How to Plan for the Best Retail Sales Holidays Q1-Q4

What should you be preparing to sell during each quarter of the year? We did the work for you with our retail sales calendar infographic. 

This infographic provides dates for each relevant sales holiday in e-commerce and retail as well as some ideas of what you can sell during these times to keep your sales going strong all year long.

Download your own copy of our infographic by clicking here.

Q4 - Q1 Retail Sales Calendar Infographic
Q2-Q3 Retail Sales Calendar for E-Commerce Infographic
2020 E-Commerce Retail Sales Calendar
Below is a write up of each holiday, how it is celebrated, and who celebrates as well as some ideas of how to engage your audience.
January:
  • New Year’s Day, January 1
Target audience: people around the world
New Year’s is a fresh start for your audience. For the first week of the new year, build your marketing campaigns around those New Year’s resolutions, bucket lists, and challenges.
  • Eastern Orthodox Christmas, January 7
Target audience: the Orthodox Christian community
The Christmas festivities in the Eastern Orthodox Christian community are still in full swing in January.
The Eastern Orthodox Church bases its liturgical calendar not on the Gregorian, but on the Julian calendar, according to which the birth of Jesus Christ is on January 7. If your target audience is based in Russia, Ukraine, Israel, Egypt, Bulgaria, or other countries with Eastern Orthodox Christian communities, consider running your Christmas campaigns a little longer.
  • National Sticker Day, January 13
Target audience: creative people, families with kids
You can participate in this day by creating stickers targeting your niche that people can collect! One of my favorite sticker creation sites is https://stickermule.com
  • National Hat Day, January 15
Target audience: anyone who wears hats
National Hat Day is perfect for creating new designs of print on demand hats, or adding hats as a new product.
  • Chinese New Year, January 25–February 8
Target audience: the Chinese community, people around the world who follow the Chinese zodiac
The Chinese New Year is a festival that begins on the second new moon after the winter solstice and ends on the full moon fifteen days later.
The festival marks the start of the new year, and each year is assigned one of the 12 traditional zodiac animals. Use these zodiac animals in your print on demand products and advertising campaigns. You can even sell home decor or kitchen accessories (coffee mugs, etc) with these designs.
  • Grammy Awards, January 27
Target audience: music lovers
The Grammys are a renowned music event that celebrates the musical achievements of the year.
Grow your brand by connecting with your audience over the event with polls or contests or offering party supplies for those throwing watch parties. 
February:
  • Groundhog Day, February 2
Target audience: Americans, Canadians
The hard winter is over. Might be a fun reason to run a sale in your store.
  • Super Bowl Sunday, February 2
Target audience: NFL fans
Super Bowl Sunday is the culmination of each National Football League season. For many Americans, the annual championship game is the sporting event of the year. 1 in 4 Americans say the day after the Super Bowl should be declared a national holiday.
You can sell football-related products or party supplies to target this event. Celebrate with your audience by sharing on social media.
Note that the NFL have trademarked the terms “Super Bowl” and “Super Sunday.”
  • Oscars Night, February 9
Target audience: film lovers
The Academy Awards ceremony is one of the biggest events in the film industry. Use #Oscars2020 to connect with your audience on social media and don’t forget those great party supplies for watch parties.
  • Valentine’s Day, February 14
Target audience: people around the world
Valentine’s day is a popular holiday for gifts for those in a relationship, but in the US it’s become an even bigger holiday for kids! Kids trade valentines and candy. Get in on the fun!
  • Family Day, February 17
Target audience: Canadians
February 17 in Canada is Family Day, a federal holiday during which families get to spend time together. Wish your Canadian audience a happy family day and communicate your brand values.
March:
  • National Dress Day, March 6
Target audience: fashion enthusiasts
Get those trending fashion accessories going or run a fun contest or poll with your audience about who wore it best.
  • International Women’s Day, March 8
Target audience: supporters of the movement
International Women’s Day celebrates women’s equality and contributions to the world. Run a sale or create a social media post to celebrate!
