Sometimes holiday campaigns go viral for all the wrong reasons. To avoid this happening to your business, pick the occasions that align with your brand and target audience. Research the meaning behind these events and follow your moral compass.
Here’s what 2020 holds for you!
Ecommerce dates and holidays in Q1
The first quarter of the year is about reconnecting with the customers who discovered your store during the 2019 holiday shopping spree. Concentrate on building relationships with your customers and encourage retention and loyalty.
January
New Year’s Day, January 1
Target audience: people around the world
New Year’s Day is a fresh start. For the first week of the new year, build your marketing campaigns around New Year’s resolutions, bucket lists, and 30-day challenges.
Eastern Orthodox Christmas, January 7
Target audience: the Orthodox Christian community
While the majority of people have their Christmas spirit tucked away by January, the festivities in the Eastern Orthodox Christian community are still in full swing.
The Eastern Orthodox Church bases its liturgical calendar not on the Gregorian, but on the Julian calendar, according to which the birth of Jesus Christ is on January 7. If your target audience is based in Russia, Ukraine, Israel, Egypt, Bulgaria, or other countries with Eastern Orthodox Christian communities, consider running your Christmas campaigns a little longer.
National Sticker Day, January 13
Target audience: creative people, families with kids
Every sticker tells a story! This is a day to celebrate all things stickers, from sharing them to getting them custom printed.
National Hat Day, January 15
Target audience: anyone who wears hats
National Hat Day is perfect for promoting the hats on your store, launching new designs, or adding hats as a new product.
Chinese New Year, January 25–February 8
Target audience: the Chinese community, people around the world who follow the Chinese zodiac
The Chinese New Year is a festival that begins on the second new moon after the winter solstice and ends on the full moon fifteen days later.
The festival marks the start of the new year, and each year is assigned one of the 12 traditional zodiac animals. 2020 is the Year of the Rat, something you can incorporate into your marketing campaigns.
Grammy Awards, January 27
Target audience: music lovers
The Grammys are a renowned music event that celebrates the musical achievements of the year.
The Grammy Awards are a great opportunity to connect with your audience and grow brand recognition. You can start a conversation with your customers about who’s going to win in certain categories or run a little giveaway.
February
Groundhog Day, February 2
Target audience: Americans, Canadians
According to this tradition, on February 2, groundhogs wake from their winter slumber to peek out of their burrow. If they see their shadow, they go back inside, which predicts six more weeks of winter. If they don’t—spring will come early.
Even though Groundhog Day isn’t a holiday, it’s a good opportunity to run fun promotions on your store.
Super Bowl Sunday, February 2
Target audience: NFL fans
Super Bowl Sunday is the culmination of each National Football League season. For many Americans, the annual championship game is the sporting event of the year. 1 in 4 Americans says the day after the Super Bowl should be declared a national holiday.
You don’t have to sell football-related products to target this event. Play around with the theme—share social media photos, offer a discount code, or let your audience know which team you’re rooting for.
Note that the NFL have trademarked the terms “Super Bowl” and “Super Sunday.”
Oscars Night, February 9
Target audience: film lovers
The Academy Awards ceremony is one of the biggest events in the film industry. Use #Oscars2020 to talk movies with your followers on social media, or share timely comments about the show to help you grow brand awareness.
Leonardo DiCaprio’s Oscar win in 2016 generated more than 440,000 tweets per minute. It was the most-tweeted 60 seconds of Oscar’s telecast. While fans and celebrities celebrated Leo’s success, brands used it as an opportunity to engage with their followers.
Valentine’s Day, February 14
Target audience: people around the world
Valentine’s Day is a celebration of love and romance. And even though on this day people usually give romantic gifts, you can encourage your audience to celebrate friendships and other meaningful relationships, too.
Think outside of the box when preparing this year’s Valentine’s Day marketing campaigns. Instead of offering yet another discount code, consider creating a Valentine’s Advent calendar. Use it as a 14-day marketing campaign that celebrates all kinds of love.
Family Day, February 17
Target audience: Canadians
February 17 in Canada is Family Day, a federal holiday during which families get to spend time together. It’s not a huge spending occasion, yet it’s an event you can use to communicate your brand values.
