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Planning a successful year in eCommerce is more than just marking the big holidays on your calendar — it’s about having a smart strategy, understanding seasonal trends, and knowing how to keep customers engaged all year. Each campaign should be relevant to your audience and executed in a way that stands out.
What makes our 2025 eCommerce marketing calendar different to the others? With hundreds of events out there, it’s hard to know which ones really matter to your customers. In our calendar, we’ve hand-picked what we see as the most important dates to stay ahead of competition and set the trends, not follow them. Having packed this with context, ideas, and real-world examples you can plan ahead, execute engaging campaigns, and make the most of each season and event.
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Embrace the fun and light-hearted spirit of Galentine’s Day with thoughtful, engaging content that will make your brand memorable. Target singles with light campaigns, self-love products, and trending hashtags. Suggesting gifts and personalized items to tap into celebrating friendships can help you strengthen your own customer relationships.
❤️ February 14th: Valentine’s Day:
Re-engage customers using data from previous Valentine’s Days to send personalized product suggestions from their previous purchases or latest browsing behavior. To secure sales and prevent losing customers to competition, showcase positive reviews, offer extended returns, and ensure fast delivery. This is also the perfect time to grant VIP customers early access to any sell-out products. Don’t be afraid to exude luxury, especially if your customers are Millennials, Gen Z, and Gen X–these are the biggest spenders on Valentine’s Day. Don’t forget about opt-out reminders, to be sensitive to those who might find the day challenging.
Turtle Bay’s Valentine’s & Galentine’s Day campaigns (2024):
This restaurant chain excels in its Valentine’s and Galentine’s Day campaigns by embracing inclusivity and empathy. For its Valentine’s Day messaging, it caters to various customer experiences, from romantic dinners to lively gatherings with friends, ensuring everyone feels welcomed.
For Galentine’s Day, they connect even further by celebrating friendships and self-love, promoting their offerings through dedicated landing pages and personalized playlists. This approach, blending food, music, and personalized messaging, helps Turtle Bay resonate with a broad audience, making their restaurants a go-to destination for all types of celebrations.
👯♀️ June 8th: National Best Friend Day:
Promote discounts and buy-one-get-one-free offers for products that customers can share with friends (whether a human or a pet!) Consider hosting events, experiences, or meetups that build friendly hype on social media. Share heartfelt or funny stories about best friends using your products and encourage engagement with best-friends competitions. Alternatively, start an “invite a friend” referral campaign with discounts for customers who convince a friend to purchase from your brand.
VOXI’s “Friends with Benefits” referral campaign: VOXI’s ongoing campaign allows users to refer friends to join VOXI, earning both parties rewards like Amazon, Just Eat, or PayPal vouchers.
During the promotion period, the rewards can be doubled, offering up to £40 per referral. This campaign not only incentivizes users to bring their friends into the VOXI network but also strengthens customer loyalty with tangible, appealing rewards.
🎮 September 12th: National Video Game Day: 35% of gamers are in the medium income bracket, so they’re a great community to make your customers. Create gamified experiences that allow customers to win prizes based on competitions. Tap into nostalgia with retro gaming references that resonate with your target audience, and launch guess-the-game quizzes and shareable memes that drive engagement.
Spar’s Seasonal Gamification: SPAR UK partnered with Playable to create gamified, interactive seasonal landing pages for campaigns like Easter and Pancake Day. These pages featured fun games such as scratch cards and a wheel of fortune, with on-theme recipes and exclusive in-store offers to engage customers and drive foot traffic. Their campaigns, like the “Grate the Cheese” game for Pancake Day with Cathedral City, successfully boosted engagement, email sign-ups, and in-store visits, demonstrating the effectiveness of gamification in driving both online and offline interactions.
❄️ December 21st: First Day of Winter:
Drop your winter collection and highlight warm, cozy products to get your customers through the winter. This is the shortest night of the year, so use a countdown timer if you want to host a mini-sale to clear excess stock, or offer products that bring brightness or celebrate the winter equinox. If any winter favorites that your customers love are back in stock, let them know by requesting notifications!
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