Each year, e-commerce businesses have an opportunity to boost sales during key shopping dates. Whether it’s fitness equipment in January, outdoor items in spring, or tech discounts on Black Friday, from New Year’s to Boxing Day, marketers can target specific audiences with customized marketing strategies. Here is a list of all the key holidays for e-commerce brands.
E-Commerce Holidays and Dates in Q1
The first quarter of the year (January through March) is about fresh starts, and shopping trends reflect this, as consumers focus on products that can boost their productivity and self-improvement. Shoppers are also looking for big deals on leftover seasonal products.
New Year’s Day – Wednesday, January 1
Who it’s for: Health and fitness enthusiasts, self-improvement seekers, and regular consumers.
For many, New Year’s Day represents a fresh start. As people embrace new fitness and nutrition habits, fitness equipment, nutritional supplements, and other wellness products tend to be in high demand. Productivity tools and subscription services also do well, as people look to become more efficient.
Martin Luther King Jr. Day – Monday, January 20
Who it’s for: Shoppers looking for deals, regular consumers.
Martin Luther King Jr. Day was created to honor Dr. King’s legacy, so marketers must be sensitive when executing their marketing tactics for the holiday. Brands can offer sales on a wide range of product categories, including clothing, electronics, and home decor. Additionally, because the holiday falls shortly after the holiday season, it presents an opportunity for brands to clear out excess seasonal inventory by offering strategic discounts.
Valentine’s Day – Friday, February 14
Who it’s for: Couples, gift-givers, jewelry shoppers.
Valentine’s Day is a celebration of not only romantic love, but also of friendship and affection. While everyone knows that flowers, chocolates, and jewelry sell well, there is increased interest in experiential gifts, such as spa and travel packages, and self-care items like self-help books and skin care items.
President’s Day – Monday, February 17
Who it’s for: Budget-conscious shoppers.
President’s Day is one of several three-day holiday sales weekends during the year. It’s well-known for massive sales, particularly with big-ticket items like mattresses, home appliances, and furniture. As such, marketers can promote significant discounts with messaging like “this weekend only” or “limited-time.” Like Martin Luther King Jr. Day, it’s also an opportunity to clear out any leftover stock from the holiday season.
St. Patrick’s Day – Monday, March 17
Who it’s for: Party planners, green apparel aficionados.
St. Patrick’s Day is a fun holiday, so festive attire, accessories, and party supplies always do well. E-commerce businesses can promote green-themed clothing, Irish-themed decorations and home decor, and various novelty items. When it comes to marketing campaigns, e-commerce brands should aim to make their marketing campaigns fun in order to draw in shoppers who are looking for unique products.
E-Commerce Holidays and Dates in Q2
In the second quarter of the year (April through June), consumers are beginning to think about the summer months ahead. As a result, shopping trends tend to favor outdoor products and activities. There are also some key family events, like Mother’s and Father’s Day.
Mother’s Day – Sunday, May 11
Who it’s for: Children, spouses, gift-givers.
Mother’s Day is a big event for retail, including e-commerce businesses. Consumers are looking for products that show appreciation to the mothers, grandmothers, and other maternal figures in their lives. In addition to traditional Mother’s Day gifts like flowers, jewelry, and beauty products, more consumers are looking for personalized, thoughtful gifts. E-commerce brands that specialize in engraved jewelry and customized photo gifts can do very well. Experience-based gifts, like spa packages and weekend getaways, are also very popular.
Memorial Day – Monday, May 26
Who it’s for: Outdoor enthusiasts, military families.
With Memorial Day falling so close to the start of summer, there is increased interest in outdoor items, such as patio furniture, outdoor lighting, barbecues, and coolers. Consumers are also looking for tools for around the home, like lawnmowers and gardening supplies. They’re also looking for deals on travel-related purchases, like camping gear and luggage. As such, many marketers tie their promotions to two themes — the holiday weekend and the start of summer.
