Adbot Tactical Commerce Calendar 2021

We’ve highlighted some of the most important marketing opportunities throughout the year, so you can stress less. This means you can have the freedom to focus on what’s really important to you.

2021
e-commerce opportunity for valentine's day
14 February

Valentine’s Day

Like it or not, Valentine’s Day is here to stay. It’s the perfect opportunity to start off your year’s marketing efforts – especially if your business is in a relevant category. 


Customer Behaviour:

Google data over the last six years shows that searches for Valentine’s Day start the day after Christmas and then steadily grow over January. They spike from 11 to 13 February, indicating all the people who perhaps left it all to the last minute. At the same time, for the last four years running, searches for ‘same-day delivery’ grow massively in the week leading up to Valentine’s Day. And some good news for us all – shopping queries for Valentine’s Day have grown 19% since 2018.


Audiences:

For Valentine’s Day, it’s all about reaching new audiences and customers. If you offer gift options or experiences, now is the perfect time.


Tips:

If you start your communication for Valentine’s Day in mid-January, you can get a leg up on your competition. You could even consider upping your budget for Google Search at this time, so you are seen by more people. We suggest that during this time you focus on telling your brand story, so you can show consumers what makes you unique and different from your competitors. Then, when the inevitable rush occurs in the week leading up to Valentine’s Day, changing your focus to same-day delivery and value will be key.


e-commerce opportunity for easter
4 April

Easter

Easter is something celebrated across the Western world, but what is particularly interesting is how people are starting to search for more than just chocolate easter eggs online.


Customer Behaviour:

As you might expect in South Africa, searches for pickled fish recipes have increased by 194% over the Easter period. Similarly, searches related to Easter actually start increasing from as early as February and continue rising until April. People are searching for things like recipes, family entertainment and (thanks to lockdown) ideas for how to do Easter egg hunts at home or indoors.


Audiences:

Extrapolating from this, we can see that some of your most receptive customers over Easter will be people who enjoy celebrations with family, home décor fundis, people who are into cooking and foodies who’d rather have gourmet brought to them than make it themselves.


Tips:

Of course, you can’t pivot your entire business to make pickled fish just for Easter, despite the search interest we’ve seen. However, what this is showing is people are looking for activities and recipes to do themselves, at home. Consider how you could wrap your product into an activity for the family during this time or how you could sell a family time experience to people, not just your product.


e-commerce opportunity for Ramadan
12 April – 12 May

Ramadan

Ramadan is a special time where family and friends get together and exchange gifts during the holy month, culminating in a big celebration at Eid.


Customer Behaviour:

Because Ramadan is based off the lunar calendar, it changes from year to year. Search traffic in South Africa around Ramadan centres quite strongly on finding out just when it takes place. Searches tend to peak in the first week of Ramadan and taper off as we get closer to Eid. This shows us that people are looking for information and to learn more about the holiday itself.


Audiences:

People who are interested in jewellery, sweet treats and home décor are great audiences to speak to during this time. People are always looking for special gifts to give to those close to them. As they search for gifts, being their when they’re looking for something is a great way to create an emotional connection with a customer.


Tips:

Ensuring your campaigns are running prior to the first week of Ramadan is key. As we can see there is a massive spike in interest during this time and you wouldn’t want to be caught flat-footed. As Ramadan continues and move towards Eid, think of how you can focus more on messaging about celebration and gift giving, to really make a difference for your customers.


e-commerce opportunity for mother's day
9 May

Mother’s Day

Finding something really special for Mother’s Day is just what online shopping is made for. Across the globe, people are searching for things like ‘unique Mother’s Day gifts’ during this time. It’s clear the pressure is mounting to get your mom something really incredible!


Customer Behaviour:

Even though we were in lockdown last year for Mother’s Day, searches related to Mother’s Day increased by 20% from 2019. That’s telling us that even though the world is in a difficult space, people still did their best to find unique gifts for mom.


Audiences:

In the lead up to Mother’s Day, broadening your category keywords for Google Search is a great idea. Think about keywords like Mother’s Day shopping, flowers and greeting card. Adding remarketing is a great choice here, as you can display your message multiple times to interested customers.