  • White Day, March 14
Target audience: people in China, Hong Kong, Japan, Malaysia, South Korea, Taiwan, and Vietnam
In many Asian countries, women celebrate Valentine’s Day by giving chocolates and handmade gifts to their boyfriends, male colleagues, and friends. A month later, on March 14, the men reciprocated the gesture.
On this day, online shoppers go after custom-made apparel, accessories, and jewelry. Target an audience in Southeast Asia with these fares.
  • St. Patrick’s Day, March 17
Target audience: people of Irish descent, especially in the United Kingdom, Canada, United States, Brazil, Argentina, Australia, and New Zealand
St. Patrick’s Day is a celebration of Ireland’s heritage and culture that usually involves parades and festivals. People throw parties and dress up in green. Get in on the fun by offering St Patrick’s Day themed gear or decor.
  • Holi Festival, March 9
Target audience: Hindus across India and other South Asian countries
Holi is the traditional Hindu festival of colors that celebrates love, fertility, and the advent of spring. Apparel, jewelry, electronic items, and footwear are best sellers around this time. Be sure to research what matters for your audience.
  • First Day of Spring, March 20
Target audience: people in the Northern Hemisphere
This event marks the first day of astronomical spring in the Northern Hemisphere. In the North, people can’t wait for spring to begin, so use this opportunity to get your spring sales going!
April:
  • April Fools’ Day, April 1
Target audience: people in the West
In the Western world, people know that on April 1 they’ll probably get pranked.
Show your sense of humor on social media or create your first KDP book of pranks!
  • Sibling Day, April 10
Target audience: siblings
Celebrated around the world, Sibling Day honors the unique relationship siblings have. Like Mother’s and Father’s Day, Sibling Day is all about spoiling your brother or sister with gifts or an invitation to spend some quality time together.
This is a great opportunity to target gifts for brothers or sisters or create print on demand products to celebrate.
  • Easter Holy Week, April 10–12
Target audience: countries where Easter is observed
Good Friday, Holy Saturday, and Easter Sunday commemorate Jesus’ last week on earth and the events leading up to his resurrection. Easter is often considered a more important Christian holiday than Christmas and it’s not as commercial.
Shoppers are looking for spring sales, spring fashion, and stuff to fill their Easter baskets!
  • National Pet Day, April 11
Target audience: animal lovers
National Pet Day encourages people to celebrate their loyal companions as well as pay attention to pets who need special care.
Celebrate your pets on social media or offer pet gifts and treats in your store.
  • Earth Day, April 22
Target audience: people who support environmental protection
April 22 marks the anniversary of the environmental movement founded in 1970. On this day, countries around the world hold events in support of environmental protection.
This is not really a good time to sell but it is a good time to share with your customers why Earth Day is important to your brand.
May:
  • Cinco de Mayo, May 5
Target audience: Mexicans, Mexican Americans
This day is celebrated in parts of Mexico and the United States to honor the Mexican army’s 1862 victory over France.
Target your sales promotions around this date or offer party accessories or decor for the occasion!
  • Mother’s Day, May 10
Target audience: people in the US, Canada, most European countries, Australia, New Zealand, India, China, Japan, the Philippines, and South Africa
Mother’s Day celebrates mother figures in society. In the US, it’s the third biggest spending holiday of the year.
If you have a product that could be a great gift for Mom, be sure to set up your promotions and change out your photos to reflect that. You can also send nice messages on social media.
  • Victoria Day, May 18
Target audience: Canadians
Victoria Day is a Canadian public holiday in honor of Queen Victoria’s birthday. Most cities mark this day with outdoor events and fireworks.
You could offer discount promotions or free shipping to Canada.
  • Memorial Day, May 25
Target audience: Americans
Memorial Day is a federal holiday in the United States to remember and honor the people who lost their lives serving in the United States Armed Forces.
Many stores run memorial day sales.
June:
  • Best Friend Day, June 8
Target audience: people around the world
There’s no clear history behind Best Friend Day, but that doesn’t stop the world from marking the occasion and people spoiling their friends.
This is a great time to offer friendship gifts or gift cards.