Father’s Day – Sunday, June 15
Who it’s for: Children, spouses, tech and hobby enthusiasts.
Father’s Day is similar to Mother’s Day in its focus on gift-giving, but the types of products vary. Tech gadgets, tools, and outdoor gear are always popular with Dads, as are products related to hobbies like sports, fishing, and grilling. Marketers can capitalize on this demand by planning their Father’s Day campaigns around big-ticket items.
Juneteenth – Thursday, June 19
Who it’s for: Shoppers supporting social justice and cultural products.
Juneteenth, which commemorates the end of slavery in the U.S., has long been celebrated, but wasn’t made a Federal holiday until 2021. It presents an opportunity for marketers who promote products that support Black-owned businesses. Popular items include books, art, fashion, and home decor with cultural significance. The holiday is also an opportunity to offer sales on products that support social justice causes, especially where a portion of proceeds goes toward charitable organizations. That said, marketers should exercise sensitivity when approaching Juneteenth-based campaigns to avoid appearing superficial or inauthentic, which could damage their reputation.
E-Commerce Holidays and Dates in Q3
In the third quarter (July through September), shoppers are dealing with the summer heat and the back-to-school rush. For e-commerce businesses, this means a continued focus on outdoor products as well as a shift toward back-to-school supplies and other educational items.
Independence Day – Friday, July 4
Who it’s for: Patriotic shoppers, outdoor enthusiasts.
Independence Day offers a massive opportunity for businesses selling outdoor-related products. Grills, camping gear, coolers, and backyard pools are all in high demand as families celebrate Independence Day with outdoor activities. Patriotic-themed clothing, flags, and accessories are also popular. Many retailers will promote these products with significant discounts.
Amazon Prime Day – Mid-July
Who it’s for: Loyal Amazon shoppers, budget-conscious consumers.
Amazon Prime Day has become one of the largest e-commerce events of the year, as Amazon Prime members look for huge discounts on a wide range of products. All sorts of electronics, home gadgets, and beauty and fashion items rank among the most popular categories. Marketers should be prepared to offer substantial discounts in order to compete with all the deals that will be available.
Labor Day – Monday, September 1
Who it’s for: Shoppers looking for end-of-summer deals.
The Labor Day weekend comes with big sales in a wide range of product categories. Shoppers can score end-of-season discounts on summer clothing and patio furniture, and sales on travel gear, mattresses, and electronics. Many consumers are also looking to purchase school supplies or prepare for autumn. For marketers, there’s ample opportunity to offer promotions across all of these categories.
Back-to-School – Late August-Early September
Who it’s for: Students, parents, teachers.
Back-to-school shopping is one of the most predictable retail events of the year for marketers. There is always a strong focus on school supplies, electronics, and clothing. Parents often need to replace backpacks, notebooks, laptops, and other items for their kids. Students also love receiving new tech gadgets, such as tablets and smartphones. If you’re a marketer in the education or technology niche, you can leverage this demand by offering promotions for students and parents alike.
E-Commerce Holidays and Dates in Q4
The fourth and final quarter of the year marks the approach of the holiday season, which is packed with several key shopping dates and major sales events.
Halloween – Friday, October 31
Who it’s for: Families, party planners, costume buyers.
Halloween has become a major event on the calendar, and as such, it drives sales in several product categories. It’s also worth noting that Halloween is no longer just a celebration for kids — it’s equally popular among adults. Of course, costumes are top sellers, but Halloween fans are also looking for accessories, themed party supplies, and decorations. Overall, Halloween is a great opportunity for e-commerce businesses to promote limited-time offers and create themed marketing campaigns.
Veteran’s Day – Tuesday, November 11
Who it’s for: Military families, bargain hunters.
Veteran’s Day is primarily a day to remember and reflect. However, retailers have an opportunity to honor veterans and their families with special discounts. For example, many businesses offer exclusive deals to veterans and active-duty personnel on a wide range of products, including big-ticket items such as electronics and home goods. Marketers can tie these offers to themes of patriotism and national pride.