Tips:

Online shopping has made it easier than ever before to find something really special for your mom. Platforms like Kamers or Superbalist are a great example of where people go to find unique gifts. We suggest driving traffic, not only to your website but also, to your product pages on these platforms a month before Mother’s Day. When customers find your product available through another site it reinforces trust.


e-commerce opportunity for father's day
20 June

Father’s Day

Isn’t it time Dads deserved more than just socks for Father’s Day? We know they can be notoriously difficult to buy gifts for, but there must be something more interesting, surely!


Customer Behaviour:

During the national lockdown in 2020, searches related to Father’s Day increased by 85% year on year. And on top of that, searches for gift ideas for Father’s Day almost double from last year. That’s a significant uptick.


Audiences:

What is key here is ensuring that your marketing efforts are linked to what your customers are searching for. Advertising in a more personalised way can help people find that special thing for their father that they’re looking for.


Tips:

If you think about, the notorious difficulty of buying gifts for Father’s Day actually provides you with a real opportunity. If you can offer some useful solutions and show people what you offer to meet their needs, that’s a great way to sell your product with a real emotional connection. By using Facebook ads combined with Google Search ads you will be able to share your ideas visually and cash in on the customers who then want to buy.


e-commerce opportunity for winter sale
July

Winter Sales Boost

Winter can be a tough time for businesses, as consumers batten down the hatches and spend more time inside. However, this doesn’t mean you should go into hibernation too.


Customer Behaviour:

Search interest for winter sales in South Africa peaks between the beginning of May and the end of June each year. This means to take advantage of this you would need to be ready to go prior to May.


Audiences:

Audiences during this time are as broad as you can imagine. As the commonality here is interest in sales themselves, the sky is the limit. Regardless of your category, you can take advantage of this trend.


Tips:

Search behaviour actually happens a month or so before the middle of winter. If you’re looking to move stock during this period, it pays to be advertising prior to this so you can take full advantage of this search interest. The great news is that this search interest is incredibly broad – whatever you might want to sell will be relevant.


e-commerce opportunity for black friday
26 November

Black Friday

While it began in the USA, Black Friday is fast becoming a global phenomenon. In the UK, for example, Google data shows that many searches relating to Black Friday deals were up by over 100% when compared to the same search interest in 2018. 


Customer Behaviour:

Historically, searches for Black Friday deals start at the beginning of November. However, what is interesting to note is that in 2020, searches related to Black Friday shopping actually declined. This is showing us the direct results of the tough year we all went through last year.


Audiences:

For Black Friday, audiences are much what you might expect. Tech enthusiasts and bargain hunters are especially active during this time. What you might consider is using retargeting to make sure you interact with customers who previously visited your site.


Tips:

2021 will continue to be an economic challenge and Black Friday might not be as big as it was in 2018 and 2019. A smart move here might be to focus instead on your existing customers and offer them exclusive deals as a reward for their loyalty. This is a great way to build trust.


e-commerce opportunity for Holidays
December

Holidays

We all know the mad rush that leads up to Christmas, followed by sales as stores try and move their old stock to make way for the new year. This has been a trend for years now, but one thing that will change over time is going to be the shift to more online channels for browsing and shopping.


Customer Behaviour:

In South Africa, searches for Christmas and holiday-related shopping begins peaking at the beginning of November as those more organised people start their search for gifts. This then culminates in a massive spike from mid-December through to boxing day as everyone else realises they need to do Christmas shopping. As we can expect too, this rush also plays out in searches for next day delivery and other faster shipping methods.


Audiences:

The audience for the holidays and Christmas rush is as broad as you’d expect. People with any interest you can think of are searching at this time. What is key is making your product or service as appealing as possible.


Tips:

If you want to wade into the holiday rush, think about how you can ensure delivery or offer faster options, so that people get their gifts on time. Start advertising early on Google to capture the initial spike in search interest and then, if you’re able to, make people aware of your faster shipping options as Christmas approaches.