Fall: the start of sale season and how to prepare for it

Vivien Christel Vella
Vivien Christel Vella
Vivien is an international marketing expert who advises customers on the best way to reach new markets.
2 min read
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Peak Season is coming and your sales calendar is here! Typically, e-commerce brands can expect a significant portion of their annual sales between November and December. Read on for the key dates you should be aware of as you prepare your e-commerce sales strategy. 

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October 10th & 11th: Amazon Prime Big Deal Days

Kicking off the holiday sales is Amazon’s two-day discount event for Prime members. Last year, Prime shoppers purchased more than 100 million items during the sale1 – which, though significantly less than the marketplace’s flagship summer Prime Day – is still not to be ignored. Spanning 19 countries, the event typically attracts shoppers looking for smaller purchases versus big ticket items2.

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November 11th: Singles’ Day

Singles’ Day first emerged in China in the 1990s as a day to celebrate those not in relationship. Every year it falls on November 11th – or 11/11 (all the singles!) when written numerically.

It has become one of the biggest shopping days in the world – eclipsing even Black Friday. Millions of consumers head online looking for bargains, and with Chinese buyers’ fondness for foreign brands, there are many lucrative opportunities for savvy businesses across the world.  

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November 24th: Black Friday

This event originated in the US, where the Friday after Thanksgiving traditionally marked the start of the Christmas shopping season. Today it has become a global phenomenon, with retailers offering huge deals and discounts to lure bargain hunters in.

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November 27th: Cyber Monday

Back when home internet was slow, many Americans, “fresh off a Thanksgiving weekend of window shopping”3, would use the Monday back at work to jump online and shop. Today, internet speed is not a problem, but the day remains a key holiday shopping event, with many businesses using the opportunity to shift leftover Black Friday stock at further discounts. 

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November 25th, US & December 2nd, UK: Small Business Saturday

Small Business Saturday has been growing in popularity in the US and UK. The campaign encourages customers to patronize small businesses in their communities – giving them a chance of competing with the ‘Big Players’ for a weekend. For online SMEs, it’s the perfect opportunity to showcase their local roots and drive sales where authenticity, sustainability and community spirit still matter.

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December 23rd: Super/Panic Saturday

This is the final Saturday before Christmas Eve when all the last-minute shoppers suddenly realize they can’t put off thinking about the big day any longer. Some savvy shoppers also hold back until Super Saturday to do their holiday shopping with the expectation of deals, so a well-timed email from your brand with a special discount code will nudge them towards your store. But remember, only online retailers offering Next-Day Delivery will be able to cash in here!

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December 26th: Boxing Day

With the big day over, and gift shopping done, consumers now start thinking about bargains for themselves. Many e-commerce businesses offer discounts on this day to lure them in. It’s a great opportunity for your business to shift any excess Christmas inventory – just be sure your online store is optimized for mobile, ready for shoppers having a lazy scroll on the sofa during the post-Christmas slump!

For more Peak Season sales tips, check out our dedicated guides. Happy holidays!

Worried about the holiday rush? With a DHL Express Business Account, you'll receive dedicated support to fulfill your shipping commitments over the busy period.