Lunar New Year Marketing Strategies For Online Stores

Studying Time: 15 minutes

Lunar New Yr advertising and marketing includes planning culturally conscious, high-impact campaigns round one of many world’s largest purchasing holidays. In ecommerce, it’s important as folks spend closely on presents, creating a robust 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 Yr represents vital buying energy. Throughout this era, buyers actively search manufacturers that acknowledge the vacation with respect and relevance. 

In 2026, the Yr of the Horse brings themes like momentum, progress, and resilience, providing pure storytelling alternatives for on-line shops. This text gives 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 seeking to mix cultural relevance with automation-driven progress.

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

This 90-day framework helps manufacturers plan, launch, and prolong Lunar New Yr advertising and marketing via a structured set of phases. As a substitute 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 selections. Omnisend’s prospects earn a mean of $84 for each $1 spent, primarily as a result of automated e-mail and SMS campaigns are prepared to interact buyers on the moments that matter.

Lunar New Yr is a big ecommerce second, pushed by robust seasonal demand and rising on-line purchasing.

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

Nevertheless, success throughout LNY depends upon balancing authenticity with income objectives. Customers reply higher to campaigns that respect cultural that means relatively than feeling overly promotional.

Nielsen’s 2025 report reveals that 59% of Asian American, Native Hawaiian, and Pacific Islander (AANHPI) customers count on manufacturers to help causes they care about

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

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

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

Lunar New Yr creates a brief, high-pressure shopping for window, making early planning important. Key targets on this section embody:

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

Create Lunar New Yr segments in your e-mail automation software, resembling Omnisend, together with:

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

Subsequent, arrange automated flows with Lunar New Yr 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 Yr plan as a part of a much bigger Q1 push, it helps to zoom out and map your complete season round it. Omnisend’s 2026 marketing events calendar is a useful reference for planning key dates and marketing campaign home windows — so Lunar New Yr 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 Yr advertising and marketing content material earlier than high-volume sends.

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

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

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

With one month remaining, the main target shifts to operating and optimizing stay Lunar New Yr 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, monitor open charges, clicks, and income per marketing campaign. Use these insights to:

• Modify topic traces 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

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

Part 4 (Publish – New Yr): Evaluation and retention

After Lunar New Yr, shift focus to retention to increase marketing campaign worth. Key actions embody:

• Reviewing which messages, merchandise, and segments carried out greatest
• Tagging prime Lunar New Yr 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 Yr advertising and marketing shouldn’t cease at conversion. The simplest 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 Yr advertising and marketing techniques

E-mail, SMS, and your web site are the strongest channels for Lunar New Yr 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 focus on them intimately right here:

E-mail advertising and marketing playbook

Vacation emails see increased open charges of over 35% and a 1.5% click rate 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
• Present information: Curate merchandise by worth, class, or recipient
• Transport 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 Yr celebration e-mail that recommends product pairing for buyers and encourages them to purchase: 

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

Omnisend professional tip: Allow ship‑time email personalization by utilizing subscriber attributes (like first identify, previous buy class, or location) in your Lunar New Year subject lines and e-mail content material.

SMS technique and world messaging

Earlier than sending campaigns, set up global SMS entry. Generate your SMS quantity and add credit. Instruments like Omnisend support global SMS to 200+ countries with country-specific pricing.

Concentrate on 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 Yr 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: Joyful Lunar New Yr — thanks for celebrating with us!
  https://www.omnisend.com/weblog/lunar-new-year-marketing/”

At all times embody 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 save lots of 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 Yr gross sales. Listed below are key onsite components to incorporate:

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

On-site conduct feeds straight 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 “Finest Sellers” or “Not too long ago Considered” into emails, rising relevance and clicks.

Omnisend professional tip: Join third-party product quiz tools 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 help

Social/paid media help Lunar New Yr 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 supply early entry to offers
• Retarget web site guests through Fb/Instagram adverts primarily based on seen merchandise

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

Built-in omnichannel marketing campaign blueprint

Efficient Lunar New Yr 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 selections 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 Yr advertising and marketing turns into a coordinated shopping for expertise that will increase conversions with out overwhelming buyers.