March
National Dress Day, March 6
Target audience: fashion enthusiasts
If you offer dresses of any kind on your online store or accessories that complete the look, this day is definitely worth marking on your marketing calendar. Run a flash sale to generate more sales or a giveaway to raise brand awareness.
International Women’s Day, March 8
Target audience: supporters of the movement
International Women’s Day celebrates women’s equality and contributions to the world. If this message is important to your brand, be sure to celebrate it. Tell your story, share a friendly discount, or run a charity campaign to support local or international communities.
White Day, March 14
Target audience: people in China, Hong Kong, Japan, Malaysia, South Korea, Taiwan, and Vietnam
In many Asian countries, women celebrate Valentine’s Day by giving chocolates and handmade gifts to their boyfriends, male colleagues, and friends. A month later, on March 14, the men reciprocate the gesture.
On this day, online shoppers go after custom-made apparel, accessories, and jewelry. If you sell any of these, White Day might be good for targeting customers (existing or potential) in Southeast Asia.
St. Patrick’s Day, March 17
Target audience: people of Irish descent, especially in the United Kingdom, Canada, United States, Brazil, Argentina, Australia, and New Zealand
St. Patrick’s Day is a celebration of Ireland’s heritage and culture that usually involves parades and festivals. On March 17, people make an effort to wear shamrock-shaped accessories or anything green, really.
If you want to run marketing or sales campaigns on St. Patrick’s Day, be extra cautious. Some think it’s becoming too commercial and misrepresents the Irish.
Holi Festival, March 9
Target audience: Hindus across India and other South Asian countries
Holi is the traditional Hindu festival of colors that celebrates love, fertility, and the advent of spring. Apparel, jewelry, electronic items, and footwear are best sellers around this time.
First Day of Spring, March 20
Target audience: people in the Northern Hemisphere
This event marks the first day of astronomical spring in the Northern Hemisphere. In the North, people can’t wait for spring to begin, so use this opportunity to draw attention to seasonal products.
Ecommerce dates and holidays in Q2
With the weather getting warmer in the second quarter of the year, people spend more time outdoors and start making camping, festival, and wedding plans.
While that’s a common scenario for people living in the Northern hemisphere, people living in the Southern hemisphere are actually gearing up for the winter, so pick your campaign themes wisely.
April
April Fools’ Day, April 1
Target audience: people in the West
In the Western world, people know that on April 1 they’ll probably get pranked.
As a store owner, you can use this day to show your sense of humor. A joke on social media, a GIF, or a short video can be an effective way to build brand awareness and drive engagement.
Sibling Day, April 10
Target audience: siblings
Celebrated around the world, Sibling Day honors the unique relationship siblings have. Like Mother’s and Father’s Day, Sibling Day is all about spoiling your brother or sister with gifts or an invitation to spend some quality time together.
It’s all about tailoring your offer for the occasion. Personalized or matching items like “best brother/sister ever” are perfect products for this day.
If you like the idea of marketing around events like Coachella, check out this list of the world’s biggest music festivals in 2020.
Easter Holy Week, April 10–12
Target audience: countries where Easter is observed
Good Friday, Holy Saturday, and Easter Sunday commemorate Jesus’ last week on earth and the events leading up to his resurrection. Easter is often considered a more important Christian holiday than Christmas and it’s not as commercial.
However, with every passing year, business owners invest more time in preparing spring sales around Easter, offering special deals on clothing, seasonal decor, and home goods.
National Pet Day, April 11
Target audience: animal lovers
National Pet Day encourages people to celebrate their loyal companions as well as pay attention to pets who need special care.
Even if you don’t offer products for pets or their owners, you can use National Pet Day as an opportunity to connect with your customers. Show the pets behind the brand or share your thoughts on why this day matters to you.
Earth Day, April 22
Target audience: people who support environmental protection
April 22 marks the anniversary of the environmental movement founded in 1970. On this day, countries around the world hold events in support of environmental protection.
If this cause is important to you and your business, let your customers know about it. Share your thoughts, a personal story, introduce a product that supports the movement, or create a charity campaign.
