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The beginning of each year is a slow season for many sellers. After the frenzy of the year-end promotions and the gradual fading of the enthusiasm, many categories have not yet fully awakened from their "hibernation". According to feedback from many sellers, recent order sales have generally been mediocre, and the stagnant performance urgently needs a stone to stir up waves.
Just recently, Amazon announced that it will hold its first Spring Sale . Now that the event is just around the corner, can it stimulate a surge in traffic and make sellers active again during the off-season?
According to the notice of Amazon's global store opening, Amazon will hold a large-scale spring promotion in March. The specific promotion nodes of each site are as follows:
- North America (March best seller): March 20 – March 25
- Europe (Spring Sale): March 20 – March 25
- Japan Station (April Monthly Promotion): March 29 – April 1
As many sellers launch new products, the launch of the Spring Festival promotion will, to a certain extent, provide sellers with a good opportunity to test new products and accumulate traffic, thus warming up for subsequent sales. During the event, multiple seasonal categories joined the promotion camp, including spring fashion, gardening supplies, outdoor camping supplies, cleaning and organizing products, etc. It is learned that as the weather gradually warms up, consumers travel and gather more frequently, which also drives up the demand for many related categories. As the saying goes, "30% depends on operations, 70% depends on product selection", timely insight into consumption trends and coordination with major promotion nodes will undoubtedly help sellers better seize the early spring sales opportunities. Jungle Scout data shows that sales of travel and seaside vacation-related necessities on Amazon have surged, with swimwear, beach slippers and sandals becoming the hottest items:
- Swimwear: Amazon’s swimwear sales have increased by nearly 20% in the past two weeks. Among them, a ruffled two-piece swimsuit from the emerging brand Soucrat has seen an 82% increase in sales in the past 30 days.
- Slippers and sandals: This category saw a big boost during spring break, with both sales and revenue increasing by more than 20% in just two weeks.
In addition, Easter 2024 is getting closer. [Top 25w search terms ranking in the United States] shows that the search volume for "Easter" has increased by 54 places this week, among which "Easter basket stuffers" ranks fourth on the list, climbing 4 places from last week. During the Easter period, demand for holiday decorations, gifts and toys, festive home furnishings and other products has soared, including colorful flowers, fruit baskets, decorative candlesticks, etc. Relevant data shows that in March, the search volume for Easter decorations on Amazon soared by 175%, and sales soared by 340%. In addition, wreath products are also very popular among consumers, among which the search volume for "Easter wreaths for front doors" increased by 206%, and the revenue increased by 119%. It can be seen that with the holding of Amazon's spring promotion, it is also helpful to a certain extent to gather traffic together when the change of seasons stimulates the surge in demand for seasonal products, thereby promoting the growth of sellers' sales.
Behind the launch of the first spring sale, a signal is also being sent: Amazon's promotional activities are becoming more and more numerous. From Prime Day in mid-July, to the steady promotional rhythm of the Black Friday online promotion in November, to the early launch of the Autumn Promotion in October to warm up for the peak season, to the Black Friday battle line being continuously extended into a "promotion marathon", and now early spring promotions have been launched at multiple sites. Just like domestic e-commerce, after the Double 11 Shopping Festival became popular, e-commerce festivals such as Double 12, 618, and New Year’s Goods Festival were subsequently derived. It can be said that there is no holiday all year round, and consumers are bombarded with various shopping festivals and discounts all year round. At present, the domestic e-commerce industry is in a fierce competition, with major e-commerce platforms using various shopping festivals to attract new customers and traffic, using all sorts of tricks to try to occupy a high cost-effective position through massive promotional activities. Amazon, which is in the overseas e-commerce market, is actually facing an increasingly fierce competition in price-performance ratio. Data released by the U.S. Department of Labor showed that the U.S. Consumer Price Index (CPI) rose 0.4% month-on-month in February this year, an increase of 0.1 percentage point from January, the largest increase since September last year; it rose 3.2% year-on-year, far higher than the 2% long-term inflation target set by the U.S. Federal Reserve. The data clearly shows that inflationary pressure is still affecting consumer behavior. Consumers who are struggling with inflation are also more keen on pursuing high-quality and cost-effective products. In this environment, Chinese cross-border platforms such as Temu and SHEIN have taken advantage of their supply chain advantages to run at the forefront of the low-price track. Sensor Tower data shows that as of January this year, Temu's monthly active users in the United States have exceeded 50 million, a year-on-year increase of 300%. Its terrifying ability to attract new users is posing a hidden threat to Amazon. In the Amazon flywheel that Amazon relies on for growth, low prices are also an indispensable part of strengthening user experience. Although Amazon is undoubtedly involved in a vicious price war, it is inevitable that it will feel a little uneasy in the face of the continuous erosion of consumers' low-price mentality by platforms such as Temu. Previously, a seller joked that "Temu is a shopping festival all year round", implying that the platform has a high frequency of promotions and large discounts. For this reason, it can be speculated that Amazon is also trying to stimulate consumers' enthusiasm by extending the promotion line and increasing promotional activities, and to seize consumers' low-price minds by various cost-effective products. However, in the eyes of many sellers, opinions on the increase in big sales are indeed different. Some sellers believe that it enriches sales opportunities, is conducive to product launches and traffic growth. But some sellers are deeply worried: as big sales are held more frequently, consumers are also prone to aesthetic fatigue. Overall, the increase in platform promotions is a major trend at present. For sellers, they also need to grasp the key sales nodes in order to seize the opportunity of explosive orders.
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