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MAP Holidays: Strategic Pricing Flexibility

MAP holiday considerations - shopper carrying retail bags

In today’s competitive retail landscape, maintaining advertised pricing integrity while staying competitive during peak shopping seasons can be challenging for brands. Enter MAP holidays—a strategic tactic that allows brands to temporarily modify their Minimum Advertised Price (MAP) Policy without compromising long-term advertised pricing strategies.

What Are MAP Holidays and Why Do They Matter?

MAP holidays are temporary deviations or waivers during strategic periods when brands can enable their authorized sellers to advertise products at modified advertised prices without such advertising being a violation of the MAP Policy. These strategic windows often align with significant shopping events like Black Friday, Cyber Monday, or seasonal clearances.

MAP Holiday Provisions

Brands typically implement MAP holiday sales in one of two ways:

  • Brand-Declared Holidays

    The brand announces specific promotional periods that deviate from the MAP Policy (generally preferred)

  • Retailer-Elected Holidays

    Authorized sellers choose their holiday periods within brand-set parameters, set forth in the MAP Policy (generally has drawbacks)

Key Considerations for Implementation

Product Selection and Terms

  • Carefully select products suitable for the MAP holiday based on inventory levels, seasonal demands, and promotional goals
  • Define clear discount parameters and exact timing, including start and end dates and variable time zones
  • Consider different discount tiers for product categories

MAP Holiday Communication Strategy

  • Provide adequate advance notice to authorized sellers about the terms of the holiday
  • Issue clear initial announcements and closing notices, considering distribution channel complexity when timing communications
  • Ensure indirect sellers receive holiday information accordingly to maintain compliance

Technical Implementation

  • Update MAP monitoring software settings during holiday periods
  • Adjust reporting parameters to prevent false violation flags

Adapting to Market Realities

Major retailers may announce promotional periods with minimal notice, so brands should be prepared to:

  • Respond quickly to major retailer promotional announcements if the brand wants to participate
  • Issue corresponding MAP holidays that are also available to other authorized sellers
Map Holiday Considerations

Best Practices for Success

Successful implementation of MAP holidays relies on having a set strategy supported by proactive management. Brands should document their MAP Holiday terms in writing, supported by precise schedules that outline both regular MAP prices and holiday adjustments. This proactive approach will ensure a successful holiday period and a successful conclusion.

Looking Ahead

As eCommerce evolves, brands must balance advertised pricing integrity with market competitiveness. MAP holidays provide a structured approach to achieve this balance while maintaining strong relationships with authorized sellers. For further MAP insights, check out our series, 20 Things to Consider When Preparing a MAP Policy.

Ready to implement MAP holidays for your sellers? Download our quick reference fact sheet to help streamline your planning and contact us to schedule an initial call to discuss your brand’s unique needs.

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