May
Cinco de Mayo, May 5
Target audience: Mexicans, Mexican Americans
This day is celebrated in parts of Mexico and the United States to honor the Mexican army’s 1862 victory over France.
On May 5, people get together to celebrate the beauty of Mexico and enjoy tacos and their favorite Mexican drinks. If this date is important to your target audience, with a bit of creativity, you can tailor holiday promotions to suit your business.
Mother’s Day, May 10
Target audience: people in the US, Canada, most European countries, Australia, New Zealand, India, China, Japan, the Philippines, and South Africa
Mother’s Day celebrates mother figures in society. In the US, it’s the third biggest spending holiday of the year.
If you want to grow your store, it’s worth going the extra mile to put together heart-warming campaigns for this Mother’s Day. Keep in mind that Mother’s Day isn’t celebrated on the same day around the world, so do your research before running promotions.
Victoria Day, May 18
Target audience: Canadians
Victoria Day is a Canadian public holiday in honor of Queen Victoria’s birthday. Most cities mark this day with outdoor events and fireworks.
Celebrate with your customers by offering a small discount or free shipping to Canada.
Memorial Day, May 25
Target audience: Americans
Memorial Day is a federal holiday in the United States to remember and honor the people who lost their lives serving in the United States Armed Forces.
Be very cautious when creating campaigns around Memorial Day. Before you post that discount code or social media update, take a moment to re-evaluate the tone and nature of your promotion.
June
Best Friend Day, June 8
Target audience: people around the world
There’s no clear history behind Best Friend Day, but that doesn’t stop the world from marking the occasion and people spoiling their friends.
A picnic in the park, a chat over coffee, or a matching set of t-shirts are only a few ways your customers might want to surprise their best friends.
National Flip-Flop Day, June 14
Target audience: people in the Northern Hempisphere
National Flip-Flop Day is held on the third Friday in June since 2007. On this day, everyone is encouraged to wear flip-flops and share photos of their favorite footwear on social media.
Father’s Day, June 21
Target audience: people in the US, Canada, most European countries, India, China, Japan
Even though Father’s Day isn’t as commercially present as Mother’s Day, it’s still an event to remember and celebrate.
Like with Mother’s Day, different countries celebrate Father’s Day on different dates, so double-check when your target audience celebrates fatherhood.
International Yoga Day, June 21
Target audience: yogis, fitness and wellbeing enthusiasts
Yoga is a physical, mental, and spiritual practice that originated in India and took the Western world by storm. If you offer activewear or products that are related to yoga, June 21 is the day you don’t want to miss.
Ecommerce dates and holidays in Q3
By this time, summer is in full swing and so are the joys that come with it–outdoor activities, traveling, sightseeing, you name it. By mid-summer, however, people are slowly preparing for the back-to-school season. If you sell back-to-school products, start working on your campaigns early.
July
Canada Day, July 1
Target audience: Canadians around the world
Canadian Independence Day is celebrated similarly to other holidays of the kind–with country-wide events, parades, and picnics.
Whether you’re Canadian yourself, or you have quite a few orders shipped to Canada, July 1 might be worth adding to your marketing calendar. Similarly to Victoria Day, you could offer free shipping to Canada.
Independence Day, July 4
Target audience: Americans
No other holiday brings Americans together like the 4th of July. Try livening up your June and July campaigns with some patriotic spirit. If you offer products that are made in the US, that’s a great selling point in your summer promotions.
National Bikini Day, July 5
Target audience: people who wear bikinis
Since July 5, 1946, women have been hitting the beach in bikinis. National Bikini Day marks the anniversary of the invention of this revealing two-piece bathing suit.
This is a great opportunity to promote any summer marketing campaign that ties in with swimwear.
World Emoji Day, July 17
Target Audience: smartphone users
These little icons are everywhere, spreading through our text messages, social media posts, and even business emails.
Today we can choose among 3,019 emojis. If you’re not doing it already, try incorporating emojis into your marketing campaigns to increase consumer engagement.
August
Book Lovers Day, August 9
Target audience: book lovers
On this day, book lovers celebrate reading and literature. People are encouraged to put away their smart devices and pick up a book instead.
