For e-commerce businesses to succeed, a vital part of the winning formula involves strategic planning of sales and promotional dates. By precisely timing their efforts and focusing on the most opportune times, they get to draw the biggest crowds with the best deals.
While major festivities like Christmas, Black Friday, or Valentine’s Day are internationally known and celebrated with a time-honoured gifting culture that will inadvertently boost sales, the best days for your biggest sales, as well as the type of products that will fly off the virtual shelves, may differ across countries. Therefore, for businesses in New Zealand, knowing when to plan the next big sale and meticulously picking which festivities to focus on would yield better results and truly optimize revenue.
Here are a couple of the most important global and local online sales days New Zealand businesses should take note of; read on to find out more!
1. Black Friday
Understanding what and when Black Friday is crucial for maximizing sales. This globally famous American shopping holiday, observed on the fourth weekend of November, has become a massive draw for consumers worldwide, and New Zealand is no exception. In 2024, shoppers in New Zealand spent a significant NZ$94.6 million over the Black Friday period, representing a $6.5 million (7%) increase from the previous year. This growth was notably driven by an 11% surge in online transactions, highlighting the shift towards digital shopping during this key event.1 DHL Express New Zealand also noted that 27% of our total shipments for the year happened during the months of November and December, with a remarkable 65% increase in outbound shipments and a 40% increase in inbound shipments compared to our normal weekly volumes during the Black Friday week. This makes having an effective sales tactic, a trustworthy logistics partner, and efficient shipping services core concerns for savvy business owners wanting to appeal to this market of increasingly discerning consumers.
2. Christmas Eve
Following the surge of sales activity on Black Friday, the second biggest sales day in New Zealand is Christmas Eve. According to reports, Kiwis spent over NZ$200 million on this day in 20222, making Christmas Eve a major sales event not to be missed for brick-and-mortar stores as well as e-commerce sites.
With the trend continuing over the past few years, including the COVID-19 affected periods, there are no signs of it slowing down in the foreseeable future, and business owners are advised to push out attractive holiday deals to attract gift buyers. Encouraged by the festive promotions as well as the tradition of gifting during Christmas, shoppers are likely to spend more on presents and festive delicacies in preparation for Christmas, so e-commerce businesses or even small business owners selling these items should be well-prepared.
3. Boxing Day
New Zealand’s traditional spending holiday, Boxing Day, is set to be another sales day not to be missed. Due to the rising cost of living and global inflation, consumers have become more prudent when it comes to spending money. Recent reports on Boxing Day sales in 2022 have shown that many in New Zealand are reserving big-budget buys for the end of the year when they have completed the necessary expenditure.3
Therefore, as a final conclusion to the promotions from Black Friday to the Christmas season, business owners engaged in the sale of luxury items, furniture, and larger or more expensive electronics may consider Boxing Day as an ideal sales day to plan their year-end series of promotions.
4. Mother’s Day and Father’s Day
Mother's Day and Father's Day are also popular retail holidays celebrated in New Zealand, with the former being honoured on the second Sunday of May and the latter being celebrated on the first Sunday of September. These are dedicated days when people express appreciation and gratitude to their parents and parental figures for all that they have done. Historically, Mother’s Day sales in New Zealand have tended to perform better due to the comparatively higher volume of luxury sales in beauty services, jewellery, tech gadgets, and dining offers.
Popular gifts on Mother’s and Father’s Day may include more unique and personalised items such as photo albums, special cards, novelty frames, as well as embossed jewellery and leather goods. And as digital natives like Gen Z continue to take on a larger share of the consumer market, it is a smart strategy for e-commerce businesses selling these specialty items to ensure they are well-staffed and prepared for higher incoming traffic during this period.
5. Valentine’s Day
Valentine's Day is a widely celebrated holiday in New Zealand, marked on February 14th annually. It is a day that encourages people to express their love and affection through the giving of gifts, ranging from flowers and chocolates to unique experiences. The rise of online shopping has contributed to an increase in e-commerce sales for Valentine's Day, as many opt for the convenience of buying gifts from the comfort of their homes, making it a key date to boost online business sales.
6. Waitangi Day
Another possible high sales day may include holidays such as Waitangi Day in New Zealand. Observed as a public holiday on February 6th, Waitangi Day marks the signing of the Treaty of Waitangi, which is known as the country’s founding document. While the biggest official celebrations may take place at the Waitangi Treaty Grounds in the Bay of Islands, Northland, there are many other events throughout the country, from traditional Māori cultural performances to speeches from Māori and Pakeha (European) dignitaries.
Thus, businesses owned by the Māori people, as well as restaurants specializing in Māori cuisine, may choose to capitalize on this holiday to share their vibrant culture and history with exclusive online promotions.
Strategic planning for New Zealand’s online sales days
Understanding when to plan the next big sale is just the first step. To truly take advantage of these peak shopping periods and boost your revenue during upcoming sales periods, strategic planning is essential. Here are some actionable tips for New Zealand businesses:
- Plan Your Promotions Early: Don't wait until the last minute. Begin planning your sales campaigns, special offers, and marketing messages weeks or even months in advance. Early preparation allows for better inventory management, secures shipping capacity, and creates anticipation among your customers.
- Optimise Your Website and Mobile Experience: During major sale days, your website will likely experience increased traffic. Ensure your site is fast, responsive, and easy to navigate on both desktop and mobile devices. A smooth user experience is crucial for converting browsers into buyers.
- Leverage Email Marketing: Build excitement and drive traffic by segmenting your email lists and sending targeted promotions. Announce upcoming sales, offer early bird access, or provide exclusive discounts to your subscribers.
- Utilise Social Media Marketing: Engage your audience on platforms where they spend their time. Create compelling content, run contests, and use paid advertising to reach a wider audience interested in your sales during these key periods.
- Offer Exclusive Deals and Discounts: Stand out from the competition by providing truly attractive offers. This could include significant percentage discounts, bundle deals, free gifts with purchase, or free shipping. Highlighting these deals can make your business a go-to during online sale events.
- Ensure Inventory and Logistics Readiness: Accurate forecasting of demand is vital. Ensure you have sufficient stock to meet the expected surge in orders. Just as importantly, confirm your logistics and shipping partners are prepared for increased volumes. This includes understanding their cut-off times for Black Friday or Christmas deliveries.
- Provide Excellent Customer Service: During busy sales periods, customer inquiries will increase. Ensure you have adequate staff or automated systems in place to respond promptly and efficiently. Exceptional service can turn a one-time buyer into a loyal customer.
Capitalise on the festive seasons with DHL Express
At DHL Express, we understand the importance of having a reliable international logistics partner to ensure the timely delivery of your customers' gifts during these special online sales holidays, which is why we offer a wide range of logistics solutions to cater to your needs and global audience.
Our portfolio of courier services is designed not only to help you save time and money but also to help you build a better customer experience for a user-friendly online shopping journey. Our robust shipping and logistics solutions are crafted for efficient order fulfillment and reliable last-mile delivery, ensuring that those eagerly awaited gifts and purchases arrive on time, every time, even during the busiest periods like Black Friday or the Christmas rush.
During these high-volume periods, we understand that clear communication is also key. Our advanced tracking system, therefore, provides you and your customers with accurate, real-time updates on your parcel's journey, offering transparency and invaluable peace of mind. Furthermore, DHL Express's extensive expertise in handling international shipments ensures seamless cross-border trade, navigating all the complex paperwork and formalities and ensuring a smooth and hassle-free international shipping experience for you and your customers.
Partner with us and grow your New Zealand business today. Open a business account with DHL Express to prepare for 2025’s festive seasons.
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