Lunar New 12 months Advertising and marketing Methods For On-line Shops

Studying Time: 15 minutes

Lunar New 12 months advertising and marketing entails planning culturally conscious, high-impact campaigns round one of many world’s greatest buying holidays. In ecommerce, it’s important as individuals spend closely on presents, creating a powerful alternative to drive income whereas constructing long-term buyer loyalty.

Celebrated throughout Chinese language, Korean, Vietnamese, and different Asian cultures — each in Asia and throughout world diaspora communities — the Lunar New 12 months represents vital buying energy. Throughout this era, buyers actively search manufacturers that acknowledge the vacation with respect and relevance. 

In 2026, the 12 months of the Horse brings themes like momentum, progress, and resilience, providing pure storytelling alternatives for on-line shops. This text supplies greater than concepts and descriptions a 90-day planning system, together with channel-specific techniques for e mail, SMS, social, and on-site experiences.

The examples are designed for ecommerce, e mail, and SMS groups trying to mix cultural relevance with automation-driven progress.

Lunar New 12 months advertising and marketing technique: 90-day launch system

This 90-day framework helps manufacturers plan, launch, and lengthen Lunar New 12 months advertising and marketing by means of a structured set of phases. As an alternative of scrambling on the final minute, groups use a structured timeline to lock stock, refine artistic, and arrange automation prematurely.

Why plan early? Early preparation reduces inventory points and ensures e mail and SMS flows are examined and able to deal with peak demand.

When automation is deliberate and examined prematurely, manufacturers can seize peak demand with out guide effort or rushed choices. Omnisend’s prospects earn a median of $84 for each $1 spent, basically as a result of automated e mail and SMS campaigns are prepared to interact buyers on the moments that matter.

Lunar New 12 months is a big ecommerce second, pushed by sturdy seasonal demand and rising on-line buying.

Based on China’s Ministry of Commerce, nationwide on-line retail gross sales grew 5.8% year-over-year throughout the 2025 Lunar New 12 months, with each day common gross sales up 6.2%. Demand surged for conventional objects like lanterns and themed handicrafts, whereas health-focused presents gained reputation in 2025 LNY.

Nevertheless, success throughout LNY is determined by balancing authenticity with income targets. Buyers reply higher to campaigns that respect cultural which means reasonably than feeling overly promotional.

Nielsen’s 2025 report reveals that 59% of Asian American, Native Hawaiian, and Pacific Islander (AANHPI) shoppers anticipate manufacturers to assist causes they care about

This implies manufacturers ought to drive income by means of present bundles, restricted editions, and well timed presents, supported by personalization and worth.

Automation instruments like Omnisend make this potential by segmenting VIPs, previous seasonal patrons, and Lunar New 12 months audiences, then delivering culturally applicable pre- and post-purchase messaging that builds belief whereas driving efficiency.

Part 1 (90–60 days out): Technique and setup

Lunar New 12 months creates a brief, high-pressure shopping for window, making early planning important. Key goals on this section embrace:

• Defining who you’re focusing on and the way they’ll hear from you
• Organising automation early to keep away from last-minute sends

Create Lunar New 12 months segments in your e mail automation device, corresponding to Omnisend, together with:

• VIP or high-value prospects
• Previous Lunar New 12 months or seasonal present patrons
• Prospects in areas with massive Lunar New 12 months audiences (together with diaspora markets)
• SMS opt-in subscribers
• Dormant however beforehand high-value prospects

Subsequent, arrange automated flows with Lunar New 12 months messaging, together with browse abandonment, cart restoration, and post-purchase upsells. For instance, an deserted cart workflow can use cut up logic to focus on prospects by order worth and ship tailor-made reminders:

Lastly, set your supply date and set off automated reminders to make sure buyers don’t miss delivery cutoffs.

For instance, you possibly can take inspiration from how Noodelist’s pre-holiday promotional e mail combines a greeting and promo code: 

Furthermore, in case you’re constructing your Lunar New 12 months plan as a part of an even bigger Q1 push, it helps to zoom out and map your complete season round it. Omnisend’s 2026 advertising and marketing occasions calendar is a beneficial reference for planning key dates and marketing campaign home windows — so Lunar New 12 months doesn’t compete along with your different promos, however enhances them.

Part 2 (60–30 days out): Content material and testing

This section focuses on testing Lunar New 12 months advertising and marketing content material earlier than high-volume sends.

