The Complete Retail Marketing Calendar 2021: All the Dates You Need to Know

Retail Marketing Calendar Article Cover

This is the complete retail marketing calendar for the year 2021.

If you run an ecommerce business, you know the drill: Having a promotional calendar for marketing and shopping events is key to deliver on your sales targets.

And the most successful brands plan their participation in promotions and sales events well in advance.

That’s why I’ve put together the most comprehensive month-by-month retail shopping event calendar you’ll find online.

Including all the key sales dates for Amazon sellers and online shop owners alike. So you know exactly when and how to delight your shoppers and increase your sales in 2021.

Let’s dive right in.

January · February · March · April · May · June · July · August · September · October · November · December

Do you want a free copy of the 2021 marketing calendar as a printable PDF version? Simply scroll down to the bottom of the page or click here.


With customers on the lookout for opportunities to spend their Christmas money and redeem gift cards, January is one of the most attractive months for online shoppers and sellers alike. Post-holiday sales attract savvy shoppers with an appetite to consume. And this can be a great opportunity to introduce your brand to new customers.

Plus, most consumers spend on their new year’s resolutions. Veganuary and Dry January are the perfect opportunities to help shoppers with your products to achieve their goals. Right before the Chocolate Cake Day arrives at the end of the month 😉

Key dates in January:

  • 1st January – New Year’s Day
  • 1st – 31st January – Dry January
  • 1st – 31st January – Ginuary
  • 1st – 31st January – Veganuary
  • 6th January – National Shortbread Day
  • 18th January – Blue Monday
  • 19th January – International Popcorn Day
  • 25th January – Burns Night
  • 26th January – Australia Day
  • 27th January – Chocolate Cake Day


With new year resolutions widely abandoned, February holds a lot for dreamers, lovers and sweet tooths. From World Nutella Day to Valentine’s Day to Shrove Tuesday. You can really set your creativity free this month and use promotions on your top sellers to grow your sales.

Key dates in February:

  • 1st – 28th February – Black History Month (US/CA)
  • 1st – 28th February – LGBT History Month
  • 5th February – World Nutella Day
  • 7th February – Yorkshire Pudding Day
  • 9th February – National Pizza Day
  • 12th February – Chinese New Year (Year of the Ox)
  • 14th February – Valentine’s Day
  • 14th February – BAFTA’s
  • 16th February – Pancake Day
  • 16th February – Shrove Tuesday
  • 17th February – Ash Wednesday
  • 20th February – Love Your Pet Day


Leaving the cold winter months behind, many hope for the first days with temperatures above the 20 degrees mark. So why not use this happy mood to celebrate the International Women’s Day or Mother’s Day with some email campaigns that bring loyal customers back to your store to shop for their loved ones? And with Saint Patrick’s Day around the corner, you can even bring some (green) colour to your ads. If that’s not a way to change things up, what is? 🙂

Key dates in March:

  • 1st  March – St David’s Day
  • 4th March – World Book Day
  • 8th March – International Women’s Day
  • 14th March – Mother’s Day
  • 17th March – St Patrick’s Day
  • 20th March – First Day of Spring
  • 25th March – International Waffle Day
  • 28th March – BST starts


With the consumption of chocolate eggs and other sweet temptations at its peak before Christmas, buckle up your retail marketing efforts: The upcoming April Fool’s Day is an ideal opportunity for you and your brand(s) to show some discounts that seem too good to be true. And if that’s not your thing, you can lean back and market your products as Easter gifts to shoppers in the week before Easter Sunday instead. April: Sorted.

Key dates in April:

  • 1st  April – April Fool’s Day
  • 2nd April – Good Friday
  • 4th April – Easter Sunday
  • 5th April – Easter Monday
  • 10th April – Siblings Day
  • 11th April – National Pet Day
  • 19th April – Bicycle Day
  • 21st April – National Tea Day
  • 22nd April – Earth Day
  • 23rd April – St George’s Day


With temperatures hitting the 20 degrees mark on a repetitive basis, why not celebrate the return of summer feelings with the long-awaited World Cocktail Day? And if drinking is not really your thing, you can send your shoppers back to the kitchen with shopping stimuli around the World Baking or National Biscuit Day.

Key dates in May:

  • 3rd May – May Day
  • 4th May – Star Wars Day
  • 11th May – National Eat What You Want Day
  • 13th May – World Cocktail Day
  • 16th May – International Day of Light
  • 17th May – World Baking Day
  • 20th May – World Bee Day
  • 25th – 29th May – Chelsea Flower Show
  • 29th May – National Biscuit Day
  • 31st May – Spring Bank Holiday


June. A busy month when it comes to our retail marketing calendar. Wold Gin Day, National Beer Day, Father’s Day and the beginning of summer should give you and your marketing teams enough ideas to fire up some social media campaigns. And if you’re willing to engage in a month-long event, why not sponsor your local pride community to build your brand?

