International Retail Holidays to Know in 2022

Sarah Abel

January 21, 2022

Along with goals and resolutions, brands take the new year to plan out their retail and marketing calendars for holidays, sales, and promotional events. But one thing we’ve seen is that international holidays and events are easy to miss, especially in markets that are new to your brand. So we’ve outlined the ecommerce days to be familiar with in 2022.

Many of us know Black Friday and Cyber Monday, and even recognizing Singles’ Day is becoming more common as an international commercial holiday.

Want a cheat sheet? Download our 2022 International Retail Holidays by Month 1-Pager.

2022 International Retail Holidays by Month

Major 2022 International Retail Holidays by Country

Australia

  • Click Frenzy Mayhem, March 22, 2022
  • EOFY Sales (End of financial year), June 2022
  • Black Friday, Nov. 25, 2022

Click Frenzy is a 53-hour sales event that connects the Australia consumer base with the best deals and exclusive offers from retail and brings them to the online marketplace. The End of Financial Year sales (EOFY Sales) happen in June. And of course, Black Friday is becoming a bigger and bigger sales event in the AU.

China

  • Chinese New Year, Feb. 1, 2022
  • National Day, Golden Week, Oct. 1-7, 2022
  • Singles’ Day or Double 11, Nov. 11, 2022

Singles’ Day in China is the world’s largest shopping event by far. The holiday was originally intended to celebrate those who are not in relationships, but in ecommerce Single’ Day is known worldwide for its record-smashing revenue numbers.

In 2020 Singles’ Day was extended to span 11 days and in 2021 the two week shopping festival amounted to $139 billion USD, setting a new record. In comparison, Cyber Weekend 2021 drove $33.9 billion USD in online spend.

France

  • Les Soldes, Winter: Jan. 12-Feb. 8, 2022
  • Les Soldes, Summer: June 22-July 19, 2022

Les Soldes is France’s biggest sales event of the year, and happens twice: in winter and then in summer. However, Les Soldes is limited to 6 weeks and dates differ by region.

Germany

  • Winter Sales Period, January 2022
  • Summer Sales Period, July 2022
  • Father’s Day (falls on a different day than the US), May 26, 2022
  • Nikolaustag, Dec. 6, 2022

For Germany, there are no solid dates for sales events. However, similar to France, they have seasonal promotions that happen in both the winter and the summer.

A few holidays that stand out include Father’s Day falling in May with Mother’s Day, and Nikolaustag, a holiday where children clean their shoes and leave them outside the door to find them filled with treats the next morning. In both cases brands need to think through promotions that reach consumers earlier than they normally would for Father’s day or general Christmas shopping.

India

  • Onam, Aug. 30-Sept. 8, 2022
  • Ganesh Charturthi, Aug. 31, 2022
  • Flipkart Big Billion Festival, Oct. 3-10, 2022
  • Diwali (Also Nepal, Sri Lanka, and others), Cct. 24th, 2022

Diwali is a major event celebrated in India and other nearby countries, and consequently, is also a time of year when retail spending surges in the region, thus the FlipKart Big Billion Festival at the same time. Ecommerce revenue during the festive season around Diwali in 2021 totalled $4.6 billion USD, with home furnishings and food topping the list of most popular shopping categorie in the days leading up to Diwali.

Japan

  • New Year (Shogatsu), Jan. 1, 2022
  • Ochugen, July 2022
  • Oseibo, December 2022

Although the Japanese New Year falls on the same day as the U.S. celebration, Japan celebrates this holiday with large family gatherings, similar to a western Thanksgiving or Christmas Day.

Ochugen and Oseibo are the traditional gift-giving seasons in Japan. This gift-giving tradition extends to ecommerce as well, with some businesses offering discounts or even giving their employees bonuses.

Latin America

  • El Día Del Niño (México), June 12, 2022
  • El Buen Fin (México), Nov. 18-21, 2022
  • Children’s Day (Brazil), Nov. 20, 2022

El Buen Fin is a retail event created in 2011 that is always held on the weekend before Mexican Revolution day, which is always the third Monday in November. The event was created in order to stimulate the economy and functions very similarly to Black Friday in the U.S.

Children’s Day in Brazil is a great example of a commercial holiday, as it was created for the sole purpose of selling kids toys. Children’s Day has grown to become a traditional day to give presents to children of not just toys, but electronics, apparel, and other gifts as well. Revenue data is not widely shared for Children’s day as with the other commercial holidays, however, Children’s day is considered one of Brazil’s most important commercial holidays.