• Draft Lunar New 12 months e mail and SMS messages (gift-, product-, or value-led)
• Use the A/B testing function provided by automation instruments like Omnisend to trial topic strains, content material blocks, ship instances, CTA, and extra on smaller segments
• Examine visuals, hyperlinks, and cell layouts
• Save and duplicate successful variations for quick execution

For inspiration, Cettire’s early-access Lunar New 12 months e mail prioritizes the provide over heavy product visuals—a format price testing to create urgency and encourage early engagement:

Part 3 (30 days to New 12 months): Execution and optimization

With one month remaining, the main target shifts to operating and optimizing reside Lunar New 12 months advertising and marketing campaigns. When launching to key segments like VIPs or previous present patrons, house out e mail and SMS messages to keep away from fatigue.

With Omnisend, you possibly can monitor efficiency within the analytics dashboard, observe open charges, clicks, and income per marketing campaign. Use these insights to:

• Alter topic strains or ship instances in actual time
• Pause underperforming campaigns and scale prime performers
• Apply conditional splits (for instance, completely different follow-ups for cart abandoners who opened vs. didn’t)
• Set off automated delivery deadline nudges for late-stage patrons

Buyers typically start buying presents two to 4 weeks earlier than the Lunar New 12 months. Throughout this window, ship curated gift-edit emails, corresponding to Farfetch’s, to encourage purchases and simplify decision-making for present patrons:

Part 4 (Put up – New 12 months): Evaluation and retention

After Lunar New 12 months, shift focus to retention to increase marketing campaign worth. Key actions embrace:

• Reviewing which messages, merchandise, and segments carried out greatest
• Tagging prime Lunar New 12 months patrons and creating retention segments utilizing instruments like Omnisend
• Constructing post-purchase and winback automations with gratitude messaging or product suggestions
• Sending follow-ups that transfer one-time patrons towards loyalty

Lunar New 12 months advertising and marketing shouldn’t cease at conversion. The best campaigns transition easily into long-term engagement. For inspiration, Ecigwizard’s post-holiday e mail targets earlier patrons with urgency-driven incentives to encourage repeat purchases.

Channel-specific Lunar New 12 months advertising and marketing techniques

E-mail, SMS, and your web site are the strongest channels for Lunar New 12 months advertising and marketing as a result of they seize high-intent buyers and drive conversions.

E-mail builds anticipation and explains presents, SMS creates urgency at key moments, and your web site reinforces each with a seamless shopping for expertise.

Collectively, they assist ecommerce manufacturers convert seasonal demand with out relying closely on paid adverts. Let’s talk about them intimately right here:

E-mail advertising and marketing playbook

Vacation emails see greater open charges of over 35% and a 1.5% click on charge in comparison with different emails, in line with Omnisend. Timing and relevance are key, so think about using this sequence:

• Teaser: Construct anticipation
• Launch: Announce sale or assortment
• Reward information: Curate merchandise by value, class, or recipient
• Delivery cutoff: Talk final supply dates
• Appreciation and gratitude: Thank prospects and ship presents with out pushing gross sales

To execute this in Omnisend: 

• Use prebuilt seasonal templates and customise them to hurry up design. Check out this template New 12 months celebration e mail that recommends product pairing for buyers and encourages them to purchase: 

You possibly can select pre-built segments, use the AI phase builder, or begin from scratch. 

Omnisend professional tip: Allow ship‑time e mail personalization by utilizing subscriber attributes (like first title, previous buy class, or location) in your Lunar New 12 months topic strains and e mail content material.

SMS technique and world messaging

Earlier than sending campaigns, arrange world SMS entry. Generate your SMS quantity and add credit. Instruments like Omnisend assist world SMS to 200+ international locations with country-specific pricing.

Give attention to timing and relevance. Schedules are despatched throughout native waking hours (morning or early night). Check out these instance SMS templates you possibly can select from: 

• Early entry: “BRAND: Early entry to Lunar New 12 months offers ends tonight! https://www.omnisend.com/weblog/lunar-new-year-marketing/ STOP to opt-out.”
• Final probability: “BRAND: Final hours for LNY reductions! Faucet to buy: https://www.omnisend.com/weblog/lunar-new-year-marketing/ STOP.”
• Day-of greetings: “BRAND: Comfortable Lunar New 12 months — thanks for celebrating with us! https://www.omnisend.com/weblog/lunar-new-year-marketing/”

All the time embrace unsubscribe choices:

Omnisend professional tip: You possibly can view SMS prices throughout international locations in a single place, primarily based on the variety of messages and credit used, to avoid wasting time on comparisons.

