{"id":10009,"date":"2024-09-16T00:00:00","date_gmt":"2024-09-16T04:00:00","guid":{"rendered":"https:\/\/whatsappbusiness.com\/blog\/6-tendances-des-achats-des-fetes-pour-orienter-votre-strategie-whatsapp-saisonniere\/"},"modified":"2026-04-30T02:51:09","modified_gmt":"2026-04-30T06:51:09","slug":"holiday-shopping-trends-seasonal-strategy","status":"publish","type":"post","link":"https:\/\/whatsappbusiness.com\/fr\/blog\/holiday-shopping-trends-seasonal-strategy\/","title":{"rendered":"6\u00a0tendances des achats des f\u00eates pour orienter votre strat\u00e9gie WhatsApp saisonni\u00e8re"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Les pics de vente saisonniers, tels que les f\u00eates et les grandes journ\u00e9es de promotions, sont des p\u00e9riodes o\u00f9 les consommateur\u00b7ices sont non seulement en mode achat, mais \u00e9galement ouvert\u00b7es \u00e0 la d\u00e9couverte de nouvelles marques et de nouveaux produits en ligne. C\u2019est l\u2019occasion pour les entreprises de d\u00e9velopper leur client\u00e8le et de renforcer leurs relations, ce qui peut stimuler leur croissance tout au long de l\u2019ann\u00e9e. Vous devez cependant aller \u00e0 la rencontre des acheteur\u00b7ses l\u00e0 o\u00f9 ils et elles se trouvent, que ce soit sur les canaux sur lesquels ils et elles passent du temps ou par le biais des priorit\u00e9s qu\u2019ils et elles ont en mati\u00e8re de shopping.<\/p>\n\n<p class=\"wp-block-paragraph\">Pour vous aider \u00e0 d\u00e9velopper la strat\u00e9gie de messagerie professionnelle la plus efficace pour les pics de vente pendant les f\u00eates, nous avons r\u00e9uni quelques informations bas\u00e9es sur les comportements et les attitudes d\u2019achat saisonniers.<\/p>\n\n<h2 id=\"principales-tendances-dachat-pour-la-saison-a-venir\" class=\"wp-block-heading\">Principales tendances d\u2019achat pour la saison \u00e0 venir<\/h2>\n\n<p class=\"wp-block-paragraph\">Une analyse mondiale r\u00e9alis\u00e9e aupr\u00e8s de pr\u00e8s de 18\u00a0000\u00a0personnes qui effectuent des achats pendant les f\u00eates<sup>*<\/sup> a r\u00e9v\u00e9l\u00e9 des tendances importantes que vous pouvez utiliser pour planifier et fa\u00e7onner votre strat\u00e9gie de messagerie afin de g\u00e9n\u00e9rer un impact commercial maximal. Voici six\u00a0conclusions cl\u00e9s \u00e0 prendre en consid\u00e9ration.<\/p>\n\n<h3 id=\"1-les-acheteur%c2%b7ses-commencent-leur-shopping-plus-tot\" class=\"wp-block-heading\">1. Les acheteur\u00b7ses commencent leur shopping plus t\u00f4t<\/h3>\n\n<p class=\"wp-block-paragraph\">Chaque ann\u00e9e, les consommateur\u00b7ices semblent commencer \u00e0 pr\u00e9parer leurs achats pour les f\u00eates de fin d\u2019ann\u00e9e de plus en plus t\u00f4t. Dans le monde entier, de plus en plus d\u2019acheteur\u00b7ses commencent \u00e0 planifier ce qu\u2019elles et ils veulent acheter et o\u00f9 avant le mois d\u2019octobre. M\u00eame les personnes qui n\u2019ont pas l\u2019habitude d\u2019\u00eatre matinales attendent moins jusqu\u2019au mois de d\u00e9cembre pour planifier leurs campagnes et se pr\u00e9parent plut\u00f4t en novembre.<\/p>\n\n<p class=\"wp-block-paragraph\">Cela signifie que les commer\u00e7ants avertis ne peuvent pas attendre pour d\u00e9velopper leur notori\u00e9t\u00e9, g\u00e9n\u00e9rer des prospects et offrir des promotions personnalis\u00e9es. Lancez la conversation t\u00f4t et interagissez tout au long du cycle de vie de la client\u00e8le pour vous assurer d\u2019\u00eatre dans la course aux achats des f\u00eates de fin d\u2019ann\u00e9e.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img data-dominant-color=\"f5f7f6\" data-has-transparency=\"false\" style=\"--dominant-color: #f5f7f6;\" loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"504\" class=\"wp-image-1278 not-transparent\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/holiday-shopping-planning-timelines-1x.jpg\" alt=\"Calendriers de planification des achats pour les f\u00eates\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/holiday-shopping-planning-timelines-1x.jpg 1200w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/holiday-shopping-planning-timelines-1x.jpg?resize=300,126 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/holiday-shopping-planning-timelines-1x.jpg?resize=768,323 