In 2023, consumers celebrated Women’s Day by self-gifting

With 2023 Google searches of International Women’s Day (March 8) reaching their all-time high in the UK, many brands have already started to prepare their campaigns for 2024. 

Omnisend’s data shows that consumers waited until March 8th to take advantage of International Women’s Day deals, indicating that many people celebrated this day by buying gifts for themselves in 2023.

International Women’s Day was the most profitable day during the first three weeks of March 2023 and businesses made 26% more sales on March 8th compared to the average day in March. 

“People tend to buy gifts at least a week in advance if they are meant to be gifted for others. That is why most Valentine’s Day orders were made on February 8th, according to our data,” says Greg Zakowicz, senior ecommerce marketing expert at Omnisend. 

“In the US, the trend of self-gifting is becoming increasingly popular. So many buyers celebrate International Women’s Day by buying something nice to celebrate the occasion.”

The research analyzed messages (emails, SMS, and push notifications) sent in March 2023 by ecommerce brands.

Best performing industries on Women’s Day: Health, Smoking, Antiques & Collectibles

Fashion & Apparel brands took the most advantage leading up to International Women’s Day by sending the most messages and generating the most orders in the week leading up to Women’s Day.

However, brands looking for ways to engage their shoppers when marketing the holiday would be wise to look to the industries with the best click-to-conversion rate — the rate of sales from people who clicked on a message.

The top five industries for 2021-2023 have some recurring themes:

How to make your Women’s Day marketing campaign effective?

“Because many women will be buying gifts for themselves on International Women’s Day, businesses should make their deals as personalized as possible on that day. Celebrate this day by giving discounts on the items your clients love the most,” says Greg Zakowicz, senior ecommerce marketing expert at Omnisend.

For the deals to be more effective, it is a good idea to make them time-sensitive and provide a personalized offer that expires after International Women’s Day. 

Another good practice is to add some non-promotional messaging to the campaign. Many businesses like to tell stories of the women who work at their company and raise funds for relevant charities.

More tips can be found here:
https://www.omnisend.com/blog/womens-day-marketing-statistics-tips/