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The ecommerce marketing calendar 2020 for your online shop


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2020 is fast approaching – and with it, a new year of sales opportunities. From international holidays and celebrations to important industry trade fairs, this guide provides you with a monthly breakdown of what to keep an eye on and plan for next. Get a head start planning seasonal promotions, campaigns, content and more to support your sales throughout the year. Moreover, this guide provides you with tips and tools for implementing your ideas.

We recommend downloading this infographic so that you always have an overview of these dates close at hand!

Ecommerce and marketing calendar for your online shop:  



January 1 – New Year’s Day
January 21 – Birthday of Martin Luther King, Jr. (USA)

Prepare your shop now for these upcoming shopping trends:

  • Valentine’s Day
  • Booking spring break / summer holidays
  • Winter sale
  • Mardi Gras

Many businesses kick off their winter sales in January. This helps pick up momentum after the holiday business and create space for new inventory. So, it's time for special offers and discounts! With Shopware 6, you can easily manage popular marketing tools in the administration and, for example, link campaigns to target groups, shopping baskets or orders.

What else can you prepare? Like every year, Valentine's Day is celebrated on February 14th. To entice sales, you can create newsletters with different content targeted at your male and female customer groups. More tips can be found in this blog post.


February 2 – Groundhog Day (USA)
February 14 – Valentine’s Day
February 18 – Presidents’ Day (USA)
February 25 – Mardi Gras/Last day of Carnival season

Prepare your shop now for these upcoming shopping trends:

  • Spring
  • Spring cleaning
  • Spring break / summer vacation

By February, winter has outworn its welcome. True to the motto “out with the old and in with the new”, most customers are eager to welcome warmer weather, whether through spring cleaning or new products. Could it also be time for a fresh coat of paint for your online shop? Our store features numerous themes, which are sorted according to industry and colour scheme - so you will quickly find exactly what you are looking for.


March 5 – Mardi Gras / Last day of Carnival season
March 17 – St. Patrick’s Day
March 20 – Spring Equinox
March 22 – Mother’s Day (UK)

Prepare your shop for these upcoming shopping trends:

  • Easter
  • Garden décor / furniture
  • Motorcycles / convertibles
  • Outdoor sportswear / equipment

Not only the little ones are already looking forward to Easter in April - online shop operators also have reason to celebrate: Easter is one of the strongest sales periods of the year. To prepare your online shop, you can turn to our "Digital Publishing" tool to create attractive, SEO-relevant banners without any programming knowledge.


April 8 - 16 – Passover
April 10 – Good Friday
April 12 – Easter Sunday
April 22 – Earth Day
April 23 – Start of Ramadan

Prepare your shop for these upcoming shopping trends:

  • Weddings
  • High school graduation
  • Bicycles
  • Garden décor / furniture
  • Grills and accessories
  • Camping equipment

Mother’s Day is just around the corner – and customers will be looking for gift inspiration online. Products that can be individualised are received particularly well. Whether lettering or favourite colour, with Shopware product configurator, your customers can easily add a personal touch to your products.


May 5 – Cinco de Mayo
May 8 – Early May bank holiday (UK)
May 10 – Mother’s Day (USA / the Netherlands / Italy)
May 12 – 13 – Online Marketing Rockstars in Hamburg
May 23 – End of Ramadan
May 25 – Memorial Day (USA) / Summer Bank Holiday (UK)
May 28 – Shopware Community Day

Prepare your shop for these upcoming shopping trends:

  • Summer holiday
  • Summer fashion
  • European Football Championship

The first warm rays of springtime give you a taste of the summer season to come. Wardrobes have been cleaned out to make room for new shorts, shirts, sunglasses, etc. Now it’s important that you meet the individual tastes of your customers with exciting product recommendations. With Shopping Advisor, your customers can look forward to returning to your shop for perfect product recommendations, while you benefit from higher customer satisfaction and greater chances to increase your turnover.


June 12 – July 12 – European Football Championship
June 20 – Summer Solstice
June 21 – Father’s Day (UK / USA / the Netherlands)

Prepare your shop for these upcoming shopping trends:

  • Summer holidays
  • End-of-summer sale
  • Beach fashion


Whether rain, snow or shine, online shop operators can always tempt their customers to place an order via their mobile devices.


July 4 – Independence Day (USA)

Prepare your shop for these upcoming shopping trends:

  • Start of a new school year


August 31 – Summer Bank Holiday (UK)

Prepare your shop for these upcoming shopping trends:

  • Autumn
  • Thanksgiving
  • Halloween

The USA and Munich have shown us how to do it - Halloween and Oktoberfest cause reason to celebrate, and both are great catalysts for promotional opportunities. Next to unique a product offering, you can set yourself apart by creating valuable content throughout your shop. Be sure to make shopping as easy as possible and provide links to your product offering.


September 18 - 20 – Rosh Hashana
September 22 – Autumn Equinox
September 23 – 24 – DMEXCO
September 27 – 28 – Yom Kippur

Prepare your shop for these upcoming shopping trends:

  • Holidays season
  • Winter fashion
  • Preparing your house and garden for winter
  • First frost


October 31 – Halloween

Prepare your shop for these upcoming shopping trends:

  • Friday after Thanksgiving and Cyber Monday
  • Winter holiday & winter clothing
  • Flu season

While your customers are taking advantage of the late summer, now is the time to start preparing for the holidays, which unofficially kick off with Black Friday. Regardless if you’re looking to entice customers with unbeatable deals on Black Friday or appeal to holiday bargain hunters, Shopware’s Live Shopping tool is the perfect plugin to create limited time offers that increase or fall in price minute by minute.

This blog post is all about holiday business - and how it can be leveraged for your ongoing success. You'll also find effective helpers in our store to help you finish the year.


November 1 – All Saints Day
November 14 - Diwali
November 26 – Thanksgiving (US)
November 27 – Black Friday
November 30 – Cyber Monday

Prepare your shop for these upcoming shopping trends:

  • Advents calendar
  • Christmas gifts
  • Holiday decorations
  • Winter hobbies


Online shops usually generate the largest turnover during the time leading up to the holidays.


December 10 – Beginning of Hanukkah
December 22 – Winter Solstice
December 24 – Christmas Eve
December 25 – Christmas Day
December 26 – Boxing Day (UK / Canada)
December 31 – New Year’s Eve

Prepare your shop for these upcoming shopping trends:

  • End-of-winter sale
  • Fitness, health, losing weight
  • New Year’s Eve
  • Last-minute Christmas gifts

These topics are currently arousing a lot of interest anyway. Especially in combination with tips, interesting facts or recipes, your products will find their place in your shopping cart. In this way, you combine content and commerce in an ideal way. In the fashion and food industries, for example, you can focus on excellent sportswear and healthy food.