E-commerce owners know the score - planning ahead is key to ensuring you stay on the ball with your marketing efforts and achieve your business goals. Fortunately, 2024 brings in a whole new era of marketing and a plentiful amount of opportunities and dates to take advantage of!Want your brand to get ahead with a winning marketing strategy?Here are our key marketing dates for 2024…

January

January is often considered to be a slower month in comparison to its festive next-door neighbour, December. However, the humble month of January presents an opportunity for brands to capitalise on new beginnings, including consumers' New Year resolution motivations, as well as spending intent with gift cards and cash. 

(UK/US) 1st – 31st January: Dry January

After plenty of over-indulgence over the Christmas period, many look to sobriety in January. As nights in are favoured over nights out, people are likely to be spending more time on social media. This, coupled with gift cards and disposable cash, creates a recipe for online shopping. 

Dry January is also the perfect time to promote wellness and self-care products, as well as activities that don’t involve alcohol. 

(UK/US) 1st January: New Year’s Day

As we welcome in the new year, we also often welcome promises of body transformations and improved lifestyles. This is a fantastic time to capitalise on these motivations, feeding into the idea that a new year can bring a new and improved you. 

(UK/US) 15th January: Blue Monday

Blue Monday is said to be the most depressing day of the year (according to Sky Travel, who want to sell more holidays in January). So, not only should you book a holiday, you should also buy lots of new things!

On a more serious note, January can be a difficult time for many people, when daylight hours are short, the spirit of Christmas has vanished, and summer feels out of reach. It helps to give your loyal customers a pick-me-up, especially if your brand aligns with the wellness industry (e.g. you sell gym sets, which can not only help people achieve their fitness goals but also improve their mental health). 

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February

Dry January is over, the ‘new year, new me’ motivation is starting to wear thin, and love is in the air. If February was a colour; it would be red. Think Chinese New Year lanterns, red roses, and rosy cheeks from the Superbowl excitement!

(US) 4th February: Superbowl 

Not only is this a biggy in America, but the excitement also extends across borders. The Superbowl encourages friends to gather, and it is also a huge cultural moment as the halftime show has become a huge cinematic performance. Last year, conversations about Rihanna’s performance extended weeks past the Superbowl performance. If it aligns with your brand, why not get involved in the conversation? Plus, jump on the hype by running relevant sales, promoting products relating to sports, and hosting friends and family.  

(UK/US) 10th February: Chinese New Year (Year of the Dragon)

The Year of the Dragon is here - a year to transform, prosper and accomplish. So, why not breathe some fire into your marketing campaigns? Participate in this important cultural event by offering promotions that align with the celebrations, and attract a wider audience to increase sales. 

(UK/US) 13th February - Galentine’s Day 

As the Spice Girls once said, friendship never ends! Consider BOGOF offers, refer a friend discount, and encourage shoppers to treat their bestie. 

(UK/US) 14th February – Valentine’s Day

Time to paint the town red! Encourage your customers to show appreciation to their loved ones by shopping with you, and personalise your marketing campaigns with heartfelt and emotive messages. Plus, don’t forget to add gift wrap and messaging options for those who want to earn extra brownie points.

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March

March madness commences! It’s out with the old, and in with the new. People may be beginning to ‘Spring clean’, which means saying goodbye to clutter, and making room for things that bring them more joy (insert your product here).

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(UK/US) 8th March – International Women’s Day

As Beyonce once said - who run the world? Girls. Besides the ‘girl power’ mantras, International Women’s Day matters because it is an opportunity to celebrate the achievements of women and highlight the work that remains to be done. Celebrate women in your business, collaborate with female influencers,  and share stories from your female customers that are relevant to your brand. It’s also a great opportunity to encourage your customers to celebrate the women in their lives by offering exclusive promotions on products for friends, mums, sisters, grandmothers, etc (perfect timing in the run-up to Mother’s Day).

(UK) 10th March: Mother’s Day

Mother’s Day can be a sensitive topic, so careful navigation is required. Be aware that some will be looking to gift a ‘mother-figure’ including a grandma, friend, or father. However, this day still presents a great opportunity to include relevant products in your marketing materials and push products that would work great as gifts. Plus, don’t forget to add gift wrap and messaging options!(US) 10th March: DST Begins It’s no longer dark at 3 pm - woohoo! For many, this symbolises the beginning of the end of winter and the brighter days ahead. Consumers may feel more obliged to begin preparing for Spring once they witness the visible changes in the weather. Promote the idea of getting ready for Spring, with the theme of new beginnings and optimism.

(UK/US) 10th March - 8th April: Ramadan

As Ramadan begins, spending habits and daily habits may change. For example, online traffic may peak in the earlier hours of the morning, when those participating wake to eat their final meal of the day before the fast begins.

