Promotions or Trust: Which Strategy Helps Businesses Sustain Growth After Peak Season?

As every summer, the e-commerce market enters its busiest period of the year with numerous promotions and sales campaigns. This has long been seen as a “golden time” to boost sales and expand the customer base. However, in a context of rapidly changing consumer behavior, the challenge is no longer how to sell more during the peak season, but how to sustain growth afterward. This shift stems from a simple fact: today’s consumers no longer make decisions solely based on price; they increasingly rely on perception, experience, and trust in the brand. Summer 2026 consumer trend: When authenticity becomes the driver For years, promotions were considered the most effective tool to stimulate demand in sectors like food, beverages, personal care, home care, or cosmetics. However, their role is gradually changing as consumers become more cautious and selective. A good price may attract initial attention, but it is no longer enough to create a purchase if trust is missing. According to a TikTok report, 95% of Vietnamese consumers say authentic content directly influences their purchase decisions, and 76% tend to search, click to view, or add to cart after encountering such content. Globally, Nielsen also notes that 92% of consumers trust user-generated content more than traditional advertising. These figures show that trust is becoming a key determinant in consumer behavior. Note: Trust does not come from polished promotional messages, but from everyday experiences. About three out of four consumers in the Asia-Pacific region tend to skip content that is overly perfect or inauthentic. In this context, authentic posts, experiential videos, or reviews from content creators or user communities become more reliable references. This shift also reshapes how purchasing needs are formed. Consumers no longer start their journey by searching for a product; they are influenced from the moment they receive information and entertainment in daily life. According to Google, more than 80% of consumers in Asia-Pacific discover new products through video and social media before performing a search. This means content today not only influences purchase decisions but also initiates the entire consumer journey. Formats such as experiential videos, usage guides, before–after comparisons, or livestreams are becoming important touchpoints where needs are formed and reinforced. Moreover, the summer season shapes demand toward experiences. A Kantar survey of 500 Vietnamese consumers shows that 80% buy more, 80% spend more, and 79% are willing to try new products or brands during the summer. When products are presented in concrete and relatable usage scenarios, the connection with consumers becomes clearer. The summer consumer trend reflects a significant shift: consumers no longer just buy a product; they choose based on the perception, trust, and experience that product delivers. From peak-season to long-term growth: Businesses must change their approach The changes in consumer behavior not only reflect trends but also demand new ways for brands to reach users. Competition now starts not when consumers search for a product, but earlier — at the moment they discover content, entertain themselves, or when needs have not yet formed. Therefore, appearing early in the awareness journey becomes decisive, as brands can be present in moments when users scroll social networks, search for ideas, or entertain themselves, increasing brand recall and consideration. TikTok has also rolled out advertising solutions for businesses such as Top View, Top Feed, and Pulse, reaching users from the discovery phase through content formats prioritized by the platform. These solutions help brands not only broaden reach but also actively create distinctive moments for the brand, thereby improving perception and memorability in consumers’ minds. The summer trend shows that content’s role is shifting from driving purchases to helping consumers understand and make better choices. Instructional formats such as how-to, tips, or real-life usage experiences are increasingly valued because they provide tangible value rather than simply urging a purchase. According to Kantar, in summer, TikTok users seek educational content like learning new skills, doing-it-yourself projects, and seasonal hobbies 1.2 times more than on other platforms. In a competitive market, the advantage of a business no longer lies in price or shelf location, but in the ability to be remembered and trusted. This can be achieved when a brand controls touchpoints and creates a meaningful impression before the purchase decision. Therefore, e-commerce growth does not start at the point of sale but from meaningful connection and awareness that helps the brand sell well even without promotions. PV According to An ninh tiền tệ 04/15/2026 14:45 (GMT +7). Original link: https://antt.nguoiduatin.vn/khuyen-mai-hay-niem-tin-chien-luoc-nao-giup-doanh-nghiep-giu-tang-truong-sau-mua-cao-diem-205260415144437786.htm.