But it\u2019s not just about events!<\/p>\n\n\n\n
Psychological factors come into play as well. For example, the \u201cnew year resolution\u201d trend brings a wave of customers seeking products that promise a fresh start, a healthier lifestyle, or a complete makeover. <\/p>\n\n\n\n
As an Amazon seller, it\u2019s your job to understand these dynamic changes and optimize your marketing activities to get more out of your budget. <\/p>\n\n\n\n
Here is a quick peek into the article:<\/strong><\/p>\n\n\n\n Seasonality in e-commerce<\/a> refers to fluctuations in sales velocity<\/a> throughout the year. Different products may have different peak seasons depending on what you sell, your target audience, and your geography<\/a>. <\/p>\n\n\n\n To start with, let\u2019s understand the annual e-commerce sales trends that you can use as levers to uplift your business.<\/p>\n\n\n\n These are the busiest months for any Amazon seller, as most of the e-commerce sales events fall at this time \u2013 giving you many opportunities to boost your sales. <\/p>\n\n\n\n But don\u2019t depend on these sales events alone. Be proactive, and take action beforehand to get the best results during these events. <\/p>\n\n\n\n Let\u2019s dive into some of the sales events during the time:<\/p>\n\n\n\n This gigantic sales event is organized by Amazon every year in August. During Prime Day<\/a>, Brands on Amazon offer significant discounts and deals to its Prime members on a wide range of products. <\/p>\n\n\n\n In 2023, Prime Day generated a whopping $12 billion in sales worldwide, making it the most successful shopping event in Amazon\u2019s history.<\/p>\n\n\n\n As the new school year approaches, many sellers offer back-to-school sales, providing discounts and coupons on various school supplies, electronics, clothing, and accessories.<\/p>\n\n\n\n Started by Alibaba<\/a> in 2009, Singles\u2019 Day has transformed into one of the world\u2019s largest online shopping events. <\/p>\n\n\n\n Even though it\u2019s not quite popular in the USA, more and more brands started giving exciting offers to shoppers on Single\u2019s Day. <\/p>\n\n\n\n For example, in 2022, Fresh offered 20% off plus free standard shipping for a purchase of $50 or more. Another brand, Levi\u2019s, gave 50% off on beanies and hats starting from $14.99.<\/p>\n\n\n\n The Singles\u2019 Day is followed by Black Friday & Cyber Monday<\/a>. These are back-to-back shopping frenzies where both online and brick-and-mortar stores come together and give massive offers on an extensive range of products. <\/p>\n\n\n\n In 2022 alone, US retail<\/a> consumers spent a record $9.2 billion on Black Friday, with a 2.3% YoY growth.<\/p>\n\n\n\n After the holiday season, people usually tend to shop less. So this is an excellent time for sellers to experiment. <\/p>\n\n\n\n Try launching an experimental product or a new advertising campaign, and see how shoppers react. <\/p>\n\n\n\n You can always have the option to run \u201cNew Year\u2019s Resolution\u201d offers on selected products to capitalize on the \u201cNew Year, New You\u201d rush. This works well, mostly for lifestyle, health, and wellness products.<\/p>\n\n\n\n St. Patrick\u2019s Day and Valentine\u2019s Day are another two events you can focus on during this time. <\/p>\n\n\n\n Launch offers and promotional campaigns on social media during this time to increase brand awareness<\/a> and capture more sales. <\/p>\n\n\n\n In April-May, the winter fades away, and spring takes center stage. <\/p>\n\n\n\n The warmer weather drives people to venture into outdoor activities, like gardening, fitness, going to the beach, etc. You can see a surge in customer demand and search volume of these keywords. <\/p>\n\n\n\n With high school and college graduations, Easter, and Mother\u2019s Day, this season also hosts several major festivals, sparking a considerable rise in online purchases.