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Key dates for your 2025 marketing calendar

A well-structured content calendar is a game-changer for brands looking to maximise sales, engage their audience, and stay ahead in their industry.

Each month presents key opportunities to connect with your customers and promote your brand, whether that be through seasonal promotions, major shopping events like Black Friday, or awareness days that align with your brand’s values.

New Year's Day launches the upcoming year and symbolises a fresh start for businesses and customers across the globe. Ecommerce businesses can use this time to encourage audiences to set resolutions for themselves and try new things, including certain products and services that can help them achieve their goals.

💡 Marketing focus ideas: New Year’s resolutions, fitness gear and regimes, productivity tools, and "New Year, New You" campaigns

Taking place every third Monday in January, blue Monday is a relatively melancholy day, and being in the middle of winter, is considered to be the most depressing day of the year. But eCommerce companies can leverage this to offer discounts and run positivity campaigns as a ways to tap into customer emotions.

💡 Marketing focus ideas: Offering exclusive codes and discounts, running a sale, promoting mood and productivity goods and services

This traditional Scottish celebration that can be a great opportunity for a selection of retailers to promote their products, but especially food and drink brands that stock traditional Scottish dishes and beverages.

💡 Marketing Focus: Whisky sales, Scottish food hampers, recipe blogs, themed social media content, leveraging local marketing and SEO

Every year, Lunar New Year is celebrated throughout many Asian countries, with each one having a corresponding zodiac animal. 2025 is the year of the Snake. Customers celebrating this holiday in China especially will want to purchase gifts for family, friends and colleagues, giving eCommerce companies plenty of opportunities to connect and focus on.

💡 Marketing Focus: Discounts and special offers, personalisations, animal-themed merchandise and gifting

The 67th Annual Grammy Awards: February 2

The Grammys are the biggest night of the year for the music industry. This awards ceremony celebrates musical artists from all parts of the world, and this year will be the 67th anniversary. Ecommerce businesses can build some relevance over the event, getting involved on social media and using it as a way to connect and advertise any relevant campaigns.

💡 Marketing Focus: Promoting music-related products, hopping on social trends and memes, celebrity endorsements

In early February, many consumers will head online to search for the perfect gift for their other half, loved ones or friends. Valentine's day has changed throughout the years, giving retailers flexibility and creativity when it comes to Valentine merchandise but there is still a key focus on the classic products including cards, flowers, scents and more.

💡 Marketing Focus: Gift guides, personalised gifts, last-minute express shipping promotions, email remarking

London Fashion Week: February 20 - February 24

Twice a year in February and September, the UK's most prolific trade show takes place in London and showcases more than 250 designers to international audiences. Brands in the fashion space will have plenty of opportunities to use this holiday to their advantage, promoting certain brands and trends but also using this to plan ahead in the world of design.

💡 Marketing Focus: Promoting brands and trending styles, social media trends, planning future collections, celebrity endorsements and influencer marketing

Ramadan is a significant month for millions of Muslims worldwide, influencing shopping behaviours, gift-giving, and preparations for Eid celebrations. Many consumers look for special offers on food, home essentials, modest fashion, and thoughtful gifts for family, friends, neighbours and colleagues.

💡 Marketing Focus: Ramadan preparation campaigns, gift guides, home decor, food promotions, cooking guides, Eid decorations and gifts, a focus on community and charity

Also known as Shrove Tuesday, Pancake Day is an important feast for many customers of the UK, ahead of Lent on Ash Wednesday and the upcoming Easter holiday. It typically precedes a fasting period for many Christians.

💡 Marketing Focus: Targeting for cooking equipment, recipes and children's gifts

Readers in the UK and beyond can celebrate this day by picking up or purchasing a book. But there is so much more to this event. Across the country, we see companies, schools and communities dress up and make a special effort to showcase their favourite stories and authors. Businesses can also use this day to promote reading and engage in relevant charity organisations.

