Great shows like Lady Gaga's, what will happen in May in Rio de Janeiro, and events such as Lollapalooza and The Town are generating a wave of opportunities for e-commerce. With thousands of people preparing to participate in these experiences, demand for essential festival products is increasing — and e-commerce needs to be ready to serve this audience
According to a survey by Tray, LWSA e-commerce platform, the months leading up to Madonna's historic show in Rio, in 2024, They moved more than R$224 million in purchase transactions by retailers using the system, a large part of the sales driven by consumer demands who planned for the event.
Who works in retail, be it with online or physical sales, or in both segments, you need to seize the opportunities, beyond the traditional retail calendar. And this consolidation of big shows and festivals, for sure, it is an opportunity for the entrepreneur to diversify the product portfolio and take advantage of the current demand to sell more, explain Thiago Mazeto, director of Tray.
In Bagy, another e-commerce platform aimed at small entrepreneurs, the impact was also significant last year. During the weeks leading up to Madonna's show, more than R$72,4 million in sales were generated by the retailers using the system. Among the most searched segments was fashion, beauty, footwear and computing
Among products sold during the period, besides fashion articles, there were electronic products like power banks, wireless headphones, portable mini fans and smartphone accessories, essentials for those who spend hours at shows and festivals
We noticed a significant increase in demand for electronics that offer convenience, portable chargers and phone holders, that are fundamental in long events, Pedro Rabelo comments, Bagy director
According to the experts, for this year, with Lady Gaga, shop owners should invest in strategic campaigns focused on kits for major events. The recommendation is to assemble packages with items like power banks, compact rain covers, anti-theft backpacks, headphones, customized themed sunglasses and accessories
Tips to sell more during major events
- Prepare the stock in advancePopular festival products tend to sell out quickly. Plan the replacement and ensure variety
- Create specific campaignsOffer progressive discounts for kits and combos of complementary products, increasing the average purchase ticket
- Invest in SEO and themed adsUse keywords like "festival kit", "electronics for shows" and "preparation for Lady Gaga in Rio" to attract a qualified audience
- Offer fast deliveryLogistics must be efficient to ensure that customers receive their orders before the event
- Bet on relevant contentProduce lists and guides like "what to bring to Lady Gaga's concert" to engage the audience and boost sales
