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Tuesday October 28th 2008

Comment: December isn't all Ho-Ho-Ho for international SEO

Archived article dated Tuesday October 28th 2008

How to make the most of seasonal e-marketing without alienating your international consumers

Christmas is one of the most celebrated holidays in the world. But not everyone celebrates it in the same way. Indeed, not everyone celebrates it at all.

Internet sales in the upcoming holiday season have been predicted to grow about eight percent. While the number is low compared to last year's 19 percent holiday season growth, it still looks better than the mere one percent sales growth expected in physical department stores.

With overseas online markets growing at an incredibly rapid pace, they deserve special attention. Brazilians, for example, have become some of the most active online shoppers in the world. In addition, last year saw 147 million Chinese buy products and services online, a number representing more than the total population of all but the world's seven most populous countries. In less than two years, this number is projected triple. Add on to this e-sales figures in Russia, which doubled in 2007 to hit nearly £2 billion.

These are truly booming markets. And booming markets at Christmas time are dream markets.

Many e-commerce businesses like to dress their sites up at Christmas to add some holiday flare. Since Christmas is a time for buying and giving, it is important to encourage the holiday spirit. However, those targeting overseas markets should be wary of overly West-centric Christmas imagery.

December takes on different meanings to different cultures. Let's 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

Beautiful paper lanterns are used as Christmas decorations in China. Though the Christian holiday is not an official national holiday, many Chinese enjoy getting into the 'holiday spirit'. Santa Claus is played by a figure referred to as Dun Che Lao Ren, which means “Christmas Old Man”. But the main Chinese festival takes place toward the end of January. Known as Chinese New Year, but now officially called “Spring Festival”, it is a time when children receive new clothing and toys, ancestors are worshipped, and everyone eats luxurious meals. Bowls of oranges and tangerines are displayed during these holidays to symbolise wealth and good fortune.

Red is often seen at Christmastime in China, but not for the same reasons that red is so prevalent at the Western Christmas. In China, the colour red 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, which is 13 days after Western Christmas. 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. He is accompanied by a Snowmaiden, who helps him distribute the gifts. Baby Jesus is also a very popular image in Russia at Christmas.

India

Christmas Day in India is called 'Bada Din' (Big Day) in Hindi, and is a national holiday in India. During the holiday, people from all religions will often join their Christian friends to make the most of the joyous celebrations.

Not surprisingly, the holiday season is celebrated very differently across the subcontinent. In southern India, Christians light clay lamps on the rooftops and walls of their houses, in the same way Hindus decorate during the Diwali Festival in October. Christians in the plains decorate mango or banana trees at Christmas time. They also sometimes decorate their houses with mango leaves. Hectic shopping takes place during Bada Din 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 his companions, an angel and a whip-carrying devil.

Many Czech children believe that baby Jesus, who enters their houses through the window, brings Christmas gifts to them. Unlike Santa Claus, baby Jesus is a rather abstract figure with no particular physical image attached to him, and no one knows where he lives. 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). While the Christmas celebration is very similar to ours, New Years has some interesting traditions. Firstly, Spanish people believe that wearing red underwear on New Years' Eve brings good luck. Secondly, they eat 12 grapes (one for each chime of the clock) at midnight, which they believe will start the year with happiness.

As can be expected, Three Kings Day celebrates the Wise Men (los tres Ryes Magos) with nativity scenes (still and live). Many Spanish children receive their presents on this day, which they believe are brought by the Wise Men. Some children, however, are even luckier and receive presents on both Christmas Day and Three Kings' 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 a basket of presents.

Advent wreaths are put tables with four candles in the centre. One candles is lit each Sunday with the last one lit on Christmas Eve. Little dolls of fruit are traditional German Christmas toys.

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.

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