<\/p>\n\n\n\n At this time, focus on selling products like outdoor activity accessories, personalized gifts, tech gadgets, etc. <\/p>\n\n\n\n The summer vacation season starts in full swing as the temperature soars during June and July. During this time, shoppers actively seek to shop for travel accessories, swimwear, and summer fashion clothes.\u00a0<\/p>\n\n\n\n Capitalize on this trend by offering lucrative discounts on seasonal items. <\/p>\n\n\n\n Another major event in June is Father\u2019s Day. During this time, promote gift items catering to various interests, such as sports, gadgets, grooming products, and DIY tools. <\/p>\n\n\n\n The peak sales time during the week depends on various factors, including industry, target audience, etc. <\/p>\n\n\n\n However, we\u2019ve seen Tuesdays and Thursdays are the busiest days for e-commerce, other than Saturdays and Sundays. <\/p>\n\n\n\n Shoppers often plan their weekend activities during this time and make online purchases accordingly. Additionally, many brands start their weekend promotions on Thursday, leading to increased sales.<\/p>\n\n\n\n Here\u2019s the sales trend from a skincare brand we worked with. You can see that, apart from Saturday and Sunday, Thursday drives the most sales during the weekdays.<\/p>\n\n\n\n Studies have shown that 46%<\/a> of shoppers shop online during their breaks and lunchtime.<\/p>\n\n\n\n Another peak shopping window is 4 PM and 7 PM. Customers come back from work and have all the time during that window to browse and shop. <\/p>\n\n\n\n On the other hand, the slowest hours are between 10 PM and 5 AM. This is because people are more likely to sleep during these hours and not actively shopping.<\/p>\n\n\n\n Here\u2019s the hourly sales trend from a skincare brand. You can see that 2 PM to 5 PM sees the highest sales during the day. <\/p>\n\n\n\n Along with the peak events, you should also understand the basic purchasing behavior that drives shoppers to make a purchase. <\/p>\n\n\n\n Here are some of the common customer purchasing trends on Amazon:<\/p>\n\n\n\n As we\u2019ve explored the customer behavior patterns on Amazon, let\u2019s shift our focus to planning your Amazon business<\/a> for the peak shopping events. <\/p>\n\n\n\n Based on customer behavior, you can break down peak shopping events into three different stages:<\/p>\n\n\n\n In each stage, you need to create strategies based on how the customer behaves during the period. <\/p>\n\n\n\n During the lead-up to a peak event, shoppers usually operate in browsing mode. They hunt for good deals and put them on the Wishlist<\/a>. <\/p>\n\n\n\n So, it\u2019s natural to see an increase in click-through rates (CTR) but without conversion rates (low CVR).<\/p>\n\n\n\n A few customers, however, look for early deals. That\u2019s why it\u2019s a good strategy to offer early discounts to get sales at a cheaper CPC rate before the advertising cost shoots up during the peak event.<\/p>\n\n\n\n Preparation during the lead-up is essential to achieve success during the peak event and get early sales. Some points you\u2019ve to think about during the lead-up are:<\/p>\n\n\n\n Look at your historical sales data and find the best-selling products<\/a> in your portfolio. Simentinously, look at the category benchmark to understand the sales trend and select products according to it.