{"id":9003241321079311,"date":"2026-03-03T10:13:59","date_gmt":"2026-03-03T10:13:59","guid":{"rendered":"https:\/\/www.zen.com\/?post_type=newsroom&#038;p=9003241321079311"},"modified":"2026-03-03T10:15:01","modified_gmt":"2026-03-03T10:15:01","slug":"tulipany-za-120-zl-i-kolejki-po-1700-tak-wyglada-dzien-kobiet-w-polsce","status":"publish","type":"newsroom","link":"https:\/\/www.zen.com\/pl\/newsroom\/tulipany-za-120-zl-i-kolejki-po-1700-tak-wyglada-dzien-kobiet-w-polsce\/","title":{"rendered":"Tulipany za 120 z\u0142 i kolejki po 17:00. Tak wygl\u0105da\u00a0Dzie\u0144 Kobiet\u00a0w Polsce"},"content":{"rendered":"\n<p><strong>Dzie\u0144 Kobiet wci\u0105\u017c ma jeden niepodwa\u017calny symbol: kwiaty. Z analizy danych ZEN.COM wynika, \u017ce 8 marca aktywno\u015b\u0107 w kwiaciarniach ro\u015bnie niemal czterokrotnie wzgl\u0119dem dnia poprzedniego, a \u015bredni wydatek na bukiet wynosi od 110 do 130 z\u0142. R\u00f3wnolegle wyra\u017anie przyspiesza sprzeda\u017c w kategoriach takich jak&nbsp;beauty, bi\u017cuteria i moda, co pokazuje, \u017ce marcowy koszyk zakupowy wykracza dzi\u015b poza tradycyjny bukiet. Dane wskazuj\u0105, \u017ce Dzie\u0144 Kobiet pozostaje jednym z najsilniejszych sezonowych impuls\u00f3w sprzeda\u017cowych w pierwszym kwartale roku.<\/strong>&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Bukiet&nbsp;last&nbsp;minute<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Najwi\u0119kszy ruch w kwiaciarniach wida\u0107 w godzinach popo\u0142udniowych, ze szczytem oko\u0142o 17:00&nbsp;\u2013 co potwierdza typowy dla handlu detalicznego efekt zakup\u00f3w realizowanych po zako\u0144czeniu dnia pracy.&nbsp;&nbsp;\u015arednia warto\u015b\u0107 jednej transakcji w kwiaciarni w dniach 7-8 marca utrzymuje si\u0119 na poziomie oko\u0142o&nbsp;110\u2013130 z\u0142,&nbsp;czyli symboliczny gest ma dzi\u015b ca\u0142kiem konkretn\u0105 cen\u0119.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Omnichannel&nbsp;w praktyce: online planuje, offline sprzedaje<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Dzie\u0144 przed \u015bwi\u0119tem ro\u015bnie udzia\u0142 zam\u00f3wie\u0144 online, co wskazuje na wcze\u015bniejsze planowanie zakup\u00f3w, natomiast 8 marca&nbsp;wygrywa zakup fizyczny, szybki i cz\u0119sto podejmowany w ostatniej chwili.&nbsp;<\/p>\n\n\n\n<p><em>Dzie\u0144 Kobiet bardzo dobrze pokazuje, jak funkcjonuj\u0105 sezonowe piki sprzeda\u017cy.&nbsp;Online&nbsp;wspiera przygotowania, ale w dniu \u015bwi\u0119ta&nbsp;liczy si\u0119 dost\u0119pno\u015b\u0107 \u201etu i teraz\u201d.&nbsp;Handel musi by\u0107 gotowy na&nbsp;du\u017cy&nbsp;ruch w obu kana\u0142ach jednocze\u015bnie&nbsp;<\/em>\u2013 komentuje&nbsp;<strong>\u0141ukasz Neska, Chief&nbsp;Growth&nbsp;Officer&nbsp;w ZEN.COM.<\/strong>&nbsp;<\/p>\n\n\n\n<p>Z perspektywy detalist\u00f3w i e-commerce oznacza to koncentracj\u0119 popytu w bardzo w\u0105skim przedziale czasowym i konieczno\u015b\u0107 sprawnego zarz\u0105dzania zar\u00f3wno logistyk\u0105, jak i dost\u0119pno\u015bci\u0105 produkt\u00f3w w kluczowych godzinach sprzeda\u017cy.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Nie tylko kwiaty<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Wzrost aktywno\u015bci zakupowej 8 marca nie ogranicza si\u0119 wy\u0142\u0105cznie do kwiaciarni. Wyra\u017an\u0105 dynamik\u0119 wida\u0107 r\u00f3wnie\u017c w drogeriach i perfumeriach, przyspiesza sprzeda\u017c bi\u017cuterii, a dodatni trend notuje tak\u017ce moda i obuwie. Oznacza to, \u017ce marcowy pik obejmuje kilka segment\u00f3w rynku i przek\u0142ada si\u0119 na szersz\u0105 zmian\u0119 struktury koszyka zakupowego.&nbsp;<\/p>\n\n\n\n<p>Co istotne, w kategorii SPA i&nbsp;wellness&nbsp;wi\u0119kszy ruch pojawia si\u0119 dzie\u0144 przed Dniem Kobiet, a nie w samym 8 marca. W praktyce oznacza to roz\u0142o\u017cenie wydatk\u00f3w na dwa etapy \u2013 faz\u0119 przygotowa\u0144 oraz w\u0142a\u015bciwy dzie\u0144 \u015bwi\u0119ta. Z perspektywy handlu pokazuje to, \u017ce sezonowy impuls zakupowy ma wieloetapowy charakter i obejmuje r\u00f3\u017cne kategorie produktowe w r\u00f3\u017cnym czasie.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Kr\u00f3tki, ale intensywny impuls dla handlu<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Z danych ZEN.COM wy\u0142ania si\u0119 obraz \u015bwi\u0119ta o dw\u00f3ch wymiarach: tradycyjnego, szybkiego zakupu kwiat\u00f3w oraz rosn\u0105cej aktywno\u015bci w innych segmentach rynku. Marcowy pik sprzeda\u017cowy obejmuje dzi\u015b kilka kategorii i kana\u0142\u00f3w sprzeda\u017cy, co ma bezpo\u015brednie znaczenie dla planowania sezonowego w handlu detalicznym i e-commerce.&nbsp;<\/p>\n\n\n\n<p class=\"has-small-font-size\">***\u00a0<br>\u00a0<br>Metodologia: dane pochodz\u0105 z zagregowanej analizy transakcji kartowych u\u017cytkownik\u00f3w ZEN.COM w Polsce zrealizowanych w dniach 7\u20138 marca 2025 r. Uwzgl\u0119dniono p\u0142atno\u015bci w wybranych kategoriach handlowych. Z analizy wykluczono zwroty i transakcje anulowane.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>W Polsce 8 marca aktywno\u015b\u0107 w kwiaciarniach ro\u015bnie niemal czterokrotnie wzgl\u0119dem dnia poprzedniego, a \u015bredni rachunek za bukiet wynosi 110-130 z\u0142. R\u00f3wnolegle przyspiesza sprzeda\u017c w beauty, bi\u017cuterii i modzie, pokazuj\u0105c sezonowy impuls w handlu.<\/p>\n","protected":false},"author":9003241321049190,"featured_media":9003241321079302,"template":"","newsroom_categories":[295],"class_list":["post-9003241321079311","newsroom","type-newsroom","status-publish","has-post-thumbnail","hentry","newsroom_categories-e-commerce-pl"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Tulipany za 120 z\u0142 i kolejki po 17:00. 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