Estimated reading time: 8 Min
Temporary periods are an excellent opportunity for ecommerce to increase their sales levels at certain dates or events of the year. Next, we will talk about the most important ones in Mexico for the rest of the year and the buying intentions that Mexicans had during 2021; behaviors and relevant information to focus our sales strategies in 2022.
Season 1: Children's Day — April 30
During 2021, sales for the celebration of Children's Day in Mexico reached 12 billion pesos, according to the Confederation of National Chambers of Commerce, Services and Tourism, a figure that is expected to increase in 2022.
According to the study: “Temporalities Report 2021, Purchase Intention”, published by the AMVO, among the categories in which the highest sales levels were projected for this day, we found:
As we can see, the toy category is at the top of purchasing intentions (52%), followed by clothing, consoles and video games, products that are undoubtedly part of the preferences of children.
According to reports from Mercado Libre, during the previous year, the average ticket of its buyers for this celebration was $622, where the video game category had the highest purchase value (approximately $776); this category, although not the most sold, has one of the highest sales tickets.
On the other hand, among the products with the lowest intention to buy, according to the study, we find greeting cards, stuffed animals and bicycles, these are the gifts least considered by Mexicans for this date.
Other data of interest
* Regarding the preference for a purchase channel, 84% of buyers expressed their intention to purchase the product through the digital channel, which is seen as a great opportunity for e-commerce, especially in the toys category.
* Among the most valued attributes when making their purchases for Children's Day, Mexicans prioritize 3 aspects: the quality of the materials of the products (55%), especially those that are not toxic; a good description of the product (41%) and the guarantee in case of damage or defect (36%).
Oddly enough, the price is at the bottom of the list with 1%; which shows us that, when choosing a gift for the little ones in the house, security, information and product warranty are the most important thing for Mexicans.
Season 2: Mother's Day — May 10
For this celebration, during 2021, the categories of fashion and footwear (63%), floral arrangements (56%), fragrances (37%), jewelry (31%), candies and chocolates (24%) were among the main categories, within the purchasing intentions of Mexicans.
Regarding the budget to be invested, 61% of the respondents intended to spend the same amount as the previous year, compared to 17% who planned to spend more money on their purchase. As for the average ticket, the estimate was $716 pesos, slightly higher than the one projected for Children's Day.
Other data of interest
Regarding the preference for a purchase channel, 79% of respondents would opt for the digital channel. When asked about the main barriers that would make them give up their purchase, 30% expressed the high cost of the products, while 2% referred to the distrust that the online channel produces in them.
Unlike shopping attributes for Children's Day, for Mother's Day the issue of price plays a more important role.
Season 3: Hot Sale - May 23 to 31
It's one of the most important events of the year for ecommerce. Its online sales during 2021 reached $18,557 million pesos, registering 567 million visits to online stores and 15.6 million units sold.
Other relevant data:
- 56% of companies used omnichannel strategies.
- 11.9 million was the number of purchase orders registered.
- 37% of purchase orders had more than 2 products.
- $1,590 was the average ticket.
- 11.6 million Mexicans shopped during the event.
- 35% of participating companies offered the benefit of free shipping.
- Among the delivery methods offered, 86% of buyers opted for home delivery, followed by in-store pickup (11%), and pickup at courier offices (5%) and smart lockers (2%) were also on the list.
- 8 out of 10 shoppers feel safe buying online during Hot Sale.
To capitalize on these windows of high demand, ensure that your operation has stock visibility, clear delivery promises, and carrier management in one place. If you haven't yet centralized your logistics, check out how a Shipping platform in Mexico can help you automate quotes, labels and tracking, and thus arrive on time for each season.
Also read: The 2022 Hot Sale is coming. What motivates people to buy from you?
Hot Sale Sales 2021
As we will see in the following graph, Hot Sale sales have been increasing year after year in Mexico, making this an increasingly relevant event for e-commerce in the country.
The sales record in 2020 reached $20,155 million, a figure higher than the 2021 version ($18,557), however, the 2020 event lasted 11 days compared to 9 days in 2021, which affected the level of sales. Even so, the sales value per day was higher in the previous year, reaching $2,061 million per day, compared to $1,832 million per day in 2020. This shows positive growth, year after year, in the purchasing level of Mexicans.
Best-selling categories
Among the best-selling categories in the 2021 Hot Sale, we find fashion and appliances as the winners of the campaign, followed by beauty and personal care. Sports and cell phones have a lower sales range.
