‘Ber Months’ In Full Swing:
A Marketing Guide for the Peak Season
In the Philippines, you just know when it’s already “ber” months. As soon as the season kicks in, Christmas songs start playing in malls, houses, or public spaces light up with parols and fairy lights, and Jose Mari Chan suddenly reappears on your social media feed. It’s the time when the holidays are welcomed early… and so is the shopping.
Photo from The Filipino Times
In 2023, 57% of Filipino shoppers made online purchases at the start of the “ber” months sale. This points to one thing: the “ber” months are a golden opportunity for brands to boost sales, visibility, and engagement.
But with this opportunity comes pressure. As more consumers spend, brands will be competing to outshine each other with promos, sales, and festive campaigns. If you’re not prepared, it’s easy to get lost in the noise. So to help you stand out this season, we’ve rounded up practical tips to guide your marketing game!
1. Start with clear goals and plan ahead
The “ber” months stretch from September to December. And even though we’re in the middle of it, it’s never too late to catch up and plan smart. It’s not just one campaign, it’s a full season. The sooner you align your goals, the smoother things will go.
Ask yourself:
What products will be highlighted?
What platforms will be focused on?
Is there a budget to boost ads?
Even planning now gives your brand time to build awareness, strengthen relationships with your audience, and get ahead of brands that only start rushing by December.
2. Understand seasonal customer behavior
Your audience shops differently during the holidays. Learning their seasonal habits can help you create more relevant, targeted campaigns. Quick customer surveys or interviews can reveal what they’re eyeing, where they shop, and the promos they’re looking for.
Search trends also spike during this season. UnionBank GlobalLinker, citing Google Trends, shows an 85% increase in “where to buy” mobile searches during “ber” months. That’s why it’s important to ensure your website, store, or socials are mobile-friendly and updated to reflect the season and mood. This can help set up a timely and relatable presence for your brand, which can increase the chances of turning visits into actual purchases.
3. Create content that fits the season (and your brand)
Don’t wait until December to scramble for posts. You can start building your holiday content calendar early as now so you can focus on execution later. Think festive visuals, holiday gift guides, themed posts, or storytelling campaigns that align with your branding.
Your content should feel like a virtual window shopping experience. When done well, it can inspire people to engage, explore, and eventually… add to cart.
4. Offer exciting deals and promotions
Sales and discounts are everywhere during this time, so make sure to give people a reason to choose your brand. Whether it’s curated gift sets, exclusive bundles, limited-time coupons, or free shipping promos.
Don’t also forget the double-digit sale days: 12.12, which people are waiting to shop. These are key moments to boost visibility, ride the momentum, and tap into that budol culture. (Read more here about the “budol culture” and how brands can use it to their advantage)
5. Work with influencers
During peak season, people are online more than ever and chances are, influencers already have your audience’s attention. Partnering with the right ones can give your brand a powerful boost. Let them showcase your products their way, may it be through gift guides, unboxings, or everyday use. (Read here to learn what to do and avoid when working with influencers)
Live selling is another tool that can drive sales fast. It lets you demo products, answer questions in real time, and drive urgency with exclusive offers. Platforms like Tiktok, Facebook, Shopee, and Lazada make it easy to go live and connect directly with your audience, bringing you closer to them and allowing you to build their loyalty and trust.
Want to make the most out of your brand this “ber” months? Let’s help you plan campaigns, connect with the right creators, or go live from our studio space. Contact us to get started!