Key dates in June:

  • 1st June – Beginning of Summer
  • 1st June – Global Day of Parents
  • 1st June – 30th – Pride Month
  • 12th June – World Gin Day
  • 15th June – National Beer Day (UK)
  • 20th June – Father’s Day
  • 21st June – International Day of Yoga
  • 21st June – Summer Solstice
  • 23rd – 27th June – Glastonbury Festival
  • 24th June – Midsummer’s Day
  • 28th June – Wimbledon Starts (ends 11th July)


While July may seem like a quiet month, you should use the slower period to stock up on your inventory and create marketing plans for the upcoming back-to-school busyness. In July, you can still delight your customers by using World Chocolate Day or the start of the school holidays as hook for your sales campaigns.

Key dates in July:

  • 4th – 5th July – American Independence Day
  • 7th July – World Chocolate Day
  • 17th July – World Emoji Day
  • 22nd July – School Holidays (differs per school)
  • 31st July – National Avocado Day


With everyone in holiday mode, it can be hard to get your customers attention. Thankfully, shoppers are also online this month. But you may have to become a bit more specific which customers you want to target:

Book Lovers Day, World Photo Day or National Dog Day attract a wide consumer base, but with very distinct interests. Don’t overcomplicate it, just pick the relevant events that fit your brand.

Key dates in August:

  • 2nd August – Summer Bank Holiday
  • 6th August – International Beer Day
  • 8th August – International Cat Day
  • 9th August – Book Lovers Day
  • 19th August – World Photo Day
  • 26th August – National Dog Day
  • 28th August – National Burger Day
  • 29th – 30th August – Notting Hill Carnival
  • 31st August – Summer Bank Holiday


With most shoppers returning from holidays, their kids have to go back to school. That’s an ideal time to offer some promotions and price discounts to your customer base. The World Guacamole Day spices things up if you’re active in the food industry (or have a creative marketing team).

Key dates in September:

  • 5th September – Back to School (differs per school)
  • 6th September – Read a Book Day
  • 12th September – National Chocolate Milkshake Day
  • 16th September – World Guacamole Day
  • 27th September – World Tourism Day


October holds some really interesting sales dates for ecommerce sellers: If you want to raise the energy levels of your buyers, use the International Coffee Day to attach some coffee samples to your shipments. You can do the same for your vegetarian customer base.

At the end of the month, Pumpkin Day and Halloween are proven events to run some effective discounts and promotions on seasonal products.

Key dates in October:

  • 1st – 31st October – Black History Month (UK)
  • 1st – 31st October – Breast Cancer Awareness Month
  • 1st – 31st October – Go Sober for October (Stopober)
  • 1st October – International Coffee Day
  • 1st October – World Vegetarian Day
  • 10th October – World Mental Health Day
  • 16th October – World Food Day
  • 22nd October – National Nut Day
  • 25th October – World Pasta Day
  • 26th October – National Pumpkin Day
  • 29th October – National Cat Day
  • 31st October – Halloween
  • 31st October – BST ends


This is the month most retailers love and hate the most at the same time. No other month in the year is as busy, exciting and nerve-racking. Make sure your inventory levels and sales plans are up-to-date. The week before Black Friday can be as busy as Black Friday itself. And even if you don’t sell tech, make sure your top sellers are discounted and promoted on Cyber Monday. Those events are not made to offer small discounts.

Key dates in November:

  • 1st – 30th November – Movember (Men’s Health Awareness Month)
  • 1st November – World Vegan Day
  • 5th November – Guy Fawkes Night
  • 11th November – Remembrance Day
  • 14th November – Remembrance Sunday
  • 26th November – Black Friday
  • 29th – November – Cyber Monday
  • 30th November – St Andrew’s Day


By now, you’ve hopefully reached your sales targets. And if not, don’t worry. Demand is still VERY high, as everyone searches for Christmas gifts for their loved ones. Make sure you promote and discount your most giftable products with a clear lead-time promise. So your customers understand until which day they can shop for their order to arrive in time for Christmas.

Key dates in December:

  • 4th December – National Cookie Day
  • 14th December – Christmas Jumper Day
  • 21st December – Winter Solstice
  • 25th December – Christmas Day
  • 26th December – Boxing Day
  • 28th December – Bank Holiday
  • 31st December – New Year’s Eve

The Retail Marketing Calendar 2021 (Infographic)

Now that you know all the key shopping dates you need to look out for in 2021, here’s a handy infographic you can download to plan your promotions ahead.

If you’d prefer to have this as a printable PDF version to work offline or to share with your colleagues, simply scroll down (or click here) and sign up to our newsletter. You’ll receive the marketing calendar as a welcome gift.

The Retail Marketing Calendar 2021 (Infographic)
The Retail Marketing Calendar 2021

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Retail Marketing Calendar

The Complete Retail Marketing Calendar 2021.

A PDF calendar including all retail events, national and bank holidays.

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Over to you

Now I’d like to hand things over to you.

Which of the upcoming retail marketing events will you participate in? Or maybe you know about an event I haven’t listed here.

Either way, let me know by leaving a comment below.

About Martin Heubel

I'm an ecommerce strategy consultant and the founder of Consulterce. Having worked at Amazon for many years, I now help B2C brands build highly profitable ecommerce businesses.

Follow me on LinkedIn or get in touch!


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