Ecommerce-focused Lunar New Yr marketing campaign concepts and examples

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

Product technique: Bundles, restricted editions, and gifting

The way you package deal, current, and prioritize merchandise issues in Lunar New Yr advertising and marketing. For instance, you possibly can create present bundles — like skincare trios, dwelling units, or packs of eight “fortunate” gadgets. 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 can assist floor them robotically in emails/flows through dynamic product advice blocks. 

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

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

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

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

Promotion constructions and low cost concepts

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

For instance, utilizing “Lunar New Yr” as a substitute of “Chinese language New Yr” (for Chinese language New Yr advertising and marketing) ensures inclusivity of all communities that commemorate this vacation, not simply these of Chinese language heritage, until you’re concentrating 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 personal sale with as much as 50% off for “Professional” members, motivating non-members to affix:

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

• Layered reductions: The Outnet supplied 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 speedy motion:

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

Trade-specific playbooks (style, magnificence, meals, dwelling, jewellery)

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

Style

• Provide 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 gadgets for fast seasonal refresh
• Use countdowns and themed collections to drive urgency

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

Jewellery & Equipment

• Concentrate on themed, significant items
• Provide personalization or engraving

Instance: A jewellery model emails a “Fortunate Charms” assortment, follows up with SMS at no cost engraving inside 48 hours, and reveals themed product suggestions onsite for buyers who click on via or browse associated gadgets.

Standout Lunar New Yr advertising and marketing examples

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

One other instance is Nike’s 2025 “Yr 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 Yr: The Nice Chase,” partaking viewers and strengthening model connection:

Lastly, Lululemon’s 2025 Lunar New Yr holiday marketing campaign mixed activewear with the brief 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 Yr advertising and marketing

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

Key cultural insights ecommerce entrepreneurs should know 

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

Treating Lunar New Yr 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, pink envelopes, dragon dances, and lantern festivals in Chinese language New Yr 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 centered on honoring ancestors and meals like bánh chưng

Inexperienced, yellow, and red-light techniques

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

Inexperienced (protected and respectful)

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

Yellow (use rigorously)

• 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 that means
• Sacred symbols used purely as ornament

Language, imagery, and localization tips

Select naming rigorously. “Lunar New Yr” works broadly, whereas “Chinese language New Yr” could go well with Chinese language New Yr promotion when culturally acceptable. 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 preserve visuals impartial and product-focused when accuracy can’t be assured. 

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

Companion with cultural consultants when campaigns transcend primary greetings — resembling 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 gained’t put money into the individuals who carry it.”

Funds allocation and ROI for Lunar New Yr campaigns

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

Funds selections ought to tie on to measurable objectives:

• Driving e-mail/SMS income
• Rising AOV via bundles
• Buying new prospects with well timed presents

If previous vacation campaigns carried out properly, take into account allocating a bigger funds. If not, begin small with focused presents or present bundles, and scale primarily based on engagement.

Check out these estimated funds allocations to assist information your Lunar New Yr advertising and marketing planning:

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

For ecommerce, e-mail advertising and marketing delivers a robust ROI — $36 per $1. Nevertheless, Omnisend customers see a mean return of $68 for every dollar spent.

Automated flows resembling cart restoration, welcome collection, 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, so to begin Lunar New Yr advertising and marketing campaigns from now. 

Measurement, optimization, and long-term retention

Consider this because the “what now?” part — how you can inform in case your Lunar New Yr advertising and marketing labored, tweak campaigns whereas stay, and switch seasonal patrons into loyal prospects.

KPIs to trace

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

Monitor the next: 

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

Testing and optimization

Run assessments earlier than and through Lunar New Yr advertising and marketing campaigns to enhance leads to actual time:

• Topic traces: Personalization vs. easy
• Ship instances: Morning vs. night
• Artistic depth: Wealthy visuals vs. minimalistic
• Provide framing: Tiered bundle vs. single low cost

Buyer retention

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

• Thanks/recap e-mail: Present gratitude and bought gadgets
• Comply with-up suggestions: Recommend complementary merchandise
• Add to nurture flows: Welcome or loyalty sequences

Deal with Lunar New Yr 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 straightforward 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 Yr 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 resembling 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 leads to 2026.

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

Observe metrics, run A/B assessments, 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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