Web site and onsite expertise

A robust onsite expertise guides buyers, captures emails for follow-ups, and converts seasonal curiosity into Lunar New 12 months gross sales. Listed below are key onsite components to incorporate:

• Lunar New 12 months banners and curated present collections in your retailer theme to direct guests to classes
• Themed countdown timers and delivery cutoff notices to cut back cart abandonment

On-site conduct feeds immediately into e mail personalization. For instance, utilizing this knowledge, you possibly can select contacts, and Omnisend’s Product Recommender can robotically insert product blocks like “Greatest Sellers” or “Not too long ago Seen” into emails, growing relevance and clicks.

Omnisend professional tip: Join third-party product quiz instruments through API to ship quiz responses into Omnisend. Use them to:

• Create segments
• Set off automated emails/SMS
• Personalize messages primarily based on preferences

Social and paid media assist

Social/paid media assist Lunar New 12 months advertising and marketing by reaching new buyers and driving them to owned channels like e mail/SMS. Use this to construct early curiosity and seize leads:

• Run quizzes or polls tied to LNY traditions to seize leads and provide early entry to offers
• Retarget web site guests through Fb/Instagram adverts primarily based on considered merchandise

Cultural imagery tip: Use culturally correct visuals and replica. Errors right here can scale back belief or alienate buyers.

Built-in omnichannel marketing campaign blueprint

Efficient Lunar New 12 months advertising and marketing coordinates all channels so each touchpoint reinforces the identical message and subsequent step. For instance:

• Social/paid media can create first contact and drive site visitors to signups
• E-mail explains presents, showcases present concepts, and guides choices over time
• SMS helps e mail with well timed nudges, reminders, and last-chance updates
• Your web site closes the loop with popups, delivery cutoffs, and product suggestions 

This works as a result of all channels share knowledge, and Lunar New 12 months advertising and marketing turns into a coordinated shopping for expertise that will increase conversions with out overwhelming buyers.

Ecommerce-focused Lunar New 12 months marketing campaign concepts and examples

Listed below are confirmed Lunar New 12 months advertising and marketing concepts and constructions, buttressed by real-world examples to encourage your Lunar New 12 months campaigns: 

Product technique: Bundles, restricted editions, and gifting

The way you bundle, current, and prioritize merchandise issues in Lunar New 12 months advertising and marketing. For instance, you possibly can create present bundles — like skincare trios, residence units, or packs of eight “fortunate” objects. Restricted-edition merchandise additionally create urgency, and gift-ready wrapping will increase perceived worth at checkout.

When you’ve outlined which merchandise to push, Omnisend may help floor them robotically in emails/flows through dynamic product advice blocks. 

You possibly can show best-selling, new, or personalised merchandise, so every e mail populates with related or trending objects robotically at ship time.

One consumer notes, “Omnisend is intuitive, and automation flows are easy to arrange, serving to me nurture buyer relationships with out superior technical information.”

For instance, a style model featured limited-edition objects in e mail, bolstered them with an SMS reminder, and displayed the identical merchandise in onsite banners for cross-channel discovery. 

Ganni’s “Unique Lunar New 12 months Capsule” is a powerful instance, with shoppable product blocks, delicate festive visuals, and a transparent CTA:

Promotion constructions and low cost concepts

Efficient Lunar New 12 months advertising and marketing begins with cultural relevance in thoughts. 

For instance, utilizing “Lunar New 12 months” as an alternative of “Chinese language New 12 months” (for Chinese language New 12 months advertising and marketing) ensures inclusivity of all communities that remember this vacation, not simply these of Chinese language heritage, until you’re focusing on cultures individually. 

You possibly can then run promotions that drive urgency, loyalty, and better AOV. For instance:  

• VIP and early entry: Reward loyal prospects first to create FOMO

See how HBX ran a non-public sale with as much as 50% off for “Professional” members, motivating non-members to hitch:

• Bundle and themed units: Signature Market promotes curated present units with scratch-card prizes, nudging buyers earlier than offers expire:

• Layered reductions: The Outnet provided 20% off plus an app-only bonus, encouraging purchases and app downloads:

• Final-chance urgency: Giftr emphasizes supply deadlines, combining product choice with FOMO to immediate quick motion:

For instance, a style model mixed emails, SMS, and web site promotion for its Lunar New 12 months sale. It despatched emails to VIP prospects asserting early entry to its Lunar New 12 months sale, adopted by an SMS reminder, and bolstered exclusivity with a locked-on-site banner. This creates FOMO and nudges non-members to hitch.