  • National Flip-Flop Day, June 14
Target audience: people in the Northern Hempisphere
National Flip-Flop Day is held on the third Friday in June since 2007. On this day, everyone is encouraged to wear flip-flops. Y
Share your flair for flip-flops on social media or draw attention to fun summer products in your store.
  • Father’s Day, June 21
Target audience: people in the US, Canada, most European countries, India, China, Japan
These dates may be different in different parts of the country, so check the exact date first and then think of great gifts for dad you can promote.
  • International Yoga Day, June 21
Target audience: yogis, fitness and wellbeing enthusiasts
It’s SUMMER!! Everyone is into fitness and having that bikini body. If you sell these products, this is a great day to run a promo.
July:
  • Canada Day, July 1
Target audience: Canadians around the world
Canadian Independence Day is celebrated similarly to other holidays of the kind–with country-wide events, parades, and picnics.
Just like Victoria Day, you could offer free shipping to Canada.
  • Independence Day, July 4
Target audience: Americans
No other holiday brings Americans together like the 4th of July. Sell patriotic decor, apparel, and party supplies because the celebration is on!
  • National Bikini Day, July 5
Target audience: people who wear bikinis
Since July 5, 1946, women have been hitting the beach in bikinis. National Bikini Day marks the anniversary of the invention of this revealing two-piece bathing suit.
Celebrate with more summer sales.
  • World Emoji Day, July 17
Target Audience: smartphone users
Incorporate emojis into your marketing campaigns to increase consumer engagement. This works great all year long.
August:
  • Book Lovers Day, August 9
Target audience: book lovers
Great opportunity to talk about books you love and engage with your audience or sell book reading accessories.
  • The first day of school, date depends on location
Target audience: students, parents, teachers
In the Northern Hemisphere, the academic year starts in August or September, and in the Southern Hemisphere, it starts in January or February.
Prepare by offering back to school promotions and school supplies for back to school, the college dormitory, teacher gifts, and home office solutions.
September:
  • Labor Day, September 7
Target audience: Americans and Canadians
Labor Day celebrates the social and economic achievements of American workers. It’s a federal holiday with public celebrations such as firework displays, picnics, and barbecues.
Labor Day weekend is also the end of summer. People barbecue, have parties, and look for sales. 
Many European, Asian, Central and Southern American countries celebrate Labor Day on May 1.
  • Oktoberfest, September 19–October 4
Target audience: Germans and fans of Oktoberfest
Oktoberfest is the world’s largest beer and folk festival held in Germany.
If you don’t sell leiderhosen, you can celebrate on social media or offer barware or beer steins.
October:
  • Coachella, October 9–18
Target audience: festival-goers
Coachella is one of the biggest music festivals in the world. The annual six-day festival that features A-list performers and celebrities isn’t just about the music, but also about art and fashion.
People in attendance are looking for amazing outfits and accessories. Become their favorite supplier!
  • Canadian Thanksgiving, October 14
Target audience: Canadians
Thanksgiving in Canada is a family holiday when people give thanks for the past year. Families prepare special meals and dine together.
This is a good time just to say hello and thank your Canadian customers for their support. 
  • Boss’s Day, October 16
Target audience: anyone who’s ever had a boss
Celebrated on October 16, Boss’s Day is meant to strengthen the bond between employers and employees.
Offer gifts for bosses such as custom office supplies, coffee mugs, stickers, cards, and more.
  • Halloween, October 31
Target audience: people in the Western world
Halloween originated from an ancient Celtic festival in Ireland that marked the end of the annual harvest season and the coming of winter. Today, with its fun costumes, trick-or-treating, and festive decorations, Halloween is anything but serious.
Celebrate on social media and offer Halloween costumes or light up accessories for humans and pets!
November:
  • Veterans Day, November 11
Target audience: Americans
Veterans Day honors and gives thanks to all military personnel who have served the US.
It’s a day to commemorate, not commercialize, so take this time to thank veterans on social media.
  • Remembrance Day, November 11
Target audience: Canadians, Australians, and British
Remembrance Day in Canada, Australia, and the UK commemorates people who gave their lives in armed conflicts during World War I. Weeks before this day, many people wear red poppies pinned to their clothing as a symbol of remembrance.
Similar to Veterans Day, this is not a day to commercialize but to connect.
