Did you know that Children’s Day is among the most popular e-commerce holidays in Latin America?
While many e-commerce retailers mark the end of the holiday season after all the returns are processed in January, for international e-commerce retailers selling to Latin America, there’s another big retail holiday approaching: El Día de los Niños, or Children’s Day.
One of the most challenging parts of international e-commerce is keeping up with the plentitude of celebrations from country to country. In the U.S., holidays like Christmas and Valentine’s Day are well-known, but international e-commerce retailers need to know about holidays that aren’t celebrated here, like Children’s Day.
Children’s Day is celebrated in unique ways around the world (almost everywhere except in the U.S., actually). The United Nations established Universal Children’s Day in 1954 as a way to “promote international togetherness, awareness among children worldwide, and improv[e] children’s welfare.” Universal Children’s Day is celebrated on November 20th, and has been historically marked by important UN moments like passing the Declaration of the Rights of the Child.
Children’s Day is a Unique Latin American Holiday
You’ll find Children’s Day celebrated in Japan, India, China, and the United Kingdom with an emphasis on food, school activities, and child welfare issues. In Latin America, Children’s Day is all of these things and more, as many kids receive gifts of toys and electronics from their parents.
Take note, though - in Latin America, Children’s Day is celebrated on different days in every country:
Colombia: Last Saturday of April (April 27, 2019)
Mexico: April 30
Paraguay: May 31
Venezuela: Third Sunday of June (June 16, 2019)
Uruguay: August 9
Chile: Second Sunday of August (August 11, 2019)
Argentina and Peru: Third Sunday of August (August 18, 2019)
Brazil: October 12
No matter what country people call home in Latin America, Children’s Day holds a special place in their hearts, similar to how we view Mother’s and Father’s Day in the U.S.
A Promising E-Commerce Holiday in Latin America
Children’s Day is a popular time for e-commerce spending by Latin American parents looking to dote on their kids. In 2018, billions of dollars' worth of goods were purchased to help celebrate the holiday. Some of the most popular goods included toys, electronics, clothes, games, sweets, and books.
According to the Latin American Business School, sales in four of the region’s biggest economies typically see huge spikes around the Children’s Day holiday. In Brazil, parents spent upwards of $490 million, an increase of 2.2% over 2017 totals. In Mexico, where nearly one-third of the population is under the age of 17, confectionary and toy sales grew by 66% and 52%, respectively, compared to 2017. Chile saw minimal growth in spending, while an economic downturn in Argentina hurt sales a bit last year.
As more Latin Americans gain access to reliable internet through smartphones and banking access continues to expand, the e-commerce market will experience more growth in the region. In fact, Latin America is the fastest-growing e-commerce retail market in the world, with 19% projected growth in the next five years compared to the 11% global average.
Preparing for the Children’s Day Rush
There are three important things to consider when it comes to Children’s Day as an international e-commerce retailer selling to Latin America.
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Know the Dates for a Marketing Push
If your e-commerce business sells in any Latin American country (or countries), it’s important to know the date(s) of Children’s Day. Targeted marketing during this time can make a big difference. As the Latin American Business School reported, “90% of respondents stated that special offers were fundamental when purchasing” Children’s Day gifts.
Take advantage of the holiday to promote kid-worthy gifts with promotions that bring consumers to your site.
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Understand Latin American Consumers
One unique thing about Latin American consumers is how they pay for online purchases. While U.S. consumers typically rely on credit cards, many Latin American consumers don’t have access to international credit cards. E-commerce retailers need to offer alternative payment methods. In Argentina, for example, researchers found that 75% of Children’s Day gifts were bought in three interest-free installments.
Expanding the forms of payment offered during holiday times may increase sales for e-commerce retailers.
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Prepare Your Logistics Team
If your logistics team is working off a U.S.-based holiday schedule, the random upticks in sales in April or August may catch them by surprise. Develop the best logistics plan possible by preparing in advance for traditionally retail-heavy e-commerce holidays in Latin America like Children’s Day. Stock up on popular kids’ toys and apparel and market those items appropriately.
The Right Partner for Any Holiday Rush
Latin America is a unique region, and the holidays there are equally unique. With decades of experience in the area, SkyPostal is uniquely qualified to help your e-commerce business manage logistics during any holiday rush and provide your customers fast, affordable, and secure delivery methods.
Contact SkyPostal today to learn how we can be the logistics partner you need to take your e-commerce business throughout Latin America in time for this year’s Children’s Day celebrations!