Business-specific playbooks (style, magnificence, meals, residence, jewellery)

Let’s discover Lunar New 12 months advertising and marketing by trade, with sensible tricks to drive engagement, conversions, and order worth.

Vogue

• Supply limited-edition outfit or accent bundles
• Spotlight bundles in e mail, SMS, and onsite as “gift-ready”

Instance: A style model emails VIPs a bundle, follows up with SMS 48 hours earlier than inventory runs out, and makes use of onsite countdown banners to create urgency.

Magnificence & Cosmetics

• Create present units with best-selling SKUs plus mini extras
• Reward early patrons with loyalty factors or bonus merchandise

Instance: A magnificence model emails a “Construct Your Lunar Glow Set” promotion, then shows onsite suggestions to extend cart worth.

Meals & Drinks

• Launch limited-edition flavors or tasting kits
• Ship emails with free recipes/pairing content material to drive clicks

Instance: A specialty tea store emails a “Lunar Taste Discovery” information, follows up through SMS for restocked teas, and recommends complementary snacks onsite.

Dwelling & Decor

• Promote small décor objects for fast seasonal refresh
• Use countdowns and themed collections to drive urgency

Instance: A house décor model emails a Lunar New 12 months tabletop edit, sends SMS reminders earlier than final supply dates, and highlights “prepared for the vacation” objects onsite.

Jewellery & Equipment

• Give attention to themed, significant items
• Supply personalization or engraving

Instance: A jewellery model emails a “Fortunate Charms” assortment, follows up with SMS without spending a dime engraving inside 48 hours, and reveals themed product suggestions onsite for buyers who click on by means of or browse associated objects.

Standout Lunar New 12 months advertising and marketing examples

In early 2025, Sephora launched a Lunar New 12 months e mail selling limited-edition magnificence collections from prime Asian manufacturers. A number of product blocks, native CTAs, and diverse value tiers appealed to completely different patrons.

One other instance is Nike’s 2025 “12 months of the Snake” line, which included Air Pressure 1, Dunks, and Air Jordan 1 Retro Low sneakers with snake-inspired motifs and festive colours, launched through ecommerce channels (Nike.com + app). The gathering was launched for the vacation season solely, leveraging shortage and cultural relevance. 

Nike additionally launched a brief movie, “Lunar New 12 months: The Nice Chase,” participating viewers and strengthening model connection:

Lastly, Lululemon’s 2025 Lunar New 12 months vacation advertising and marketing marketing campaign mixed activewear with the quick movie “Again to Spring,” highlighting motion, renewal, and multi-generational storytelling. This narrative made the gathering really feel significant, excessive social buzz, and created urgency round restricted items. 

Cultural context and sensitivity for Lunar New 12 months advertising and marketing

Respectful campaigns begin with understanding cultural context and understanding which language, imagery, and symbols are secure to make use of.

Key cultural insights ecommerce entrepreneurs should know 

LNY marks the beginning of a brand new lunar calendar and is widely known throughout a number of cultures, together with Chinese language (Chūn Jié), Vietnamese (Tết), and Korean (Seollal). 

Treating Lunar New 12 months as a single, common celebration could make campaigns really feel much less private and scale back engagement.

Right here’s why:

• Chinese language traditions: Chūn Jié lasts 15 days and facilities on household reunions, purple envelopes, dragon dances, and lantern festivals in Chinese language New 12 months promoting
• Korean traditions: Seollal spans three days, that includes ancestral rites, gift-giving, and conventional video games like Yut
• Vietnamese traditions: Tết is a three-day celebration targeted on honoring ancestors and meals like bánh chưng

Inexperienced, yellow, and red-light techniques

Use this framework to resolve what to incorporate, strategy cautiously, or keep away from in LNY campaigns.

Inexperienced (secure and respectful)

• Acknowledge the vacation with greetings and cultural context
• Promote present bundles or tradition-adjacent merchandise (hongbao-ready objects)

Yellow (use fastidiously)

• Zodiac or idiom references solely after correct analysis
• Restricted-edition cultural imagery vetted by educated sources

Crimson (keep away from)

• Clichéd or caricatured motifs with out which means
• Sacred symbols used purely as ornament

Language, imagery, and localization tips

Select naming fastidiously. “Lunar New 12 months” works broadly, whereas “Chinese language New 12 months” could swimsuit Chinese language New 12 months promotion when culturally applicable. Adapt tone, symbols, dates, and phrasing for various cultures, together with diaspora audiences.

