Commemorative dates have become one of the main revenue opportunities for companies of all sizes. In 2025, the potential of celebrations should be further explored, according to Ana Somaggio, Marketing and Human Resources Director of Ótima Digital,one of the largest messaging distributors in Brazil, telecommunications,CPaaS and proprietary AI.The celebrations are not limited to people's personal calendars. For business, they represent a strategic growth engine. Who plans ahead, invest in creative stocks and digital solutions, can leverage the gains, affirms the director
Market data reinforces this analysis: at Christmas, for example, retail sales amounted to R$ 69 billion, while Black Friday reached R$ 5,23 billion in revenue in e-commerce, according to Statista. These numbers confirm that the seasonal dates, when worked strategically, help to increase the average ticket, retain customers and attract new audiences
According to Ana, planning is a competitive advantage. "Opening the doors or posting a promotion on social media is no longer enough". It is necessary to understand the client, create targeted campaigns and use digital tools to increase reach and conversion, explain. Among the main commemorative dates that should be included in the commercial calendar for 2025, according to the specialist, stand out:
- Back to School (February):campaigns aimed at parents can be carried out, teachers and students – that are also part of the purchasing decision process – with school supplies and even online courses
- Carnival (February):besides fantasies and drinks, brands can adapt their communication to sell items that indirectly are part of the celebration, like vitamins and comfortable shoes to help with the festivities.
- Consumer Day (March):considered the "Black Friday" of the first half of the year, the ideal is to sell products at promotional prices and offer exclusive benefits for those who are already customers.
- Easter (April):thematic baskets and attractive visual marketing are essential
- Mother's Day (May):the second most profitable date of the year, favorable for personalization and loyalty. It is important to maintain relationships with clients and acquire new ones.
- Valentine's Day (June):combine products with experiences. The brand may stay forever in the memory of a special moment for the couple, for example.
- Father's Day (August) – invest in campaigns that create identification, how to tell real stories between parents and children.
- Customer Day (September) – strengthen the bond with the audience by offering exclusive discounts. Invest in loyalty programs and take the opportunity to collect feedback.
- Children's Day (October) – toys, clothes and electronics are the favorites. Explore interactive actions between the digital world and the real world.
- Black Friday (November):expressive discounts and urgent actions are the secret to success on this date.
- Christmas (December) – highest sales volume of the year, ideal for highlighting the company logo on personalized kits. Create campaigns, offer differentiated experiences and invest in audience segmentation.
In addition to a well-structured calendar, the director emphasizes the importance of investing in digital solutions to boost sales and provide a positive experience for customers, whether new or old. "The integration of channels", like WhatsApp, SMS and webchat, personalizes and streamlines the purchasing process. Tools like virtual assistants and chatbots are essential for providing efficient and quick service, without losing quality, affirms
One of the main benefits of automation is scalability with a touch of personalization. Bots developed by the Ótima Digital Group, for example, they carry out more than 500.000 daily attendances, responding to questions effectively and reliably. "Even so, human supervision is essential. While GenAI accelerates content creation, professionals bring context and nuances, ensuring that communication is relevant, points.
Ana also highlights that these technologies provide a multichannel experience for the consumer. Practicality and interaction are clear demands from customers. Companies that offer agile journeys, combining automated service with real-time support, "they win the preference and loyalty of the audience", concludes