<\/p>\n\n\n\n Here\u2019s a checklist for an ideal product to sell during a sales event:<\/p>\n\n\n\n With this checklist, you can identify a product that can give you more returns during peak events. <\/p>\n\n\n\n It gives you the opportunity to increase visibility and effectively increase conversion rate. <\/p>\n\n\n\n Here are some tips to optimize your product listing:<\/p>\n\n\n\n Most shoppers look at recent reviews to understand the product\u2019s quality. So, before the event, focus on collecting more reviews in your listing. <\/p>\n\n\n\n It also improves your product\u2019s ranking on SERP, boosts customers\u2019 trust, and increases the conversion rate for the product. <\/p>\n\n\n\n Set up your advertising campaigns two to three weeks before the peak event. Here are some of the strategies you can apply:<\/p>\n\n\n\n Product bundle<\/a> multiple complementary products and offer them to increase the average order value of your brand. Similarly, run product-target and display to show a more premium version of the same product on the product listing<\/a> to upsell. <\/p>\n\n\n\n It also enhances the customer experience by saving time and providing a one-click solution to meet their requirements. <\/p>\n\n\n\n Research shows that 61% of shoppers<\/strong> trust recommendations from friends, family, or influencers on social media. <\/p>\n\n\n\n This data highlights the potential of social media and influencers in building brand awareness before peak events. <\/p>\n\n\n\n Collaborate with social medial influencers who resonate with your target audience, and develop content that promotes your brand and products<\/a> on their channels. <\/p>\n\n\n\n Recommended guide: The Role of Expertise in E-Commerce Social Proof<\/a><\/p>\n\n\n\n You can also use Amazon Influencer Program to connect with Amazon influencers who can review and promote your products on Amazon before the peak events. <\/p>\n\n\n\n Besides that, launch various giveaways and UGC campaigns on social media to increase your brand\u2019s reach and build a recall value, improving the conversion rate during the peak event. <\/p>\n\n\n\n Look at the Amazon Prime Day 2023<\/a> guide for more valuable insights.<\/p>\n\n\n\n During the peak event, shoppers start to pour into the marketplaces. Shoppers who have added your product to their cart during the lead-up come to make the final purchasing decision. And who hasn\u2019t decided what to buy yet, browse for good deals.<\/p>\n\n\n\n However, with this increased traffic comes more competition. CPCs shoot up exponentially, and it gets more and more expensive to get visibility for the top of the search placement for high-converting keywords. <\/p>\n\n\n\n Some steps you can take during the peak event to maximize revenue are:<\/p>\n\n\n\n Use a tool like <\/strong>SellerApp Dayparting<\/strong><\/a> to automatically increase and decrease your ad budget during the most fruitful times and optimize your ROI. <\/p>\n\n\n\n Most shoppers have spent their disposable income during the peak event. So, they tend to be more frugal after that. <\/p>\n\n\n\n During this time, you can see a sharp decline in CPC and listing traffic. However, it can still stay higher than usual two weeks post-event. <\/p>\n\n\n\n At this time, focus on reselling<\/a>, upselling, and cross-selling your products with sponsored display retargeting ads.<\/p>\n\n\n\n Target shoppers who have purchased from you during the event with complementary products. <\/p>\n\n\n\n You can also retarget shoppers who have viewed your product but didn\u2019t make a purchase with a coupon code or lightning deal to drive further sales. <\/p>\n\n\n\n However, you can expect the conversion rate to be on the lower side with increased wasted ad spend. <\/p>\n\n\n\n That being said, don\u2019t cut back on your advertising spending a lot. It can have a negative effect on the organic ranking<\/a> of your listings. Instead, focus on retargeting shoppers who visited your listings during the event using Sponsored Display ads. <\/p>\n\n\n\n After the event, it\u2019s also important to analyze the results during the peak event. <\/p>\n\n\n\n Ask the following questions:<\/p>\n\n\n\n You can even use SellerApp Report Central<\/strong><\/a> to get custom reports based on your requirements to understand different shopping trends during peak events. <\/p>\n\n\n\n In the end, optimizing your e-commerce strategy during the three stages of the peak period requires careful research and planning.