Brands that regularly grow, understand how to maximize their discount campaigns to reach and engage the most consumers.
Taking advantage of key promotion periods allows brands to maximize revenue potential without training customers to only buy when your brand is on sale.
Maximizing Your Promotional Events
In order to make the most out of your promotions, we recommend brands run a two part strategy.
Step 1: Scale Prospecting Campaigns Ahead of Promotional Periods
Leading up to promotional events, you should scale your prospecting campaigns to introduce your brand and its products to new customers.
The goal is to increase the size of brand aware prospects and encourage as many as possible to engage with your products ahead of the sale campaigns.
Step 2: Scale Your Consideration & Remarketing Campaigns
Once you’ve entered into the sale period, start scaling up your consideration and remarketing campaigns. You should now be reaching consumers that are aware of your brand and in-market for your products and looking for a discount.
This two part strategy helps ensure you have the biggest promotional impact on your business.
Important Promotional Dates
We’ve identified twelve key promotional periods that ecommerce brands should try to take advantage of. Make sure to incorporate these dates in your annual planning and paid media strategy.
Martin Luther King Jr. Day
Martin Luther King Jr. Day is a national holiday in the United States, celebrated on the third Monday in January to honor the legacy of Martin Luther King Jr., an important leader in civil rights.
Sales demand for Martin Luther King Jr. Day generally starts 8 days before the holiday.
Super Bowl Sunday
Super Bowl Sunday is a big advertising holiday, where companies spend millions of dollars trying to gain consumer attention with their commercials. This has become an advertising event of its own, and many businesses use promotions to capture demand during this period.
Sales demand for Super Bowl Sunday starts up to 21 days before the holiday.
Valentine’s Day is an extremely commercialized holiday with advertising everywhere you look. Companies are using this time to drive gift sales, especially around jewelry and fragrance.
Sales demand for Valentine’s Day generally starts 43 days before the holiday.
Easter has become an important promotional period, with many companies launching spring sale campaigns around the holiday.
Sales demand for Easter and Spring campaigns generally starts 35 days before the holiday.
Mother’s Day is an important holiday where people honor their mothers, motherhood, and the influence of mothers in society.
It’s an important holiday for gift-giving, with a high demand for gifts, flowers, and other tokens of affection.
Sales demand for Mother’s Day generally starts 28 days before the holiday.
Memorial Day is a federal holiday in the United States, where people remember and honor those who died while serving in the country’s armed forces.
Memorial Day also marks the unofficial start of summer, and many companies use this holiday to launch their Summer sale period.
Sales demand for Memorial Day generally starts 29 days before the holiday.
Similar to Mother’s Day, Father’s Day is a holiday to recognize and celebrate the contributions of fathers in families and society. It’s a holiday where fathers receive gifts; making it an important gifting holiday for brands.
Sales demand for Father’s Day generally starts 56 days before the holiday.
Independence Day, commonly known as the Fourth of July, is a federal holiday in the United States commemorating the adoption of the Declaration of Independence on July 4, 1776.
The July 4th holiday has become an important promotional event for brands.
Sales demand for July 4th generally starts 22 days before the holiday.
Labor Day celebrates the hard work and contributions of the American worker. It’s meant to be a holiday to recognize and thank those who have contributed greatly to our country’s economic and social progress.
Labor Day also signifies the end of summer, and many brands use the holiday as a promotional event to launch their fall campaigns.
Sales demand for Labor Day generally starts 29 days before the holiday.
Veteran’s Day is an important holiday to commemorate and celebrate the brave individuals who served in our country’s armed forces.
It’s celebrated in the United States on November 11th and has become an important promotional event for brands.
Sales demand for Veteran’s Day generally starts 12 days before the holiday.
Black Friday has been around since the 1950s and is an annual event, usually celebrated on the fourth Friday of November. It used to mark the beginning of the holiday shopping season for many Americans, but consumers have started shopping earlier and earlier.
Black Friday and Cyber Monday still stand as important promotional events for brands trying to maximize revenue during the Q4 holiday period.
Sales demand for Black Friday & Cyber Monday generally starts 40 days before the holiday.
Holiday Gifting Season
The holiday gifting season is a special time of year when many reflect on what they are grateful for and spend quality time with family and friends.
It’s an importing gifting and promotional holiday for brands, with the period being a major revenue driver for most consumer brands.
Sales demand for the Holiday Season generally starts 84 days before the holiday.
Now that you understand the key promotional dates for 2024, make sure you’re including these in your media plan and building prospecting plans accordingly.
Want help building your media plan or want to talk to a media strategist? Let’s chat and see how we can help you grow your brand.