Brand Protection
6 mins

Protect Your sales: 2021 Ecommerce Holiday Calendar

Protect Your sales: 2021 Ecommerce Holiday Calendar

Is your business prepared for the challenges of the 2021 holiday season? With supply chain shortages and an increase in online counterfeit products, holiday sales will be a challenge for many businesses. Utilizing an Ecommerce holiday calendar can help your brand prepare. 

In this article, Red Points examines the key days for the 2021 holiday season. We will help you prepare for each date using key information from our new holiday report, including practical tips to increase your sales. 

2021 Ecommerce holiday calendar

Halloween, October 31

This spooky season needs no introduction– the end of October is full of pumpkins on porches, haunted house decor, and everything ghostly and ghoulish. According to a 2020 survey by the National Retail Association, the most popular products shoppers plan to buy for Halloween include costumes, candy, decorations, and greeting cards.  

Ecommerce brands selling these products should be ready for Halloween sales, but so should other brands. According to our recent survey of 2,000 shoppers on their holiday spending plans for the year, it’s likely that holiday shopping will be in full swing right around this time.  

85% of consumers in the survey said they planned to begin their holiday shopping before Thanksgiving, with over half of those stating they would likely start shopping before the end of September. By Halloween, brands should have a plan in place to prepare for holiday shopping, including holiday pricing and discounts, special events and giveaways, prevention for counterfeits, and more. 

Singles’ Day, November 11

If your brand sells products in China or other areas around East Asia, this is a date that needs to be written in your Ecommerce holiday calendar. Marketed as a day of self-indulgence for singles, this event continues to break sales records annually, comparable to Black Friday in the United States. All brands selling in this area can benefit hugely from offering exclusive deals on Single’s Day, but especially those selling technology and fashion.

While Singles’ Day has great sales potential, ensure your brand is well-protected, as it comes before other large events like Black Friday and Cyber Monday. If your customers happen to buy counterfeit products over this event, your brand reputation may suffer

In fact, 60% of consumers in our survey said that product ratings and reviews were more important to them than price when it came to deciding which products to buy for the holidays. If your brand gets bad reviews from Singels’ Day, it has the potential to negatively impact your sales for the entire holiday season. Ensure your brand is well-protected for this event so the rest of the season will go smoothly. 

Thanksgiving, November 25

Thanksgiving is a day of feasts and festivities for many American families. Though the pandemic has caused smaller celebrations and decreased spending than in years passed, consumers are still buying food and decor for Thanksgiving festivities. 

Brands selling food, cooking supplies, and decor can certainly benefit from offering special discounts for Thanksgiving-themed items. To stand out from the Black Friday hoard, you may have to be creative in how you market your Thanksgiving sales or discounts. 

Be aware, though, that social media is a breeding house for counterfeit products and scams. 

According to the shoppers who bought counterfeit products in our survey last year, 35% found them on social media. Brands promoting their sales on social media will need to keep a close eye on accounts with similar names and products to ensure your IP is well-protected. 

Black Friday, November 26

Black Friday is one of the most anticipated shopping events of the year, both for brands and consumers. For years it has marked the start of holiday shopping, and thousands of shoppers see it as their biggest opportunity to get the best deals during the holiday shopping season. 

Nearly every kind of ecommerce brand can benefit from taking part in Black Friday, but some products perform better than others. Big-ticket electronics that are difficult to find deals on are generally the best-selling products. If your brand sells technology, Black Friday is the perfect time to offer your best discount of the year. 

While there is a lot of selling potential on Black Friday, it can also be difficult for smaller brands to stand out against so many mega-corporations taking part in the day. The good news is, you might not have to. 

Our survey showed that 70% of shoppers are prioritizing Christmas shopping over Black Friday this year. What does that tell us? Many consumers are shopping for the holidays outside of this one-day event, and participating in Black Friday isn’t an end-all-be-all for your brand. If you have a smaller brand, it may actually be more beneficial to offer sales or hold a discount event outside of Black Friday. 

Hanukkah, November 28–December 6

Hanukkah is an 8-day Jewish festival featuring cultural meals, gift-giving, and spending time with family. As this holiday is common to Christmas in that it involves gift-giving, best selling products for this event tend to be electronics, clothing, and accessories. 

