Your 12-Month Retail Calendar: How to Make the Most of Seasonal Sales All Year Long
CHAPTER 5   5 MIN

Your 12-Month Retail Fiscal Calendar by Season: Non-Christmastime Holidays

JULY THROUGH OCTOBER
July

​Independence Day: July 4
Grills are often put on sale around this time, and retailers can also lure people in who don’t have to work on this day. These individuals will be particularly interested in home goods and clothing. Run a big sale or in-store event to mark the occasion — and consider sprucing it up with refreshments or entertainment.

Prime Day: July 16
Amazon’s Prime Day has taken the ecommerce industry by storm. Americans spent just under $1 billion on Prime Day in 2015. That number has since jumped to $4.19 billion just three years later, according to figures from Statista.

What are these shoppers looking for? Discounted Amazon products and subscriptions. How can retailers compete? Some retailers have created their own competing version of Prime Day, offering discounts on their own brand lines, subscriptions, and more. There’s also an opportunity to further differentiate your brand with a high-level of customer service and more personal interaction.
August

Tax-free shopping
Each state has its own rules for applying (or not applying) sales tax to retail transactions. Oregon, for example, is famous for being tax-free. But a majority of U.S. states apply sales tax to purchases.

In August, various states have tax-free weekends. This is often timed strategically with the kickoff of back-to-school shopping (more on that next). It’s important to understand your local tax laws and which items customers will be looking for during tax-free weekends so you can proactively run promotions on these items.

Back-to-school
Back-to-school shopping happens earlier every year, and spending isn’t slowing down. Consumers spent more than $80 billion during the 2018 back-to-school shopping season, according to the NRF. You’ll want to feature and promote school and office supplies as well as apparel and accessories. Remember that these shoppers are typically parents purchasing for their children.

When we think of back to school, we often think of the under 18 crowd. But college students have a whole different set of needs. Run promotions on bedding and linens, denim, laptops and  tablet accessories, and headphones with these shoppers in mind.
September

Labor Day: First Monday
Marking the end of summer, Labor Day sales are great opportunities for retailers to promote last-minute back-to-school needs (and leftover merchandise that didn’t sell in August).

If you’ve forgotten to market and sell to teachers and educators, this is your chance.

Fall: September 22
As autumn begins, retailers will look to clear out outdoor-related gear. You’ll also want to put any summer items on clearance.

Here’s an idea: Run a promotion that rebels the end of summer. Promote your summer products at steep discounts, and encourage optimism about the fall days ahead.
October

With winter on the way, it’s time to put your summer items on clearance. This is also important for making space for holiday merchandise on your selling floor and in your stock area.

But don’t jump straight into the holiday season just yet.

Full-priced fall products are important during this time — apparel, outerwear, footwear, seasonal accessories like hats and scarves, as well as any non-apparel items that scream “cozy!” Think candles, blankets, coffee mugs, and just about anything in an autumnal- or jewel-toned color palette.

Halloween: October 31
Candy, decorations, costumes and greeting cards are the most popular items for this fun holiday, according to the NRF. Group these items together in your store so it’s easy for customers to get everything they need in one stop — and you can also use this as an opportunity to cross-sell other Halloween-related items. ​

Get your 12-month retail planning toolkit to stay on top of busy and slow periods all year long.
NEXT CHAPTER   7 MIN
6: Other Seasonal Fluctuations to Consider