Shopping Events in Q4 2023: A guide for e-commerce businesses

Nakoa.Digital – Shopping Events in Q4 2023: A guide for e-commerce businesses

The fourth quarter of each year is a crucial period for e-commerce companies. Shopping events in this quarter provide a unique opportunity to drive sales and successfully close the fiscal year. There are some outstanding shopping events in focus in 2023, and we would like to provide a comprehensive overview of the most important events in Q4 2023.

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Amazon Prime Days (October 10-11)

Amazon Prime Day is a hugely important shopping event on the e-commerce calendar. Businesses selling on Amazon should start preparing early. This event is exclusive to Amazon Prime members and offers a wide range of products at deeply discounted prices. Businesses should take advantage of this opportunity to spotlight their products.

The special feature of Amazon Prime Day is its reach and the high propensity of Prime members to buy. It is therefore advisable to plan special promotions and ensure that the product range is well prepared. A targeted advertising campaign and the use of Amazon advertising opportunities can increase the visibility of the offers and increase conversion rates.

Halloween (October 31)

While Halloween is primarily a celebration of fright and dressing up, it has also become a major shopping event in recent years. On October 31, many people go in search of costumes, decorations and candy, providing an excellent opportunity for businesses to market their Halloween-related products.

What makes Halloween special is its seasonality and the strong demand for special products. Businesses that specialize in Halloween or offer products related to the holiday should increase their marketing efforts to capture customers’ attention.

This can be done by designing appealing product pages, using social media and running targeted advertising campaigns. It’s also important to keep an eye on delivery times, as customers will want to receive their Halloween products in time for the holiday. For businesses, Halloween offers the opportunity to be creative and showcase their products in unconventional ways to appeal to customers’ festive spirits.

Singles Day (November 11)

Singles Day, originating in China, has become a global shopping event. On November 11, many online retailers offer significant discounts to celebrate single people. For companies operating in international markets such as Alibaba or Temu, Singles Day is crucial.

What makes Singles Day special is its international focus and its emphasis on online sales. Companies should develop targeted marketing strategies to appeal to international customers and ensure that their products are presented in an appealing way on the platforms. Using cross-border e-commerce tools and providing local payment options can increase success on this day.

Alibaba Shopping Festival (November 11)

The Alibaba Shopping Festival is an integral part of Singles Day. Businesses that sell on Alibaba have the opportunity to participate in this huge shopping event. What makes the Alibaba Shopping Festival so special is the enormous reach and variety of products on offer.

For companies present on Alibaba, it is crucial to optimize their product pages for the Chinese market. This includes using Chinese keywords and customizing product images to appeal to Chinese shoppers. It is also important to familiarize yourself with the special logistics and shipping requirements for international customers.

Black Week (week before Black Friday)

Black Week is a week of discounts and special offers that precedes Black Friday. Many retailers, including Amazon offer significant discounts during this time. What makes Black Week special is its duration and the wide range of products that are offered.

Companies should use Black Week to prepare their inventories and launch marketing campaigns. Targeted promotion of “lightning deals” and offering special promotions for the entire week can attract customers’ attention. It is advisable to start preparations early to meet demand and get the most out of this event.

Black Friday (November 24)

Black Friday is undoubtedly one of the most famous and anticipated shopping events in the world. It falls on November 24 in 2023 and attracts millions of customers to online marketplaces and stores. For businesses, Black Friday is a goldmine to significantly increase their sales.

The special feature of Black Friday is its wide range of offers and the high propensity of customers to buy. Companies should prepare for this day early by preparing attractive discounts and special offers. Product presentation, appealing product descriptions and targeted marketing campaigns are essential to stand out from the crowd and attract customers.

Additionally, companies should ensure that their logistics and customer support are ready for the increased rush. A smooth ordering process and clear communication regarding delivery times are crucial to ensure customer satisfaction.

Cyber Monday (November 27)

Cyber Monday, which falls on November 27, marks the end of the intense shopping week following Black Friday. This day is dominated by online deals and is particularly attractive for e-commerce companies.

The special feature of Cyber Monday is its focus on online sales. Companies should use this opportunity to strengthen their online presence and develop targeted online marketing strategies. Email marketing, social media advertising and search engine marketing are effective tools for getting noticed.

It is important to ensure that the website is equipped to handle the increased traffic and sales activity. Customers expect smooth online shopping experiences and easy checkout processes. Companies should also strengthen their customer support to answer customer questions and concerns in a timely manner.

Green Monday (December 12)

Green Monday, also referred to as Cyber Monday 2, is another important day for e-commerce in Q4 2023. This day falls on December 12 and is considered one of the last days for shoppers to shop in time to receive their gifts on time before Christmas. Businesses should consider this the last chance to sell their products before the holidays.

Green Monday provides an excellent opportunity to draw attention to leftover inventory or provide additional sales incentives. It’s wise to launch targeted email marketing campaigns and run social media ads to reach potential customers. Make sure delivery times are clearly communicated to meet customer expectations and avoid potential disappointment.

Super Saturday (December 17)

Super Saturday, also known as Panic Saturday, is the last Saturday before Christmas and falls on December 17 in 2023. This day is significant for last-minute shoppers and can lead to an increase in customer traffic. Businesses should make sure they have enough customer support staff on hand and efficient logistics to handle last-minute orders.

Putting a focus on gift ideas and express shipping can help meet customers’ needs and minimize their shopping stress. Super Saturday can also be an opportunity to promote coupons or last-minute deals to boost sales.

Boxing Day (December 26)

Boxing Day, celebrated on December 26, is significant in some countries, particularly the United Kingdom and Canada. In Germany, however, the day is not quite as relevant. This day is traditionally known for sales and discounts. Companies should use this day to reduce inventories and make room for new products.

Targeted advertising of stock sales and seasonal products can attract shoppers’ attention. It’s also a good time to start year-end clearances and inventory preparations. Customers often expect deep discounts, so it’s important to create attractive offers to boost sales.


Overall, shopping events in Q4 2023 present a variety of opportunities for e-commerce businesses. With careful planning, marketing strategies, and attention to the unique characteristics of each event, businesses can make the most of this busy time of year and increase sales. It’s critical to start preparing in time to meet customer expectations and successfully navigate through Q4.

Need help?
Patrick is our Head of Retail Media. With many years of experience in selling on marketplaces, he advises you on marketing and content. He also supports you with the right marketplace setup to accelerate the growth of your business. Contact him by mail or by phone at +49 89 215 276 60.