Promotional events change traditional seasonality and strongly concentrate sales
Promotional events are gaining more and more importance across the whole world – and Latin American tech markets are among those showing the strongest impact. These events are changing traditional seasonality and concentrating yearly sales volumes in a few weeks. This is why it is of utmost importance for manufacturers to plan well and participate successfully in these events.
It is not only about Black Friday, but there is a multitude of different events, most of which are in Q2 and Q4. While Brazil focuses on Black Friday in November, following the US model, other South American countries have created purely online events in order to push online sales – the most successful ones are Hot Sale and CyberMonday in Argentina and Cyberdays and CyberMonday in Chile, which make online sales boom. Peru and Colombia are increasingly starting to follow these models. These “new” events take place in addition to the traditional ones, such as Mother’s Day, Father’s Day and Christmas promotions, and in most cases outperform them. They even “outperform” traditional climate-related seasonality. For example, in Argentina and Chile, the second most important week for refrigerator sales is now in winter (off-season) and vice versa for washing machines.
Hot Sale Argentina: Boom despite macro challenges
With +29%, the market volume of technical consumer goods this year topped the 2017 growth during Hot Sale week, despite macro-economic challenges. The sales volume in Hot Sale week was more than double of the average week in Jan-Jun18, concentrating 8% of sales. With +84% growth, PTV was by far the most successful category, which can mainly be explained by the soccer world cup effect.
Cyberdays Chile: Beating records after records
During this year’s Cyberdays, the technical consumer goods market grew again by 20% (units), with small domestic appliances, consumer