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Your 12-Month Retail Calendar: How to Make the Most of Seasonal Sales All Year Long |
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CHAPTER 3 8 MIN
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Your 12-Month Retail Fiscal Calendar by Season: Non-Christmastime Holidays
JANUARY THROUGH MARCH
There are other holidays and events throughout the year that also bring busy selling periods to select retailers. Not sure which products to sell during these seasons? Below you’ll find a bird’s eye view of the rest of the retail fiscal calendar year, statistics around consumer behavior, and tips on which products to push to capitalize on these opportunities.
Get your 12-month retail planning toolkit to stay on top of busy and slow periods all year long. |
January
New Year’s: January 1
New Year’s sparks an interest in health and wellness, organization and money management — unsurprising considering these are the themes of the most popular resolutions. This is a great time to feature products related to these goals. One year, for example, I got the Athleta catalog out of the blue, strategically timed to hit my mailbox in January.
Pro tip: Instead of marketing your product features, market the benefits or end result — how your product helps achieve resolutions. This will likely resonate more with your audience as it’s a more personal and relatable approach.
Holiday Hangover Day: January 2
You might not have heard of Holiday Hangover Day from a retail perspective before, but you may have felt it. Holiday Hangover Day was coined by Brad’s Deals, a website that collects and publishes online coupons, promotions and deals from across the web. It describes the pattern of a spike in online sales on January 2.
Why does this happen? Consumers have had time off from work for a fair amount of time, and now they’re returning to the office. They’re sluggish. They’re bored. They could be hungover (in the literal sense of the word). They’re wishing they were anywhere but at the office.
So, they browse online. They know brands are liquidating last year’s inventory. They look for deals. According to the Washington Post, 2016’s Holiday Hangover Day saw a spike of 15%. Remember to promote your biggest leftover deals on your website, inviting shoppers to either make a purchase online or visit your store.
Post-holiday
Though not exactly a “holiday,” the official end to the holidays is significant an event enough for consumers. People are paying off credit cards and aren’t interested in purchasing things at full retail price, so this is when you’ll want to get aggressive with discounts. Use this as an opportunity to clear last year’s stock at steep savings so you can make room for next season’s merchandise.
During January, it's all about clearing out seasonal merchandise, not just to move inventory that won’t to make sense in the spring, but also in terms of preparing the store to receive brand-new, full-priced merchandise.
You’ll also want to take action on any winter clothing or gear at this time, as we’re in the middle of winter and these items are no longer top-of-mind for shoppers.
New Year’s: January 1
New Year’s sparks an interest in health and wellness, organization and money management — unsurprising considering these are the themes of the most popular resolutions. This is a great time to feature products related to these goals. One year, for example, I got the Athleta catalog out of the blue, strategically timed to hit my mailbox in January.
Pro tip: Instead of marketing your product features, market the benefits or end result — how your product helps achieve resolutions. This will likely resonate more with your audience as it’s a more personal and relatable approach.
Holiday Hangover Day: January 2
You might not have heard of Holiday Hangover Day from a retail perspective before, but you may have felt it. Holiday Hangover Day was coined by Brad’s Deals, a website that collects and publishes online coupons, promotions and deals from across the web. It describes the pattern of a spike in online sales on January 2.
Why does this happen? Consumers have had time off from work for a fair amount of time, and now they’re returning to the office. They’re sluggish. They’re bored. They could be hungover (in the literal sense of the word). They’re wishing they were anywhere but at the office.
So, they browse online. They know brands are liquidating last year’s inventory. They look for deals. According to the Washington Post, 2016’s Holiday Hangover Day saw a spike of 15%. Remember to promote your biggest leftover deals on your website, inviting shoppers to either make a purchase online or visit your store.
Post-holiday
Though not exactly a “holiday,” the official end to the holidays is significant an event enough for consumers. People are paying off credit cards and aren’t interested in purchasing things at full retail price, so this is when you’ll want to get aggressive with discounts. Use this as an opportunity to clear last year’s stock at steep savings so you can make room for next season’s merchandise.
During January, it's all about clearing out seasonal merchandise, not just to move inventory that won’t to make sense in the spring, but also in terms of preparing the store to receive brand-new, full-priced merchandise.
You’ll also want to take action on any winter clothing or gear at this time, as we’re in the middle of winter and these items are no longer top-of-mind for shoppers.
