A marketing calendar helps to plan your
- content marketing calendar,
- social media campaigns, and
- holiday campaigns.
This article includes:
eCommerce marketing calendar 2024
Marketing tips for each month
eCommerce marketing lessons from 2023 to 2024
eCommerce Marketing Calendar 2024
Before you build your own marketing calendars, here’s a snapshot of all the important days.
We have also listed some promotional ideas so you can weave them into your marketing calendar and build a strong strategy.
Let’s explore the key dates of the year in detail.
eCommerce Marketing Tips for Days of the Year
Important Events with Global Impact
Leap Year 🗓
Every four years, everyone gets an extra day.
So, don’t miss out on making the most of it.
- Create online promotions using the number “29.” Offer 29% off, $29 off, a special one-time price of $129…you get the gist.
- Use it to create a mystery campaign like “Leap into our store on February 29th for a special leap year surprise!”
United States Presidential Election 🗳️
November 5, 2024
As the 60th quadrennial presidential election in the USA, this event will be in the news all year round with celebrities and influencers showing support and talking about the importance of voting.
- Use social media and your website homepage to promote the importance of voting.
- Support and encourage civic duty by offering promotions to those who vote.
- Curate limited edition patriotic-themed products or collections.
2024 ICC Men's T20 World Cup 🏏
June 4 – 30, 2024
Hosted by the United States and West Indies, the event will garner attention and fervor from cricket enthusiasts worldwide.
- Follow the sport’s highlights and create posts on trending topics.
- Use cricket puns in your copy and campaigns.
- Create limited-time discounts and gamification offers.
2024 Summer Olympics ◯◯◯◯◯
July 26 – August 11, 2024
After the pandemic edition in 2021, this year, the Olympics will be held in Paris with 206 countries participating in the event.
- Congratulate winners and history makers on your social media.
- Include Olympic or sporting puns in your campaigns.
- Create special Olympic-themed categories or discounts.
January
As the month that kicks off the calendar year, January has a lot of significance with starting ‘new’.
Holiday shoppers spill over to continue their journey to buy products relevant to their ‘resolutions’.
New Year’s Day
January 1, 2024
- Welcome the new year with special promotions, limited-time discount codes, and exclusive offers.
- You can never go wrong with themes like New Year's resolutions for product categories or copies.
Blue Monday
January 15, 2024
- A day recorded to acknowledge the post-festive slump, check in with your customers through a thoughtful email.
- Offer a special discount to help customers set or reset resolutions.
Get To Know Your Customers Day
January 20, 2024
- Float a detailed survey to repeat and loyal customers. Get to know what they like and dislike about your products, website, and customer service.
- If you have already conducted previous surveys, then show the results and what actions were taken to offer transparent communication.
Data Privacy Day
January 28, 2024
- Assure shoppers and customers of your website security regarding shopping and payment information through email or website pop-up (remember to make it non-intrusive).
February
From the month of love to honoring black history, February is filled with exciting events.
2024 is also a leap year, which means, one extra day to celebrate or relax, depending on the mood.
National Black History Month
February
- Highlight products made by black-owned brands to show support.
- Visually tell stories about black-owned brands hosted on your website.
- Contribute to organizations that help black-owned businesses.
Super Bowl LVIII
February 11, 2024
- Gamify your discounts. Ask followers to vote for their favorite teams on social media. Relegate certain mystery discounts if a certain team wins and offer them for a limited time.
Mardi Gras
February 13, 20243
- Celebrate the occasion with special BOGO deals for party-goers.
- Make it a special day with party-themed categories.
Galentine’s Day
February 13, 2024
- Highlight the importance of self-care and self-gifting with clever product bundles that are also budget-friendly.
Valentine’s Day
February 14, 2024
- Create and email gift guides to let customers discover new products and categories.
- Maximise convenience with make-your-own product bundles.
Recommended reading: Valentine’s Day: Low-Budget Marketing Ideas for eCommerce Stores
Leap Year Day
February 29, 2024
- Use Leap Day as an excuse to get back in touch with cold leads.
