The Argentine Hot Sale is an organised event on a fixed date in May, and that makes it different from a private promotion: for three days the entire ecommerce sector competes at once. The discount differentiates nobody because everybody has one.

Price is no longer the differentiator

With thousands of simultaneous offers, buyers do not compare percentages, they compare trust and financing. A video showing the real product, who is behind it and how it arrives is worth more than a banner with a bigger number. A faceless brand loses to one with a person speaking.

Instalments are part of the script

In Argentina the decision runs through how many interest free instalments are available and with which bank. Saying it in the video, clearly and without small print, speeds up the purchase. Leaving it out forces the customer to go looking, and many do not come back.

Film in March

To arrive in May with material you have to commission in March. By April the good creators are taken by brands that planned ahead, and prices rise. March also lets you test hooks before the event and arrive with the ones that already worked.

Stock and delivery promises

The costliest damage in Hot Sale is not selling too little, it is selling what you cannot deliver. A video stating real shipping times protects the brand's reputation for the rest of the year. Complaints about missed deliveries on these dates are public and loud.

What to keep for afterwards

The event ends and leaves a base of new buyers. Post purchase, usage and second order content is what turns that base into customers. Almost nobody produces it, and it is the part that actually pays off across the quarter.

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Frequently asked questions

When should filming happen?

In March, not in April.

What differentiates if everyone discounts?

Trust and instalments, said in the video.

What ruins the campaign?

Selling what you cannot deliver on time.

What is always missing?

Post purchase content after the event.