As e-commerce adoption continues to accelerate globally, the number of retail events for brands to consider partaking in has rapidly increased. Once upon a time major shopping peaks revolved around holidays such as Thanksgiving, Christmas and Valentines Day. However, as e-commerce has evolved and thanks largely to globalisation, retail events like Singles’ Day and winter sales have reshaped marketing and promotion plans for brands.  

Whether it be religious or national holidays, or retail specific events, brands and publishers need to be aware of the differenshoppinpeaks their audiences will be leveraging. To assist with 2021 planningwe’ve collated a list of the key 2021 retail events from across the globe.  

Timeline calendar of 2021 global retail events

Retail events provide an opportunity for brands to acquire new customers and engage their existing audience. Our experts have provided four key strategies for optimising retail events to reach and convert consumers.  

  1. Connect with partners who can provide insight into local markets and consumer behaviours, whether it be insights into the best media formats, or the strongest performing publisher models and promotional offers. Additionally, communicating with local publishers will provide brands with an added layer of insight.
  2. Utilise data and AI tools like Affiliate Consumer Graph to serve personalised ads based on past shopping behaviours.
  3. Employ commissioning strategies such as multi-touch commissioning and reward all publishers who contribute to the path to purchase; and Dynamic Commissioning which aligns to business goals and KPIs.
  4. Engage hard-to-reach consumers where they chose to spend their time online with relevant ads via mobile and AVOD solutions 

Subscribe to our blog or visit the Rakuten Advertising resource centre for more retail event insights.