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The fourth quarter of the year is the most important period for ecommerce. From October to December, online shops see their biggest sales peaks thanks to several key events that you should have on your calendar.
These business milestones provide an opportunity to scale your business and drive sales exponentially. This is your chance to tap into the potential of this quarter and not be left behind!
According to data from Ecommerce Europe, the fourth quarter (Q4) of the year accounts for a significant share of total e-commerce sales in Europe, mainly due to the holiday season and promotions such as Black Friday and Cyber Monday.
Ecommerce turnover in Q4
Questo trimestre è particolarmente forte in categorie come elettronica, articoli da regalo e moda, a causa dell’aumento della spesa in queste aree. In media, le vendite in questo periodo di solito rappresentano tra il 26% e il 35% del fatturato annuo totale dell’e-commerce, anche se varia leggermente a seconda del mercato e del paese.
- Regno Unito: 35% fatturato annuo
- Spagna: 30% fatturato annuo
- Francia: 29% fatturato annuo
- Germania: 28% fatturato annuo
- Italia: 26% fatturato annuo
Noi di BigBuy vogliamo aiutarti e per questo, ti presentiamo le date commerciali chiave che devi prendere in considerazione nel tuo calendario per il resto dell’anno, nonché alcuni suggerimenti per ottenere il massimo profitto commerciale dalla fine dell’anno e dai prodotti che concentrano le maggiori vendite in ogni occasione.
Principali traguardi commerciali del Q4 in Europa per il tuo e-commerce:
1. Halloween (31 ottobre) 🎃
Halloween is a holiday with sustained growth in Europe, especially in countries like the United Kingdom, Germany, and Spain, where sales related to costumes, decorations, and sweets increase year after year.
In 2023, European shoppers’ spending for Halloween exceeded 1.5 billion euros, and it’s expected to continue growing in 2024 with the rise of online shopping and product customisation.
⚙️ The most effective strategies for your ecommerce for Halloween:
- Flash offers and themed discounts: Create limited promotions to increase the sense of urgency during this festive season.
- Create thematic content: Use social media and email marketing to launch creative campaigns with a focus on horror and fear. Your customers are expecting you to communicate in this tone.
- Optimise the mobile experience: Most purchases during this period are impulsive and made via mobile devices. You can also create promotional actions that encourage mobile use.
🛒 Top Selling Products for Halloween:
- Costumes and accessories
- Themed decorations (lights, pumpkins, spider webs)
- Make-up and beauty kits
- Gourmet sweets and snacks
BigBuy is one of the leading European dropshipping wholesalers with the widest stock of top-selling products for Halloween. At BigBuy, you can access the most complete catalog of costumes for adults, babies, and children, with over 4,000 references, and more than 2,000 references of special accessories for this holiday. Check out our themed catalog at the following link:
2. Black Friday (29 November b) 📱
Black Friday has established itself in Europe as the biggest shopping event of the year. In 2023, European countries were leaders in global participation, with strong growth in ecommerce. In Europe, Black Friday sales reached €16 billion in 2023, with a 12% growth compared to 2022. By 2024, this figure is expected to continue to grow, driven by increased adoption of online retail.
⚙️ Most effective strategies in your ecommerce for Black Friday:
- Staggered discounts: Offer increasing discounts as the day approaches to generate anticipation and create a sense of urgency to purchase.
- Multi-channel strategy: Combine email marketing, paid social media ads and retargeting campaigns to engage customers. Advertising saturation is very high at this time of year, so make sure your message reaches your buyers effectively.
- Logistical preparation: Make sure you have sufficient stock and fast shipping capacity. Logistics and shipping conditions are crucial for this campaign.
🛒 Top Selling Products for Black Friday:
- Electronics (smartphones, gadgets, headphones)
- Smart home items
- Cosmetics and beauty products
- Fashion and accessories
3. Cyber Monday (December 2nd) 💻
This day is crucial for e-commerce sales, as it is an online-exclusive shopping event. European consumers take advantage of Cyber Monday to purchase tech products and make Christmas purchases. Cyber Monday sales in Europe reached 10 billion euros in 2023, with a projected growth of 8% for 2024 across the continent.
⚙️ Most effective strategies for your ecommerce for Cyber Monday:
- Exclusive ecommerce discounts: Offer deals that can only be redeemed online to encourage digital purchases.
- SEO optimisation: Ensure your store is optimised for search engines. Boost the creation of product-related content to enhance your brand’s visibility.
- Upselling and cross-selling strategies: Showcase complementary products when items are added to the cart to increase order value.
🛒 Top Selling Products for Cyber Monday:
- Electronic devices and accessories (tablets, computers, smartphones)
- Software
- Gaming products
- Fashion and footwear
4. Christmas (25 December) 🎄
Christmas is the peak of consumer spending in Europe. Shoppers spend on gifts, food, decoration and luxury goods. In 2023, Christmas spending in Europe reached €171 billion, with 22% of sales made through ecommerce. This figure is expected to grow by 7% in 2024, driven by early shopping and the convenience of online purchases.
⚙️ Most effective strategies in your ecommerce for Christmas:
- Early-bird campaigns: Start your Christmas promotions in early December to attract early shoppers.
- Free and fast shipping: This is crucial during Christmas, as shoppers seek fast delivery for last-minute gifts.
- Gift bundles and personalised products: Offer gift packs or personalised products to add a unique touch to gifts.
🛒 Top Selling Products for Christmas:
- Toys and games
- Electronics and gadgets
- Fashion, footwear and accessories
- Christmas decoration
5. January sales (1 January) 📉
Although Q4 ends in December, the January sales are a natural extension of the quarter, offering an opportunity to clear stock and start the year with new strategies. In Europe, post-Christmas sales grew by 5% in 2023, with online stores leading this growth.
⚙️ Most effective strategies in your ecommerce during sales:
- Deep discounts: Offer significant price reductions on seasonal products to attract consumers after the holidays.
- Social media advertising: Use platforms such as Instagram or TikTok to promote sales to a younger audience, who tend to consume a lot of content at this time of year.
- Marketing automation: Use automation tools to send personalised email marketing campaigns.
🛒 Key products for January sales:
- Winter clothing and accessories
- Technology and gadgets
- Home & Decoration
- Sports items
European Ecommerce forecasts and key figures for the last quarter of the year.
A study by Statista forecasts that e-commerce in Europe will grow by 8% in 2024, with Q4 accounting for up to 40% of annual sales for many online stores globally. Additionally, the penetration of e-commerce in sectors such as fashion and electronics is expected to continue growing, exceeding 30%.
Don’t miss these opportunities and multiply your sales. Q4 is the best season to grow your business and significantly increase sales. Prepare your ecommerce and make the most of every commercial milestone!