(UK) 17th March: St Patrick’s Day

Time to paint the town… green! Promote any green products that may be relevant to the celebrations, and run promotions. With the luck of the Irish, you’ll earn yourselves some more sales…

(US) March Madness Begins

The basketball championships commence! Consider exclusive promotions and discounts, and align limited-time offers with real-time results to encourage people to buy and re-visit your page for updates.

(UK/US) 20th March: First Day of Spring

Cue the chicks hatching and daffodils springing. The changing of seasons is a great way to encourage your customers to update their spring style. New season = new wardrobe…

(UK/US) 29th March: Good Friday

The Friday before Easter Sunday is used as a reflective day. Take a respectful approach to your marketing, as it is a day to commemorate the crucifixion of Christ. However, there is still an opportunity here to warm up your Easter campaigns with a more gentle message.

(UK) 31st March – BST starts

It’s no longer dark at 3 pm - woohoo! For many, this symbolises the beginning of the end of winter and the brighter days ahead. Consumers may feel more obliged to begin preparing for Spring once they witness the visible changes in the weather. Promote the idea of getting ready for Spring, with the theme of new beginnings and optimism. 31st March – Easter SundayTime to hatch your best marketing campaigns! Consider ‘egg hunt’ themed promotions, special bundles, and exclusive offers.

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April

Spring is in full swing, spirits are lifting, and school’s out! Show off your brand’s funny side with April Fools' Day, offer flash discounts on Easter Monday, and make April the sweetest month yet.

(UK/US) 1st April: April Fool’s Day

It’s not all seriousness in the marketing world. Here’s a chance to poke fun at common misconceptions about your product, offer humorous promotions and bundles, and have a laugh! Shared joy = the perfect chance to build relationships with your customers. 

(UK/US) 1 April: Easter Monday

The final day that it’s socially acceptable to eat Easter Eggs for breakfast. Offer flash discounts and promote relevant products (remember, some people use the day for gifting, too).

(UK/US) 10th April: Siblings Day

The perfect opportunity to get all sentimental. While consumers might not be looking to gift for this specific day, it is a great opportunity to show your brand as family-friendly and promote your gifting options. Share customers’ sibling stories and testimonials to build awareness and social proof. 

(UK/US) 11th April: National Pet Day

If there’s one thing that people love more than their siblings, it’s their pets (which are often also considered legitimate siblings). If you promote products for pets, this isn’t one to miss. Offer limited-time discount codes and promote your pet range with special offers. 

(US) 26th April: Arbor Day

Aka - tree day! A full day dedicated to the preservation and planting of trees. Promote gardening tools and clothing, and consider offers such as ‘one tree planted for every purchase’.

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May

Temperatures are likely to be hitting over 20 degrees, however, it’s not officially Summer yet (it’s officially ‘idk what to wear for this weather’ season). It is also a month of Bank Holidays for the UK - which people may use for long weekend breaks, outdoor activities, or a trip to the local beer garden…

(UK) 6th May: Early May Bank Holiday

The first of two bank holidays, this is a day often used for enjoying time with friends and celebrating the start of Spring and newfound optimism.

(US) 12th May: Mother’s Day 

Mother’s Day can be a sensitive topic, so careful navigation is required. Be aware that some will be looking to gift a ‘mother-figure’ including a grandma, friend, or father. 

However, this day still presents a great opportunity to include relevant products in your marketing materials, and push products that would work great as gifts! Plus, don’t forget to add gift wrap and messaging options!

(UK) 27th May: Spring Bank Holiday

Another one? What a treat! The two bank holidays in May present an opportunity for people to connect with friends and family, make plans, and enjoy the sunshine. Consider this leisurely aspect when planning your marketing campaigns, and capitalise on ensuring bank holiday plans are a hit.

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June

It’s the beginning of summer, pride month, and festival season has started! It’s time to add some colour to the wardrobe, throw on some cowboy boots and get ready to bask in the sun. The sudden rise in temperatures, coupled with impending summer holidays and festivals, may also see people panic-buying their summer essentials. Speaking of panic-buying, it’s also Father’s Day this month…

(UK/US) 1st June – 30th: Pride Month

Incorporate Pride Month into your e-commerce marketing strategy and show your support for the LGBTQ+ community. Some ideas include educating your audience, collaborating with LGBTQ+ influencers, and supporting LGBTQ+ causes. 

However, it is important to ensure you are authentic with your efforts, and demonstrate an ongoing commitment to diversity and inclusion strategies all year round, and not just for a singular month.  

(US) 14th June: Flag Day

Show off your brand’s patriotism with relevant promotions and connect with your audience by creating a sense of togetherness. This is a great opportunity to decorate your website and update your marketing materials (think red, white, and blue) to celebrate the day, as well as running sales and promotions.

(UK/US) 16th June: Father’s Day 

Father’s Day can be a sensitive topic, so careful navigation is required. Be aware that some will be looking to gift a ‘father figure’ including a grandad, friend, or mother. 