Even if you don’t sell book-related products in your store, you can use this event to share what you’re currently reading or ask your audience about their favorite books.
The first day of school, date depends on location
Target audience: students, parents, teachers
In the Northern Hemisphere, the academic year starts in August or September, and in the Southern Hemisphere, it starts in January or February.
It’s a day filled with exciting reunions and anticipation for the school year. Treat the students, parents, and teachers among your audience with a greeting or a special back-to-school promo.
Ecommerce dates and holidays in Q4
Studies show that nearly 57% of brands see their sales spike in the fourth quarter. As you jumpstart your holiday preparations for Black Friday Cyber Monday, remember that there are plenty of other fall spending events.
September
Labor Day, September 7
Target audience: Americans and Canadians
Labor Day celebrates the social and economic achievements of American workers. It’s a federal holiday with public celebrations such as firework displays, picnics, and barbecues.
Labor Day weekend is often associated with the end of summer. For many retailers and shoppers, it’s time to start planning a new season’s worth of outfits.
Many European, Asian, Central and Southern American countries celebrate Labor Day on May 1.
Oktoberfest, September 19–October 4
Target audience: Germans and fans of Oktoberfest
Oktoberfest is the world’s largest beer and folk festival held in Germany. Every year, it attracts more than 6 million visitors from around the globe.
If you can picture your audience unwinding with a cold beverage, build your marketing efforts around fun content, costumes, and beer.
October
Coachella, October 9–18
Target audience: festival-goers
Coachella is one of the biggest music festivals in the world. The annual six-day festival that features A-list performers and celebrities isn’t just about the music, but also about art and fashion.
Weeks before the event, Coachella goers raid stores for outfits and accessories that will make them stand out. Your store can help them on this mission.
Canadian Thanksgiving, October 14
Target audience: Canadians
Thanksgiving in Canada is a family holiday when people give thanks for the past year. Families prepare special meals and dine together.
It’s a great time to thank your customers for trusting and supporting your business.
Boss’s Day, October 16
Target audience: anyone who’s ever had a boss
Celebrated on October 16, Boss’s Day is meant to strengthen the bond between employers and employees.
Office gifts like posters, mugs, and t-shirts make great presents on occasions like this. Target people who are self-employed or work freelance, too—they’re their own boss.
Halloween, October 31
Target audience: people in the Western world
Halloween originated from an ancient Celtic festival in Ireland that marked the end of the annual harvest season and the coming of winter. Today, with its fun costumes, trick-or-treating, and festive decorations, Halloween is anything but serious.
Use this day to breathe some spooky into social media campaigns, run a special promotion on costumes or decorations, or share how your brand celebrates Halloween.
November
Veterans Day, November 11
Target audience: Americans
Veterans Day honors and gives thanks to all military personnel who have served the US.
It’s a day to commemorate, not commercialize, so be mindful with your campaigns if you don’t want them to turn into a PR nightmare.
Remembrance Day, November 11
Target audience: Canadians, Australians, and British
Remembrance Day in Canada, Australia, and the UK commemorates people who gave their lives in armed conflicts during World War I. Weeks before this day, many people wear red poppies pinned to their clothing as a symbol of remembrance.
Once again, be extra sensitive when creating campaigns on public holidays like this.
Singles’ Day, November 11
Target audience: Chinese people around the world
Singles’ Day, or Double 11, started as a student tradition in China in the mid-1990s. On this day, single friends would spend time together eating, going to movies, and shopping.
However, November 11 took an unexpected and commercial turn in 2009 when one of the biggest ecommerce companies, Alibaba, decided to run its first Singles’ Day sale. Fast forward to today, Double 11 is one of China’s biggest annual spending events.
In 2019, Alibaba’s Singles’ Day sales totaled a record $38.4 billion, overthrowing any single US shopping holiday including Black Friday and Cyber Monday.
Diwali, November 14
Target audience: Hindus around the world
Diwali, or the Hindu Festival of Lights, is one of India’s most popular holidays. Celebrated every autumn, it honors the victory of good over evil and light over dark.
In preparation for Diwali, families spend days cleaning and decorating their homes. They also shop for new clothes and accessories to wear during the festival.
