16 eCommerce sale campaigns for effective seasonal marketing

Holiday and seasonal marketing campaigns are an essential aspect of running an eCommerce business.

Such campaigns can drive significant sales and revenue. In fact, consumer-facing businesses often earn 50% of their annual revenue in Q4, according to Small Business Trends.

However, knowing which campaigns to focus on and how to execute them can be challenging.

Today, we’ll explore why holiday and seasonal marketing campaigns are so important for eCommerce businesses.

We will then provide an in-depth overview of 16 eCommerce sale campaigns that businesses should put on their calendars right now.

From President’s Day to Black Friday to Christmas, these campaigns can help businesses increase revenue and reach their target audience effectively.

Why holiday and seasonal marketing campaigns are so important

Holiday and seasonal marketing campaigns allow eCommerce businesses to take advantage of the increased spending that occurs during different times of the year.

Increased spending

Consumers tend to have more disposable income during these periods and be more willing to spend. Which, in turn, makes them more likely to make purchases for themselves and as gifts.

This increased spending is a great opportunity for businesses to drive sales and increase revenue.

Product trends

Seasonal events and holidays often bring new product trends, such as winter clothing during the holiday season, or outdoor gear during the summer.

By aligning promotions and products with these trends, eCommerce businesses can increase their visibility and sales.

This is an effective way to appeal to customers who are specifically looking for products that align with a particular time of year.

Sense of urgency

Limited-time offers and deals can incentivize consumers to make a purchase before the offer expires.

This sense of urgency can also lead to increased social sharing and word-of-mouth marketing as consumers may want to take advantage of a deal before it’s too late.

Brand loyalty

Consistently offering special deals and promotions during specific holidays and seasonal events can help eCommerce businesses build brand loyalty, too.

By creating a sense of exclusivity and making customers feel valued, businesses can attract and retain loyal customers. This can help increase sales and revenue for the business in the long-term.

Now that we’ve discussed the importance of holiday and seasonal marketing campaigns, let’s take a look at some of the most popular campaigns that you should be taking advantage of.

For any of your holiday campaigns, you might consider using the Astra WooCommerce templates in conjunction with a Starter Template to create a seasonally-appropriate website design.

Each template has been optimized for speed and security and helps to take the guesswork out of holiday-specific design.

1. President’s Day sale campaigns

President’s Day is celebrated in February, and it’s a great opportunity for eCommerce businesses to promote winter sales and discounts.

This holiday is the perfect time to focus on winter-to-spring transitional clothing, travel deals, and outdoor gear as well as items related to the office and home.

One way to take advantage of this holiday is by offering discounts that relate directly to the season.

Since this holiday occurs in February, offering discounts on winter clothing, such as coats, scarves, and boots that will soon be replaced with spring items is a good way to clear out stock.

You can also promote travel deals for winter-time destinations, such as ski resorts and cabins — or tropical vacations for those looking to get away from the winter.

For businesses that sell outdoor gear, President’s Day can be an excellent time to promote and discount products related to winter sports like skiing and snowboarding.

Another strategy for President’s Day can be to offer bundle deals for winter essentials. A bundle deal could include a coat, a scarf, and a pair of boots at a discounted price, making it a great value for customers.

If you don’t deal with any of these sorts of items, you can still make great use of the holiday and people’s willingness to shop by offering a site-wide discount, BOGO offers, or even free shipping.

2. Valentine’s Day sale campaigns

Take advantage of Valentine’s Day – a day devoted to romance and adoration!

This February 14, many eCommerce businesses will be cashing in on the holiday by offering exclusive deals for couples. Jumpstart your profits with unique romantic gifts or discounts that show customers you care about their love story.

For businesses that sell jewelry, Valentine’s Day can be a great time to promote engagement rings and other romantic gifts.

Companies that sell treats and goodies obviously do well during this time of year as well. And a bright, bold sales campaign is the key to attracting attention and promoting sales. Take the design choices made by Woops as an example:

The French macaron company is using pink, red, and lavender to solidify the connection to the holiday. And the heart designs really sell the point. The promotion is prominent at the top of the site’s homepage in a featured slider.

Businesses that offer romantic getaways, such as bed and breakfasts or vacation rentals, can also take advantage of this holiday by promoting special deals or packages for couples.

Home decor businesses can get in on the sales, too. Valentine’s Day can be a great time to promote products that create a romantic ambiance, such as candles or rose petals.

Another strategy for Valentine’s Day could be to offer a couples’ discount for certain products.