However, Father’s Day is a great opportunity for many to show appreciation, and it helps to promote relevant products, including putting together relevant gift guides to help those struggling with ideas (e.g. when they already have enough socks…) Plus, don’t forget to add gift wrap and messaging options!

(UK/US) 20th June: Summer Solstice

It’s officially summer! Boost your sales in the summer season by including summer-themed promotions, seasonal product releases, and summer giveaways! 

(UK) 26th – 30th June – Glastonbury Festival

Coachella, but make it British. Glastonbury is a long-anticipated event for many and it is the perfect way to kick off summer. Ensure that your marketing campaigns are relevant for festival go-ers, and promote products that they might need. One-man pop-up tent and headtorch, anyone?

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July

The temperature is rising, and so is the pressure to be ‘summer-ready’. 

With school officially OUT for summer, many will be making sure they have their wardrobes ready, holidays booked, and suitcases packed. Now is the time to promote travel essentials, and ramp up the summer promotions… 

(USA) 4th July: Independence Day 

Use this event to connect with your audience in a positive and patriotic way, and use catchy slogans and themes to tie your promotions to the holiday. 

(UK/US) 23rd July: Amazon Prime Day

A great opportunity to capitalise on high traffic to the site if your business uses Amazon! However, even if your business does not use Amazon Prime, this day is a great opportunity to benefit from spending intent by offering limited-time deals. 

(UK/US) 24th July: School Holidays (differs per school)

Schools out, scream and shout! Be aware that once the school holidays commence, behaviours such as time spent online may be altered. Attention can be harder to grab. 

However, spending intent is high, with parents looking to keep children entertained, and summer wardrobes needing an update. So, cater to your audience’s pain points and offer exclusive deals and discounts. 

(UK/US) 30th July: International Day of Friendship

This one’s for the besties out there. Create promotions that encourage people to refer a friend, gift a friend, and consider offers on matching items.

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August

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August = out of office. Many are either on holiday or covering their co-worker who is on holiday. Attention is harder to grab, and engagement often dips, as people opt to read a book on the beach, rather than read their emails on the commute to work…

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(UK) 5th August: Summer Bank Holiday (Scotland)

Use this bank holiday to run limited-time bank holiday promotions and claw back your audience’s attention. Empathise with your audience’s pain points to promote relevant products e.g. items to help keep you cool/ travel bundles/ free next-day delivery for bank holiday weekend…

(UK/US) 17th: National Non-Profit Day

Here is an opportunity to show your commitment to social responsibility. Some ideas include; donating a portion of sales to a non-profit organisation, highlighting non-profit partnerships, and hosting fundraising campaigns.  

(UK) 26th August: Summer Bank Holiday 

Use this bank holiday to run limited-time bank holiday promotions and claw back your audience’s attention. Use your audience’s pain point to promote relevant products e.g. items to help keep you cool/ travel bundles/ free next-day delivery for bank holiday weekend…

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September

The leaves are beginning to fall, the candles are being lit and people are looking to shift into a new season. Autumn is a great opportunity to turn over a new leaf, and get shopping for all things cosy! Plus, routines return as the kids go back to school… 

(UK/US) 1st September: Back to School (differs by school)

Engage students and parents with promotional offers, back-to-school bundles, and exclusive discounts. Create ‘back-to-school essentials’ guides to help, and promote them early to capture those who like to be organised!

(US) 2nd: Labour Day

Use this day to express your gratitude for your customers and employees, and offer special discounts and promotions to further show your appreciation. Remember to strike a balance between promoting your products and acknowledging the importance of the day to honour and recognise the movement. 

(UK/US) 22nd September: Autumn/ Fall Begins

It’s officially blanket and candle season. Introverts, unite! Incorporate earthy tones into your marketing materials, and promote products that encourage self-care, warmth, and cosiness.

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October

Q4. These two letters, combined together, are enough to ignite shivers down marketer's spines and bring tears to their eyes. Here commences arguably the busiest period of the year. But hey, we love it, don’t we? The impending doom simply adds to the spookiness of the season… it is Halloween after all! 

Not only is Halloween a key priority, but so is beginning to test ad creatives to make the most out of Black Friday campaigns, and don’t forget about Christmas on the horizon…

(UK/US) 5th: World Teacher’s Day 

If there is one thing that helps people to appreciate educators, it’s the not-so-distant memory of the summer holidays. Help to celebrate teachers and promote sales with exclusive discounts, teacher appreciation bundles, and offers on educational supplies. 

(UK/US) 10th October: World Mental Health Day

This important date is a great opportunity to show your care for the mental health of your staff and customers. Use this day to promote mental well-being through discounts on health and wellness products, as well as encouraging self-care and sharing valuable stories that help to connect with your audience. 