💡 Marketing Focus: Books for all ages, but especially children's books, children's costumes, emphasis on charity and local organisations 

This holiday celebrates women's achievements on a socioeconomic, cultural, and political level and has become a prominent celebration in the world of business. The ultimate goal is to encourage gender equality but many businesses will take this as an opportunity to thank women in their team, promote collaboration, look at the history of women's work and communicate and reflect on their company values. For businesses looking to reach women in their customer base, this holiday is ideal for targeting. For example, women's clothing companies, charities and non-profits and any other store which produces items for women.

💡 Marketing Focus: Promoting relevant merchandise and women empowerment items, offering exclusive discounts and codes, an emphasis on brand image and employee recognition

People of Irish heritage, and many others who aren't, celebrate St. Patrick's Day on the 17th of March every year. In the e-commerce industry, this holiday offers you the chance to get people to shop for gifts and green merchandise of all kinds, ranging from food and beverages to clothing and accessories.

💡 Marketing Focus: Special promotions and campaigns for Irish produce, green themes and design concepts, a focus on food and drink

Although Mother's Day is an international holiday, the UK celebrates it a bit earlier than other regions. This day is for children and partners alike to celebrate mothers with gifts and acknowledgement. This holiday is ideal for promoting Mother's Day discounts, gifts, hampers, cards and unique offers. It also perfectly aligns with the arrival of spring, meaning you can combine the two an create a meaningful, colourful campaign which catches the attention of a wide audience.

💡 Marketing Focus: Personalised gifts and cards, mother-themed merchandise, discounts and offers, private and themed events

This is the Muslim festival celebrating the end of Ramadan, specifically known as the "feast of the sacrifice." Muslims refrain from eating or drinking during the day but will begin feasting at night on March 30. Ecommerce companies can take this chance to promote a variety of products that can help celebrate the end of Ramadan and welcome Eid. Items can range from home decor to personalised gifts, religious gifts, food and beverages and so much more.

💡 Marketing Focus: Eid Mubarak merchandise, an emphasis on food and beverages, personalised gifts, homeware and cultural produce

April Fools' Day is a day of playing pranks and making jokes, but it's also a great opportunity to get creative with your marketing. Ecommerce businesses can express their own sense of humour through humorous social media posts and other communications, adding a personable vibe to your brand identity and values.

💡 Marketing Focus: Humourse content and brand communications, promoting prank themes gifts and products 

Christians and communities across the world celebrate Jesus Christ's resurrection over Easter weekend. People purchase chocolate eggs, sweets, gifts and more during this time, gathering with friends and family. Easter gives you plenty of opportunities to encourage consumers to shop for gifts or easter related items. Even if you don't sell easter specific goods, many businesses opt to add themes to their website, social posts and content.

💡 Marketing Focus: A focus on chocolate and sweets, themed campaigns including figures such as rabbits, eggs, spring motifs etc, exclusive offers and discounts, easter weekend sales

Promote environmental awareness and protection, World Earth Day is a global day recognised by customers, brand owners, businesses and marketers. During this time, your campaigns can aim to promote everything from donations and giveaways to awareness of environmental issues, boosting your brand image and reflecting who you are as a business.

💡 Marketing Focus: Environmental campaigns relating to products and business, emphasis on company targets and values, promoting sustainable goods and services

“May the Fourth be with you!”. An iconic line is used throughout e-commerce, whether that be on mugs, t-shirts or just a social media post to recognise the day. Star Wars fans worldwide come together to celebrate their favourite franchise, adding a massive emphasis on merchandise, costumes and any star wars themed product. For brands, this is the perfect opportunity to engage fans with promotions, exclusive inventory, or creative social media campaigns to join in on the trend. 

💡 Marketing Focus: Star Wars-themed products, costumes and clothing, merchandise, personalised gifts, social media campaigns 

Long weekends mean more time for shopping and an influx of customers being online. Ecommerce stores can use this time to promote their products but also target specific things that are relevant at the time, for example, outdoor gear, occasion wear, food and drink, socialisation and homeware. This is also a good time to introduce bank holiday discounts and offers. 

