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Christmas sales & Trend Analysis

(Power BI)

Key Findings

  • Gen Y & Gen X Dominate Sales: Gen Y (28–43 years) contributed 28.93% of sales, while Gen X (44–69 years) led with 30.66%, making them the primary demographics during the Christmas period.

  • Gender Parity: Sales distribution between genders was nearly equal, with males slightly ahead at 33.85% vs. females at 32.89%.

  • Gift Wrap Popularity: 60.25% of customers opted for gift wrapping, indicating strong demand for festive packaging.

  • Decorations Excel in Satisfaction: Decorations had the highest customer satisfaction (24.63%) and year-over-year growth (14.19%).

  • Low Overall Satisfaction: Average customer satisfaction was 2.98/5, highlighting significant room for improvement.

  • Geographic Performance: British Columbia -132k(8.32%), Nunavut - 127k(8.01%), and Ontario - 125k(7.91%) emerge as top-performing regions in sales contribution.

  • Weather-Driven Sales: Rainy weather generated the highest net sales (34.86%), outperforming snowy (32.74%) and sunny (32.40%) conditions.

  • Top Product Categories: Toys and Electronics led in quantity sold (6,100 – 6,200 units), though Toys edged out in net sales (20.59% vs. 20.31%).

  • Event-Driven Revenue: Black Friday and Christmas Market events drove significant sales (0.6M and 0.4M, respectively).

  • Delivery Time Impact: Average delivery time was 3 days, with potential correlations to CSAT scores needing deeper analysis.

  • Food Category Decline: Food sales dipped year-over-year (-1.70%), contrasting with growth in other categories like Decorations (+14.19%).

Introduction

A leading market research firm has collected detailed data on holiday sales, including customer demographics, purchase behaviors, promotional effectiveness, and satisfaction metrics. Participants are tasked with analyzing trends in shopping habits, exploring the impact of promotions, identifying key drivers of satisfaction, and revealing insights to optimize future holiday strategies.

Recommendation

  1. Enhance Customer Satisfaction: Address the low average satisfaction rating (2.98/5) by improving delivery efficiency and resolving product issues linked to returns. 

  2. Target High-Value Demographics: Design tailored campaigns for Gen X (30.66% of sales) and Gen Y (28.93%) through platforms like Facebook and email marketing, emphasizing festive bundles, gift-wrapping options (60.25% adoption), and Black Friday/Christmas Market exclusives.

  3. Expand Decorations & Gift-Wrapping Offerings: Capitalize on the 14.19% YoY growth in Decorations by introducing premium or customizable options. 

  4. Leverage Weather & Events: Leverage rainy-day sales dominance (34.86% net sales) with weather-specific promotions (e.g., “Cozy Rainy Day Deals”) and scale Black Friday (0.6M) and Christmas Market(0.4M) strategies to maximize event-driven revenue.

  5. Revitalize Underperforming Categories: Reverse the -1.70% YoY decline in Food sales with holiday-themed meal kits or partnerships. 

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