Thanksgiving Day – Thursday, November 27
Who it’s for: General shoppers, early shoppers.
Thanksgiving Day may be a holiday centered on family, but it marks the beginning of the shopping rush leading up to Black Friday. Shoppers are gearing up for major Black Friday deals, and marketers can capitalize on this by offering pre-Black Friday deals or early bird promotions. Many brands promote products they know will be in high demand during Black Friday and Cyber Monday, such as electronics, clothing, and toys.
Black Friday – Friday, November 28
Who it’s for: Shoppers in search of deep discounts.
E-commerce businesses often experience a major spike in sales on Black Friday, the biggest shopping day of the year. This is the result of deep discounts on everything from high-ticket electronics like big-screen TVs, laptops, smartphones, and gaming consoles, to toys, appliances, and clothing. Online and in-store retailers often use “door-crasher” deals to draw shoppers or offer limited-time flash sales. This boosts urgency and excitement for buyers. This is not a day for marketers to hold back: Instead, pull out all the stops with promotions and exclusive offers to maximize conversions.
Cyber Monday – Monday, December 1
Who it’s for: Online shoppers, deal hunters.
Cyber Monday is geared specifically for online shopping and features deep discounts on tech products, fashion, and home goods. It’s an excellent opportunity for brands to offer online-only promotions, with fast shipping options. They may also want to push excess stock left over from Black Friday.
Christmas Day – Thursday, December 25
Who it’s for: Gift-givers.
Christmas marks the culmination of the holiday shopping season. While Christmas Day itself may not see much shopping activity, consumers continue to purchase gifts in the weeks leading up to the holiday. Popular gift categories include electronics, toys, clothing, home goods, and personalized gifts. Marketers can use promotions and fast-shipping options to help drive a surge in last-minute sales.
Boxing Day – Friday, December 26
Who it’s for: Bargain hunters, post-Christmas shoppers.
Boxing Day is a major shopping holiday in several countries, including the U.K., Canada, Australia, and New Zealand. It’s generally a time for clearance sales, with many retailers offering discounts on items that didn’t sell before Christmas. Customers can find deals on holiday decor, clothing, electronics, and home goods. Due to the deep discounts offered, many people will use Boxing Day as an opportunity to treat themselves after Christmas, as well. Boxing Day sales often extend for the entire week between Boxing Day and New Year’s Day, with many brands promoting Boxing Week sales.
Key Takeaways
By aligning your marketing campaigns with the specific needs and interests of consumers during each holiday, e-commerce businesses can drive sales throughout the year. While some products, such as electronics, are consistently popular, each holiday presents a unique opportunity for brands to offer tailored promotions and foster stronger connections with their customers.
Frequently Asked Questions (FAQs)
What is the best promotional strategy for the Christmas season?
During the Christmas season, brands should focus on offering early promotions, limited-time discounts, gift guides, and personalized offers. Shoppers are often searching for discounts in the weeks leading up to Christmas. This gives brands an opportunity to create urgency with their messaging. For example, you could use “while supplies last” to encourage customers to buy sooner rather than later. You can also offer free shipping, bundled discounts, and loyalty rewards to boost your conversions.
What are the top five items consumers are expected to buy in celebration of the Christmas holiday?
During the Christmas holidays, top items include gift cards, electronics, clothing, toys, and home decor. In fact, many of these items sell well during most major holidays.
What do most people consider the official start of the holiday shopping season?
Black Friday is considered by many to be the official start of the Christmas holiday shopping season. Increasingly, however, brands are creating sales events leading up to Black Friday. There is also an increasing focus on shopping days at different points during the year, such as Amazon Prime Day, which occurs in the middle of July.
What are the top three retail companies during the holiday season?
Unsurprisingly, retail giants Amazon, Walmart, and Target are usually the top performers during the holiday season. All three companies offer a wide range of products and deep discounts.
