If you’ve worked in the eCommerce industry for a while then you may be familiar with the important dates in your business calendar. The typical Black Friday and Cyber Monday eCommerce dates come to mind when you think about focusing your efforts on customer reach. Yet, there are dates all year round that can boost your sales and create greater brand awareness.

It’s important to keep your marketing consistent throughout the year and know the key aspects of that month to ensure you can target your audience appropriately.  With retail eCommerce sales forecast to double between 2016 and 2020, you definitely want to know all the essential dates.

Our calendar covers the key eCommerce dates you’ll need to know. We’ve included statistics, insights, and tips for making the most of the lead up the day/season.

Valentine’s Day (February 14th)

Falling on the same day every year, Valentine’s Day signifies love and passion for many couples and lovers around the world. Luckily, as an eCommerce store, you can make the most of their love by encouraging gift giving through marketing campaigns and heart emojis.

Many eCommerce businesses base their products around Valentine’s Day and love. Some even spend hundreds of dollars to reach a larger audience through marketing. Why is this? It’s most likely because Valentine’s Day is one of the biggest eCommerce dates for your calendar. In 2018, online gift purchases for Valentine’s Day reached around 19.6 billion U.S. dollars. The numbers continued to rise in 2019. The forecast predicts numbers will continue to increase into the future with more buyers turning to online retailers over in-store purchases.

Top Tip: Cater to the Male Audience Rather Than Females

Keep in mind that 62% of gift giving will be by men with only 42% of women giving gifts on Valentine’s Day. This may mean you want to cater to the male audience rather than females out there.

Mother’s Day (May 12th 2019)

In the U.S., Mother’s Day is held every second Sunday of May. In 2019, this means that it falls on May 12th. Since the date changes every year, strategically planning marketing campaigns to remind people of the special day is sure to get you some sales. According to BigCommerce, 29% of Americans will buy their Mother’s Day gifts online which means your target audience is potentially quite large.

If you’re a smaller eCommerce business (perhaps a boutique or unique store), Mother’s Day is a great way to increase your sales since 84% of Americans feel that gifts from boutiques and small retails businesses are more personal. Your potential customer base is huge and has the ability to be even bigger by simply creating marketing campaigns on social media or email newsletters. To make the process even easier you can be do all of this through email automation platforms.

Top Tip: Send Reminder Emails 2 or 3 Weeks Before May 12th

We often forget about key holidays throughout the year until the day it arrives, sending your email subscribers a gentle reminder around 2 or 3 weeks before doesn’t hurt and may mean people turn to you for their gifts.

Wedding Season (May to July)

Weddings happen throughout the year but the key dates to keep in mind are between May and July as it corresponds to summertime in the US when most weddings happen. There is a lot of potential when it comes to marketing during the wedding season, depending on your business niche you can target both couples getting married or potential guests who will be buying gifts.

Data released by eBay in 2016 shows that searches for ‘wedding presents’ skyrocket during June, which means that those attending weddings wanted to find the perfect gift for the couple.  Using simple techniques (such as targeted ads), you could reach this audience and provide a solution to their search which is a win for them as they’re buying something nice, but also for you as it means your sales increase.

Top Tip: Create a Gift Guide or Automated Email Blasts

Create a “gift guide” on your website that focuses on the curation of items that would be great for weddings. Or, if your brand is a company that provides wedding essentials then broadcast this through email blasts about sales related to these items during the wedding season. Wedding essentials can range from anything from garter belts, dresses, bow ties, or even tuxedos and shoes.

Father’s Day (June 16th 2019)

Likewise to Mother’s Day, Father’s Day falls on the third Sunday of June which means this year it’s on the 16th of June. While the retail sales for Father’s Day aren’t as high as Mother’s Day (the average American spends around half the price on gifts for Father’s Day), it’s still an opportunity to increase your sales.

This is especially useful for eCommerce businesses who specialize in gifts that would be ideal for Father’s Day.  Popular gift items for Father’s Day are more practical and traditional such as electronics, clothing and gift cards. In 2017, the eCommerce statistics for Father’s Day were around $15.5 million in sales which shows the potential of sales for this holiday.

