As more and more people buy online, there are ample opportunities for online retailers to take advantage of key dates and events. While seasonal sales like Christmas and Summer gain lots of traffic, there are other important dates that you don’t want to miss in the year. Below we’ve listed 18 ecommerce shopping dates for your diary. It’s essential to start marketing your campaigns before the date itself, so don’t forget to add them in your calendar!
20 Jan - Blue Monday
Spread some cheer on what is supposed to be the most depressing date of the year. A nice opportunity for fitness and wellbeing online stores to remind and encourage customers of their New Year Resolutions.
14 Feb - Valentine’s Day
The first big retail opportunity of the year. Men are likely to spend more than females on this day, so target accordingly. Jewellery, cards, flowers, chocolates and dining in or out have the biggest expenditure. However, get creative and see what romantic items you have that you could promote on your homepage and via email marketing.
17 March - St Patricks’ Day
All things green and Irish make a splash for this celebration.
20 March - Mother’s Day
One of the most important shopping dates. A time to show complete appreciation for your mother and her selfless love. As this date changes every year, it’s a good idea to have a strategically planned marketing campaign to remind people of the date and get some early sales.
12 April - Easter Sunday
Easter also falls at Spring, so it’s an opportunity to embrace the seasonal change. Promote items through email marketing, by offering discount codes and utilise your social media accounts to reach the widest possible audience. Run special deals that can be shared and promoted across social media platforms.
May to July - Wedding Season
As invites are being sent out, create a wedding gift guide page on your online store. Curate all your suitable products into a landing page that you can promote in newsletters, website banners and through your social media accounts. Depending on your business you can target both the couple getting married or potential guests who will be buying gifts. To close those sales go a step further and promote next day delivery or free shipping.
4 May - May Day
Promote your business by running special deals like free shipping or a discount code over the May Bank Holiday Weekend.
1 June - June Bank Holiday
It’s the start of BBQ season and therefore an opportunity to showcase outdoor furniture, garden and BBQ items. Create a buzz for the summer and have a flash sale on particular items.
June to September - Festival Season
In Ireland and the UK music festivals are in full swing this time of year. With almost 60,000 people attending Electric Picnic in Ireland in 2019 and 175,000 at Glastonbury in the UK, there’s a considerable market to tap into. This is a super opportunity to think about what items to promote for festival goers. Anything from a festival wardrobe, camping equipment, wellies, rain gear, sunglasses… toilet roll, are all essential to surviving the weekend.
21 June - Father’s Day
What to buy Dad? Inspire your consumers by running a campaign at the start of the month. Popular items for Father’s Day include electronics, DIY, clothes and gift cards. Create a sense of urgency by offering discount codes with an expiry date that can be used on particular items. Events like Father’s Day are a great way to attract new customers.
3 August - August Bank Holiday (Ireland)
A chance to promote the last of summer-themed items.
Late August - Early September - Back to School
Most people start preparing for back to school around 3 weeks before school starts. For many retail businesses, this is an important time of the year. Offer promotions that attract both parents and children.
26 October - October Bank Holiday
A bank holiday in Ireland that falls around the midterm breaks in schools. Target your campaigns towards family entertainment with offers like BOGOF.
31 October - Halloween
Originated in Ireland and growing in popularity in the UK, Halloween celebrates all things spooky. From partyware, house decorations to fancy dress costumes, Halloween allows for retailers to have wit and imagination when it comes to selling.
26 November - Thanksgiving
One to consider if you get traffic from the United States. Be clear of your delivery and shipping options and use them to encourage those sales.
27 November - Black Friday
The day after Thanksgiving is known as Black Friday for its rush of people into stores to grab a bargain for Christmas. As time goes on consumers are choosing to shop from the comfort of their couch instead. Have your Black Friday campaigns planned well in advance, as there will be plenty of competition out there.
30 November - Cyber Monday
The biggest online spending day after Black Friday. With Irish shoppers spending in excess of €50 million, it’s not to be ignored. Create a Cyber Monday landing page with your top deals. Offer free shipping over a particular amount will encourage consumers to buy more.
December - Christmas Period
Every day is a big sales day. Have your online store festive ready with gift guides that you can create a buzz about. It’s important to look the part too. Combine Christmas themed banners and PPC campaigns with clear CTAs, as the competition is high. A well-planned advent calendar email marketing campaign can work really well. Be clear on your shipping and delivery, as well as your exchange and refund policy.