  • Singles’ Day, November 11
Target audience: Chinese people around the world
Singles’ Day, or Double 11, started as a student tradition in China in the mid-1990s. On this day, single friends would spend time together eating, going to movies, and shopping.
However, November 11 took an unexpected and commercial turn in 2009 when one of the biggest ecommerce companies, Alibaba, decided to run its first Singles’ Day sale. Fast forward to today, Double 11 is one of China’s biggest annual spending events.
Consider selling on Alibaba and taking part in the sales on this day.
  • Diwali, November 14
Target audience: Hindus around the world
Diwali, or the Hindu Festival of Lights, is one of India’s most popular holidays. Celebrated every autumn, it honors the victory of good over evil and light over dark.
In preparation for Diwali, families spend days cleaning and decorating their homes and shopping for clothing and accessories to wear. 
  • Thanksgiving, November 26
Target audience: Americans
Celebrated nationally, Thanksgiving originated as a harvest festival when the first pilgrims shared their food with Native Americans. Today, families and friends get together for a meal to give thanks for what they have.
Thank your customers!
  • Black Friday, November 27
Target audience: bargain hunters, holiday shoppers
Black Friday is a shopping day after Thanksgiving that is known for crazy deals and the crowds that go crazy for them.
As an ecommerce business owner, you can’t afford to miss Black Friday. Prepare ahead of time and offer amazing sales!
  • Small Business Saturday, November 28
Target audience: your target audience
Created in 2010 by American Express, Small Business Saturday aims to draw attention to small business owners by encouraging customers to support local businesses rather than industry giants.
It’s a great time to remind your customers of your position a small business and thank them for their support with a sales promo.
  • Cyber Monday, November 30
Target audience: bargain hunters, holiday shoppers
The Monday after Black Friday, known as Cyber Monday, is the biggest online spending holiday to date. Be sure to make sure your sales promos can last throughout these important dates. Plan ahead.
December:
  • National Sock Day, December 4
Target: anyone who wears socks
People love to wear fun socks. Why not carry some in your store?
  • Green Monday, December 14
Target audience: holiday gift shoppers
Green Monday is the second Monday in December and one of the busiest retail shopping days in the US. It’s the day when shoppers realize they only have around 10 shipping days left before Christmas. Help their sense of urgency with great gift ideas.
  • Free Shipping Day, December 15
Target audience: your target audience
On this day, online stores around the world offer free shipping to extend the Black Friday Cyber Monday shopping excitement.
If you’re already on Amazon, you can use this day to highlight your e-commerce store off of Amazon and offer free shipping.
  • Hanukkah, December 10–18
Target audience: Jewish community
Hanukkah, also known as the Festival of Lights, is celebrated by the Jewish community and lasts 8 days and nights.
This holiday is more about spending time with family than shopping. But if you have a familiarity with this audience you could offer candles and decorations.
  • Christmas Eve and Day, December 24–25
Target audience: Christians, countries where Christmas is a public holiday
These dates mark a religious and cultural holiday for billions of people around the world who celebrate the birth of Jesus Christ.
This day is less about spending money and more about spending time with family. Create some awesome social media campaigns to celebrate.
  • Boxing Day, December 26
Target audience: people in the UK, Canada, Australia, South Africa, and New Zealand
Boxing Day is a national holiday celebrated in a number of countries that are historically connected to the United Kingdom. On this day, people spend time with family or friends.
  • Kwanzaa, December 26–January 1
Target audience: African Americans, people in the African diaspora
Kwanzaa is a 7-day holiday when families honor their African heritage. During each of the seven days, a candle is lit to recognize one of seven core values, or Nguzo Saba.
On the last day of Kwanzaa, families come together and exchange gifts that are homemade rather than store-bought. Celebrate with social media messages instead of sales campaigns.
  • New Year’s Eve, December 31
Target audience: people who follow the Gregorian calendar
The last day of the year is usually celebrated with social gatherings and watching fireworks. It’s also the time to show off your fanciest party outfit.
People love to celebrate new years with decor and wearable accessories. You can offer this gear in your store or just say happy new year on social media.
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