(US) 14th October: Columbus Day

Offer holiday promotions and promote products related to history or discovery. Remember to be extremely mindful of the historical context of Columbus Day, and consider sensitivities associated with the holiday. 

(US) 14th October: Canadian Thanksgiving 

Cater to the Canadian cultural context with exclusive Thanksgiving bundles and promotions. 

(UK) 29th October: BST ends

Summer is officially over, and it’s back to long nights and shorter days. Even though it happens every year, it’s always a shock to see the moon surface at 4 pm… 

Focus upon the idea of ‘gaining an hour’ to run limited-time deals (flash hour sales etc). Plus, promote USPs that highlight how products can enhance comfort and cosiness. 

(UK/US) 31st October: Halloween

Make sure you’re sprinkling some spookiness into your holiday campaigns in preparation for this big event! Think promoting Halloween-related products, flash sales, and ‘trick or treat’ themed offers (of course, we want the treat). 

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November

Christmas is just around the corner and mutters of ‘have you started your Christmas shopping yet’ are starting.

Connect with your audience this month, and recognise the many sentimental and reflective days coming up. Plus, November is a great opportunity to reward your audience with Black Friday offers… 

(UK/US) 1st – 30th November: Movember (Men’s Health Awareness Month)

This is a great opportunity to build awareness around men’s health and encourage customers to take part by offering special promotions and discounts on grooming products and personal care items for men. 

(UK) 5th November: Guy Fawkes Night (Bonfire Night)

Mark this holiday by promoting bonfire night essentials, recipes, and decorations. Remember this is an outdoor event and people are going to be pretty chilly at this time of year. So, provide solutions to keeping warm with your products!

(US) 3rd: Daylight Savings Ends: 

Summer is officially over, and it’s back to long nights and shorter days. Even though it happens every year, it’s always a shock to see the moon surface at 4 pm… 

Focus upon the idea of ‘gaining an hour’ to run limited-time deals (flash hour sales etc). Plus, highlight any USPs around enhancing comfort and cosiness. 

(UK) 10th - 11th November: Remembrance Sunday/ Remembrance Day

It is crucial to approach these two days with respect and sincerity. Consider remembrance day donation campaigns and military discounts. 

(US) 28th: Thanksgiving Day 

Use this opportunity to show your gratitude by offering exclusive Thanksgiving bundles and promotions. It’s also a great chance to send heartfelt and personalised thank-you emails to your customers - ensuring that they feel valued. 

(UK/US) 29th November: Black Friday

The biggest shopping event of the year and an absolutely huge day for e-commerce brands. This is an opportunity to really ramp up your discounts and promotions, and thank your customers for their loyalty with exclusive offers. The secret to Black Friday is simple - have a great offer (tried and tested), an optimised website, and killer ad creative. 

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December 

The gifting season is in full swing, and consumer spending is at a high with last-minute purchases. This is the perfect time to tap into the festive season and ramp up any Christmas campaigns. Capitalise on the emotive nature of the holiday, and engage your customers by showing them the difference your product will make to their Christmas… 

(UK/US) 2nd December: Cyber Monday

The ‘final push’ for exclusive promotions and discounts. Express that these offers are ending soon, and emphasise their limited nature to encourage customers to buy. 

(UK/US) 9th: Green Monday

Statistically, Green Monday is said to be the best day of the year for businesses to offer final Christmas and holiday deals. It is known to be one of the industry’s biggest shopping days. If customers missed out on BFCM deals, this day is the perfect time to capture customer attention once again with exclusive offers. 

(UK/US) 14th December: National Free Shipping Day

Get those last-minute shoppers in gear with free shipping, and couple this offer with other exclusive discounts for maximum attention. 

(UK/US) 21st December: Winter Solstice

Use this date to promote all your winter essentials. Engage your audience with emotive statements highlighting warmth, cosiness, and togetherness. 

(UK) 24th December: Christmas Eve

Target last-minute shoppers with gift cards as perfect last-minute presents! 

(UK) 25th December: Christmas Day

Wish your customers a Merry Christmas, and share a heartfelt message to show you care. Don’t hesitate to start with the Christmas sales. While some may be using the day to switch off and reflect, others will be sat watching a Christmas film and scrolling for their next purchase. It’s never too early to start Christmas sales… 

(UK) 26th December: Boxing Day

Boxing Day Sales are anticipated by many, and this is the perfect time to encourage people to spend Christmas cash and gift cards.

(UK) 31st December: New Year’s Eve

Ensure that you have prepped your audience for New Year with party essentials. This is also the perfect time for reflection - highlight your best-sellers this year and offer exclusive discounts to say thank you to your customers for their support throughout the months.

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There you have it. A tone of key cultural dates to plan your marketing activations around in 2024.

If you need help with planning your 2024 marketing strategy, get in touch and let's talk about how we can help you thrive.

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