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Why is it irrational to launch sales on the marketplace during peak season?
Olga Bogdanova, head of the Marketplaces unit at the marketing agency Completo, answers questions and shares her experience .
The impact of seasonality on sales varies depending on the product category.
As our experience shows, there is seasonality on marketplaces, which is directly related to consumer demand. It is this that vp technical email lists determines the presence of sales and promotions within the platforms.
In addition, seasonality literally correlates with the seasons. For example, January-February and November-December are the periods of increased social media profiles using ecommerce email marketing demand for winter recreation products. Spring is for products for the summer house and garden, as well as summer activities, August is preparation for school, autumn is for the New Year holidays.
In some product categories, the impact caseno data of seasonality is felt more strongly, while in others it is practically unaffected.
Let’s look at some examples.
Categories: Home Goods, Chairs and Household Goods
The images below show the distribution graphs of the influence of annual and holiday seasonality in several product categories on Wildberries. And, as you can see, the dynamics are different.
Category “Chairs”:
Image from the author’s archive
And this is “Household Goods”:
Image from the author’s archive
This graph shows the dependence of revenue on seasonality for the category “Household Goods”:
Image from the author’s archive
Let’s focus on the category “Household Goods”.
At first glance, such goods should in no way be subject to fluctuations in demand.
On the other hand, this category is one of the largest in terms of revenue in the context of Wildberries. This means that any reflection of seasonality in it will correspond to the picture typical for the entire marketplace.
So what do you see on the graph? Sales growth and decline over the course of a year, with the blue curve representing revenue adjusted for seasonality and the red curve representing revenue adjusted for holidays.
As for sales, after the New Year holidays the number of orders traditionally decreases, and January is partly a failure for many sellers (especially against the backdrop of December). In February, orders start to grow again, due to spring sales, there is a slump in the summer, and by October revenue starts to increase again, in November and December the positive dynamics are maintained, but they are not pronounced. And this is despite the fact that November is the month of Black Friday, 11.11 and other sales.
