Rebajas are not a promotion in Spain, they are a habit. January and July have been marked in the buyer's head since childhood, which creates a problem almost nobody addresses: how to sell the rest of the year to someone who knows how to wait.
The risk of training people to wait
If all your December communication announces what is coming in January, you are building customers who postpone. The fix is not silence, it is separating the message: product and reason to buy during the season, price only during the sales period.
What content works during sales
Not the kind that shouts the discount, the kind that helps people choose. In a context where everything is reduced, the percentage stops differentiating. A video explaining which of the three models suits which person converts better than one repeating the number.
Stock dictates the script
In sales you sell what is left, not what you would like. That forces fast content on specific references at short notice. Having two or three trusted creators who can turn around in forty eight hours is worth more than a big production planned in October.
Returns are part of the campaign
Impulsive sale purchases generate returns. A video clarifying sizing, measurements or compatibility before purchase protects margin far better than an extra coupon. The brand notices in February, when the parcels come back.
Not every sector should discount
In food, services or subscription products, joining the sales destroys value perception. There the opportunity is the opposite: communicating why the price does not drop, with content explaining the real cost. It works and almost nobody dares.
Keep reading
- UGC for the Christmas Season in Spain
- UGC for the Summer Season in Spain
- Turning Customer Objections Into UGC in Spain
- UGC Creators in A Coruna
- The complete UGC guide for Spain
Find creators for your campaign →
Frequently asked questions
Should I announce the sales in advance?
Better not, it teaches people to wait.
Which video converts best?
The one that helps choose, not the one shouting the discount.
How do I handle shifting stock?
With creators who deliver in forty eight hours.
What if my sector does not discount?
Explain why the price does not drop.
