How to make the most of seasonal e-marketing without alienating your international consumers
Christmas is usually a prosperous time for e-marketers. However, since the holiday season varies according to certain countries, those companies marketing in overseas countries ought to be aware of how to encourage the holiday spirit without exploiting overly West-centric Christmas imagery.
Below we’ll look at how the holiday season varies according to certain countries, and how best to incorporate this into an online Christmas marketing strategy for overseas markets.
China
Paper lanterns and tangerines are used as Christmas decorations in China. Though it is not an official national holiday, many Chinese enjoy getting into the ‘Christmas spirit’. The main “Spring Festival” takes place toward the end of January. It is a time when children receive new clothing and toys, ancestors are worshipped, and everyone eats luxurious meals. Red is often seen at Christmastime in China, because it is associated with celebration.
Brazil
South of the border, Christmas takes place in the dead of summer. For this reason, Papai Noel (Father Christmas) wears silk clothing. According to Brazilian tradition, Papai Noel lives in Greenland. In the Brazilian nativity scene, shepherds are replaced by shepherdesses and there is a gypsy who attempts to steal baby Jesus. Festivities go on in Brazil until January 6th, which is known as Three Kings Day.
Russia
The Russian orthodox Christmas is not celebrated until January 7th. St. Nicholas was the traditional Russian version of Santa Claus. He was, however, replaced during the Soviet regime due to the suppression of religion. The figure who took his place was Grandfather Frost, who is the Russian spirit of winter. Grandfather Frost brings gifts on New Year’s, which became a more celebrated holiday than Christmas.
India
Christmas Day in India is called 'Bada Din' (Big Day) in Hindi, and is a national holiday, celebrated very differently across the subcontinent. Christians in the south often light clay lamps on the rooftops and walls of their houses. Christians in the plains decorate mango or banana trees at Christmas time. Houses are decorated with mango leaves. Hectic shopping takes place as everyone buys new clothes and exchanges gifts for the Christmas festivals.
The Czech Republic
In the Czech Republic, the Santa Claus figure is known as Svaty Mikalas. He is believed to climb down to earth from heaven on a golden rope along with an angel and a whip-carrying devil. Many Czech children believe that baby Jesus brings Christmas gifts to them. Unlike Santa Claus, baby Jesus is a rather abstract figure with no particular physical image attached to him. He does, however, receive wish list letters from Czech children before Christmas.
Spain
The Spanish enjoy celebrations on Christmas Day, New Years, and Three Kings Day (January 6th). The Spanish believe that wearing red underwear on New Year’s Eve brings good luck. They also eat 12 grapes (one for each chime of the clock) at midnight, which they believe will start the year with happiness. Three Kings Day celebrates the Wise Men. Many Spanish children receive their presents on this day.
Germany
Many Germans believe that the Christ child appears as an angel called Christkind. German children leave letters for him on the windowsills. Christkind sends a messenger on Christmas Eve called Christkindl. Christkindl is a beautiful fair-haired girl with a shining crown of candles who pays a visit to each house carrying presents. Advent wreaths are put tables with candles in the centre. One candles is lit each Sunday, with the last one lit on Christmas Eve.
Iran
Christmas in Iran is called the Little Feast. A great fast is observed starting December 1st until the 25th, during which no meat, eggs, milk, or cheese is eaten. This is observed as a time peace and meditation, when church services are frequented. The boys and girls of Iran do not tend to believe in Santa Claus, and they do not usually exchange gifts at Christmas. However they do receive new clothes, which they wear during the Christmas week.
Internationalising your Christmas e-marketing strategy
If you want to take advantage of the ‘holiday spirit’ in your international customers, it’s a good strategy to incorporate their cultural holiday traditions. For example, a site aimed at Chinese customers could make good use of the colour red. Those targeting Brazil or Spain would do well to continue their Christmas marketing strategy until January 6th, while those targeting Russia might not even want to start their Christmas marketing until the beginning of January, keeping with the later date of Russia’s Christmas. German-targeted sites might incorporate the Christkind and Christkindl imagery.
There is, of course, much more to Christmas holiday traditions than the summaries incorporated into this article. Some further research into your target markets could reveal some key Christmas marketing tools.
Good luck and happy holidays from your global SEO friends at www.obanmultilingual.com