March
Spring is around the corner as March blossoms. From empowering women to the glamour of the Academy Awards, brands can host personalized campaigns.
While the end of the month kicks off March Madness, offering a slam dunk of opportunities for savvy marketers.
World Compliment Day
March 1, 2024
- Show appreciation by complimenting a customer’s taste in products.
- Foster customer loyalty with referral program rewards just for leap day.
International Women’s Day
March 8, 2024
- Highlight women-owned brands in your store and tell their stories.
- Collaborate with influencers to share content on the significance of the day.
St. Patrick's Day
March 17, 2024
- Engage your audience on social media with fun trivia or contests.
- Showcase green products with Irish-themed products or bundles.
March Madness
March 19, 2024 – April 8, 2024
- Consider basketball-themed promotions or deals.
- Collaborate with influencers relevant to the sporting event to reach new shoppers.
Good Friday
March 29, 2024
- Focus on wellness or family-oriented products.
- Be respectful and sensitive to the day’s solemn nature.
Easter Sunday
March 31, 2024
- Offer holiday promotions on themed merchandise or special spring bundles.
- Provide discount codes hidden within virtual Easter eggs on your website.
You'll love reading about: Easter & Spring Email: 20 Inspirational Examples for 2024
April
In April, shower customers with deals that aim towards relaxation, religious holidays that gather the family together, and music festival enthusiasts.
With this unique combination of celebrations, it’s a great time to connect and engage with your customer base.
April Fool’s Day
April 1, 2024
Easter Monday
April 1, 2024
- Combined with the festive spirit of Easter Monday, create a fun “Easter egg hunt” on social media with surprise discounts that lead to your site.
You'd also be interested in: 19 Underrated Easter and Spring Marketing Ideas (eCommerce)
World Health Day
April 7, 2024
- Send wellness-focused emails to highlight certain products.
- Encourage your customers to take care with some fun and engaging tips from your team.
World Art Day
April 15, 2024
- Spotlight artists in your team or who are part of your brand.
- Engage with your customers through social media to share art through the years and how it has changed the look of your products.
Earth Day
April 22, 2024
- Connect with your target audience with environmentally conscious messaging and highlight efforts.
May
As a cultural melting pot, May is the month of diversity and appreciation. Most shoppers are planning for travel and leisure, and brands can cater to those needs.
Asian American and Pacific Islander Heritage Month
May
- Support AAPI-owned brands and their messaging on your store.
- Celebrate cultural significance with AAPI influencers who can voice their stories.
- Comarket with a brand led by an AAPI founder.
- Promoting a charity that supports the AAPI community and sharing specific details of their work.
Write a Review Day
May 3, 2024
- Ask loyal customers to ‘write a review’ for a reward.
- Highlight products that shoppers bought but don’t have any reviews yet to add their experiences.
Star Wars Day
May 4, 2024
- Kick off the biggest day in fandom culture with themed product categories.
- Include references in your copies and campaigns. “May the Fourth be with you!”
Mother’s Day
May 12, 2024
- Curate personalized gift guides and bundle offers suitable for all mothers.
- Offer express shipping and extended return policies.
Also read : 21 Last-Minute Mother's Day Marketing Ideas For eCommerce Stores
International Customer Support Day
May 15, 2024
- Highlight your customer support services through email to get shoppers to connect.
- Offer repeat customers an extra mile of customer service with consultations and more.
Global Accessibility Awareness Day
May 16, 2024
- Show how your website is accessible to all types of shoppers.
- Encourage customers to use accessibility options on your website.
Indianapolis 500
May 26, 2024
- Curate themed merchandise, products, or categories.
- Honor winners to engage your social media followers.
Memorial Day
May 27, 2024
- Show respect with thoughtful Memorial Day sales or campaigns.
- Donate a part of the day’s profits to veteran charities.
June
It’s that time of the month in the eCommerce marketing calendar when rainbows reign.
eCommerce brands can align their campaigns to support and encourage a vibrant community.
Summer holidays are starting and families are prepping to spend time with each other.
Pride Month
June 1 – 30, 2024
- Align marketing campaigns around love and acceptance.
