The consumption calendar is governed by strategically established dates throughout the year for the purchase of gifts. Mother’s Day — which is celebrated this May 15 — is one of them, and ecommerce businesses take advantage of it to sell products and services.
“You have to make eye-catching promotions with hook products”, said the director of Conversion in e-commerce of the Fenicio online sales platform, Antonio Todino. In addition, he stressed the importance of putting together an annual calendar that includes important events for the business —such as Mother’s Day—, which allows establishing a marketing and communication strategy that favors sales.
Todino maintained that the previous work that is carried out is fundamental because thanks to that, clients are attracted: “It is important to generate traffic in advance, showing the products that are going to be in the promotion”he pointed.
Mercado Libre started its campaign on May 2 and, since then, site sessions and sales are on the rise. The sales peaks occurred on Monday 9 and Thursday 12, as happened in the company dedicated to providing ecommerce platforms to other firms, Phoenician. In the latter, for purchases made on Thursday, the most chosen delivery method was the local pick-up for do not take the risk that the shipment does not arrive on time.
Taking into consideration that consumers want to ensure the gift this Sunday, Todino said that it is necessary to have adequate logistics to respond to the increase in orders and enhance the delivery system. so that all customers obtain their products in a timely manner.
The chosen ones
Mercado Libre considers that this year’s sales are very good. In fact, there is a growth of 30% compared to last year.
“We see clear trends in the coffee and DIY categories”, He said head of Mercado Libre Uruguay, Diego Gamba. In both cases, they observed significant growth with respect to last year’s celebration, but The category of articles linked to coffee is among those with the greatest development compared to previous years: coffee machines, grinders, presses and other barista supplies stand out with respect to 2021 sales.
The tendency do it yourself (do it yourself, for its meaning in English) is also reflected among the preferred gifts for Mother’s Day, since all items related to decoration and light construction grew in sales.
also follow firm among the best sellers are mobile devices and household appliances.
The 10 best-selling items by Mercado Libre are:
- Dolce Gusto coffee maker + Starbucks capsules
- Xiaomi Redmi Note 11
- HP 15 Notebook
- Expert Fitness Electric Treadmill
- Philips tureen
- Neoprene jacket for women
- Electric neck and back massager
- Sport mountain bike wheeled 29 Kett
- Thermo Thermolar R-evolution
- 2-seater box spring high-density excelsior foam
Fenicio detected that compared to the week before Mother’s Day 2021, within our universe of clients in Uruguay —300 active online stores—, sales levels in some areas such as fashion and accessories remain similar, but others such as electro have grown considerably. “In some cases we are seeing increases of more than 100% in billing“, said the person in charge of Marketing, Carolina Maubrigadez.
Within the fashion and accessories category, the best-selling products are coats, blouses, jumpsuits, pants and T-shirts. In other categories such as bazaar, cosmetics and technology, the items with the highest demand are coffee machines, cell phones, desks and perfumes.
The last days
Maubrigadez said that while Uruguayan buyers often leave everything to the last minute, the strongest online sales peak is over. However, consider that those stores that offer express shipping in no more than two hours have an opportunity for users who need to solve their gifts on Saturday. In addition, many businesses that use the platform are with particular emphasis on retreat at the local reinforcing your schedule during the previous day.
Along these lines, Gamba maintained: “Taking advantage of same-day deliveries, we hope that sales continue to maintain the very good pace they have had throughout the stock“. “We have hundreds of vendors offering fast delivery even Saturday and Sunday, so Until the last minute, users can take advantage to buy“, he concluded.