The 2021 Hot Sale met or exceeded the expectations of offers and promotions of 9 out of 10 buyers, where the range of discounts between 5% and 20% was the most purchased compared to previous editions of the campaign.
Temporality 4: Father's Day — June 19
Among the purchase intentions for Father's Day, 58% of those surveyed by the AMVO stated that they would purchase products in the fashion and footwear category, which is also the most benefited sector for Mother's Day, followed by technological items and accessories.
Others, such as fragrances, foods, tools and alcoholic beverages, are also on Mexicans' shopping list for this celebration.
Regarding the spending budget, 54% of buyers planned to spend the same as the previous year, while 20% planned to increase their investment for purchases of this date.
Regarding the preferred purchasing channel, 86% of respondents were highly likely to buy through the digital channel (7 points more compared to Mother's Day). While, among the main barriers that would make them give up their purchase, 30% expressed the high cost of the products and 2% referred to the distrust that the online channel produces in them, we see in this case, the same behavior recorded for the celebration of Mother's Day.
Season 5: Good End — November 18 to 21
According to AMVO studies, Buen Fin 2021 generated sales of $191.9 billion pesos (with a duration of 7 days and sales per day of $27,414 million pesos), a figure that for 2020 was $238.9 billion pesos (lasting 12 days and sales per day of $19,908 million pesos). This shows that the Buen Fin continues to show a positive trend throughout its editions.
Of the previous percentage, online sales accounted for 16.5% in 2021 ($31.731 million pesos), a figure that for 2020 it was 15.2%, which shows a positive trend in the digital channel in purchasing preferences.
The average ticket for online sales during the event was $914, slightly higher than the overall ticket for the campaign, which was $821.
Other interesting facts about Buen Fin 2021
- 6 out of 10 Mexican Internet users (+18 years old) reported having purchased a product or service during this period.
- The main motivator for buying during the Buen Fin were promotions and discounts, for 48% of buyers. Saving time and transfers is the main reason for buying online.
- 7 out of 10 buyers purchased their items combining the physical channel and the digital channel.
- Among the main incidents that occurred during online purchases, 21% were due to lack of inventory in the store and 20% to problems with the page to complete the purchase.
- 9 out of 10 online shoppers received their products directly at home.
Also read: Buen Fin, a guide to success on these dates
Best-selling categories
Among the best-selling categories in Buen Fin 2021, we found fashion (50%) and electronic (35%) as the winners of the campaign, followed by beauty and personal care (24%) and cell phones (23%). With the lowest sales range for these dates are pantry, furniture and home.
Season 6: Black Friday — November 25
As an important fact, 72% of Black Friday buyers are returning (according to figures from the AMVO), demonstrating high loyalty to the event. Regarding the spending budget, 35% planned to spend more than in the previous event, while 38% planned to maintain the same level of spending.
When asked about the main barriers that would make them stop buying, 36% referred to the lack of promotions and attractive offers, while 23% reported excessive product prices.
Best-selling categories
Among the purchase intentions for Black Friday, 52% of those surveyed by the AMVO stated that they would purchase products in the electronic category, followed by fashion and appliances (49 and 32%). Beauty and personal care (24%), consoles and video games (20%) were found with the lowest sales rank.
Season 7: Cyber Monday — November 28
The 72% of the respondents stated that they would buy a product or service during Cyber Monday, of which 94% would have a high probability of buying through the digital channel (the highest record in this regard, compared to previous campaigns). In terms of recurrence, 65% of event buyers are returning.
Regarding the spending budget, 34% planned to spend more than in the previous event, while 40% planned to maintain the same level of spending. Among the main barriers that would make them give up their purchase, 32% referred to the lack of promotions and attractive offers, while 21% do not trust the promotions of this date.
When evaluating purchase intentions by category, a behavior quite similar to those of Black Friday is observed: electronics and fashion show the best results, followed by cell phones and appliances. While consoles and video games, beauty and personal care are farther away on the list.
We have finished this tour where we talk about the purchase intentions of the main seasons of the year, we hope this information will be useful to focus marketing and sales strategies on your e-commerce. Remember that aspects such as good planning before the event, the advertising of your products; promotions, gifts and discounts; the efficiency of the logistics operation and the good shopping experience of your customers, are essential to obtain the positive results you expect during these dates.
Also read: Ecommerce: 10 Highly Effective Tactics to Increase Your Sales
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Sources of information:
Temporalities Report 2021, purchase intention, published by the AMVO
Endomexalia / Idconline / Napse / Millenium / Mexico as / TYT / Jornada / Mailjet / Marketing4Ecommerce