Keep away from generic vacation visuals. Use culturally aligned imagery when assured, or hold visuals impartial and product-focused when accuracy can’t be assured. 

Be selective with focusing on. Ship automated emails, with instruments like Omnisend, solely to audiences for whom the Lunar New 12 months is related. Keep away from random mass broadcasts.

Companion with cultural specialists when campaigns transcend primary greetings — corresponding to zodiac themes, translated copy, cultural symbols, or model storytelling.

As Sunny Johar, Managing Director SEA, explains: “Appreciation begins with co-creation, not imitation… You possibly can’t declare to have fun a tradition in case you received’t spend money on the individuals who carry it.”

Finances allocation and ROI for Lunar New 12 months campaigns

Begin by assessing your viewers dimension, seasonal product match, and previous marketing campaign efficiency.

Finances choices ought to tie on to measurable targets:

• Driving e mail/SMS income
• Growing AOV by means of bundles
• Buying new prospects with well timed presents

If previous vacation campaigns carried out nicely, think about allocating a bigger price range. If not, begin small with focused presents or present bundles, and scale primarily based on engagement.

Check out these estimated price range allocations to assist information your Lunar New 12 months advertising and marketing planning:

Allocate the price range strategically: prioritize high-ROI channels and use others for attain.

For ecommerce, e mail advertising and marketing delivers a powerful ROI — $36 per $1. Nevertheless, Omnisend customers see a median return of $68 for each greenback spent.

Automated flows corresponding to cart restoration, welcome sequence, and post-purchase campaigns effectively seize income. Omnisend integrates e mail/SMS, tracks ROI in actual time, and presents core automation options even on its free plan, with the intention to begin Lunar New 12 months advertising and marketing campaigns from now. 

Measurement, optimization, and long-term retention

Consider this because the “what now?” part — easy methods to inform in case your Lunar New 12 months advertising and marketing labored, tweak campaigns whereas reside, and switch seasonal patrons into loyal prospects.

KPIs to trace

Monitor key metrics inside e mail instruments like Omnisend. Go to Studies → Campaigns/Automations → Choose marketing campaign. You’ll see an outline web page of the place you possibly can entry all the information: 

Monitor the next: 

• Income per recipient (RPR): Common earnings per message
• Conversion charge: % clicks resulting in purchases
• Common order worth (AOV): Measures upsell or bundle success
• Listing progress: Seasonal signups increasing your viewers listing
• Unsubscribe charge: Decide-outs from emails/SMS
• Repeat buy charge: seasonal patrons returning

Testing and optimization

Run checks earlier than and through Lunar New 12 months advertising and marketing campaigns to enhance ends in actual time:

• Topic strains: Personalization vs. simple
• Ship instances: Morning vs. night
• Artistic depth: Wealthy visuals vs. minimalistic
• Supply framing: Tiered bundle vs. single low cost

Buyer retention

After Lunar New 12 months advertising and marketing, concentrate on turning one-time patrons into repeat prospects:

• Thanks/recap e mail: Present gratitude and bought objects
• Observe-up suggestions: Counsel complementary merchandise
• Add to nurture flows: Welcome or loyalty sequences

Deal with Lunar New 12 months campaigns as a part of a broader cultural calendar, not a one-off gross sales spike. Manufacturers that plan LNY alongside different moments can reuse insights, segments, and automations to enhance outcomes over time. 

Omnisend excels at year-round planning, making it simple to run a number of seasonal campaigns from a single e mail, SMS, and automation basis with out ranging from scratch every time.

Conclusion

Lunar New 12 months advertising and marketing isn’t about one-off seasonal promotions. It combines technique, cultural understanding, and automation to create campaigns that join along with your viewers. 

By following a 90-day framework, leveraging built-in channels corresponding to e mail, SMS, web site, and social media, and making use of ecommerce-specific concepts, you possibly can create campaigns that resonate and ship measurable ends in 2026.

Cultural sensitivity is crucial, not just for efficiency however for constructing belief and long-term loyalty. You possibly can collaborate with a tradition professional, however issue this into your price range earlier than beginning campaigns. 

Monitor metrics, run A/B checks, and optimize campaigns alongside the best way. With Omnisend’s automation and analytics, you possibly can run respectful, high-impact campaigns that develop income and lasting relationships

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