MARKETING SAZONAL: ESTRATÉGIAS E IMPACTO NAS VENDAS

This article investigates the strategies and impacts of seasonal promotions within the context of digital marketing, with a particular focus on how these campaigns boost sales during specific times of the year. Through a comprehensive literature review, the study examines the practices adopted by companies to maximize the benefits of commemorative dates and commercial events, such as Christmas, Mother's Day, Father's Day, Consumer's Day, and Black Friday. The work discusses the importance of well-founded strategic planning, which takes into account the market niche and demand fluctuations, essential for the success of these initiatives. Key strategies highlighted include the selection of relevant dates, advanced planning, clear definition of advertising messages, and effective choice of communication channels. Moreover, the challenges faced by companies, such as inventory management and the need to stand out in saturated markets, are also addressed. The article concludes that, despite the challenges, seasonal promotions are vital for sales growth and for strengthening customer relationships, requiring continuous adaptation to new technologies and consumer preferences to maintain their effectiveness.