ACL Direct Promo · We Know Relational Marketing, We are experts in loyalty and incentives · We like to create unique experiences, IMF Business School · Masters in Marketing and Digital Communication. Become a professional with the best school to study digital marketing in person or online, Singles Day is celebrated every November 11, an online shopping day that Alibaba capitalized on in China to reach the growing single population and give them an excuse to shop. Alibaba’s sales during those days were very high, so the shopping day ended up being exported globally.

In fact, even if I had never read anything about the history of Alibaba, on the 11th I would have easily known that Slovakia Email List was a day of ecommerce celebration. Email marketing campaigns of all kinds of brands reminded me. The El Corte Inglés campaign spoke of World Shopping Day, thus skipping having to focus solely on the single population (and it is not the only one that has used that name for the day).

Be that as it may, Singles’ Day is a perfect example to see how, in recent years, the big brands and the big ecommerce players have managed to establish shopping days, days linked to certain consumptions and new consumer traditions in our calendar (Which isn’t that weird either: it’s what they did with Valentine’s decades ago, for example). The calendar has already been Prime Day, a day of offers that is Amazon marketing to promote its payment service for premium customers, or Black Friday. Black Friday was, until not so many years ago, a sales period typical of American culture, where the tug of a bridge was used to sell and kick off the big purchases of the Christmas campaign. And, although in Europe it makes no sense to use that Friday as a platform to sell (it is a Friday like any other), the large companies have taken charge of importing that celebration and have dragged all the other companies with it, SMEs included.

And it is in this last point where the main problem of holidays and shopping days for smaller companies lies. The big crowded days are marked on the calendar by the big companies, which are the ones who decide when and how. SMEs have no choice but to follow their rhythm and to assume that impact, although in reality these days are not always beneficial. Black Friday is a perfect example. The SMEs ended up adding, seeing that the day was everywhere, but the very existence of the party does not pay off. In addition to blowing up the sales calendar and accustoming consumers to a wave of recurring discounts, something they cannot bear, selling at a discount that day does not compensate them for the Christmas campaign. Some SMEs have been vocal with their criticism and not a few have been unmarked in the last two years explaining why they do not sell with promotion that day.

But what would happen if SMEs took control of the calendar and began to impose their own parties and celebrations? Parties that SMEs have already established
The idea may seem almost utopian, impossible to tackle for very small companies that do not have the marketing and advertising capabilities that large companies have. It’s true: a single SME will have a very difficult time setting up a sales celebration on its own (but not so impossible if you think realistically about and focus on your market). However, it will not be so complicated if you do it in a coordinated way. If a job is done in a general way and things are positioned not by some companies but by all, a clearer impact is achieved.

There is, for example, Small Business Saturday, which has been integrated into the American shopping calendar. It is true that the day started from the hand of an American Express campaign in collaboration with the Boston city council, the National Trust for Historic Preservation and a shopping street in 2010. The card company promoted the day with a marketing campaign, but it was the small stores that have given it a boost by joining it and betting on the day as an excuse for sales. In fact, the day has already jumped to the United Kingdom and it has done so as a “roots” movement. That is, it has been the industry itself that has imported it. In the United Kingdom they celebrate it on the first Saturday in December and they have managed to increase sales in SMEs on those days.

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