768w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/holiday-shopping-planning-timelines-1x.jpg?resize=1024,430 1024w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n<h3 id=\"2-un-plus-grand-nombre-de-consommateur%c2%b7ices-est-en-ligne-pendant-les-fetes-pret%c2%b7es-a-decouvrir-des-nouveautes\" class=\"wp-block-heading\">2. Un plus grand nombre de consommateur\u00b7ices est en ligne pendant les f\u00eates, pr\u00eat\u00b7es \u00e0 d\u00e9couvrir des nouveaut\u00e9s<\/h3>\n\n<p class=\"wp-block-paragraph\">La majorit\u00e9 des acheteur\u00b7ses pendant les f\u00eates d\u00e9clarent passer plus de temps en ligne \u00e0 cette p\u00e9riode de l\u2019ann\u00e9e, en particulier la g\u00e9n\u00e9ration\u00a0Z et les millennials. Cette augmentation de la consommation de contenu multim\u00e9dia num\u00e9rique s\u2019accompagne d\u2019une intensification des activit\u00e9s d\u2019achat, comme la d\u00e9couverte et l\u2019achat d\u2019un plus large \u00e9ventail de cat\u00e9gories.<\/p>\n\n<p class=\"wp-block-paragraph\">Un autre point tout aussi important\u00a0: plus de la moiti\u00e9 des personnes qui font des achats pour les f\u00eates ont d\u00e9couvert des marques ou des produits sur les plateformes de Meta, comme WhatsApp.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img data-dominant-color=\"d1d6d1\" data-has-transparency=\"false\" style=\"--dominant-color: #d1d6d1;\" loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"407\" class=\"wp-image-1280 not-transparent\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/holiday-time-spent-online-1x.jpg\" alt=\"Temps pass\u00e9 en ligne pendant les f\u00eates, d\u00e9couverte de produits\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/holiday-time-spent-online-1x.jpg 1200w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/holiday-time-spent-online-1x.jpg?resize=300,102 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/holiday-time-spent-online-1x.jpg?resize=768,260 768w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/holiday-time-spent-online-1x.jpg?resize=1024,347 1024w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Que faut-il en retenir\u00a0? Faites-vous conna\u00eetre en ligne gr\u00e2ce \u00e0 des outils tels que les <a href=\"https:\/\/whatsappbusiness.com\/fr\/products\/ads-that-click-to-whatsapp\/\">publicit\u00e9s clic vers WhatsApp<\/a> pour toucher de nouvelles audiences, entamer de nouvelles conversations et vous faire conna\u00eetre.<\/p>\n\n<h3 id=\"3-les-acheteur%c2%b7ses-utilisent-les-technologies-meta-a-chaque-etape-du-parcours-dachat-y-compris-pour-les-achats\" class=\"wp-block-heading\">3. Les acheteur\u00b7ses utilisent les technologies Meta \u00e0 chaque \u00e9tape du parcours d\u2019achat, y compris pour les achats<\/h3>\n\n<p class=\"wp-block-paragraph\">Les technologies Meta influencent les achats saisonniers des consommateur\u00b7ices et favorisent la d\u00e9couverte de marques et de produits. Les internautes utilisent Meta tout au long de leur parcours. Pr\u00e8s d\u2019un tiers des personnes faisant des achats pour les f\u00eates font confiance aux technologies Meta, dont les fonctionnalit\u00e9s d\u2019achat int\u00e9gr\u00e9es contribuent \u00e0 simplifier l\u2019exp\u00e9rience de shopping.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img data-dominant-color=\"eff1f1\" data-has-transparency=\"false\" style=\"--dominant-color: #eff1f1;\" loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"400\" class=\"wp-image-1270 not-transparent\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/holiday-discovery-evaluation-purchase-meta-1x.jpg\" alt=\"D\u00e9couverte, \u00e9valuation et achat pendant les f\u00eates avec Meta\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/holiday-discovery-evaluation-purchase-meta-1x.jpg 1200w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/holiday-discovery-evaluation-purchase-meta-1x.jpg?resize=300,100 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/holiday-discovery-evaluation-purchase-meta-1x.jpg?resize=768,256 768w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/holiday-discovery-evaluation-purchase-meta-1x.jpg?resize=1024,341 1024w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n<h3 id=\"4-les-offres-et-les-remises-pour-les-fetes-sont-toujours-populaires\" class=\"wp-block-heading\">4. Les offres et les remises pour les f\u00eates sont toujours populaires<\/h3>\n\n<p class=\"wp-block-paragraph\">C\u2019est tout particuli\u00e8rement le cas dans les r\u00e9gions o\u00f9 les consommateur\u00b7ices sont en proie \u00e0 l\u2019incertitude \u00e9conomique. Ces personnes recherchent des alternatives moins ch\u00e8res et profitent des remises saisonni\u00e8res. En effet, pr\u00e8s de la moiti\u00e9 des acheteur\u00b7ses dans le monde font la majeure partie de leurs achats pour les f\u00eates pendant des \u00e9v\u00e8nements promotionnels saisonniers.