Top Tip: Read About the Trending Gifts

Read some recently written blog articles by popular magazines on the lead up to Father’s Day to check out the trending items. If you sell this item or something similar, you know it’s a product worth marketing and highlighting to your audience.

Thanksgiving Day (November 28th 2019)

One of the biggest shopping and eCommerce events of the year has to be Thanksgiving weekend. While the sales and deals tend to appear on the lead up to Black Friday and Cyber Monday, there is no reason that you can’t make the most of the traditional American holiday; Thanksgiving Day! Around $2.5 billion dollars were spent in eCommerce revenue in the U.S. in 2017, and this number increase in 2018. The numbers for 2019 are set to reach an all-time high, so why wouldn’t you want to get involved?

eCommerce businesses can make a lot of money from the weekend as a whole, it’s definitely worth taking a look at upping your campaigns for the holiday season. It could be the difference between making hundreds and thousands of dollars.

Top Tip: Separate Your Customers According to Their Buying History

Segment your customers into smaller groups according to their buying history on your website. Loyal customers appreciate sweet gestures and special limited deals, last year holiday shoppers need a fresh new set of deals to check out and those who left their cart without checking out may need a reminder that you know they’re interested.

Black Friday (November 29th 2019)

Often considered the highest day for engrossing profit in the eCommerce business, Black Friday sales speak for themselves. From 2017 to 2018, online sales increased by 23.6% with this average forecast to rise again in 2019. It’s also important to note how the sales were produced through site traffic, knowing this will give you an indication of how people will find your website and buy your stock during the holiday this year.

In 2018, 24% of direct site traffic came through paid search, 27.2% was through shares, 20.9% through natural search and 20.3% was email. Not only do these figures show the importance of great SEO of your website, but they also show how influential email campaigns and newsletters can be as well as running paid search during the holiday period.

Top Tip: Make Sure Your Site is Ready for a Traffic Spike

It’s essential that your website is up to scratch and running smoothly on its platform. Without a reliable platform, you may be kissing goodbye to precious Black Friday sales especially during peak times. Also, we would recommend ensuring your website is completely responsive and mobile-friendly as most sales come from handheld devices.

Cyber Monday (December 2nd 2019)

Ending the Thanksgiving sales and deals weekend is Cyber Monday. This day typically starts the Christmas rush to purchase affordable items online and wait for them to be delivered to your home in time for the holidays. When considering tactics to do for Cyber Monday, in order to maximize your sales, it’s always best to create a special Cyber Monday landing page with your top deals on. That way, your audience is automatically seeing the sale items when they click onto your website and don’t have to search around for them.

In 2018, Cyber Monday spending (for eCommerce on mobile and desktop combined) equated to $6 billion. Within the last 4 years, there has been an increase in spending prices with a 28% growth every year. The statistics speak for themselves when it comes to making the most of your eCommerce business. We couldn’t recommend anyone enough to dive into this holiday season and make a lot of money targeting ads and email campaigns to those who want to spend money on your site.

Top Tip: Offer Free Shipping for Cyber Monday

Offering free shipping to customers over a certain threshold (such as $50) during Cyber Monday will encourage customers to spend more so that they can qualify. This is a great way to allow customers to feel happy with their purchases and money-saving efforts while also allowing your company to make more money than you typically would without the threshold.

Christmas Period (December 3rd till 22nd)

Throughout December, eCommerce sales are through the roof. The U.S. alone produced $123.73 billion of revenue sales in 2018 on eCommerce online platforms. That is well beyond any other holiday season. The statistics can’t simply show how much buzz there is around the aspect of gift-giving during the Christmas period and as an eCommerce store, you’ll know sales always seem to skyrocket during the winter snow. We don’t think we need to convince you at this point, it’s more about putting the skills into place when it comes to reaching your current and potential audience.

Top Tip: Send Automated Emails Counting Down to Christmas

Creating that pre-Christmas buzz is exciting and simple to do. Set up an automated email series that counts down to your Christmas shipping cut-off and within those last few days, your sale numbers will surge.

We hope that providing you with valuable information about the key dates of the eCommerce calendar that you will be able to utilize these to improve sales and continue to grow your company.