- Spotlight the LGBTQ+ community and their rights, through stories and special month-long deals.
World Environment Day
June 5, 2024
- Educate your audience on efforts you have undertaken to reduce your brand’s carbon footprint.
Father’s Day
June 16, 2024
- Invite your target audience to share anecdotes or stories.
- Consider bundles tailored for diverse dad personas—the grooming aficionado dad, the chef dad, or the outdoorsy dad.
Juneteenth
June 19, 2024
- As a federal holiday, collaborate with Black-owned brands or influencers.
- Offer a portion of the day’s proceeds to organizations working for racial equality.
July
A month of fireworks and barbecues, July is filled with celebrations of Independence Day and Amazon Prime Day.
eCommerce brands can curate patriotic-themed campaigns and urgency-inducing deals.
International Joke Day
July 1, 2024
- Tickle the funny bone by sharing some jokes through social media or a funny email (don’t try to sell!).
Independence Day
July 4, 2024
- Offer special promotions with Fourth of July-themed contests on social media.
- Consider last-minute deals for shoppers hosting barbecue parties.
Amazon Prime Day
July 23, 2024
- If you’re on the Amazon platform, offer lightning deals, discounts, or bundles to entice shoppers.
- If you’re not on Amazon, introduce your own set of “lightning” deals or promotions on this day.
August
As the summer comes to an end, August is the time to capture the last moments of warmth.
With back-to-school and Lollapalooza campaigns, eCommerce brands can reach new audiences and weave special promotions.
Back to School Month
August 1, 2024
- As summer vacations end, offer bundles to prep for the back-to-school season.
- Create back-to-school campaigns and categories to make it easier to find relevant products.
You'll also love reading: Back To School Email Marketing: 24 Amazing Examples From eCommerce Brands
International Cat Day
August 8, 2024
- Feature ‘Cat of the Day’ photos from your employees and invite social media followers to share their own.
- Donate part of the profits from the day to pet shelters to celebrate your feline friends.
International Dog Day
August 26, 2024
- Feature ‘Dog of the Day’ photos from your employees and invite social media followers to share their own.
- Donate part of the profits from the day to pet shelters to celebrate every human’s best friend.
Pro Tip 🚀
In context with marketing calendars, August is one of the slower months in the year. So this is the best to tally your standing, look into previous books, and prepare for the busy months ahead.
You might also like: 8-Step eCommerce Promotion Strategy With Examples
September
School is starting, fall is here, and everything is cozy. While some are getting their favorite fall drinks, some are celebrating the merriment of Oktoberfest.
Online stores can settle in with cheerful and warm offers for loyal customers and referral programs.
Labor Day
September 2, 2024
- Consider highlighting products related to leisure and end-of-summer barbecues.
- Deploy retargeting campaigns on high-ticket items.
Do check out: Labor Day Marketing: 15 Amazing Ideas and Examples (2024)
Star Trek Day
September 8, 2024
- Capitalize on fan culture with themed product categories and titles.
- Offer time-sensitive offers on bestselling products to create urgency.
Hispanic Heritage Month
September 15, 2024 - October 15, 2024
- Support Hispanic-owned brands and their messaging on your store.
- Celebrate cultural significance with Hispanic influencers who can voice their stories.
- Comarket with a brand led by a Hispanic founder.
- Promoting a charity that supports the Hispanic community and sharing specific details of their work.
World Gratitude Day
September 21, 2024
- Say thank you to your customers without trying to sell them anything.
National Inclusion Week
September 30, 2024 – October 6, 2024
- Support, encourage, and celebrate the diversity of your customer base with thoughtful messaging, website features, and offers.
October
October marks the unofficial start of the holiday season in the marketing calendar.
eCommerce brands can ramp up their Black Friday preparations, capitalize on early-bird shoppers, and lay the groundwork for one of the year’s biggest shopping events.
Inbox Zero Day
October 6, 2024
World Mental Health Day
October 10, 2024
- Focus on self-care and wellness while promoting relevant products.
- Share content that educates your audience about mental health and creates a supportive community.