Most consumers will be shopping for Hanukkah well before the end of November, and this year it looks like they may be spending more than ever, too. On average, Red Points survey respondents plan to spend $265 more on holiday shopping this year, compared to last. 

This increase in planned spending will also mean an increase in your demand as a brand offering products that make great Hanukkah gifts. With shortages in the supply chain due to COVID, it’s possible you may run into problems fulfilling customer orders. It’s important that your brand prepares for Hanukkah gift buying well ahead of time, and has a plan for disrupted supply chains throughout the holiday. 

Cyber Monday, November 29

Cyber Monday is the leading online sales event of the year. It’s the perfect event for shoppers to get in their last-minute holiday shopping. Much like Black Friday, big-ticket electronics tend to sell the best during this event, when shoppers are searching for the best deals on pricey products. 

Though Black Friday is still the most popular one-day sales event, nearly half of the respondents in our survey said they were planning to spend the most on Cyber Monday. With such a great demand for online shopping due to COVID-19, this sales event is a great opportunity for brands, and an easy target for counterfeits.

Brands should help customers distinguish from counterfeit products by clearly promoting their sales and pricing ahead of time, and taking proper precautions against counterfeits before and throughout the event. 

Christmas Eve and Day, December 24–25

Christmas is one of the biggest holidays in the world, with a reported 93% of Americans celebrating the day. As the day is generally for spending quality time with family, shopping is usually done well in advance for Christmas. 

Of course, there are always a few stragglers that make last-minute purchases on Christmas Eve and Christmas Day, but most brands will get the most sales by featuring sales before the date. Last-minute shoppers may get fairly desperate in their search for the best deal when so few sales are left, and this can be potentially dangerous for brands. 

When shoppers get desperate, they may be more likely to buy a counterfeit product. In fact, 25% of shoppers in our survey who bought a counterfeit product last year knew it was fake when they purchased it. 

If your brand doesn’t have any last-minute deals around Christmas, it’s possible your would-be customers will choose a counterfeit simply because it’s the best deal. Holding a flash sale on Christmas may help your brand stand out and give last-minute shoppers a deal to cash in on while so few are available. 

Boxing Day, December 26

Boxing day is an old tradition in which wealthy individuals gave gifts to the poor. Today, it’s primarily seen as a shopping holiday for special deals the day after Christmas. Many retailers take this opportunity to discount products that didn’t sell over the holidays or offer discounts on opened-box products, namely electronics. 

Offering deals on Boxing day can be a great way for your brand to clear out your product inventory for the year. If your brand faced any challenges with counterfeit products over the holiday season, this is also a great time to address it. 

40% of shoppers in our survey believe it is the brand’s responsibility to address counterfeit products in the market. It’s important your brand addresses any issues and takes down counterfeits now, so your brand and image are well-protected going into the New Year. 

New Year’s Eve, December 31

New Year’s Eve and day mark a fresh start, globally. Consumers are setting goals and looking forward, ready to make purchases to achieve their New Year’s resolutions. Products that sell during this time are heavily discounted items that were marked up for the holidays, as well as electronics and exercise gear. 

New Year’s Eve is a great time for reflection for your band as well as your customers. Take stock of what sold well over the holidays and what didn’t, and make sure you pay attention to your recent customer feedback. If any counterfeit products were sold over the holidays in your brand’s name, it’s important to touch base with any customers you can who were affected. 

Nearly 40% of customers in our survey said they would not buy from a brand again after receiving a counterfeit product. Show your customers you care about them and are willing to make things right by reaching out to those affected by counterfeit products. This can go a long way in repairing customer relationships and showing other customers your brand is committed to protecting and helping them. 

What’s next

Having a clear plan for your 2021 Ecommerce holiday calendar is essential this season. Red Points’ holiday market research can help you ensure your brand is prepared for the biggest trends in holiday shopping this year. 

Since the competition will be steeper than ever this year, you’ll have to ensure your brand is well-protected. If a scammer uses and damages your brand name over the holidays, it can have lasting negative consequences for your brand. Safeguard your brand reputation and sales with a brand protection software, so your brand can thrive long after the 2021 holiday season.


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