<\/p>\n\n\n\n You need to understand customer behavior in each stage and adopt an advertising strategy that meets the customer intent. <\/p>\n\n\n\n To prepare for the peak events in 2023, you can take a look at some of the valuable reports we\u2019ve created, such as Amazon Seller Report<\/a> 2022, Prime Day Report 2024<\/a>, Black Friday, and Cyber Weekend Report 2021<\/a>.<\/p>\n\n\n\n And if you want expert assistance to create strategies during peak sales events, the SellerApp PPC agency<\/a> is here to help. <\/p>\n\n\n\n We have already helped 20,000+ brands create advertising strategies for peak events and generated phenomenal results. And we can do it for you too. <\/p>\n\n\n\n Schedule a call with us today and take your e-commerce business to new heights!<\/p>\n\n\n\n Additional read:<\/strong><\/p>\n\n\n\n what are the New modules that are available on Amazon A++ content<\/a><\/p>\n\n\n\n Differences between Amazon Sponsored Display Ads vs DSP Ads<\/a><\/p>\n\n\n\n\n
What Is the Peak Season for Any E-commerce Business?<\/h2>\n\n\n\n
Peak Season During the Year<\/h3>\n\n\n\n
August to December<\/h4>\n\n\n\n
Prime Day<\/h5>\n\n\n\n
Back-to-School Sales (August \u2013 September)<\/h5>\n\n\n\n
Singles\u2019 Day (November 11th)<\/h5>\n\n\n\n
Black Friday & Cyber Monday<\/h5>\n\n\n\n
January to March<\/h4>\n\n\n\n
April and May<\/h4>\n\n\n\n
June and July<\/h4>\n\n\n\n
Peak Shopping Days During The Week<\/h3>\n\n\n\n
![\"peak](\"https:\/\/www.sellerapp.com\/blog\/wp-content\/uploads\/2023\/08\/amazon-customer-behaviour-1100x436.png\" "\\"\\"")
<\/figure>\n\n\n\nPeak Online Shopping Hours<\/h3>\n\n\n\n
![\"peak](\"https:\/\/www.sellerapp.com\/blog\/wp-content\/uploads\/2023\/08\/peak-events-1100x542.jpg\" "\\"\\"")
<\/figure>\n\n\n\nWhat Are The Consumer Purchasing Habits on Amazon?<\/h2>\n\n\n\n
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![\"consumer](\"https:\/\/www.sellerapp.com\/blog\/wp-content\/uploads\/2023\/08\/peak-times.jpg\" "\\"\\"")
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![\"convenience\"](\"https:\/\/www.sellerapp.com\/blog\/wp-content\/uploads\/2023\/08\/convenience.jpg\" "\\"\\"")
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![\"\"](\"https:\/\/www.sellerapp.com\/blog\/wp-content\/uploads\/2023\/08\/reviews-on-amazon.jpg\" "\\"\\"")
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![\"amazon](\"https:\/\/www.sellerapp.com\/blog\/wp-content\/uploads\/2023\/08\/variations.jpg\" "\\"\\"")
<\/figure>\n\n\n\n\n
Plan your Amazon Business for Peak Shopping Events<\/h2>\n\n\n\n
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Lead Up<\/h3>\n\n\n\n
How to Prepare During The Lead-Up<\/h4>\n\n\n\n
Choose The Right Product to Sell<\/h5>\n\n\n\n
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Optimize Your Product Listings<\/h5>\n\n\n\n
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Build Social Proof<\/h5>\n\n\n\n
![\"build](\"https:\/\/www.sellerapp.com\/blog\/wp-content\/uploads\/2023\/08\/build-socia-prrof-on-amazon.jpg\" "\\"\\"")
<\/figure>\n\n\n\nRamp Up Advertising Spend<\/h5>\n\n\n\n
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Create Product Bundles<\/h5>\n\n\n\n
![\"amazon](\"https:\/\/www.sellerapp.com\/blog\/wp-content\/uploads\/2023\/08\/product-bundles.jpg\" "\\"\\"")
<\/figure>\n\n\n\nBuild Buzz With Social Media<\/h5>\n\n\n\n
How Does Shopper Behavior Change During the Peak Event?<\/h3>\n\n\n\n
How to Prepare During The Peak Event<\/h4>\n\n\n\n
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How Consumer Behavior Changes After a Peak Event?<\/h3>\n\n\n\n
Best Practices to Engage Shoppers Post-event<\/h4>\n\n\n\n
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Final Thoughts<\/h4>\n\n\n\n