4 Reasons Viral Holiday Marketing Smashes Sales Targets
On Singles Day, 2017, Chinese e-commerce giant Alibaba sold over $25 billion worth of product, up from $5.8 billion in 2013.
U.S. retailers earned $7.9 billion on Black Friday, followed by an additional $6.6 billion on Cyber Monday—pushing Jeff Bezos's net worth over the $100 billion mark.
Sites like National Today list hundreds of national holidays, many commercially themed— with at least a couple of viral national holidays featured every day.
Clearly viral holiday marketing has the potential to revolutionize e-commerce. But why is the method so successful?
1. It's Time Sensitive
Brands often launch time-sensitive deals with no explanation for why they're launching the sale, or clear limit for when it will expire. Holiday deals start and end in a single day, spurring customer action in a clearly understood time frame.
2. It's Communal
Holidays give folks an excuse to get together and unite around a common theme. Holiday marketing multiplies customer delight by creating a wave of activity, and activating flash communities—both online and in-store.
3. It's Quirky
For many, the word holiday conjures images of uncomfortable family gatherings or forced visits to church. Quirky, viral holidays—like Free Slurpee Day or International Talk Like a Pirate Day—inject an atmosphere of freshness and fun into the calendar.
4. It's Shareable
Who (in America at least) doesn't know it's Halloween on the 31st of October or Independence Day on the 4th of July? There's little point spreading the word on well-known holidays, but quirky viral holidays encourage sharing—after all, what are the chances your network knew it was National Kitten Day?