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img data-dominant-color=\"ced5d5\" data-has-transparency=\"false\" style=\"--dominant-color: #ced5d5;\" loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"458\" class=\"wp-image-1897 not-transparent\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/seasonal-discount-sales-events-1x.jpg\" alt=\"\u00c9v\u00e8nements promotionnels saisonniers\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/seasonal-discount-sales-events-1x.jpg 1200w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/seasonal-discount-sales-events-1x.jpg?resize=300,115 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/seasonal-discount-sales-events-1x.jpg?resize=768,293 768w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/seasonal-discount-sales-events-1x.jpg?resize=1024,391 1024w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Les commer\u00e7ants doivent garder cela \u00e0 l\u2019esprit lorsqu\u2019ils \u00e9laborent leur strat\u00e9gie de messagerie professionnelle. Ils doivent mettre l\u2019accent sur les promotions, les coupons et les offres sp\u00e9ciales pour les consommateur\u00b7ices sensibles au prix.<\/p>\n\n<h3 id=\"5-le-black-friday-et-le-cyber-monday-restent-des-evenements-cles\" class=\"wp-block-heading\">5. Le Black\u00a0Friday et le Cyber\u00a0Monday restent des \u00e9v\u00e8nements cl\u00e9s<\/h3>\n\n<p class=\"wp-block-paragraph\">Tous les jours de grandes promotions confondus, les acheteur\u00b7ses continuent d\u2019allouer une part importante de leur budget au Black\u00a0Friday et au Cyber\u00a0Monday, en particulier dans les r\u00e9gions EMEA et Am\u00e9rique du Nord. Dans ces r\u00e9gions, les commer\u00e7ant\u00b7es doivent continuer de planifier et d\u2019optimiser leurs campagnes pour profiter de ces \u00e9v\u00e8nements de fin d\u2019ann\u00e9e propices aux d\u00e9penses.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img data-dominant-color=\"ecf0ed\" data-has-transparency=\"false\" style=\"--dominant-color: #ecf0ed;\" loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"377\" class=\"wp-image-1960 not-transparent\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/spend-share-across-mega-sales-days-1x.jpg\" alt=\"R\u00e9partition des d\u00e9penses pendant les grandes journ\u00e9es de promotions\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/spend-share-across-mega-sales-days-1x.jpg 1200w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/spend-share-across-mega-sales-days-1x.jpg?resize=300,94 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/spend-share-across-mega-sales-days-1x.jpg?resize=768,241 768w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/spend-share-across-mega-sales-days-1x.jpg?resize=1024,322 1024w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n<h3 id=\"6-dans-toutes-les-regions-les-technologies-meta-contribuent-a-faconner-les-achats-lors-des-grandes-journees-de-promotions\" class=\"wp-block-heading\">6. Dans toutes les r\u00e9gions, les technologies Meta contribuent \u00e0 fa\u00e7onner les achats lors des grandes journ\u00e9es de promotions<\/h3>\n\n<p class=\"wp-block-paragraph\">M\u00eame parmi la g\u00e9n\u00e9ration\u00a0Z et les millennials du monde entier, les technologies Meta n\u2019ont pas leur pareil en mati\u00e8re d\u2019influence lors des p\u00e9riodes de forte activit\u00e9 tout au long de l\u2019ann\u00e9e. Les entreprises doivent garder cela \u00e0 l\u2019esprit lorsqu\u2019elles planifient un marketing mix efficace.