Halloween
October 31, 2024
- Plan your campaigns at least a month in advance.
- Prank customers with funny ghostly pop-ups on your website.
- Add some Halloween-y puns to your product titles or categories.
November
November is the month when the holiday season officially swings into action, and as many people begin their holiday shopping, others slow down to cherish the festivities.
eCommerce brands have many opportunities to connect with their audiences, offering products and memories that will last a lifetime.
World Vegan Day
November 1, 2024
- If you have vegan products or use vegan materials, spotlight the information through visual cues on the website.
- Create relevant product categories and share them through email campaigns or social media.
Veterans Day
November 11, 2024
- Show appreciation for veterans by offering special deals or discounts on this day.
World Quality Day
November 14, 2024
- Highlight the quality of your products, and share behind the scenes from product manufacturing to how it’s safely delivered to customers.
International Men’s Day
November 19, 2024
- Create time-sensitive offers for products for men.
- Donate part of the day’s profits to charities that support causes for men.
National Deal Week
November 22 – 28, 2024
Thanksgiving
November 28, 2024
- Craft themed product categories for better product discovery.
- Target early Christmas shoppers with well-crafted bundles and discounts.
Black Friday
November 29, 2024
- Offer extended shopping hours, extended returns, and expedited shipping.
- Create urgency with real-time updates and stock alerts.
December
As the curtain call of the marketing calendar, December is marked by a flurry of festivities, family gatherings, and a heightened spirit of giving.
It's the peak of the gifting season for eCommerce businesses, with consumer spending reaching annual highs.
Cyber Monday
December 2, 2024
- Offer early access deals to loyalty program customers.
- Drop new products with limited stock to generate buzz.
Green Monday
December 9, 2024
- Close holiday-related sales with special promotions and deals.
National Free Shipping Day
December 14, 2024
- Target last-minute holiday shoppers by offering sitewide free shipping.
First Day of Winter
December 21, 2024
Christmas Eve
December 24, 2024
- Curate family discounts and gifting deals for last-minute shoppers.
- Offer express shipping for last-minute orders.
Christmas Day and Hanukkah Begins (Federal Holiday)
December 25, 2024
- Perfect time to advertise post-Christmas sales.
- For Hanukkah, offer daily deals for the eight days of the festival.
Boxing Day
December 26, 2024
- Promote clearance sales to drive sales and holiday revenue.
New Year’s Eve
December 31, 2024
- Wrap the year by highlighting your best-selling products.
- Run last-day-of-the-year promotions.
eCommerce Marketing Lessons from 2023 to 2024
While marketing calendars help to plan your eCommerce strategies, past data can be used to predict certain trends.
To plan for 2024, here are some marketing lessons from 2023.
What worked in 2023:
1. Empathy
In the news, 2023 was filled with worldwide coverage of different geopolitical conflicts and crises.
People found many ways to show their support through donations and inclination towards local brands rather than big brands.
This will continue in 2024, as people look for more ways to contribute to society through everyday actions, like shopping online.
You can collaborate with organizations and charities to highlight social issues and offer part of your profits with every order.
2. Localization
With easy access to platforms like Shopify and Woocommerce, businesses are booming.
Statistics show that more than eight in 10 consumers or 82% of consumers currently use local businesses.
According to satisfied consumers, local businesses offer:
- personalized service,
- fair treatment,
- customer service,
- quality products, and
- reliable services.
If you have an online that caters to international consumers, then assign different settings to different countries and regions.
Use geographical keywords so you come up in local searches.
Get professionally translated copies for your web pages so shoppers know exactly what they are buying without any assumptions.
Don't forget to read: 18 Brilliant Ways To Reduce WooCommerce Cart Abandonment
3. Entertainment trends
For retail brands worldwide, the entertainment industry with popular platforms such as TikTok, YouTube, and Instagram has become the forefront of selling.
Think back to the Barbie phenomenon that made everyone turn their store a shade of pink.
Taylor Swift’s tour went viral and her version of songs (TV literally became an abbreviation for Taylor’s Version) inspired many stores to rename their product titles and categories.
