Like traditional Chinese festivals, Western festivals also have their profound historical background and origins. There are the world’s Labor Day and New Year, the religious Easter and Assumption of the Virgin Mary, and the Memorial Day and Liberation Day of the War Dead with war significance. Festivals and cultural backgrounds are in the same vein, and the differences in celebration methods and times have paved the way for festival marketing, because e-commerce is particularly festive, and it is also one of the common techniques used in the current era of the Internet economy. Understanding the preferences of Polish people during different festivals and launching products that meet the needs of the audience will be the focus of festival marketing. Let’s take a look at the special festivals of the Polish people.
1. Three Kings Day
Three Kings Day is January 6th every year. Legend has it that it is the day when the “Three Kings of the East” presented gifts to the Holy Baby Jesus. Three Kings Day is a traditional festival in Spain, and the Poles also celebrate it. According to the Gospel of Matthew in the New Testament, when Mary gave birth to Jesus in Bethlehem, three astronomers came from the east to kneel down and worship Jesus according to the guidance of the stars, and offered gold, frankincense and myrrh. In the 9th century AD, these three astronomers (some say three wise men) were said to be three kings.
Traditional religious festivals are a tradition that the Poles have always followed. During religious festivals, religious Poles usually dress up to attend church ceremonies. Some Poles even believe that the three kings brought Christmas gifts, not Santa Claus. Gift packaging and clothing products are naturally a good marketing opportunity.
2. Easter
The Western Easter is set on the first Sunday after the full moon on the spring equinox every year. The Easter in 2016 is on March 27. The custom of Easter eggs is also very popular in Poland, bringing good luck, health, wealth and good luck, so Polish believers bring back palm branches and put them at home for a year, indicating that God’s love brings peace and joy. There is also a legend that on Easter Monday, people sprinkle water on the crowds passing by, indicating good luck. On this day, boys usually sprinkle a lot of water on girls, and “wet Monday” is their highlight. But now the custom has changed a bit. Boys don’t sprinkle water on girls, but perfume instead. This special custom is called smigus-dyngus.
Easter is a traditional Western religious festival, and the way it is celebrated varies from country to country. Souvenirs derived from Easter eggs, molds for eggs, and decorations in the style of eggs are all objects that can be considered in product selection. Because Polish girls celebrate in different ways, rabbit-shaped clothes and holiday clothes will have a large flow. This is also a great benefit for pajamas sellers.
Easter is usually celebrated in late March. This is also the season for spring clothes to change seasons. Clothing and accessories will naturally usher in an increase in traffic with the atmosphere of the Easter festival, because there will be a big promotion on the AliExpress platform in March every year. Taking advantage of traffic and convenience, taking Easter as an opportunity, following the trend in decoration and marketing will naturally gain new gains.
Considering the factors of logistics time, stores must prepare in advance in terms of product selection, pricing, listing, and stocking. Cross-border e-commerce needs to have reasonable inventory and reasonable profit estimates, and cooperate with the store’s business goals and data indicators to do a good job in holiday marketing.