Are you geared up for 2025?
August 30, 2024
David Connett, Partner at Connett & Unland GbR
2025 will bring another year of intense competition, evolving consumer behaviours, and seasonal sales opportunities. Understanding and strategically planning for these retail seasons is crucial for maximising revenue and staying ahead of the competition.
This guide walks you through the key retail seasons, highlights significant events, and offers insights into you might boost your sales strategy.
January
Winter Sales—Winter sales kick off the year, particularly in Europe and North America. January is prime for deep discounts and is crucial for moving unsold inventory and resetting for the new year.
January 26—World Environmental Education Day – Promotes the importance of education in protecting the environment and adopting sustainable practices.
February
7 – 11 February—Ambiente / Remanexpo – Europe’s leading trade fair focused on all things office printer related and showcasing innovative products and services across the office printer spectrum from new products, remanufacturing and recycling, and sustainability.
14 February—Valentine’s Day—Let’s be honest—while a replacement printer cartridge might be a necessity, it doesn’t exactly scream romance. Instead of trying to fit square pegs into round holes, give this one a miss.
March
March 18: Global Recycling Day – Highlights the importance of recycling and its role in preserving resources.
April
April 22: Earth Day – One of the most widely recognised days dedicated to supporting environmental protection.
May
May 13 – 14: The Recycler Live Conference – A dynamic event bringing together industry leaders to discuss the latest trends, innovations, and challenges across the European office imaging sector, with a focus on sustainability and circular economy practices.
May 17: World Telecommunication and Information Society Day – This day focuses on using ICTs to achieve sustainable development goals.
June
June 5: World Environment Day – The UN’s principal vehicle for encouraging awareness and action for protecting the environment.
June 8: World Oceans Day – Focuses on the sustainability of oceans and the protection of marine life.
July – September
Back-to-School Season – The back-to-school season is one of the most significant retail periods of the year, especially for technology sales. Demand for laptops, printers, tablets, and school supplies surges as students and educators prepare for the new academic year. This season typically starts in July and peaks in August, making it critical for retailers to capture consumer attention.
September
September 21: Zero Emissions Day – Encourages individuals and organisations to reduce their carbon footprint and promote sustainability.
October
October 24: International Day of Climate Action – Promotes actions to address climate change and advocate for sustainability.
November
November 28: Black Friday—Black Friday and Cyber Monday are two of the most significant shopping events of the year. Retailers offer discounts on various products, including electronics, toys, and holiday gifts. These events have also gained traction in Europe in recent years, with retailers joining the global shopping frenzy.
December
December 1: Cyber Monday – More of the same as black Friday.
Christmas Season – December is dedicated to holiday shopping, with consumers purchasing gifts, decorations, and festive apparel. Tech products are also popular, depending on the recipient. The weeks leading up to Christmas are crucial as last-minute shoppers rush to complete their gift lists.
Thinking of holding a sale? What works?
I say this with a heavy heart, but printers and consumables are not exciting products but necessary ones, so your sales strategy needs to consider what and who you offer them.
Old Stock: Turn inventory into profit
Every warehouse has old stock that takes up space and resources. Target customers who have previously bought similar products to clear out this stock and boost sales. Use personalised emails or ads offering discounts or “Buy 2 Get 1 Free” deals to encourage purchases. Build a bundle offer of related items, pairing old printer models with cartridges or paper to increase value. Create urgency with limited-time offers or flash sales and promote these deals online and in-store using multiple channels—email, social media, and remarketing ads.
The sustainability bundle
Last year, a savvy retailer in France tapped into the demand for sustainable products by offering a “Sustainability Bundle” that included a refurbished Apple laptop, a refurbished monochrome Brother printer, two toner cartridges, and two reams of paper. Priced at €1295 each, the bundles sold out quickly, doubling the retailer’s weekly revenue. This year, she offered 20 similar bundles, all sold out in just four days. The Sustainability Bundle met customer demand for eco-friendly tech solutions and significantly boosted her business’s bottom line.
Black Friday / Cyber Monday
Last year, a UK-based client used Facebook, Instagram, and email marketing to boost Black Friday and Cyber Monday sales. The campaign offered a special deal: customers could buy a mid-range power bank for just £20 when they purchased three laser printer cartridges. The campaign was highly successful, producing over £12000 in extra sales.
The flip side
Many consumers might not know exactly which printer model they have or what specific cartridge type they need. However, getting this wrong can lead to a spike in returns, which could negate the extra revenue generated by the sales.
Poor planning = poor results
Effective sales strategies require thorough planning and data gathering. Seasonal sales can generate significant revenue only with consistent and measurable efforts. Remember, it’s better to sell out than to be left with surplus stock.
Categories : World Focus
