How do you plan for show season and make the most of it?

Aug 17
5 min read

Updated: 1 day ago

Introduction

Sale season is not just a period of random sales; Strategic opportunity To increase sales, activate the brand, get rid of inventory, attract new customers and motivate old ones to buy.

Whether you're a small store owner or an emerging brand,... Good preparation for show season It is what makes the difference between a successful campaign and a wasted opponent that does not lead to any profits.

In this article, we guide you step by step How to plan smartly for show season To achieve maximum benefit, we provide practical examples and applicable strategies in the Saudi and Gulf market.

First: Why is the show season considered a golden opportunity?

1. Increase sales quickly

Consumers are more willing to buy, especially if they feel they will get a higher value at a lower price.

2. Liquidation of stagnant inventory

You can get rid of stagnant or seasonal products in a smart way, rather than losing them to obsolescence.

3. Attract new customers

Offers are an excellent way to attract customers who have not dealt with you before, especially if they are promoted in a distinctive way.

4. Enhance the loyalty of existing customers

With special or exclusive offers for them, they feel appreciated and come back to buy again.

Second: Steps for planning the show season

Step 1: Determine your goal for the presentation

Before you start, ask yourself:

Do I want to liquidate inventory?
Do I want to attract new customers?
Do I want to increase my average bill?
Do I want to raise public awareness of my brand?

📌 Each goal has a different presentation and strategy.

Step 2: Determine the exact timing of the season

In Saudi Arabia and the Gulf, the most important show seasons include:

season

Period

Black Friday

End of November

National Day

September 23

Eid al-Fitr

Before and during the holiday

Eid al-Adha

A week before Eid

Back to school

August - September

End of the year/beginning of the year

December - January

Ramadan

From the beginning of the month until Eid

⏰ Choose the time carefully, and start preparing 3-4 weeks before.

Step 3: Choose the right products to display

Not every product has to be discounted. Choose carefully:

Stagnant products: to filter them
Popular Products: To increase the order volume
Seasonal products: before the end of their season
New products: for rapid promotion

📌 Create a balance between “leader” and “complementary” products in the offer.

Step 4: Select the appropriate display type

Display type

Its purpose

Direct discount on price

Attract customers quickly

Buy 1 get 1 free

Discharge inventory and increase invoice

Bundle Offers

Raise your average bill and enhance value

Coupons for next visit

Increase repeat purchase

Discounts according to category (students, women...)

Targeting specific categories

Exclusive offers for subscribers/followers

Build a repeat customer base

Step 5: Determine budget and incentives

Can you afford the discount? Does it cover product + operating costs? Is the offer profitable or just promotional?

📊 Review the profit margin, and calculate each offer well.

✅ Note: A strong offer doesn't mean you lose money But to gain clients.

Step 6: Prepare the infrastructure

During show season, expect pressure on:

Inventory
Delivery
Respond to customers
Technical systems (location - payment - verification)

🎯 Make sure the whole team is prepared, and test systems before launch.

Third: Smart strategies for the success of the show season

1. Start with the introductory campaign (Teasing)

One week before launch:

Post hints (mysterious images – countdown – “coming soon” announcement)
Collect customer data (via WhatsApp or email)

🎯 Objective: To prepare and excite the audience.

2. Offer the value...not just the discount

Instead of saying:

Say:

✅ People respond more to tangible offers.

3. Use the principle of scarcity

Examples:

"Offer expires in 48 hours"
"Quantity is limited - first 50 customers only."
“When the stock runs out, it will not happen again.”

⏳ This quickly motivates the purchase decision.

4. Offer exclusive offers to your loyal audience

Special discount for subscribers to the mailing list
Secret code for followers on Instagram
A special offer for your previous customers via WhatsApp

🎯 This builds loyalty and makes them feel valued.

5. Invest in paid marketing during the season

Do not rely solely on Instagram posts. Activate smart advertising campaigns:

Google ads for the words “Discounts – Offers – Black Friday…”
Facebook/Instagram ads targeted to specific groups
Collaborate with influencers to launch offers

📈 The return from marketing during the promotions season is often higher than at any other time.

6. Monitor performance daily...and adjust immediately

During the campaign days:

Monitor the number of orders
Most requested products
Customer responses
Operational problems

🎯 Instantly adjust offers or messages based on interaction.

Fourth: How do you deal with the customer during the offer season?

✅ Be clear in everything

Offer terms
Duration
How to benefit
Shipping fees, if any

🎯 Transparency prevents negative reviews and problems later.

✅ Improve customer service

Increase the number of employees or technical support
Activate automatic message response
Have a list of questions and answers ready

✅ Follow up with the customer after purchase

Thank him with a letter
Ask for his evaluation
Offer him a coupon for his next order

📩 This simple step = repeat customer.

Fifth: What comes after the show season?

1. Review the results carefully

Indicator

What does it mean?

Number of requests

Did the campaign really attract an audience?

Average bill value

Did they take advantage of multiple offers?

Conversion rate

Was the offer convincing?

Best selling products

What do you really like your audience to do?

Ratings and feedback

How was the experience?

2. Draw lessons

What presentation worked?
Where do most of the customers come from?
What didn't work?
Is the price right? Is the value enough?

📊 Use this information to improve your future offers.

3. Follow up on new clients

Every customer who purchased during the promotion is a potential permanent customer.

🎯 Make a plan to keep it:

Special offers after Eid
Educational content about the product
An invitation to follow up on your accounts
Involve him in a loyalty program

Conclusion

Offer season is not just a “discount” period...it is A strategic opportunity to build a stronger relationship with the customer and increase your smart profits.

Start planning your next season now:

Set your goal
Choose products and offers
Prepare your team and systems
And market smartly