Marketing: It's nearly Christmas 'down under'

Here in the Southern Hemisphere, it's nearly Christmas - Midwinter Christmas, as we call it. It's an unofficial holiday celebrated by many 'down under' and perhaps a holiday that brands and retailers can hook in to.

by Helen Leggatt

Marketers looking for some alternative segmentation and messaging might not be familiar with Midwinter Christmas in the southern hemisphere, but it falls during a traditionally slow period in northern retailers' calendars - summer.

Primarily celebrated in those countries colonized by the British, such as South Africa, Australia and New Zealand, the colonials soon realized Christmas in summer was missing so many of the trappings associated with their previous northern hemisphere lives. Things such as the festive atmosphere created by dark evenings, log fires, the promise of snow and all those other seasonal signals associated with Christmas in the northern hemisphere.

So, a Midwinter Christmas in mid-June was soon a popular event, and continues to be so.

So, how can marketers take advantage of this little-known festive event? By segmenting customer data by country, focusing on South Africa, Australia and New Zealand. Personalizing communications to such segments can then be further deepened by messaging and promotions that allude to Midwinter Christmas.

Consider promotions for items that would be considered 'out of season' in the northern hemisphere - Christmas decorations, recipes, stationery (cards/wrapping paper). Or give a shout out on social media wishing them a Happy Midwinter Christmas.