Thanksgiving, November 26
Target audience: Americans
Celebrated nationally, Thanksgiving originated as a harvest festival when the first pilgrims shared their food with Native Americans. Today, families and friends get together for a meal to give thanks for what they have.
This day is a great time to stop for a moment and appreciate what you have. Many businesses use this day to thank their customers for their loyalty.
Black Friday, November 27
Target audience: bargain hunters, holiday shoppers
Black Friday is a shopping day after Thanksgiving that is known for crazy deals and the crowds that go crazy for them.
As an ecommerce business owner, you can’t afford to miss Black Friday. The earlier you start preparing your Black Friday marketing campaigns, the better.
That said, everyone is already expecting sales and deals at the end of November, so several brands are coming up with alternative ways to utilise the increased consumer interest during the holiday shopping season and encourage people to shop slowly and responsibly.
Small Business Saturday, November 28
Target audience: your target audience
Created in 2010 by American Express, Small Business Saturday aims to draw attention to small business owners by encouraging customers to support local businesses rather than industry giants.
If you’re a small business owner, November 30 might be a great time to share the story behind your brand or your brand values and beliefs. Running special promotions is one of the ways to target Small Business Saturday too.
Cyber Monday, November 30
Target audience: bargain hunters, holiday shoppers
The Monday after Black Friday, known as Cyber Monday, is the biggest online spending holiday to date. In recent years, people have been shopping more on Cyber Monday and retailers offer even bigger discounts than on Black Friday.
December
National Sock Day, December 4
Target: anyone who wears socks
Started by an apparel company that sells socks, this day recognizes the rarest of all lasting unities, a matching pair of socks.
This day is a great opportunity to engage with your audience through fun social media campaigns.
Green Monday, December 14
Target audience: holiday gift shoppers
Green Monday is the second Monday in December and one of the busiest retail shopping days in the US. It’s the day when shoppers realize they only have around 10 shipping days left before Christmas. That sense of urgency translates into online sales, as consumers rush to complete their holiday shopping lists.
Free Shipping Day, December 15
Target audience: your target audience
On this day, online stores around the world offer free shipping to extend the Black Friday Cyber Monday shopping excitement.
Free shipping is the number one incentive to shop online more, so running a special promotion might be one of the last chances to get a few more holiday shoppers to fill their carts.
Hanukkah, December 10–18
Target audience: Jewish community
Hanukkah, also known as the Festival of Lights, is celebrated by the Jewish community and lasts 8 days and nights.
If you decide to add Hanukkah to your marketing calendar, be aware that it’s not related to Christmas and make sure you understand what this holiday means. Even though some families still exchange gifts, this time is more about spending quality time with your family.
That said, you can use candles, decorations, and other cozy products in your promotions and campaigns.
Christmas Eve and Day, December 24–25
Target audience: Christians, countries where Christmas is a public holiday
These dates mark a religious and cultural holiday for billions of people around the world who celebrate the birth of Jesus Christ.
Christmas may be becoming more commercial every year, yet it’s still a family holiday, so base your marketing efforts on heart-warming ideas and wishes.
Boxing Day, December 26
Target audience: people in the UK, Canada, Australia, South Africa, and New Zealand
Boxing Day is a national holiday celebrated in a number of countries that are historically connected to the United Kingdom. On this day, people spend time with family or friends.
Some believe that Boxing Day can be traced back to medieval times. Today, it’s mostly considered an extension of the Christmas holidays.
Kwanzaa, December 26–January 1
Target audience: African Americans, people in the African diaspora
Kwanzaa is a 7-day holiday when families honor their African heritage. During each of the seven days, a candle is lit to recognize one of seven core values, or Nguzo Saba.
On the last day of Kwanzaa, families come together and exchange gifts. The presents are usually homemade rather than store-bought. So if you want to target this holiday, build your marketing efforts around the values and beliefs of the African heritage.
New Year’s Eve, December 31
Target audience: people who follow the Gregorian calendar
The last day of the year is usually celebrated with social gatherings and watching fireworks. It’s also the time to show off your fanciest party outfit.
Businesses send New Year’s wishes to their customers, reflect on the past year, or run special promotions, usually on products that can be used in the preparation of the event.