For example, you could offer a 10% discount when purchasing two or more items from your Valentine’s Day collection. This can be a great incentive for customers to purchase gifts for their significant other as well as for themselves.

Using a Starter Template like Gift Shop is a great choice as well, since its vibrant design lends itself well to Valentine’s Day-themed promotions and sale campaigns.

Promoting gift ideas for non-romantic relationships, such as friends, family members, and even pets, can be a good move, too.

Spread the love and the sales!

3. Easter sale campaigns

Easter, which usually falls somewhere between late March and early April, is a religious holiday but is also heavily focused on spring and new beginnings.

This makes it a great opportunity for eCommerce businesses to promote spring decor and gifts.

One strategy is to focus on the holiday and its traditions.

If you sell food items or crafting materials, you could provide discounts or sales related to Easter baskets and things that could go in them. Candy and snack companies do well by offering pre-made baskets.

For example, you can offer a variety of Easter baskets at different price points, filled with items such as chocolates, toys, or home decor items.

Even those who don’t sell goods that you’d traditionally see in an Easter basket can still have some fun with this and offer “Easter Basket deals” that provide a bundled discount for groups of items.

You can also promote spring-themed home decor items, such as vases of flowers or colorful throw pillows. Anything related to spring cleaning or getting a fresh start and do well too!

Even spring clothing does well during this time. Take this sale ad Old Navy used as an example:

It’s understated and isn’t decorated with Easter eggs or bunnies, but it does feature pastel purple and yellow – traditional holiday colors – to make the seasonal connection.

Another strategy for Easter can be to offer discounts on outdoor gear and clothing as people are planning to spend more time outdoors during the spring and summer season.

Businesses that sell items for outdoor activities, such as hiking, camping, or biking, can take advantage of this holiday by promoting their products and offering discounts.

4. Tax Day sale campaigns

Every April 15th is Tax Day in the United States — unless it falls on a weekend, then it’s usually the following Monday.

The day serves as a great opportunity for eCommerce businesses to promote products and services related to tax preparation.

Promoting software and online tax preparation services are an obvious choice and companies that offer such services are at their busiest this time of year.

Same goes for businesses that offer tax consulting services. Service promotion and discounts work well in the months leading up to Tax Day.

But any eCommerce business remotely related to tax processing can find opportunities to promote sales and discounts too.

We’re talking about companies that sell office supplies, such as folders or organizational items here and they can also take advantage of Tax Day by promoting their products as customers may be looking for items to organize their paperwork for their taxes.

Offering bundled deals for tax preparation services, such as a package that includes software, consulting services, and office supplies for a discounted price, can work well too.

The above is slightly obvious. However, promotions around Tax Day are more often than not focused on what people should be spending their refunds on.

This is where it can be fun, creative, and also strategic for you to get creative with what special offers they are able to put out.

Offer discounts on items that customers wouldn’t normally purchase for themselves, such as special edition art pieces or unique boutique clothing items. This can be a great way to move inventory and reward customers for doing their taxes.

You can also promote items related to travel, leisure activities, and experience-based purchases. Think about what people want to do with their refunds and create promotions around those items.

The key to successful Tax Day sale campaigns is to ensure that the promotion or discount being offered is relevant and exciting for customers.

5. Mother’s Day sale campaigns

Mother’s Day happens in May each year and is dedicated to honoring and celebrating mothers and mother figures.

This makes it a great opportunity for you to promote gift ideas and discounts for the special women in your life.

If you sell jewelry, Mother’s Day can be an ideal time to promote gifts like necklaces, bracelets, and earrings.

Home decor businesses can also take advantage of this holiday by promoting things suitable for decorating the home like picture frames, vases, or candles.

Spa packages and beauty products can also be a great gift option for Mother’s Day and businesses that sell these products can promote them as a great Mother’s day gift.

Another strategy for Mother’s Day can be to offer discounts on bundled gift packages. For example, you could offer a bundle deal that includes a necklace, a scented candle, and a spa gift card at a discounted price.

Or bundle together a selection of beauty products that includes a body lotion, lip gloss and eye mask.

Allswell has the right idea here, promoting their beds and mattresses while indicating most moms just want to stay in bed on Mothers’ Day – with survey results to back it up!

The key to success with Mother’s Day sale campaigns is to ensure that the promotions and discounts being offered are relevant and attractive for customers.

