The Last Chance in 2025: Use the Promo Period to Win Share

As we enter the final stretch of the 2025 calendar, suppliers face a powerful yet pressurised window — Black Friday (now effectively a month-long event) and the December festive period.

The opportunity is huge, but so is the risk. Success depends on disciplined planning based on real demand and careful execution to avoid costly January write-downs from excess stock.

Shift the Focus: From Volume to Market Share

Promotions are often judged on short-term volume spikes. While that’s important, the real goal should be to grow or protect market share. This calls for a shift from reactive sales reporting to clear, measurable objectives backed by integrated data analysis — turning promotions into strategic tools rather than tactical bursts.

Keep It Simple: One Objective, One Focus

Promotions that try to achieve everything often achieve very little. The most effective campaigns have a single, defined goal — whether it’s driving unit sales, launching a new product, or gaining shelf space. A clear focus enables sharper targeting, stronger internal alignment, and easier post-event evaluation.

Plan from Opportunity, Not Ambition

Too often, volume targets are built backwards from budgets. Without considering past performance gaps — out-of-stocks, low strike rates, or poor on-time delivery — future goals risk being aspirational rather than achievable.

Integrating these performance insights into planning ensures stretch targets grounded in opportunity, not just hope. The result? More realistic forecasting and fewer surprises between projection and performance.

Measure What Matters: Share Shift, Not Just Uplift

After the campaign, don’t stop at uplift numbers. The real question is: Did your promotion win share from competitors, or simply grow the category?

Benchmark performance against category trends and competitive activity. Where possible, include insights on pricing, loyalty redemptions, and retailer campaigns to reveal the full picture of impact.

Bottom line:

2025’s final promotional window isn’t just about selling more — it’s about winning strategically. With clarity, data-driven planning, and focused execution, BDNav can assist by turning the year ending into a market share victory.