In 2024, many movie franchises are making a comeback (Kung Fu Panda 4, Inside Out 2).
Beloved literature will get screen time. (Garfield, Dune: Two, )
KPOP is going to become mainstream. (BTS autobiography reached number one on the Amazon Best Sellers list!)
Some highly anticipated musicals (Mean Girls, Joker: Folie à Deux, Wicked)
Fans will be rejoicing in live-action remakes (Avatar: The Last Airbender🤞).
Also, Mario vs. Donkey Kong will launch in early 2024.
More Bridgerton, more Squid Game, Mickey Mouse will enter the public domain, and more music releases.
2024 seems to be a busy year full of entertainment trends to look forward to.
4. Generative AI
The breakout star of 2023 has undoubtedly been Generative AI.
ChatGPT wrote anything from a haiku to HTML codes in seconds.
Brands started to use Generative AI to accomplish tasks that usually took hours to finish.
In a McKinsey survey, statistics show
- 40% of respondents say their organizations will increase their investment in AI overall because of advances in gen AI.
- Respondents said that their organization used Gen AI most commonly (14%) for marketing and sales. (such as crafting docs, personalized marketing, and summarizing docs)
While there were many things brands did right, 2023 was also a lesson in what marketing strategies didn’t work.
What didn’t work in 2023:
1. AI
We saw how AI worked out for brands.
So, here are some reasons why AI is a cause for concern:
- There’s a lack of transparency which means it can be difficult to understand how AI makes decisions. It’s difficult to troubleshoot problems or to explain to customers how their data is being used.
- AI models can be biased, which can lead to unfair or inaccurate results. This can be a particular problem if the data used to train the model is not representative of the population.
- There are higher chances for AI models to be hacked, which could lead to unauthorized access to customer data or the ability to manipulate the model to produce desired results.
- AI models can be expensive to develop and maintain. This can be a barrier for small businesses or businesses with limited resources.
- It can be difficult to find people with the expertise to develop and implement AI-powered marketing campaigns. This can be a challenge for businesses that don't have the resources to hire specialized talent.
2. Forced relevance
While eCommerce marketing is always about finding relevance, sometimes it can go the wrong road and alienate customers.
Here’s how forced relevance can have a negative impact on eCommerce marketing:
- When shoppers are constantly bombarded with ads that are irrelevant to their interests, they may start to feel frustrated and annoyed. This can lead to them avoiding your brand altogether.
- If shoppers start to associate your brand with irrelevant messaging, they may develop a negative perception of your brand. This can make it difficult to attract new customers and retain existing customers.
- When you spend money on forced-relevance ads, you're not always sure if those ads are actually reaching the right people. This can lead to wasted marketing spend.
- It can be difficult to measure the effectiveness of forced-relevance ads. This is because it's not always clear if users are clicking on your ads because they're interested in your product or because they're simply trying to get rid of the ad.
3. Interrupted user experiences
One of the biggest threats to UX is interrupted user experiences.
These are experiences where the user is interrupted by something that takes them away from their current task.
This can be anything from a pop-up ad to a slow-loading page.
Interrupted user experiences can have several negative consequences, including:
- Reduced conversion rates: When users are interrupted, they are more likely to abandon their shopping carts or leave your site altogether. This can lead to a significant decrease in conversion rates.
- Increased bounce rates: The bounce rate is the percentage of visitors who leave your site after viewing only one page. Interrupted user experiences can increase bounce rates by making it difficult for users to find what they are looking for.
- Negative customer sentiment: When users have a negative experience, they are more likely to leave negative reviews or comments. This can damage your brand reputation and make it difficult to attract new customers.
- Loss of sales: Interrupted user experiences can lead to lost sales. When users are interrupted, they are more likely to forget what they were looking for or to give up on their purchase altogether.
To avoid interrupted user experiences, it is important to design your site with the shopper in mind.
Make sure that your site is easy to navigate, that pages load quickly, and that there are no unnecessary distractions.
You should also audit your site to see how it can be improved.
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Why: user experience issues that cause friction for visitors.
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