The Most Important Retail Dates for 2019
January 2, 2019
With 2018 safely out the door, it’s time to start thinking about your marketing campaigns for 2019. While the year-end holidays are definitely the most important dates in the calendar of any retailer, there are several other notable days that could boost sales for your business.
Whether you like it or not, the beginning of February is the time when red and pink hearts start multiplying at an alarming rate in every shop window.
But even if red and pink are not your colors, we bet you like green: last year, Valentine’s Day brought in about $19.6 billion to US retailers.
That’s right, it’s worth to create a hefty marketing campaign around V-Day. And while jewellers, florists and chocolatiers are definitely having a field day on and before February 14, you can participate in the V-Day craze even if you’re not selling especially romantic products or services.
Bear in mind that Valentine’s Day is less and less about romantic love. Nowadays, people celebrate friendship and family on February 14 as well. Not to mention potential customers who like to treat themselves on this special day.
Now more than ever, sustainable development and combating climate change are at the forefront of many consumers’ minds. As a recent Nielsen survey found, 66% of consumers (72% if you only ask Millennials) are willing to pay more for sustainably produced goods.
If you use sustainable raw materials, work with climate conscious suppliers, or minimize your packaging materials, now’s the time to talk about it.
Every small action counts. Even if all you do is separate recyclables from your garbage or use a non-toxic cleaning fluid, make sure you let your customers know about it.
Earth Day gives a perfect opportunity to brag about your business’ efforts to save the world. Every small action counts. Even if all you do is separate recyclables from your garbage or use a non-toxic cleaning fluid, make sure you let your customers know about it.
However, if you’re selling or creating climate conscious products and services, Earth Day is one of the top three dates in your retail calendar.
Make sure you create an extensive and far-reaching marketing campaign around April 22 to leverage all the extra attention the environment is getting around this date.
Just like Valentine’s Day, Mother’s Day has the power to make certain retailers’ hearts beat faster. No wonder: last year, the holiday celebrating mothers’ contribution to people’s lives brought in a whopping $23 billion for the US retail industry.
Again, jewellers, spas, florists & co. are at a significant advantage here. But this doesn’t mean you have to cop out on this major retail event. In fact, there may be several mothers who are yearning for untraditional items, like a nice hand-held circular saw or a new printer.
As with any other retail event, the trick is to send an irresistible marketing message that wakes desire in prospective clients. In this case, mothers, or, the next best thing: partners and offspring who are desperately looking for the perfect gift for their loved one.
What goes around, comes around. In this case, many retailers who had to take a back seat during Mother’s Day can now step forward and have a field day with the marketing campaign around Father’s Day.
While relatively modest (at least compared to Mother’s Day and Valentine’s Day), Father’s Day is still worth around $15 billion for US retailers.
Obviously, hardware stores and men’s clothing shops have it easiest to tie their products to Father’s Day. But just like moms, some dads may have unconventional tastes as well. Even if you’re not selling fishing equipment or funny ties, you can still participate in the Father’s Day shopping extravaganza.
The “only” thing you need to do is let potential customers know why your products are the best choice as a gift for their beloved dads.
Starting August, parents start thinking of stocking up school supplies for the coming school year. This is the chance many retailers have been waiting for during the sales lull of July when everybody is on holiday.
With smart deals, you can ensure that shoppers will choose your store instead of your competition. Books, stationary, apparel, shoes, and accessories (e.g. lunchboxes and backpacks) are the main items sold during this period.
Kids are looking for the coolest items that will ensure their spot at the best table in the cafeteria, while parents tend to examine quality, price, and convenience.
However, if you sell other types of products or services, feel free to tie them to this sales event. Convince shoppers that gardening gloves are essential for back-to-school (like, kids are back to school so you finally have time to care for your garden) and enjoy the perks this season brings.
Beware that back-to-school shopping has two main target audiences. Kids are looking for the coolest items that will ensure their spot at the best table in the cafeteria, while parents tend to examine quality, price, and convenience.
The spookiest holiday is worth around $9 billion for US retailers. If your business sells costumes, decorations, or candy, you’re in the clear. However, you don’t have to miss out on Halloween even if you don’t.
Smart marketing tricks like special deals or putting up a few fake cobwebs can help your business make the most of Halloween.
Black Friday Weekend
The shopping holiday after Thanksgiving consists of Black Friday, Small Business Saturday and Cyber Monday. These days mark the beginning of the Christmas shopping season and give a major boost to retailers all across the nation.
Last year this four-day shopping event brought in $60 billion for US retailers. And what’s even better, Black Friday & Co. don’t target a specific audience like Mother’s Day or back-to-school.
Anything and everything can participate in a Black Friday sales event. With great deals and smart advertising, you can ensure shoppers flock to your store instead of the competition.
The end-of-year holidays are a gold mine for retailers. Anything can make a great Christmas present, which means that just like with Black Friday, no retailers have to sit out the greatest shopping event of the year.
Eye-catching marketing campaigns and discounts can go a long way. This is especially true for Boxing Day (December 26), when consumers take to the shops with renewed force to exchange unwanted Christmas presents, or catch an unmissable deal on a product Santa forgot to bring.
Other, minor holidays that may be important for a specific type of business are spread out throughout the year.
For example, the July 4 weekend is generally a good time to offer deals on patio furniture, while April Fools Day (April 1) is excellent for joke shops and toy stores. Depending on the nature of your business, one of these minor holidays may be the perfect opportunity to put your store in the limelight.
Choose the occasion and tailor your marketing message specifically to your target audience. This way you can ensure that your message catches their attention and wakes an unquenchable desire in them for your products or services.