Think ‘Oktoberfest’ and you might envision lively celebrations with beer, pretzels, and traditional Bavarian attire. But this historical celebration – dating back to the 1800s – not only offers rich cultural experiences but also presents a unique and lucrative marketing opportunity for businesses. Falling in mid-September and lasting for over two weeks, it lands in that period between summer and major retail events like Black Friday or Cyber Monday , providing a strategic window for online sellers to create targeted campaigns.

Oktoberfest is global

It's one of the largest annual festivals globally,  attracting around 7.2 million visitors to Munich’s celebrations alone in 2023. The festival draws a significant number of international tourists, many of whom embrace the festival’s traditional dress and immerse themselves in the

But Oktoberfest celebrations extend far beyond Germany, with over 2,000 Oktoberfest events held globally. Many cities with large German communities or German heritage, such as those in Brazil, USA and Canada for example, have started their own Oktoberfest traditions, often featuring local adaptations of German music, performances, food stalls and beverages. In Australia, Oktoberfest celebrations organised by universities, event companies and pubs have become a staple of the annual event calendar.

The sales period is long

Unlike Black Friday and Cyber Monday, which together last for four days, Oktoberfest takes place across 18 days. During this period there’s a spike in online searches for Oktoberfest-related keywords, which can drive traffic and sales to your store.

Wide scope for products

While Oktoberfest is often associated with traditional food and beverages, there is also a broad range of products that can be effectively marketed, such as Bavarian attire, party decorations, Oktoberfest-themed jewellery, games and German cookbooks. The idea is to cater to various aspects of the festival’s celebratory spirit and cultural traditions without focusing too narrowly on any specific regional style.

As an online seller, preparing for Oktoberfest can boost your sales. Here’s how to get ready with effective marketing campaigns, inventory management and strategic pricing.

Marketing campaigns

Tailored promotions: Create tailored promotions to capture the Oktoberfest spirit and drive sales. Special offers, bundles and limited-time discounts can encourage customers to purchase before the festival ends. Use your usual sales channels, such as email, social media campaigns and influencer partnerships to amplify your promotions.

Content marketing: Besides making sure your product listings and blog posts include relevant keywords to attract organic traffic, create engaging and informative content that resonates with your audience. Highlight the unique aspects of your products to build a connection with customers.

Paid advertising: International visitors use Instagram for their research, showing that digital channels are a strong driver of awareness and information. Google Ads and social media ads can help you target users interested in Oktoberfest celebrations.

Inventory and logistics

Diversifying suppliers: Diversifying your supply chain and help reduce risks of stock shortages and delays. Platforms like 1688.com, a leading Chinese B2B marketplace, can be a goldmine for finding a variety of products at competitive prices. By working with multiple suppliers, you can keep your inventory flowing. Plus, this approach allows you to add unique products to your lineup, giving you a competitive edge.

Inventory management: Getting your inventory right is key to making the most of Oktoberfest sales opportunities. Start by looking at your past sales data to forecast what you'll need. This will help you decide which products to stock up on and in what quantities. Remember, Oktoberfest is a short-lived event, so you’ll need to strike a balance between having enough stock to meet demand and not ending up with excess inventory. Inventory management software can make this process a breeze and help you stay on top of things.

Effective logistics: Plan your shipping schedules well in advance to ensure your products arrive on time, especially if you’re shipping internationally. Partner with reliable couriers who offer expedited shipping options. This can attract last-minute shoppers who need their Oktoberfest gear in a hurry. Efficient logistics mean happy customers who get their orders when they need them, boosting your reputation as a dependable seller.

Pricing strategies

Getting your pricing right can make all the difference in your sales numbers. Here’s how to leverage dynamic pricing and offer enticing shipping deals to boost sales.

Dynamic pricing: Dynamic pricing lets you adjust your prices based on demand, competition and market trends. Start with lower prices to attract early buyers, then gradually increase as the festival approaches and demand spikes.

Make sure you’re keeping a close eye on your competitors and adjust your prices accordingly to stay competitive while maintaining healthy profit margins.

Free shipping: 70% of online shoppers cited free shipping as an important factor when it comes to delivery of goods. While it might not be commercially viable to offer free shipping on all orders, you can encourage larger orders by offering a free shipping threshold or incentivise purchases of Oktoberfest-related products by offering free shipping on certain categories.

Special discounts: Reward those for getting in early by providing a discount for purchases before a certain date or run flash sales to attract more customers. Another option is to create bundle deals on Oktoberfest-related items.

Make your Oktoberfest sales season a breeze by collecting international payments from your customers in their local currency. This not only improves their buying experience but helps you avoid hefty currency conversion fees.

With the World Account from WorldFirst, you can collect payments from online marketplaces, your own online store and payment gateways such as PayPal and Stripe, in 15+ local currencies.

Additionally, the World Account allows you to pay overseas suppliers quickly and conveniently in their own currency for smooth and cost-effective transactions. By using the World Account, you can streamline your international payments, reduce your costs and focus on growing your online sales instead.