Has November REPLACED December as the Mega Promotional Month of the Year?
Retailers are trying to get to consumers’ wallets earlier to make sure they get their piece of the Xmas pie, what is driving this new behaviour? November 2019, we believe has replaced December as the main selling month for retailers in a calendar year, driven by a mixture of traditional holidays and international and local cyber events. The internet and social media have converged to create a mega promotional month and it is hard to see how December will recover.
Bookended by Halloween on Thursday, October 31, 2019, and Thanksgiving on Thursday, November 28th followed by Black Friday 29th November and Cyber Monday 2nd December retail now has a mega promotional month which is becoming the make or break month of the year.
With the world becoming one market place and social media providing maximum coverage, Alibaba launched Singles Day this year with a live performance by U.S. superstar Taylor Swift and generated US$38 billion in one day. In the USA savvy retailers launched their own singles day promotions hoping to leverage the publicity and to attract some of the local Asian population.
So, let’s look at what a MEGA NOVEMBER promotional plan looks like.
Halloween is an annual holiday celebrated each year on October 31, it originated with the ancient Celtic festival of Samhain, when people would light bonfires and wear costumes to ward off ghosts. Now it is associated with Trick-or-treating where parents accompany their children and all ages dress up in costumes and travel from house to house to receive treats in response to their call of “trick or treat!”. A mega promotional month needs a launch date and can anyone think of a better one.
China’s Singles’ Day celebrated on November 11, 2019, has become the largest shopping day in the world, the holiday was named “Singles’ Day” because its date, 11/11 (November 11), consists of four “ones,” representing four singles.
Click Frenzy is an Australian online sales initiative inspired by and based on a similar format to the United States shopping event Cyber Monday. It is held on November 12 and is designed to leverage off Singles Day and generate early consumer spend in November.
20 Days of Deals. As a precursor to Black Friday retailers like Best Buys, Target USA, Walmart and Kohl’s are offering selective products out of their Black Friday Catalogue from around the 9th November to the 28th November to keep customers buying during the month and to create excitement and a promotional build-up to the “big event”.
Thanksgiving Day is a United States national holiday celebrated annually on the fourth Thursday of November. It is both a harvest festival and a festival of family. In 2019 it is celebrated on Thursday 28th November and is the day with the highest food consumption of the year in the USA.
Black Friday on November 29th and Cyber Monday, December 2nd 2019. In 2018 in the USA eCommerce sales from Thanksgiving to Cyber Monday generated in excess of US$18b in revenue. This year promises to be even bigger both in the USA and globally. It makes sense why pay full price in December when I can get a 20% to 30% + discount at the end of November from the comfort of my lounge room or visit a store on the holiday weekend.
So, what is driving this new behaviour?
There are many reasons for the change in behaviour, a series of unfortunate and fortunate events from Z and Millennial Consumers changed shopping habits, globalization, social media, savvy digital retailers and market places creating compelling events to promote e-commerce and more basically most consumers are unwilling to pay full price when I can buy early and save 30% – it makes sense to me.
Summary – November The Power Promotional Month
November is the new December, it is changing the way consumers shop, how retailers promote and is influenced by global and local festivals and cyber events from China, USA and local events in this case Australia.