What to expect and how to prepare for the Hot Sale 2022?

Are you ready to sell on Hot Sale? In this blog we share with you the expectations that Google and AMVO have about this event in 2022, who describe it as “a great opportunity, which estimates growth in E-commerce billing of +13.5%”.

Additionally, we have attached a checklist of actionable items that you should take into account to be ready for this sales season.

Expectation for Hot Sale 2022

In 2021, the Hot Sale represented +4% of the E-commerce revenue in the year, Google estimates that the growth in E-commerce billing for this year will be +13.5%, this metric is closely linked to the increase in awareness of the event, which has increased 5x from 2017 to 2022.

Relevant data from AMVO and Google

• The audience most interested in buying during Hot Sale is 35 to 44 years old, the age group from 25 to 34 turned out to be the biggest buyer last year, however, the perceived interest for 2022 is 29% lower than the previous year.
  
  
• On the other hand, users aged 45 to 54 could see a growth of 21% this year.
  
  
• Men may be more interested, with 57% of them considering making a purchase during this discount season.
  
  
• The Central and Southeastern regions of the country stand out from the national average in interest in participating in the campaign.
  
  
• 9 out of 10 potential buyers will interact with a digital channel, before and during the purchase.
  
  
• 86% of potential buyers will interact only with digital channels to decide and buy during Hot Sale, since 60% of users consider that they find better promotions and discounts on the Internet, 55% because they can compare prices and 49% because of the easy payment options.
  
  
• Spending is expected to be greater than or equal to 2021, where more than 50% was spent on clothing, footwear, electronics in general, cell phones and computers (according to Google).

Here are some important facts about the categories of greatest interest for 2022, as well as the preferred channels for making purchases during this period:

What should you have ready for the Hot Sale? Preliminary checklist

• Budget distribution by channel and campaign: In addition to having a general budget, you must take into account what budget you are going to allocate to each of your campaigns, considering the historical expense/cost and results of each one.
  
  
• Email strategy: Consider that during this period all brands (including your competitors) will be sending informational emails with promotions. It is important that you optimize or integrate email flows . For example, if a user did not open your email the first time, continue trying with different subjects and sending different emails every 2 or 3 days.
  
  
• Announcements: Have your ads ready and scheduled before the event , this will save you a lot of programming and review time on the platforms, especially on Facebook.
  
  
• Promotions: At this point you must be very clear about your purchase incentives. Additionally, we suggest monitoring your competition to find out what discounts they will offer.
  
  
• Start looking at big brands like Amazon: Amazon has had a Hot Sale 2022 landing page active for a few days now, where it has started to communicate warm-up messages. You can use this as a reference to create your own landing page or start communicating them on your social media.
  
  
• Customize everything: Consider the content that will need to be on your site, cart recovery emails, welcome emails, coupons, and social media.

• Ready, set: Don't forget to check the day before that your entire site is working correctly, verify that the pixels are correctly recording events, payment methods, correct connection with Google Analytics, Google Ads, Facebook; your catalog in Merchant Center, stock, promotions, coupons, etc.
  

• Take into account the metrics for your segmentations: Consider the metrics from official sources such as those we offered you in the first section on purchasing expectations, as well as the historical data of your clients, with which you can rely to formulate appropriate segmentations in your campaigns and improve those that are working best for you today.

Remember that the success of this season lies in planning. In this Hot Sale, expectations are high and the strategy you implement will determine whether or not you are among the companies that invoice +13.5% this season.

If you want to delve deeper into the subject or require some advice, at MHA you will find the best solutions , because my commitment is to guide you in the best way in this highly competitive digital era.