The ultimate seasonal calendar to help plan for the year ahead

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Caroline Leksell / June 2020

Now more than ever, it’s important for retailers to have a roadmap for the year ahead. The coronavirus pandemic has presented unique challenges to retailers — altering consumer expectations, habits, and purchasing behaviour dramatically.

From Valentine’s Day, right up to the holiday season, this handy infographic uses the latest consumer trends, industry insights, and digital best practices to lay out the year’s key seasonal moments. Utilise this calendar to guide your approach, prioritise your next steps, and create a marketing strategy that meets your evolving business needs.

PL valentines 1 Mother Day PL Easter PL Father’s Day PL Summer sales PL Back to school Pl Singles’ Day Pl Black Friday PL The holiday season PL

Key takeaways

Understand your existing customers and find new ones

It’s important that customers know you are there for them, even in difficult circumstances. Make sure to stay updated on local market conditions and tune in to the challenges your customers face. Full-funnel audience solutions can identify shoppers with high purchase intent for each of the moments in our seasonal calendar. Optimise this information and expand your customer base by reaching undecided shoppers who are searching for products like yours.

Tell your brand story and plan accordingly

Whether you’re a small local business or a multi-channel retailer, it’s important to create real value to stand out during key seasonal moments. As consumers are turning online to do their research, video is becoming more important to drive brand awareness. Connect and inspire through excellent creatives, combined with robust demographic and affinity audience strategies. You can capture demand in the weeks and months leading up to the moment by identifying rising searches on Google Trends. And be ready to adjust your plans on a weekly basis as you assess the shifts in consumer behaviour patterns.

Listen intentently and be flexible

As the current situation evolves, it‘s vital to monitor campaign performance and continually reassess the context and tone of your marketing messages. Be prepared to reinvent your offering for certain moments and adapt to the times to keep customers on your website. Remaining flexible is key in these changing times, to stay connected with customers and support their specific needs during each of these important seasonal moments for retail.

Save or download your full seasonal retail calendar here.

Caroline Leksell,

Caroline Leksell

Retail Lead, Ads Marketing, EMEA, Google

Sources (29)

1 (The Smart Shopper Research Kantar/Google 2019 – Poland)

2 (Google Trends Data, Poland, 2019

3 (Google Trends Data, Poland, 2019)

4 McKinsey & Company COVID-19 Poland Consumer Pulse Survey 4/2–4/5/2020, n = 607, sampled and weighted to match Poland’s general population 18+ years Have you used or done any of the following since COVID-19 started?

5 Google Trends Data, Poland, 2019.

6 The Smart Shopper Research Kantar/Google 2019 – Poland.

7 Google Data, global English, April 4 to the week of April 11, 2020, vs. March 29, 2020–April 4, 202

8 Google Internal Data, Poland, 2019

9 Google Trends Data, Poland, 2019

10 Global YouTube Data, year on year 3/1/20 - 3/31/20 compared to 3/1/19 - 3/31/19

11 Google Trends Data, Poland, 2019

12 Google Trends Data, May 12 - 18 2019 vs. May 10 - 16 2020

13 Google Trends Data, Poland, Jan 1 2020 - April 27 2020

14 Google Trends Data, Poland, June 2018- August 2019

15 Google Trends Data, Poland, May 2019-May 2020

16 Google Trends Data, Poland, April 5 2020 - May 5 2020

17 Warsaw Business Journal, Polish family to spend on average PLN 1,718 on the back-to-school shopping

18 Google Trends, Poland, July-September 2019

19 McKinsey China Digital Consumer Trends 2019

20 McKinsey & Company COVID-19 Poland Consumer Pulse Survey 4/2–4/5/2020, n = 607, sampled and weighted to match Poland’s general population 18+ years

21 McKinsey & Company 2018

22 McKinsey China Digital Consumer Trends 2019

23 McKinsey China Digital Consumer Trends 2019

24 Google Trends Data, Poland, 2018 - 2019

25 Picodi, Black Friday shopping destinations in Poland 2019

26 Google Trends Data, Poland, 2018 - 2019

27 Google / Kantar Smart Research 2019

28 Statistia, Sources of inspiration for Christmas gifts in Poland 2019

29 Google Trends Data, Poland, 2019

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