Fiestas Patrias 2025: How to Build a Campaign That Actually Sells

Fiestas Patrias is not CyberDay

First mistake: treating Fiestas Patrias -- Chile's mid-September national independence celebration -- like just another discount event. It's not.

During CyberDay (Chile's Cyber Monday equivalent), people hunt for the lowest price. In September, people want to celebrate. They want to give gifts, share meals, plan the perfect barbecue, dress up for the local street party, and decorate the house. The mindset is completely different.

Your campaign should reflect that. Less "50% OFF" and more "Everything you need for this September 18th."

Structure of a campaign that works

Phase 1: Build anticipation (September 1-7)

• Post content on social media that builds excitement. "Something's coming this September."
• Send an email to your list: "Get ready for Fiestas Patrias with [your brand]."
• Set up the campaign landing page in your store with the selected products.

Phase 2: Launch (September 8-14)

• Activate the full campaign: store, email, social media, ads.
• One clear, simple offer. Not 15 different discounts. One offer that's easy to understand.
• Highlight the delivery deadline. "Order before the 14th and get it by the 18th."

Phase 3: Final push (September 15-17)

• Urgency email: "Last chance to get it before the 18th."
• Instagram Stories with a countdown.
• If you offer in-store or pickup-point options, promote them hard. It's the only option for late buyers.

Phase 4: Post-celebration (September 22-30)

• Re-engagement campaign: "Survived the 18th? We've got something for you."
• Take the opportunity to clear out seasonal stock.
• Ask for reviews from campaign buyers.

What type of offer works best

Offer type	When to use it	Example
Themed bundle	Complementary products	"Complete barbecue kit"
Free shipping	When your margins allow it	"Free shipping on orders over $30"
Gift with purchase	To increase average order value	"Get a free apron on orders over $50"
Straight discount	When you need to move stock	"20% off the entire September collection"

My favorite: the themed bundle. It increases the average order value, feels like a treat, and sets your store apart from the competition.

Channels: where to spend your budget

If your budget is limited (and most are), here's the order of priority:

1. Email to your existing list: free and where it converts best.
2. Organic Instagram: stories, reels, carousels with your campaign products.
3. Google Ads: remarketing to people who visited your store in the last 2 weeks.
4. Instagram/Facebook Ads: only if you already have campaigns that work. September is expensive.

Don't open a new channel for Fiestas Patrias. Use the ones you already know and have mastered.

The final checklist

• Campaign landing page published before September 8
• Emails scheduled for each phase
• Stock confirmed with suppliers
• Delivery timelines clearly stated in the store
• Ad budget defined
• Team aligned on response times

September can be your best month of the year if you prepare well. If you need help building the strategy, at Mi Primera Tienda we do it with you.