2022 Marketing Calendar

New Year, New You

The holiday season isn’t every industry’s busy time – some are actually at their peak during the beginning of the year. Most of us make New Years’ resolutions and are looking for products to help us stay committed to them: from workout equipment, athletic apparel, home organization, to productivity support and more are huge during this time. Help customers stick to their goals with useful tips and the products they need to succeed.

Clearance Sales

It’s almost guaranteed that most brands end up with a little extra inventory at the end of a season so use a clearance sale to empty out the shelves, and make room for new items. Plus, it’s a good excuse to reach out to your database with a great deal on last-chance products.

Volume Discounts

May and June are filled with school graduations meaning that some shoppers will be buying gifts from a large number of friends and family. Close high-value shoppers by offering a volume discount on certain products perfect for the graduating senior or college students in their life. Want to drive up order values even more? Product customization is a great option to offer as an add-on for these gifts just like in wedding season.

Seasonal Strategies – Back to School

One-Stop-Shop

Make it as easy as possible for shoppers to get everything they need from you (if possible) so they don’t get distracted and abandon their cart to go to a competitor. Use special collections for your core customer segments, intelligent product recommendations, and strategic page links to keep them moving through your site and adding to their cart.

Know Your Shoppers

Not everyone going back to school has the same shopping list. From teachers and college students to kindergarteners and student-athletes–the audience here is huge. Target specifically those in charge of shopping, i.e. parents of school-aged kids, teachers, college students. These consumers are looking for everything from art supplies, sporting gear, and backpacks to laptops, bedding, and appliances. Narrow in on your target audience and show them how you can help.

Checklist

Back to school can be stressful for many consumers, so help them stay organized and confident with a shopping checklist of what they need; “Starting Kindergarten” to “Freshman dorm checklist” and everything in between–this makes you more likely to close the sale and even boost order value in the process by helping them stay on track.

B2S is home to both procrastinators and planners, make sure you’re prepared to cater to both with promotions, specially timed offers, and shipping timelines to keep everyone on track.

Between B2S and the start of the winter holidays is the prime time to focus on prepping for Q4 and Cyber Five. Focus on your lead captures now to grow your subscriber base for the winter holidays for strong email and SMS lists plus, ad costs are lower now which can be a game-changer for your holiday profitability.

Seasonal Strategies – Winter Holidays

Buy Online, Pick Up In-Store

This has continued to be a mainstay of the natural evolution of brick-and-mortar stores as their e-commerce presence grew and in-person shopping became difficult due to the pandemic. Plus, more shoppers are putting an emphasis on shopping local, making this a great way to connect with customers in your community. This is also an ideal way to appeal to last-minute shoppers who ran out of time for shipping. Not to mention reducing the last-mile fulfillment strain on your store, improving profit margins, and reducing stress. 

Beyond The Discount

We all think of BFCM traditionally as the weekend of deep discounts and flash sales but that doesn’t work for every brand. Bundles, exclusive products/gifts, early access and more can help take your offer outside the box. Collect emails/phone numbers in exchange for VIP access to deals beforehand, offer limited-time products for certain cart values, or donate a percentage of sales to a shopper’s charity of choice. Find your differentiator and center your messaging around what appeals to your target audience.

Non-Traditional Holidays

Black Friday and Cyber Monday typically dominate the conversation around Q4 sales opportunities but Thanksgiving, Small Business Saturday, Giving Tuesday, Boxing Day, etc. are all examples of how you can use outside the box messaging during this season and showcase more personality than just deep discounts or crazy doorbusters.

Gift Guides

We all know how hard it can be to shop for some people on our gifting list, so make it easier for customers to find the perfect present. Whether it’s first-time visitors unsure of what they’re looking for or loyal customers shopping for someone new, gift guides work for all segments.

Shipping Countdowns

The holidays involve shopping for gifts that are usually needed by a specific date. Use countdown banners to keep visitors informed about deadlines and encourage procrastinators to convert. Being transparent from the start builds trust and keeps expectations in check. Use geo-targeting to make sure that shoppers who can still get their orders in time are aware vs. those outside the shipping radius who you can push towards gift cards or other electronically gifted pr