As we dive into the final quarter of the year (Q4), it’s time to capitalise on the key shopping dates that can drive success for your business. From global phenomena like Singles’ Day to local initiatives like Small Business Saturday, this guide will help you navigate the most important moments in online eCommerce. Let’s get started!
Singles’ Day – Monday, 11th November
Originating in China, Singles’ Day has grown into one of the world’s largest online shopping events. Celebrated on the symbolic date of “11.11,” it encourages individuals to indulge in self-care and shopping. Retailers around the globe now join in, offering significant discounts on a wide range of products. In 2024, expect even more international participation, making this an ideal opportunity to connect with consumers worldwide.
Black Friday – Friday, 29th November
Black Friday, traditionally held the day after Thanksgiving in the U.S., marks the official start of the holiday shopping season. Originally a U.S.-based event, Black Friday has expanded to become a global phenomenon, with retailers across the world offering deep discounts and consumers hunting for the best deals. For 2024, Black Friday continues to dominate the retail calendar, presenting huge potential for businesses to boost sales with limited-time offers.
Small Business Saturday – Saturday, 30th November
Small Business Saturday, observed on the first Saturday after Thanksgiving, is dedicated to supporting small, local businesses. Though it began in the U.S., this event has grown in popularity worldwide. For 2024, there's a renewed focus on shopping small, with consumers increasingly valuing personalised service and unique offerings from local businesses. Make sure to engage your community and highlight your unique value proposition during this event.
Cyber Monday – Monday, 2nd December
Cyber Monday is the digital counterpart to Black Friday, offering online-exclusive deals that appeal to tech-savvy shoppers. What started as a primarily U.S.-based event has grown into a global online shopping celebration, with retailers offering discounts on electronics, fashion, and more. In 2024, expect Cyber Monday to continue growing in importance, especially as online shopping continues to dominate. Ensure your online store is prepared to handle increased traffic and last-minute buyers.
Last Order Date – Wednesday, 18th/Thursday, 19th December
As Christmas approaches, shipping deadlines become critical. In 2024, aiming for a last order date of 18th or 19th December will ensure customers can receive their orders before Christmas Day without paying for expensive express delivery. This period also sees a surge in digital advertising, allowing you to make final adjustments to your messaging and optimise your campaigns for last-minute shoppers.
Christmas Eve / Day & Boxing Day – 24th, 25th & 26th December
In recent years, the line between Christmas Eve, Christmas Day, and Boxing Day sales has blurred, with many retailers launching promotions earlier to capture eager shoppers. In 2024, expect to see significant discounts beginning around Christmas Eve, enticing consumers to spend on post-holiday sales. Be sure to capitalise on the increased traffic during this period by offering attractive deals and highlighting remaining inventory.
New Year's Eve/ Day – Tuesday, 31st December/ Wednesday 1st January
As the calendar turns to 2025, shoppers will be on the lookout for fresh starts and great deals. New Year’s Eve and the days that follow mark the beginning of January sales, traditionally aimed at clearing out holiday inventory. Take advantage of the “new year, new me” mindset by promoting products related to health, fitness, personal development, and home improvement. Popular categories include gym memberships, fitness gear, healthy foods, and organisational tools. This is a great opportunity to launch new campaigns that align with consumers' resolutions and aspirations for the year ahead.
Ready to Elevate Your Q4 Sales Strategy?
Make sure your business is well-positioned to maximise these key sales dates. Connect with us on our social media channels to stay updated on the latest trends and insights that can help transform your sales strategy. With the right approach, 2024’s Q4 season can be your most successful yet!
4M Digital is a paid media consultancy specialising in Google Ads, Microsoft Ads, and Paid Social campaigns. With over 13 years of expertise, we help businesses unlock the full potential of their digital advertising strategies through tailored management, audits, and training.
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