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Why you should communicate during the end-of-year holidays

Decrypt the workings of a winning communication for Christmas 2019.

The winter period is marked by three highlights:

  1. Black Friday: this exceptional promotional operation in the United States is becoming more and more popular all around the world. It takes place the last weekend of November, the day after Thanksgiving;
  2. Holiday celebrations: Christmas and New Year;
  3. January sales: January 8 to February 4, 2020.

Why is it interesting to communicate for the end of the year?

As the Holiday celebrations approach, purchasing behavior is different from the rest of the year. The reluctance to buy fades as everyone has saved up and anticipated a budget to spend.

The commitment to purchase is therefore stronger than the rest of the year. The increase in traffic on e-commerce websites (+ 40%) and sales (+ 100%) is proof.

This is a great opportunity to promote your artworks!

How does purchasing behavior evolve in the winter period?

There are 6 steps *:

Why should you particularly pay attention

to your communication operations?

These exceptional sales opportunities encourage a lot of brand content. This content is so overwhelming that it becomes difficult to emerge amongst all the voices and be heard distinctly.

In addition, the Holiday celebrations can also be targeted by criticism denouncing excessive consumerism.

You will have to be careful that neither the content of your communication nor its tone associates you with this type of consumption that is too pushy and probably too prosaic to apply to the art market.

Now that you have understood all the ins and outs of communication in the winter period, discover our content ideas in the next article of this week’s Newsletter.

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