The ‘Ber’ Months Advantage: Boosting Business During the Philippines' Longest Christmas Celebration

For most markets, Christmas celebrations begin and end in December. However, the Philippines is known for having the longest Christmas season, with the 'ber' months ushering in the start of the extended holiday celebrations. In the Philippines, Christmas starts in September, peaks in December, and finally comes to a close in January, extending the joyful spirit for a significant part of the year.     

As preparations for this year's holiday season begin, consumers are spending more on food, gifts, and decorations to welcome the spirit of Christmas. Last year, Kantar reported a spending uplift of 7% percent in the total FMCG segment at the height of Christmas — from December 2022 to January 2023 — compared to the non-Christmas months. Meanwhile, a recent survey conducted by Rakuten showed that nearly 25% of Filipino consumers spent up to PHP 8,000 on holiday gifts last year. 

This surge in spending is largely driven by additional disposable income, thanks to government-mandated 13th-month bonuses and other incentives, presenting businesses with an opportunity to capitalize on. During this period, many opt to veer away from their typical strategies and explore tailored approaches that align with the festive season. 

Navigating Shifts in Industry Trends & in Consumer Behavior 
When crafting holiday plans, businesses must consider various factors, including changing consumer behavior, emerging market trends, and local cultural nuances. The internet and social media have led to more informed consumers who increasingly value transparency and sustainability.   

Sustainability – In 2023, businesses recognized that shoppers are more receptive to eco-friendly products. This shift has pushed global brands to prioritize environmental responsibility. In its latest sustainability report, IKEA revealed that 99.5% of the wood used in its products is either Forest Stewardship Council-certified (FSC) or recycled, underscoring the growing trend toward sustainable practices. 

Personalized Shopping – Moreover, technological advancements have also led customers to expect a more personalized and engaging shopping experience, whether online or in-store. With many readily available brands, personalized shopping experiences are key to retaining customers, building brand loyalty, and converting sales. Investing in A.I. tools also helps businesses identify buying patterns, predict future purchases, and drive overall sales.   

In today's consumer-driven world, where customers are well-informed and highly engaged with brand stories, businesses in the Philippines face a crucial question:  

How can they leverage the 'ber' months? What strategies should they explore to maximize this unique opportunity? 
On creating the right strategies to boost business during the holidays, YCP Partner and Head of Creatives, Eunice Maximo, shared "The Philippine market is evolving beyond standing out—it's about driving conversions. For example, affiliate marketing is emerging as a key driver during the 'ber' months. Affiliates enhance customer experiences through live selling, product demos, and discounts, making shopping easier and more engaging. With the right strategies in place, businesses can not only meet the heightened demand, but also create lasting connections with their customers.“

With Christmas season in the Philippines quickly approaching, it is crucial that businesses adopt strategies that suit their unique business needs.   

Leverage seasonal offers and promotions — Businesses can capitalize on gift-giving culture and increased consumer spending by introducing limited-time offers and promotions. This creates an increased sense of urgency, encouraging purchases. From September to December, major e-commerce platforms, such as Shopee and Lazada, host their biggest sales of the year. Both vendors and consumers gear up for the highly anticipated mega sales, where buyers are enticed with the biggest discounts and promos.   

Create season-related content – Creating seasonal content allows brands to maintain relevance during the busy season and foster an emotional connection with customers. In 2022, a local fast-food chain released an advertisement showcasing how families were finally able to make up for lost time during the pandemic and celebrate Christmas together. This heartwarming ad resonated with many customers, creating a strong connection, while also cementing the fast-food chain’s position as a holiday staple. 

Build supply chain resiliency – For many businesses, the holidays are the busiest time of the year. Effectively managing one's supply chain to withstand market disruptions and mitigate the impact of geopolitical risks is crucial. Tapping on local and international suppliers can help businesses build a resilient supply chain and fully capitalize on increasing consumer demand over Christmas.     

Explore affiliate marketing – Influencers today shorten the path to purchase, thanks to their massive followings and established reputations. A recent report showed that 49% of all consumers make daily, weekly, or monthly purchases because of influencer posts. As consumers learn to trust influencers, adopting an affiliate marketing strategy is a compelling business route that can lead to increased brand awareness and market credibility.

Invest in specialized technology – In preparation for the holiday boom and increased consumer demand, businesses should practice foresight and invest in technology that will help improve their overall operations and increase efficiency. Using artificial intelligence (A.I.) and leveraging data analytics software can help businesses accelerate market research, accurately forecast demand, and enhance strategic decision-making.   

Christmas in the Philippines blends tradition with the spirit of giving, offering businesses a chance to connect deeply with consumers. By embracing Filipino culture and the festive energy, companies can maximize the "ber" months through seasonal offers, resonant content, strategic influencer partnerships, and strong supply chains, while using technology to boost sales and brand presence. Thoughtful planning can help businesses achieve a lasting impact during the joyful holiday season.