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img data-dominant-color=\"d3e6da\" data-has-transparency=\"false\" style=\"--dominant-color: #d3e6da;\" loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"565\" class=\"wp-image-1536 not-transparent\" src=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/mega-sales-day-purchase-influence-1x.jpg\" alt=\"Influence sur les achats pendant les grandes journ\u00e9es de promotions\" srcset=\"https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/mega-sales-day-purchase-influence-1x.jpg 1200w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/mega-sales-day-purchase-influence-1x.jpg?resize=300,141 300w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/mega-sales-day-purchase-influence-1x.jpg?resize=768,362 768w, https:\/\/whatsappbusiness.com\/wp-content\/uploads\/2026\/03\/mega-sales-day-purchase-influence-1x.jpg?resize=1024,482 1024w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n<h2 id=\"tirez-le-meilleur-parti-de-ces-tendances-grace-aux-messages-professionnels-sur-whatsapp\" class=\"wp-block-heading\">Tirez le meilleur parti de ces tendances gr\u00e2ce aux messages professionnels sur WhatsApp<\/h2>\n\n<p class=\"wp-block-paragraph\">Les p\u00e9riodes de ventes saisonni\u00e8res sont l\u2019occasion id\u00e9ale de toucher de nouvelles audiences et de nouveaux\u00b7elles acheteur\u00b7ses lorsqu\u2019ils et elles sont le plus actif\u00b7ves en ligne et le plus ouvert\u00b7es \u00e0 la d\u00e9couverte de nouvelles marques et de nouveaux produits, ainsi qu\u2019\u00e0 la recherche d\u2019offres int\u00e9ressantes pour les f\u00eates.<\/p>\n\n<p class=\"wp-block-paragraph\">Les technologies Meta comme WhatsApp ont une grande influence sur ces pics de vente. Gr\u00e2ce \u00e0 WhatsApp pour les entreprises, vous disposez d\u2019outils puissants pour toucher votre client\u00e8le tout au long de son cycle de vie, augmenter ses d\u00e9penses pendant les f\u00eates et cr\u00e9er des exp\u00e9riences d\u2019achat personnalis\u00e9es et des messages pertinents qui lui permettent d\u2019interagir avec vous toute l\u2019ann\u00e9e.<\/p>\n\n<p class=\"wp-block-paragraph\">D\u00e9couvrez comment optimiser votre strat\u00e9gie de messages professionnels saisonniers gr\u00e2ce \u00e0 une gamme compl\u00e8te de <a href=\"\/resources\/resource-library\/holidays-and-mega-sales-resources\" data-creative-detail=\"HolidayAndMegaSalesDayResources_HolidayAndMegaSalesDayResources_MakeTheMostOfTheseTrendsWithBusinessMessagingOnWhatsApp_InlineLink\" data-creative-type=\"link\" data-ms=\"{&quot;creative&quot;:&quot;link&quot;,&quot;creative_detail&quot;:&quot;HolidayAndMegaSalesDayResources_HolidayAndMegaSalesDayResources_MakeTheMostOfTheseTrendsWithBusinessMessagingOnWhatsApp_InlineLink&quot;}\">ressources pour les f\u00eates et les grandes journ\u00e9es de promotions<\/a> de WhatsApp pour les entreprises. Et si vous n\u2019utilisez pas encore WhatsApp pour les entreprises pour tirer le meilleur parti de vos conversations, <a href=\"https:\/\/whatsappbusiness.com\/fr\/learn-more\/\">lancez-vous d\u00e8s aujourd\u2019hui<\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\"><sup>*<\/sup>Source\u00a0: \u00ab\u00a0Seasonal Holidays Study\u00a0\u00bb de YouGov (\u00e9tude en ligne command\u00e9e par Meta et portant sur 17\u00a0906\u00a0acheteur\u00b7ses pendant les f\u00eates, \u00e2g\u00e9\u00b7es de 18 \u00e0 64\u00a0ans et r\u00e9sidant dans les pays suivants\u00a0: Allemagne, Australie, Br\u00e9sil, Canada, Cor\u00e9e du Sud, \u00c9tats-Unis, France, Indon\u00e9sie, Japon, Mexique, Royaume-Uni, Su\u00e8de, Tha\u00eflande, Vietnam), d\u00e9cembre\u00a02023.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mettez au point une strat\u00e9gie de messagerie professionnelle plus efficace gr\u00e2ce \u00e0 ces statistiques sur les comportements de consommation pendant les f\u00eates et les grandes journ\u00e9es de promotions.<\/p>\n","protected":false},"author":0,"featured_media":10010,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[479],"tags":[],"class_list":["post-10009","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-messages-professionnels"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Six\u00a0tendances des achats pour les f\u00eates pour fa\u00e7onner votre strat\u00e9gie WhatsApp des f\u00eates | WhatsApp for Business<\/title>\n<meta name=\"description\" content=\"D\u00e9veloppez une strat\u00e9gie de messagerie professionnelle plus efficace gr\u00e2ce \u00e0 ces statistiques sur le comportement de consommation pendant les f\u00eates et les grandes journ\u00e9es de promotions.\" \/>\n<meta name=\"robots\" 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