiving, Christmas and New Year's Eve.
Then we find days during the rest of the year that may be more or less strategically interesting to us, depending on our target audience and the products we sell, such as Valentine's Day, St. Patrick's Day, April Fool's Day, Easter and so on.
SEM strategies in e-commerce - Seasonal marketing infographic
When we talk about seasonal marketing, we are talking about initiatives that take place within a limited period of time.
This makes SEM and Display the star channels for implementing these initiatives.
This does not prevent, however, the creation of quality organic content that can be recycled year after year, known as evergreen content.
But although organic channels and even social media can be used, the channels that demonstrate the greatest effectiveness and reach, especially when it comes to temporary initiatives, are undoubtedly SEM and Display in general, and Google Ads and Display email list of dutch business search engine campaigns.
SEMrush Display Advertising
and uncovers the advertising strategies of the competition
Enter your domain
Try it now! →
ADS illustration
This strategy channeled through paid channels is justified not only by supply but also by demand, since consumers are looking for more at the same time as being more receptive to the message because they are already expecting it.