Martin Luther King, Jr. Day: Third Monday
MLK Jr. Day is a popular excuse for retailers to run clearance promotions. You may have heard of White Sales, which are popular in retail and often occur in conjunction with or around the same time as MLK Jr. Day.
During a White Sale, retailers put sheets, pillowcases, bedding, towels, linens, home goods and furniture on sale — essentially, items that are commonly white (hence the name).
MLK Jr. Day is a popular excuse for retailers to run clearance promotions. You may have heard of White Sales, which are popular in retail and often occur in conjunction with or around the same time as MLK Jr. Day.
During a White Sale, retailers put sheets, pillowcases, bedding, towels, linens, home goods and furniture on sale — essentially, items that are commonly white (hence the name).
February
Valentine’s Day: February 14
Your retail buying or ordering for Valentine’s Day will happen before January, but marketing and merchandising should begin during the last week of January. Consumers often need to see things multiple times before it resonates, so introduce them to your promotions and products a few weeks beforehand.
The NRF also has interesting insight about the romantic holiday:
Valentine’s Day: February 14
Your retail buying or ordering for Valentine’s Day will happen before January, but marketing and merchandising should begin during the last week of January. Consumers often need to see things multiple times before it resonates, so introduce them to your promotions and products a few weeks beforehand.
The NRF also has interesting insight about the romantic holiday:
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● Candy is the most popular gift, followed by greeting cards, flowers and finally a night out (though younger consumers are more likely to gift a night out). Highlight these items with visual merchandising and retail displays, and make them easy-to-find, especially for last-minute shoppers.
● In terms of spending, consumers spend the most on jewelry as gifts, followed by a night out, flowers, candy and clothing. ● Shoppers are heading to department stores and discount stores to buy Valentine’s Day gifts. Maybe you can explore B2B sales if you your brand has products that consumers are looking for. ● Outside of tangible gifts, consumers are increasingly purchasing “gifts of experience” — in other words, activities rather than material items. More consumers would like to receive these types of gifts than those who are buying them. Consider partnering with a local business on a 2-for-1 deal or a creative collaboration: You supply the products and they supply the experience. |
Presidents’ Day: Third Monday
Presidents’ Day weekend has become a major retail holiday weekend. The product categories you’ll want to assort or promote at this time should relate to spring cleaning and spring refreshes. Think mattresses and a broad range of appliances.
Also of note, interior paint and tools like snow blowers are frequently put on sale around this time. Typically, painting doesn’t happen for a few more months, and the end of winter makes snow blowers irrelevant.
Presidents’ Day weekend has become a major retail holiday weekend. The product categories you’ll want to assort or promote at this time should relate to spring cleaning and spring refreshes. Think mattresses and a broad range of appliances.
Also of note, interior paint and tools like snow blowers are frequently put on sale around this time. Typically, painting doesn’t happen for a few more months, and the end of winter makes snow blowers irrelevant.
March
Spring: March 20
With the arrival of spring also comes the wave of spring cleaning. Retailers should look to promote and discount spring cleaning supplies. Think things like vacuums, home storage and organization items too. Don’t forget to cross-feature full price items like candles, vases, and other home decor items.
As the weather gets warmer, you’ll want to introduce lighter clothing, fitness gear and gardening products.
Spring break:
Spring break happens through the months of March and April, as these breaks are dependent on the school. It’s a good time to feature travel-friendly goods and apparel and put things like luggage and carry-on bags on sale, because retailers have the chance to clear out old items in anticipation of new ones that come with the summer travel season. Plus, you’ll capture last-minute packers prepping for their spring break.
Spring: March 20
With the arrival of spring also comes the wave of spring cleaning. Retailers should look to promote and discount spring cleaning supplies. Think things like vacuums, home storage and organization items too. Don’t forget to cross-feature full price items like candles, vases, and other home decor items.
As the weather gets warmer, you’ll want to introduce lighter clothing, fitness gear and gardening products.
Spring break:
Spring break happens through the months of March and April, as these breaks are dependent on the school. It’s a good time to feature travel-friendly goods and apparel and put things like luggage and carry-on bags on sale, because retailers have the chance to clear out old items in anticipation of new ones that come with the summer travel season. Plus, you’ll capture last-minute packers prepping for their spring break.
NEXT CHAPTER 5 MIN
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4. Your 12-Month Retail Fiscal Calendar by Season: Non-Christmastime Holidays (Apr-Jun)
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