Russia

  • New Year, Jan. 1, 2022
  • Christmas, Jan. 7, 2022
  • Defender of the Fatherland Day, Feb. 23, 2022
  • International Women’s Day, March 8, 2022

Russia’s New Years and Christmas celebrations are opposite what you find in western countries—New Years kicks off the festive season, is the largest celebrated/gifted holiday, and is even when residents put up their Christmas tree! Christmas is then celebrated on Jan. 7th.

On Defender of the Fatherland Day, or Men’s Day, it’s traditional for women to give small gifts to their husbands, brothers, male co-workers, etc. Hence, this is a great time for the small electronic categories. In 2020 alone, Ozon, a Russian marketplace, reported a 325% increase in fitness tracker sales and sport watches. However, electronic toothbrushes blew competition out of the water, with a 517% increase in sales.

Middle East

  • Ramadan, April 2-May 2, 2022
  • Eid al-Fitr, May 2-May 3, 2022
  • Eid al-Adha, July 9-10, 2022
  • White Friday, Nov. 27, 2022

During Ramadan in 2020, online retail sales started increasing 10 days prior to the event and reached a 47% increase at the peak sales period. Sales were 17% above the baseline during the day of Ramadan. Plus, in one study, 61% of respondents in the KSA and 58% in the UAE said they planned to buy gifts during the holiday.

White Friday, the Middle East equivalent of Black Friday, is also held at the end of November and represents a major percentage of overall sales. Some analysts even estimate 2021 White Friday profits at $48.8B. If your brand is in the Middle East, White Friday is definitely a holiday to take advantage of just like you would Black Friday in the U.S.

South Korea

  • Seollal (Korean New Year), Feb. 1, 2022
  • Parents’ Day, May 8, 2022
  • Chuseok, Sept. 9-12, 2022

Parents’ Day is similar to Mothers Day and Fathers Day, it just combines the two. Chuseok is a fall harvest, similar to an American Thanksgiving, but is also a large gifting holiday. South Koreans will present gifts to family, friends, and coworkers as a sign of gratitude and appreciation.

United Kingdom

  • Mother’s Day, March 27, 2022
  • Black Friday, Nov. 25, 2022
  • Cyber Monday, Nov. 28, 2022
  • Christmas Period, December 2022

The United Kingdom is the top-ranking country in Europe in terms of retail sales during the November/December holiday season, also referred to as “golden quarter” or peak trading.

United States

  • Memorial Day, May 30, 2022
  • Prime Day, July 2022
  • Labor Day, Sept. 5, 2022
  • Black Friday, Nov. 25, 2022
  • Cyber Monday, Nov. 28, 2022

After a year of ecommerce shifting around the pandemic, Prime Day moved back to it’s regular mid-summer time in 2021. Unfortunately, Prime Day didn’t see the same surge in growth in 2021 that it saw in 2020. A key factor in this comes from continued supply chain issues. Luckily, these issues are only improving the more time that passes, indicating Prime day 2022 will be back on track for a strong performance.

General

These holidays are celebrated across multiple regions and promote similar spending and gifting traditions in each country.

  • Valentines Day, Feb. 14, 2022
  • Easter, April 17, 2022
  • Mothers Day, May 8, 2022
  • Fathers Day, June 19, 2022
  • Christmas, Dec. 25, 2022

While many of these events fall on a specific day or weekend, the shopping season surrounding them is typically much longer. And even more important, many ecommerce marketplaces will require that promotions be set up far in advance, and inventory planning must begin long before the holiday hits in order to be prepared for the increase in traffic and purchases.

Want a cheat sheet? Download our 2022 International Retail Holidays by Month 1-Pager.

2022 International Retail Holidays by Month

If you’d like Pattern’s global marketplace management team to assist you in cultivating an international ecommerce strategy, let’s start the conversation today.

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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 26, 2022

Top 5 Ways to Prepare for Peak with Google Ads

Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.

1. Go Early

In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.

From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.

2. Get Ready for Privacy Changes

 According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.

From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.

It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.

3. Ensure Consumers Can Discover your Brand

A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.

Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.

The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)

4. Get Moving with Performance Max

Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.

Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.

5. Flight Budgets Accordingly

Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.

Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.

Sept 20, 2022

4 Ecommerce Marketplace Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.