💡 Marketing Focus: Food and beverages, social events and games, clothing and evening attire, limited time codes and discounts

Whether it’s picnics, BBQs, or a weekend trip to Europe, this is a great chance to align your products with your audience’s plans and promote products you think are needed during this time. 

💡 Marketing Focus: Food and beverages, social events and games, clothing and evening attire, limited time codes and discounts, holiday essentials, spring-themed products

People in the LGBTQ+ community and their supporters celebrate advances in gay rights and visibility. Brands can establish a good connection with the LGBTQ+ community through brand activism, support, and promotions and emphasise this through themed campaigns, social media content, UGC and merchandise using the rainbow-coloured design we all recognise. 

💡 Marketing Focus: Pride-themed campaigns and events, merchandise and personalisation, emphasis on brand values and community

Eid al-Adha, also known as the Feast of Sacrifice, is a significant Islamic holiday celebrated worldwide where families come together to share meals, exchange gifts, and give to those in need. For ecommerce brands, this holiday offers a meaningful opportunity to connect with their audiences by promoting thoughtful gift ideas, food packages, and charitable initiatives to make the celebration even more memorable.

💡 Marketing Focus: Religious and cultural gifting, personalisation, food and beverages, chocolate and desserts

Father's Day, a global celebration of fathers and father figures, offers e-commerce opportunities like personalised gift ideas, special promotions, digital gift cards, content marketing and an emphasis on particular themes and product lines. This can include an influx of sales in items such as sports, clothing, aftershave, shoes, toiletries and books.

💡 Marketing Focus: Targeting men-related goods, physical activities and sporting events, toiletries, discounts and offers

According to figures from t3, Amazon Prime Day is the 2nd highest revenue-driving day after Black Friday, so is a big focus for e-commerce brands who use the platform, but also those who don't, as competitors will have an extra advantage. If you're an e-commerce business that sells via an Amazon store, you will want to emphasise any sales, discounts and launches you are offering, as well as do some prior research in terms of competitors, campaign marketing and social media. If you don't sell via Amazon, you might want to consider introducing your own promotions in order to compete during this period.💡 Marketing Focus: Gifting, technology and appliances, home goods, promotions and discounts. 

Celebrating your chosen family and those you hold dearest, International Friendship Day is the perfect time to show appreciation to those around you, and has a key focus on gifts and thoughtful gestures which can be shared between friends and colleagues.

💡 Marketing Focus: Gifting, personalisation, friendship themed merchandise

A day for cat lovers. During this time, you will see an influx on social media of cat owners sharing pictures or their pet and possibly buying toys, treats and more.

💡 Marketing Focus: Cat merchandise, social media trends and campaigns, cat products

The summer bank holiday is always a fun time, especially with the UK weather now at its peak. Ecommerce stores can use this time to promote their products, but also target specific things that are relevant at the time, for example, BBQs, summer activities and games, camping equipment, summer clothing and holiday essentials. 

💡 Marketing Focus: Food and beverages, social events and games, clothing, holiday essentials

Similar to national cat day, national dog day sees dog owners recognise and celebrate their pet dogs, with many using this time to petition and campaign for related issues such as puppy farming, animal neglect or breeding. There is no doubt you will also see an influx of office dogs starring on business pages, offering plenty of social proof for upcoming campaigns.

💡 Marketing Focus: Dog merchandise, social media trends and campaigns, dog products, Charity and campaigning

With students across the country heading back to school, nursery, university and college, there will be a massive need for back to school essentials including uniform, stationary, shoes, technology, bags and sportswear. For e-commerce websites, this also offers an opportunity to partner with discount platforms such as UNiDAYS and student beans whilst creating relevant content including tips, guides and advice.

💡 Marketing Focus: School essentials and kits, ' first day at school ' gifts, clothing and shoes, accessories and stationary, discount codes and social media giveaways

All things fashion are on the red carpet this week, with retailers and designers using this as prime opportunity to jump on trends and upcoming styles, but also leverage social media and creative marketing. There is always a lot of talk around what people are wearing, which celebrities attended and what the world of fashion has coming up, so this is a key time for e-commerce businesses to take note on their current industry and customers.

