The month of November accumulates commemorative dates that can boost company sales online. Among them is , a commercial date that, like Black Friday, promotes discounts and special purchasing conditions, but with an exclusive focus on electronics.
It gets its name because it takes place on the Monday following Thanksgiving in the United States, and has gained popularity around the world by providing special offers for popular products in e-commerce.
In the case of small and medium-sized companies (SMEs), Cyber Monday is a unique opportunity to attract consumers who are on the lookout for exclusive promotions that are unusual throughout the year.
At the end of the quarter – and, consequently, the year – the sudden growth in sales and revenue can contribute to the company’s cash flow, helping to ensure that the business does not end the year in the red.
Furthermore, the date also represents a chance for SMEs to expand their digital presence, creating marketing campaigns capable of attracting new audiences that would be unlikely to be impacted at other times of the year, but that are active in the online environment in search of post-market promotions and discounts. Black Friday.
The proof of the importance of the date for small digital retailers is in the numbers. Between the years 2022 and 2023, the revenue of SMEs in e-commerce jumped from R$11 million to R$15.5 million, according to a survey by Nuvemshop, an e-commerce platform for small retailers. The volume of products sold on that date also grew: from 189 thousand to 245.5 thousand.
For 2024, sales volume should remain positive, given the gradual increase in revenue from online SMEs throughout the year, the company estimates.
Cyber Monday can also serve as a laboratory for marketing experiments, helping SMEs take advantage of the increase in website traffic and use data to create more assertive campaigns for the future
Should my company participate in Cyber Monday?
According to Babi Tonhela, director of e-commerce strategy at Nuvemshop, Cyber Monday, although it has less immediate appeal to entrepreneurs, is indispensable as an extended sales strategy that builds on the success of the high sales season.
“With well-designed strategies and the entire team prepared, it is possible to win over undecided customers, using the sense of urgency generated by the scarcity of offers as a powerful conversion trigger”, he explains.
For her, entrepreneurs who want to actively participate in Cyber Monday must plan all actions in advance, starting with personalization: the secret is in offering strategic discounts, in line with the competition and that make sense for their audience.
“Strategies such as personalizing offers, sending thank you messages and creating loyalty programs can highlight the brand and generate a lasting positive impact on the customer experience”, he says.
When to give up Cyber Monday
In general, strategically embarking on Cyber Monday tends to be positive for small businesses. However, it is necessary to be aware of possible reputational risks that companies may suffer when making commitments that are unattainable, that is, that do not guarantee a positive shopping experience for consumers.
Attention to delivery deadlines and offering a fluid purchasing process are some examples of how to keep the speech consistent with what was promised during the date.
According to Tonhela, another detail to avoid is the creation of generic campaigns, such as the traditional “discount for everyone”. According to the expert, the strategy harms sales in the long term.
“We are in the era of personalization, and strategies must follow this path, with specific solutions that reach different types of audiences, which promotes greater conversion and consumer satisfaction”, he says.
It is also important not to overload the team without prior planning, she highlights, as this can result in operational failures.
Finally, another important decision criterion is the ability to meet the high demand for orders, without compromising logistics and service efficiency.
“Participating in these actions may not be the best choice for companies that do not have a robust logistical and technological structure, profit margins capable of absorbing significant discounts or sufficient product stocks”, he states.
“The decision to participate must be carefully aligned with the objectives, resources and limitations of the business, ensuring that the customer experience is not compromised”, he recommends.
(Text by Maria Clara Dias)