You can accomplish this by crafting eye-catching emails, creating enticing visuals for ads, and offering discounts that are compelling and so amazing that you can’t ignore.

6. Father’s Day sale campaigns

Father’s Day takes place in June, and as you might’ve guessed, is a day dedicated to celebrating fathers and father figures.

You can take advantage of this time of year to promote special offers and discounts related to Father’s Day.

Businesses that sell outdoor gear and clothing can take advantage of this holiday by promoting items that are suitable for outdoor activities such as camping, fishing, and hiking.

If you sell electronic items like tools, gadgets, or home entertainment equipment you can find success by promoting their products as great Father’s Day gift ideas at this time.

You can also promote items that Dad may not purchase for himself, such as luxury watches or leather wallets.

These items can be seen as a special treat, and when paired with a discount, can be quite attractive.

Offering bundle deals or sets is also an effective strategy for Father’s Day.

For example, you could bundle together a selection of products such as a grill set, BBQ tools, and a cooler at a discounted price. Or, bundle items like a watch, cufflinks and sunglasses at a discount as well.

7. Independence Day sale campaigns

The Fourth of July, or Independence Day, is a patriotic holiday that commemorates the United States’ declaration of independence from British rule.

This makes it a great opportunity for eCommerce businesses to promote patriotic decor and products.

This holiday season, businesses that sell clothing have the opportunity to bring their patriotic spirit alive with eye-catching t-shirts and hats featuring spirited prints.

Not only can you promote accessories such as sunglasses too, but businesses selling outdoor gear or home decor can join in on the fun by advertising flags, banners – even furniture and lighting decorated with red, white and blue.

Discounts are also an effective strategy for Independence Day campaigns. Wayfair definitely takes this strategy to heart:

For example, you can offer discounts on red, white and blue items such as t-shirts, hats, and accessories. Or offer discounts on items that are used to celebrate Independence Day such as grills, party decorations, and lawn games.

To make your Independence Day sale campaigns truly successful, you should focus on creating attractive visuals that incorporate patriotic colors and symbols.

This can help to capture the attention of customers and make them more likely to purchase your promoted items.

8. Prime Day

Prime Day is a mid-year sale event exclusive to Amazon, typically taking place in July. It’s an opportunity for Amazon sellers to drive sales and increase revenue.

Sellers on Amazon can take advantage of Prime Day by offering exclusive deals and promotions on products. This can include discounts on popular items, bundle deals, or limited-time offers.

Electronic items, home appliances, and fashion items tend to be popular during Prime Day. By focusing on these categories and promoting them effectively, you can increase their visibility and drive sales during this event.

During Prime Day, you should take advantage of this opportunity to drive sales by offering limited-time deals on newly released items or products that are not often purchased.

This can be a great way to increase profits and attract new customers who may have missed out on the regular discounts offered throughout the year.

9. Labor Day sale campaigns

Labor Day occurs in September every year and honors the contributions and achievements of American workers. This is the perfect time for end-of-summer discounts and sales.

To capitalize on the holiday season, business owners dealing in outdoor gear and clothing should promote end-of-summer sales of items such as camping equipment, beach umbrellas, and summer apparel.

Buyers will be delighted to take advantage of these discounted prices.

If you specialize in electronics or home appliances, you can leverage the end-of-summer season to advertise promotions on products like air conditioners, fans, and outdoor speakers — items you may wish to sell before the fall/winter season is in full swing.

Bundle deals or sets can be an effective strategy for Labor Day sale campaigns. You can offer discounts on bundles that include items such as a tent, camping chairs and coolers.

Incorporating visuals into Labor Day promotions is a good idea, too.

Overstock does a good job of this while promoting multiple Labor Day deals including discounts, clearance sales, and more:

Promoting items with visuals featuring patriotic colors or symbols will help to capture the attention of customers who are looking for Labor Day discounts and gifts.

10. Back-to-school sale campaigns

The back-to-school season, which typically runs from August to September, is a time when students and parents are preparing for the new school year.

This makes it a great opportunity for you to promote school supplies and student discounts.

This season is the perfect opportunity for businesses selling laptops, textbooks, school supplies and clothing accessories to provide back-to-school specials.

Not only do offers on essential items like notebooks or calculators come in handy — but so too do discounts on trendy items such as uniforms, fashionable shoes or eye-catching backpacks.

Take a look at what Pottery Barn Kids does for this time of year:

Designer backpacks are featured here on sale and ready for use by kids in the new school year.

