Independence Day: how the holiday is being digitized in Mexico

As every year, we are getting closer to celebrating a date that reminds us of the importance of being and calling ourselves Mexican: Mexican Independence Day . Every September 16th, this holiday arrives, inviting us to celebrate with traditional foods and drinks, accompanied by our friends, family, and colleagues, to give the Grito de Independencia (Cry of Independence) once again.

Just days before the start of the festivities, hundreds of thousands of Mexicans are already searching online for the food and products they need to celebrate properly. That's why today we're sharing some insights into the most popular searches , the foods Mexicans are already anticipating buying, and some tips to help you significantly boost your sales and join in the patriotic celebrations.

This is how we celebrated Mexico's Independence Day on digital channels

The national celebrations in Mexico begin generating excitement well in advance, with sales surging as early as mid-August. According to Wild Fork, an online store specializing in frozen meals, sales of typical Mexican food products skyrocket by 250% starting around this time , and the company reports that five star products have experienced exponential growth compared to 2022:

• Pork (+435%)
• Shredded chicken (+350%)
• Chiles en nogada (+101%)
• Shepherd's meat (+34%)
• Pork brisket (+17%)

On the other hand, information from Mercado Ads indicates that online product searches also see a considerable increase. Specifically, they report that approximately 21 searches related to the Fiestas Patrias (National Holidays) are performed every minute on the Argentine marketplace, reaching almost 17 million daily visits on the day of the celebration. Furthermore, the data shows that the categories generating the most sales on the marketplace during this period are typically: beer, flavorings and syrups, pastries and baked goods, liquors, and dairy products. Likewise, the most popular search terms include: “tequila,” “sweets,” “Don Julio 70,” “beer,” and more.

Delivery apps are getting ready for the holiday

In addition to the growing importance of online stores and marketplaces this Independence Day, we shouldn't overlook another sector in Mexico that drives digital sales: delivery. To get ahead of the festivities, delivery apps are already showcasing food, products, and brands with special offers for September 16th on their platforms. One of these is Rappi , which has a "Mexican Fiesta" section featuring discounted items, including soft drinks, beer, liquor, chips, and more.

• 79% of Q-commerce online consumers in Mexico use delivery apps (Capterra)

In addition, in 2021 DiDi Food shared some insights into this celebration, confirming that Mexicans love to experience it to the fullest. Among the main findings, they noted that the five most ordered dishes on their app during this time are gorditas, chilaquiles, enchiladas, tacos al pastor, and quesadillas. They also highlighted that the busiest time for orders is from 10 am to 3 pm.

How to leverage the holiday to grow your online store

By now, you're probably wondering how to join the conversation, while also offering your products and promoting this patriotic celebration. Here are some tips that will undoubtedly boost your marketing strategy:

• Create content marketingGenerate posts, articles, images, infographics, videos, or any eye-catching audiovisual format that revolves around Independence Day, standing out from the competition by offering valuable information that captivates your customers.
• It incorporates campaigns with first-party dataWith the aim of getting to know your customers better, this technique is quite useful for achieving better segmentation while also achieving greater reach.
• Anticipate and prepare: since consumers start searching in advance (sometimes even 3 months before), you will need to start managing your campaigns and content in anticipation of the National Holidays.
• Give priority to customerIt's no surprise that demand is significantly high this season, so you'll need to make sure that the technical support you provide to your customers is adequate, making answers and solutions to their problems available in the short term.

This article was originally published on marketing4ecommerce.mx . You can read the original article here.