💡 Marketing Focus: Social media campaigns and trends, trending styles, celebrity endorsements, influencer marketing, sponsorship opportunities

An awareness day focusing on mental well-being means brands use this as an opportunity to promote self-care and relaxation products aswell as emphasising key values and company morals. 

💡 Marketing Focus: Social media campaigns, business values, a focus on relaxation and self care

Diwali is a five-day festival of lights, celebrated by Sikhs, Jains and Hindus across the world. It celebrates new beginnings and is a time for community and family to come together and celebrate. Ecommerce businesses can use this as a time to highlight any relevant product lines or collections.

💡 Marketing Focus: Key focus on Diwali themes, gifts, food and sweets, religious gifting, lights and home decor

A major retail event for costumes, decorations, sweets, and party supplies. Halloween is increasingly celebrated with themed home decor, food, and costumes, with children and adults across the country celebrating at home, with friends and family or in big groups. Halloween is also the perfect time to add some creativity to your marketing campaigns and get involved in social media trends, website gimmicks and themed designs even if your products are not directly linked to Halloween. 

💡 Marketing Focus: Fancy dress costumes, makeup and accessories, sweets, home decor, party wear and decorations, movie screenings, any other Halloween-themed goods

Remember, remember the 5th of November - although the spend on bonfire night is relatively small, there is still a key focus on autumnal items and of course, fireworks. Ecommerce stores can use this time to focus on items such as candles, autumn winter clothing,  blankets and soft furnishings, cooking recipes, fireworks and more. 

💡 Marketing Focus: Autumnal trends and styles, fireworks, sparklers, winter essentials

As a major shopping event where retailers offer large discounts, Black Friday originated in the US and has become one of the UK’s biggest sales days. Ecommerce brands use this day to promote products, run sales, emphasise the need for upcoming seasonal events and compete within their market. This is one of the busiest times for shoppers, so online stores will need to make sure their websites are up to scratch, with fast load times, mobile-friendly functionality and effective ux design.

💡 Marketing Focus: Promotions and sales, Christmas focused stock and goods, limited time deals, newsletter campaigns and social media marketing

Throughout December, there is a huge focus on Christmas, with millions of people around the world going online to begin their seasonal shops, sometimes even before December. Ecommerce businesses take this as an opportunity to not only market their products, but also revamp their website and content inline with the Christmas theme. 

Following on from Black Friday, Cyber Monday focusing on eCommerce sales rather than in-store shopping. It was introduced in 2005 as a way to encourage digital shopping, and it has since become a major event for tech, fashion, and digital goods.

💡 Marketing Focus: Extending promotions and sales, tech and digital products, retargeting campaigns, social media trends, newsletters and email marketing

A day for last minute shoppers. On this day and prior to this day, stores will be focusing all their efforts on last minute Christmas gifts, wrapping paper, food and drinks, stationary and more to ensure they can offer customers exactly what they need, right on time. Some express stores might also offer exclusive delivery offers such as same day delivery or same day store pick up, something that can set you apart from competitors.  

💡 Marketing Focus: Special delivery options, food and beverages, toys and games, gifts, home decor, decorations and Christmas themed produce, personalisation

Originally a day of giving gifts to the less fortunate, Boxing Day has evolved into one of the biggest retail sales events in the UK. Many people shop for post-Christmas deals, with a focus on clearance sales and self-gifting as well as items people might want to purchase before the new year. Spending Christmas gift money or spending time with family, Boxing Day is the moment where customers enjoy being off work and enjoying free time.

💡 Marketing Focus: Gifting and personalisation, sales and discounts, food and beverages

New Year’s Eve marks the final day of the year, celebrated with parties, fireworks, and resolutions. Many people focus on health, fitness, and self-improvement as they prepare for the year ahead, taking it as an opportunity to order online and prepare for their new routines, habits and hobbies, whether that be fitness, diet or travel. 

💡 Marketing Focus: Self growth and improvements, hobbies and sports, fitness, health and wellbeing, skincare and beauty 

Ecommerce Content Calendar