Discounts and bundle deals are a great way to capture the attention of customers during the back-to-school season.

For example, businesses can offer discounts on a bundle of textbooks, or discounts on laptops with select accessories.

To ensure that your back-to-school sale campaigns are successful, you should focus on creating visuals that resonate with parents and students.

Promotional images featuring back-to-school items or students can be an effective way to capture the attention of potential customers.

But even if you don’t deal in school supplies directly, there are still ways to capture the back-to-school season.

Businesses that don’t sell directly related items can use this opportunity to promote products that can make life easier for students — like planners, charging cables, or headphones.

11. Halloween sale campaigns

Halloween is a popular holiday celebrated on October 31 and it can be a great opportunity for eCommerce businesses to promote their products.

You can leverage Halloween sale campaigns to draw in customers who are excitedly searching for frightening decorations, costumes, and other treats.

Businesses that sell Halloween-themed products, costumes, and decorations can take full advantage of this holiday by promoting their products and offering deals.

Additionally, if you sell home decor items, such as candles, lighting, and furniture, you can also promote items that can add a spooky ambience to a home.

Discounts on specific colorways like orange, black, purple, or green, can be eye-catching for customers.

To maximize the effectiveness of Halloween sale campaigns, you should focus on creating full-out marketing materials.

Visuals featuring Halloween decorations, characters, or landscapes can be a great way to engage potential customers.

Promotions that include Halloween-themed activities such as scavenger hunts or costume contests can also help to capture attention.

You can even use the Halloween Party Starter Template to create a custom event page or site for special Halloween-themed events.

By leveraging these campaigns, you will be able to take advantage of the high demand for Halloween-related items and increase sales.

12. Thanksgiving sale campaigns

Thanksgiving falls on the last Thursday of November and is a holiday focused on family, friends, and thankfulness.

This holiday season is a prime opportunity for you to offer deep discounts on Thanksgiving dinner necessities, as well as kicking off early Black Friday deals.

It’s a time for big spending as evidenced just last year. In 2022, Thanksgiving weekend saw 10.9% higher sales numbers than what 2021 offered, according to Mastercard.

For businesses that offer products or services for Thanksgiving gatherings, such as cooking supplies and food delivery services, there is a tremendous opportunity to capitalize on the season.

By highlighting deals on ingredients, dinnerware sets, and gifts, you can capture the attention of customers who are looking for a bargain.

If you sell cooking equipment and kitchen appliances, you can take advantage of this holiday, too, as can those that sell home decor items, like tableware, furniture and lighting.

This Thanksgiving, you can also give your customers an incentive to shop with you by providing a bundle deal.

Offering a discounted price on essential items like turkey roaster, cooking utensils, spices and ingredients is sure to lure in shoppers looking for the best value.

Of course, you can apply this strategy to any business, not just those that directly tie into the holiday.

Those that sell clothing, electronics, and other products can offer promotional discounts to their customers as well.

And never underestimate the value of a sitewide discount. Hershey’s did this to great effect in 2022:

And with some on-theme sloganing (“Gobble Up These Sweet Savings!”) It’s clear they knew just how to speak to their target audience.

The key is to create attractive visuals and communicate a clear message about the discounts and deals that are being offered.

Emphasizing the “limited time” aspect of the sale can help to increase urgency and drive more sales, too.

13. Black Friday and Cyber Monday sale campaigns

Black Friday and Cyber Monday occur the day after Thanksgiving and the following Monday and are the biggest shopping days of the year.

The entire extended weekend is, actually.

This makes it the perfect opportunity for you to leverage sales campaigns that tap into the enthusiasm of customers looking for great deals.

To put it into perspective, Adweek reported that almost half of all shoppers surveyed began their holiday shopping before Black Friday and typically instead of visiting in-store to take advantage of doorbusters.

This trend continued to the end of the year, particularly online, leading to a 47% growth in online sales.

With this in mind, you should roll out special deals prior to Black Friday and Cyber Monday to attract shoppers.

We recommend featuring discounts that are unique from previous sales throughout the year, such as a tiered discount system or a buy-one-get-one offer.

By creating an attractive sales campaign, you can effectively stand out from the competition and capture the attention of customers looking for deals.

Using a mix of marketing materials is generally best.

Ads and promotional emails can be used to tantalize customers with the new deals, while social media channels can be used to engage with potential customers.

Electronics, home appliances, and fashion items tend to be popular during these shopping days.

But generally speaking, anything that could be considered a gift is a great candidate for discounts during this time.

You can (and should) promote these items in such a way so that shoppers will want to get their holiday shopping done early.

Using the Black Friday Sale Starter Template can help you to save time in the customization process as well.

We also covered an article on Website design tips for Black Friday. The goal of the article is to help businesses make the most of this important shopping holiday by providing practical and actionable website design tips.

14. Christmas sale campaigns

Christmas is one of the most popular times for businesses to roll out sales campaigns.

By offering discounts and deals on their products or services, online shops, physical stores, and other businesses can attract holiday shoppers looking to get the best value on their purchases.

Since the holiday is focused on gift-giving, family, and friends, this makes it a great opportunity for you to promote gift ideas and holiday discounts.

If you sell typically gifted items, like jewelry, clothing, or home decor, you can benefit greatly from offering holiday discounts.

Because customers may not have enough time to search for the perfect present, they will be more inclined to purchase gifts with attractive discounts and deals.

Stores that sell food items, such as chocolate, or ingredients can also promote products as Christmas gifts or as something essential to share with family at a holiday gathering.

By creating promotions that focus on the quality of the ingredients and high value for the price, you can appeal to shoppers looking for a great deal.

Also, since everyone else will be hosting sales at this time, it’s best to develop marketing campaigns that are unique from the competition.

For instance, if your company is in the fashion industry, one way to differentiate yourself is by focusing on the people who will be wearing your garments and creating visuals that portray a lifestyle.

You can do this through influencer partnerships or by creating beautiful images that customers will want to share with their friends and family.

You could even create a holiday-themed website dedicated to your special sales with the Christmas Party Starter Template.

15. New Year’s sale campaigns

New Year’s is a holiday focused on resolutions and self-improvement, promotions for which sales usually run right after Christmas all the way through the first week of January.

For this time, you could create campaigns that focus on encouraging customers to make positive changes in the upcoming year.

This can be done through discounts on items they may need to achieve their goals such as workout clothes, books or courses that teach a new skill, or even subscription services.

Creating visuals that focus on the new year can also be beneficial.

For example, you can create images of customers setting goals and achieving them with the help of their products.

This can be a great way to tap into the motivation that many feel right after the holidays and help customers take action and make their resolutions a reality.

For businesses that provide services, such as coaching or personal training, offering free consultations for customers interested in setting up a plan can be an effective way to start the new year.

This can help you attract potential customers and show them how your services can help them achieve their goals.

Or, perhaps you could simply emphasize how your product will make the customers’ new year better. Fresh start, and all that? Avocado Mattress does this well with an understated homepage design:

The top of the homepages features a looped background video that shows a variety of people enjoying the comfort of a new mattress. Overlaid is simple “New Year Sale,” text. Sometimes, you don’t need much more than that.

Finally, it might also be helpful to send out a New Year’s newsletter or email that highlights changes the customer can make in the upcoming year with your help.

This can be a great way to end the holiday season on a positive note and set customers up for success in the new year.

16. Friends and family sale events

Friends and family sale events are private sale events, which are typically invite-only, for a retailer’s loyalty program members.

These events are a great way to reward loyalty and create a sense of exclusivity.

They don’t take place at a specific time of year but can be a great way to clear out inventory and drum up extra business during slower times.

A recent study conducted by the Medallia Institute reveals that two out of every three Millennials from ages 21 to 32 take advantage of referral codes or discounts shared with them on social media platforms.

This makes a lot of sense and points to why friends and family sale events can be effective.

These types of private sales are a great way to ensure customers feel very special, while still taking advantage of discounts.

You could also consider offering an extra incentive like a gift card or free product to those that refer others during the event, as this will encourage customers to spread the word and make more sales.

To maximize success, you can also send out email invite campaigns ahead of time to make customers aware of the event.

Use social media channels to share exclusive discounts during or after the sale too.

Don’t let these key eCommerce sales pass you by

Holiday and seasonal marketing campaigns are an essential aspect of eCommerce business, as they can drive significant sales and revenue.

By understanding and taking advantage of these holidays and seasonal events, you can increase your visibility and revenue.

Don’t be afraid to experiment with different campaigns and promotions to find what works best for your specific audience.

With a good understanding and effective marketing strategies, you can make sure you skip out on engaging with holiday and season marketing.

Your profit margin will thank you for it!

Of course, if you need some design inspiration or assistance, our Starter Templates paired with the Astra theme are an excellent resource for getting your seasonal marketing campaigns off the ground.